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‘Such a timeless sense of freedom, such effortless motion, can only come from a land where traditions of craftsmanship and luxury are skilfully combined with the precision and power of modern engineering’.

This is just one example of the sales copy used to promote the Sterling to the all-American yuppie. It was to be one of the Rover Group’s most important export models; with some 40% of production was ear-marked for the USA. However, the car with ‘the joy of quite unflappable cornering’ would not bear the Viking badge.

A change of identity was not unknown when marketing a British car in the States. In previous years, Hillmans wore “Sunbeam” badge, Standards became Triumphs while the Avenger was sold as the Plymouth Cricket. Furthermore, on 27^th March 1986 Honda introduced the “Acura” brand to sell the Legend in the USA. At that time, US drivers did not associate the marque with “luxury” cars and dealers were unwilling to draw focus away from the Accord.

However, Rover enthusiasts noted that neither Audi nor BMW and Mercedes-Benz felt the need to create a new brand to enhance their American sales prospects. Sterling was born of a need to vanquish memories of the P6 and the SD1, neither of which impressed US drivers with their reliability.  

Sales commenced in February 1987, seven months after the launch of the Rover 800. It was initially offered in 825S and 825SL forms, and – on paper at least – the Sterling appeared primed to rival the 5-Series or the W124. The equipment levels were high - the SL offered ABS, alloy wheels, Connolly leather upholstery and electric front seats as standard - and their appearance was agreeably purposeful.

However, despite the wonderfully over-the-top television commercials -

– sales in that first year were just 14,171 – some way short of the projected 30,000. The Sterling was plagued by a variety of mechanical malfunctions while Consumer Guide reflected ‘Sterling cabins, which were praised for their real-wood accents and high-grade leather, were shedding trim bits at an alarming rate’. One, understandably, anonymous, Rover executive informed Automobile magazine:

We know that the driving experience in a Sterling is practically perfect. It's a fun car to drive. But that's quite separate from the ownership experience, and it's quite separate from our own service record. I hope it's not too late to prove ourselves.

Alas, that proved to be the case. The five-door hatchback and the 2.7-litre engine for the 1990 model year did not enhance sales, and neither did the promise of the forthcoming 800 Coupe. November 1991 marked the end of the Sterling after less than 35,000 examples.

It was a sad end for a car that once stood a chance to be the British answer to the Lexus but, as it was, the Sterling followed the pathway of the P6, the SD1 and the Triumph Stag. In short, it was a highly promising concept that all too often relied on the American motorist to undertake the development work.

Why choose Lancaster Insurance?

Here at Lancaster, we love classic cars as much as you do and we understand what it takes to protect them for future generations.

We have links with some of the top classic car clubs around the country and some of our policies even offer discounts of up to 25% for club members.

Other benefits of classic car insurance through Lancaster can include:

• Historic rally cover
• Static show cover
• Limited mileage discounts
• Choice of repairer
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