Sterling (car)

Sterling was a brand name of automobile marketed in the USA by ARCONA, Austin Rover Cars Of North America under the name Sterling Motor Cars, a division of the Rover car company of the UK. It existed in north America from 1987 to 1992, during which Rover was in collaboration with Honda of Japan.

Model range

The only Sterling model that was sold was the 800 series, which was a rebadged Rover 800-series but with different specifications tailored for the American market. At first, the saloon body-styled 825 (trims S or SL) saloon was sold. In 1988, the hatchback was added alongside the saloon, coinciding with the introduction of a new, larger, Honda engine and was called the 827 (trims SL or SLi).

In the United States and Canada it was only available with the V6 petrol engine. By 1989, the instrumentation had been changed to gauges sourced from a different component-builder (losing the oil pressure gauge and voltmeter in the process) and build quality had started to improve year for year. However these changes were too late to prevent the US-market version from later being withdrawn after poor sales.

(It should be noted that the 2.5 L Honda V6 was a completely different engine from the Rover KV6 Engine introduced in 1996 (never sold in the USA), although the two share the same 2.5 L capacity and V6 architecture.)

Experience in the market

Sales in America were initially strong, due to the appeal of classic 'British' interior design, combined with a clean and up to date exterior design, both of which compared well with its sister the Legend. On this basis, US sales hit a high of nearly 15,000 cars in 1988. All models came with extensive, real wood interior trim. The SL models also feature ABS, power Connolly leather seats, and two-tone paint as standard equipment.

While dynamic characteristics and performance were broadly similar to the Acura Legend, due to the shared platform, core structure and power units; detail spring and damper changes gave each model its own unique feel. The Sterlings were the sportier cars, with less float and an overall tighter feel than the Acura Legends. The ride/handling compromise was defined through the shared use of Honda's double wishbone front suspension that allowed a very low bonnet (hood) line, but offered limited wheel travel. This meant that on poorer road surfaces, the traction needed to deliver power through the front wheels was not always available.

Early build quality of the 800 was demonstrably poor as measured by J.D. Power. Customer satisfaction fell quickly and sales fell away from this initial high to less than 2,000 for 1991. The problems were varied with interior trim, electrics and paintwork problems, corrosion problems in early models would also mar its reputation. This all contributed to the demise of Rover in the United States: the Sterling fell to the bottom of J.D. Power surveys there, while ironically its twin, the Japanese-built Acura Legend, was already found at the top in its first year.

Combined with the effects of the strong British currency, Rover was losing money, and recovering lost ground with the facelifted car and its coupé sister was not deemed possible, and so Rover Cars withdrew from the North American market.

Despite this exit from the USA, these vehicles can still seen on the U.S roads, and remain in service -unlike most "orphan" vehicles- as many parts are still readily available for the Sterling from the mechanically identical and much more popular first generation Acura Legend.

After the withdrawal from the US Market, the Rover 800 remained popular in Europe, especially following the major R17 facelift and was kept in production until 1998 when it was replaced by the Rover 75.

External links

* [http://www.austin-rover.co.uk/index.htm?sterlingf.htm Sterling history site at austin-rover.co.uk]