Fleet News

Daimler’s back – by royal request

DAIMLER fans will have the Queen to thank for helping put one of Britain’s most revered car badges back on the road.

Bosses at Jaguar axed the famous marque two years ago when the old-model XJ series on which it was based went out of production. But customers loyal to the brand, including the Royal household, pressed the Coventry firm to reconsider, and a swish new version of the super-luxury car is to become available again in autumn.

Marketing director Stephen Perrin said: ‘We were surprised at the reaction from customers when we dropped Daimler from the price lists, and then the Queen placed an order as soon as she heard we were thinking about re-introducing the brand.

To be officially launched at the Frankfurt Motor Show, the limousine will go on sale in October. Like its predecessor, it will be based on the Jaguar XJ, which has aluminium bodywork and uses a 4.2-litre V8 engine to reach a 155 top speed. The cost is expected to be about £80,000.

It will be very similar to the Concept Eight car Jaguar unveiled at the New York International Auto Show last year.

Available throughout Europe and in Japan, the new Daimler features distinctive leather trim and lashings of wood.

Its rear compartment is fitted with a business pack that includes DVD players, voice-recognition phone system and flip-up tables for laptop computers.

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