Daimler

 

Daimler (Company Ltd.) was a British company that was founded in 1896, and was originally based in London. 

 

In 1910, BSA (British Small Arms Company) bought Daimler.  Up to this point, they had made cars under their own name but perhaps, unsurprisingly, they were more famous for motorbikes.

 

In 1902, Daimler had the Royal Warrant.  This meant that they provided vehicles for the monarchy.  It kept the warrant for half a century before losing it to Rolls Royce.

 

As is often the case with the progression of time, Daimler became subject to a number of changes of ownership.  Despite trying different types of vehicles, it seems as though they never really found their footing, and were bought by Jaguar in 1960.

 

Although Jaguar continued some of the Daimler models and even made a variant of their Mark II sports saloon under the Daimler name.

 

Towards the end of the 1960s, Jaguar itself was merged with other companies (British Leyland most notably).

 

Although the name Daimler was still used, it was little more than an upscaled Jaguar.

 

But from 1968-1992, the Daimler DS420 was produced.  Despite being its own vehicle, with no equivalent, it was virtually a Jaguar in all but name.

 

Jaguar has now merged and is known as Jaguar Land Rover, who retain ownership of the Daimler brand, but no longer make cars under the name.  It needs to be said though that, until the Covid pandemic, Jaguars themselves were converted into limousines and hearses for the funeral industry and some models were marketed as Daimlers, complete with the stylised “D” in places on the vehicle.  Unfortunately, a quick look in the vehicle would show the familiar Jaguar head on the steering wheel, and often in other areas of the car (wheels, boot and the manuals most definitely said “Jaguar”).

 

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