Sterling 825 Rover Group
The world rarely needs another luxury car brand, but that hasn’t stopped automakers on nearly every continent from taking a chance on this kind of multi-million dollar gamble. Like clockwork, companies fall over themselves to seduce those with deep pockets and line their own in the process.
While there are occasional success stories like Lexus, much of the time these efforts fade away in the dark, to be forgotten alongside the dozens of other failed efforts in the automotive space.
Along the way, things sometimes get very weird, whether it’s through design, the original concept, or the stumbling steps taken along the way to the market. Here’s our take on five of the strangest and doomed luxury car brands that never stood a chance.