About 'auto led'|...among the nudge and wink brigade...*shrugs... I did however, receive an auto-advice in my gmail to go read a long-winded comment by our Mac McCarthy that I...
British cars have been historically heralded for their beautiful coachwork, elegant presence, and Old World interior craftsmanship techniques that showcase some of the best wood and leather-work in the industry. On the other hand, British cars have also traditionally been the butt of many jokes regarding their reliability, particularly in reference to their ability (or lack thereof) to hold oil and the electrical gremlins that became synonymous with Lucas electronics. The culmination of these traits made British cars among the richest in character, but also led to many business and financial issues that caused many of the country's most famous brands to change ownership with great frequency. The lack of profitability of many of Britain's most well-respected car-makers is nearly as well known as the fact that Jaguars don't actually leak oil, they simply mark their spot. The attention to bespoke craftsmanship, as well as the notorious mechanical woes, has given British cars a strong and enduring identity. In a an increasingly globalized world, the entire auto industry has been consumed by the trend of consolidation. Has this trend killed the British car and the refinement, elegance, and charm that embody the experience of rolling in a mobile aristocratic cigar room, a cigar room that might like to visit the repair shop on occasion? Aston Martin Aston Martin has never been a mainstream brand, and the exclusivity of the brand has always stemmed from the fact that the brand prided itself on Old World craftsmanship techniques as opposed to modern efficiency; this kept production numbers down, giving the maker exclusivity that sat just below Bentley and Rolls Royce. During the company's first 80 years, Aston Martin changed ownership multiple times as no one could seem to find a way to make the automaker profitable. In 1994, Ford took ownership of Aston Martin, making the storied British company a wholly owned subsidiary of an American industrial icon. Ford sold the majority of its interest in Aston Martin in 2007, with the latest ownership change occurring in December of 2012, when Kuwaiti ownership sold 37.5-percent of the company to an Italian private equity firm. Aston Martins are still assembled in England, although the Rapide was briefly contracted out to Magna Steyr for assembly in Austria. What makes the current nationality of Aston Martin interesting is that the cars are powered by engines manufactured by Ford in Cologne, Germany, and the CEO of the company, Ulrich Bez, is a German businessman with a doctorate in engineering from the University of Stuttgart. At least the vehicles themselves still retain traditional British values like bespoke craftsmanship and understated elegance, but the global hands are all over the company. Bentley Many people often forget that Bentley was originally founded as a sporting car company, but after the brand fell into receivership due to post-Great Depression financial turmoil, it was taken over by rival Rolls Royce. During the Rolls Royce ownership, Bentley models lost most of their sporting identity and mostly became re-badged Rolls Royce vehicles, but at least they retained their British-ness. In 1998, Volkswagen took complete ownership of the British company, forever changing the landscape of the British luxury car market. Production still remains in Crewe, although during a period of constrained production capacity, some few four-door Continental GT models were produced in Germany. Many modern Bentley engines are also sourced from parent company Volkswagen, and the platforms underpinning these new Bentleys are also German-engineered. Despite the strong German influence on modern Bentleys, the Volkswagen ownership has shifted Bentley back to being a sporting brand, as founder W.O. Bentley originally intended. So now we have English craftsmanship and refinement on the interior with German engineers providing the mechanical support? Sounds like the modern Bentley may be less British than Anglophiles would like, but they are breeding a real champion these days in Crewe with the help of their German parent company. Jaguar Jaguar, Britain's claim to sporting elegance for decades, was plagued by quality control issues for years but loyal buyers of the brand could not get enough of the sensually curvaceous bodies and throaty engines. Under Ford ownership, Jaguar reliability improved greatly through the 1990s, but purists scoffed at the fact that the aristocratic British brand was now in the hands of Americans and the fact that the vehicles even shared parts with proletariat Ford motorcars. In 2008, irony would surrender, as Ford sold one of the prides of England to Tata Motors of India. Under Tata's ownership, the Jaguar line has expanded without sharing platforms with the common man's Ford. Despite the Indian ownership of Jaguar and all the historical irony surrounding imperialistic karma, Jaguar production remains in England and the company has retained its subtle restrained style and bespoke interior craftsmanship while simultaneously offering vehicles with much improved reliability. The Jaguar brand has grown up to become a very respectable British adult, even if it is an ex-pat. Land Rover Land Rover has long been associated with the sporting British gentleman. Land Rover's legendary off-road vehicles gave well-heeled Brits a way to visit their country manors while retaining a dignified air as they cruised over gravel roads in a vehicle whose cabin resembled that of a wealthy man's library. Land Rover's roots as a safari vehicle were always a hallmark of the company's marketing exercises, and they remained that way through Ford ownership in the 1990s. When Ford's Premier Auto Group unloaded Jaguar, they also sold Land Rover, as well. Under Ford's ownership, the Land Rover line expanded, and now with India's Tata Motors running the show, the Land Rover lineup is becoming one that focuses on a full-range of SUVs across varying price-points, as opposed to a specialty maker of gentleman's trucks for British royalty and captains of industry. Land Rover's ironic situation may surpass that of even Jaguar. The leading maker of vehicles that Brits used to roam the lands they colonized now rests in the hands of an Indian automobile company by way of an American industrial juggernaut. Rolls Royce The standard by which all luxury cars are measured is Rolls Royce. The company was the leading purveyor of class, taste, comfort, bespoke craftsmanship, and refinement ever since its founding in 1904. The car company quickly became a symbol for "the best" and their opulent motorcars' uncompromising quality was the pride of the British Empire. For many, it was the definition of British elegance and each motor car possessed the same level of craftsmanship that one would expect from a well-tailored suit right off of Savile Row. In 1998, Rolls Royce became a wholly owned subsidiary of BMW, giving the Germans sole control over the beacon of British taste. While the brand has long been associated with craftsmanship, the technology in these cars was never cutting edge and the models would often go multiple decades without receiving a refresh. Under the guidance of BMW, Rolls Royce now packs the technology you would expect from a German car with the distinct level of distinguished craftsmanship and regal styling you would expect from the hallmark of the British auto industry. While the Germans may have taken over the pride of Britain, the result is a better product even if the bloodline is no longer pure. The British auto industry is still alive and well, although the hallmarks of the country's car manufacturing are now owned by outsiders. The traits that made these vehicles desirable remain intact, but many of the flaws that plagued them for decades have been eliminated. There is a great bit of historical irony in the parent companies that took ownership of these British darlings. An Indian company acquiring Jaguar and Land Rover says something about colonial karma, especially since Land Rovers were the preferred vehicle of those Brits wishing to explore their imperial conquests. Bentley and Rolls Royce falling into the hands of the Germans also carries a bit of historical irony, but that chuckle quickly turns into a nod of approval when you experience how marvelous it is that the world now has German-engineered cars with British coachwork. Globalization has certainly changed the world economy and the automotive landscape, and it has possibly affected no nation's auto industry to the same extent as the British auto industry. For better or worse, Britain's top automakers are now in the hands of foreign companies, but they are doing well for themselves and have redefined the notion of what constitutes a "British" car. The contributor is a big fan of European cars and also enjoys studying industrial history in his spare time. More from this contributor: How the New Entry-Level CLA Could Impact Mercedes-Benz in America The Top 5 Car Hood Ornaments of All Time Did James Bond Sell Out to Heineken for 'Skyfall' Profits? |
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