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These impressive British cars could have easily been smash hits, but the market had other plans.
At its peak in the 1950s, the British automotive industry was one of the largest in the world. Second only to the US auto industry in terms of production, it was also the largest exporter of cars. Since then, it has surrendered its lofty position to other countries and now occupies a more humble position. These days, British automakers like Aston Martin and Bentley are famed for their premium models. We've seen great models like the Jaguar E-Type, McLaren F1, Bentley Continental GT, and the iconic Aston Martin DB5.
However, amid all the luxury and performance, British car manufacturers have also built great cars that failed to impress buyers. Factors like design flaws, corner cutting, poor legislation, and poor planning have all contributed to the failure of these cars. Some, sporting faulty components, were even fated to fail even before they hit dealerships. Here are the 10 times British carmakers built great cars that flopped spectacularly.
Although it was well received when shown as a concept, when the XJ220 arrived in 1992, it was a colossal letdown to the motoring public. Buyers were expecting a V12-powered car with AWD instead of the twin-turbo V6 with RWD offered in the production version.
Apart from the drastic change in specifications, the XJ220 also came at a much higher price than what was previously advertised. However, boasting a record top speed of 212.3 mph and a 0-60 mph of 3.6 seconds, it was the fastest production car back then. By the end of production in1994, less than 300 of these beasts were built. Some real reasons why the Jaguar XJ220 flopped include bad timing, and the fact that it was overpriced.
The Caterham 21 was launched in 1994 to celebrate Caterham's 21 years of building the Lotus Seven. Styling inspiration came from the Lotus Eleven while mechanical components came from Caterham 7. For power, a lineup of I-4 engine options was offered with output ranging from 115-230 hp.
With the 1.8-liter version, it was good for a 0-60 mph sprint of 4.5 seconds and a top speed of 135 mph. Failing to meet the annual sales projection of 200 cars, the project was quietly killed after 48 cars were built.
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The year was 2006 and Lotus needed an answer to the recently-released Porsche Cayman. They took the driver-focused Elise and added more trunk room, greater soundproofing, and a higher roof line. Air conditioning and a sound system became standard features while a 2-liter turbocharged I-4 provided motivation.
With all the extra features, it also got heavier and couldn't drive as well as the Elise and the Cayman. After a disappointing production run of 456 cars, the Europa S made way for the SE version which sold even worse.
When Jaguar introduced the X-Type in 2001 it projected an annual sales of 100,000 vehicles. Initially, it was only available with all-wheel drive and used a center differential with maintenance-free viscous coupling. However, it was overpriced, underbuilt, and was little more than a reskinned Ford Mondeo.
Furthermore, it suffered engine problems, transmission failure, and broken drive shafts. As a result, it failed to impress the target market of young affluent buyers. In the end, Jaguar could only move about 355,000 X-Types in the 8-year production run.
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The Jensen Healey is a luxurious 2-door convertible that was launched in 1972. Boasting a 50/50 front/rear weight distribution, it impressed gearheads with excellent handling. Under the hood, it sported a multi-valve 2-liter I-4 engine that cranked out about 144 hp for a top speed of 119 mph.
Sadly though, the Lotus 907 engine suffered from oil leaks and refused to start sometimes while the car was plagued by rapid rusting. After 10,503 cars were built, production ended when the company went bust in 1976.
Introduced in September 1975, the XJ-S was based on the XJ Saloon's platform and sported prominent flying buttresses. Under the hood, Jaguar stuffed in its 5.3-liter V12 power mill that produced a top speed of 143 mph. Also boasting a 0-60 mph of 7.6 seconds, it was able to hold its own against the Lamborghinis and Ferraris of the day.
Unfortunately, landing in the wake of the '73 fuel crisis, it couldn't have arrived at a worse time. Not only was the market for V12 grand tourers small, but the 1975 XJ-S in itself was a gas guzzler that didn't attract much showroom traffic.
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The Scimitar was launched in 1964 and marketed as a coupe (GT), a sports estate (GTE), and a convertible (GTC) in a 22-years production run. Rolling on a steel box-section chassis, the Scimitar GTE entered the second generation as a more luxurious car. Longer and wider, it offered a more roomy cabin with improved legroom for rear passengers.
There was no shortage of power, thanks to the 135 hp 3-liter Ford V6 engine under the hood. However, the sloppily attached fuel line that fed the carburetor would detach sometimes and spray gasoline on the hot exhaust manifold and cause a fire.
More renowned for its involvement in motorsport, Lister decided to try their hands on a road car. The resulting car, the Storm, entered production in 1993 as a homologated GT racing car. A monstrous 7-liter V12 power plant was stuffed into the hood.
With 546 hp and 580 lb-ft of torque on tap, the awesome Lister Storm went storming to 60 mph in 4.1 seconds. Being the fastest 4-seat grand tourer of the day wasn't enough to convince buyers to part with the 6-figure starting price. Dogged by little brand recognition, the Storm died after only 4 cars were built.
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The Sterling 800 series was Austin Rover's attempt to penetrate the American market. Jointly developed by Honda, it combined the reliability of the Honda Legend with the style and luxury of the Rover 800 series. Built with ABS, real wood trim, power leather seats, and decent driving dynamics, more than 14,000 Sterlings were moved in 1987.
However, the brand's reputation was marred when issues of poor build quality and rusting set it. From then, sales entered a downward spiral that ended with the withdrawal of Austin Rovers from the American market in 1991.
When it was first launched in 1989, the Virage served as Aston Martin's flagship until the 2000 model year. The nameplate was resurrected in 2011 as a cross between the more luxurious DB9 and the performance-oriented DBS. In an attempt to boost sales, Aston Martin created a car that had no real market.
Despite being a decent car in its own right, the difference between it and the previously mentioned models was just too slim. Buyers looking for luxury went for the DB9 while those in the market for excitement went for the DBS. Only 1,001 Virages were built in the 18 months production run before it got the ax.
Jay Moren is a car enthusiast who loves everything with an engine. When he's not writing about cars, he plays the saxophone and keyboard. He also plays as a goalkeeper for a non-league side in his native Nigeria