BIRMINGHAM, England - Jaguar Cars Ltd. is studying the possibility of reviving the Daimler brand and building a true limousine to rival Rolls-Royce and Bentley and the planned Mercedes Maybach, senior executives have confirmed.
'Others believe there is room for this type of superior motor car, so we are looking at it,' Jaguar Chairman Nick Scheele said here. But he declined to give a timetable for the project.
'We are pretty busy with other products over the next few years, so there is no super Daimler immediately under way as yet,' he said.
Scheele earlier had been quoted in British press reports as telling a Daimler enthusiasts' club that a dramatic new Daimler was being designed for the millennium.
'It will be no badge-engineered Jaguar,' he was quoted as saying. 'It will be a brand-new, exclusive motor car.'
Daimler's last stand-alone model, the DS420, was discontinued in 1994. But the badge has survived on parallel models to Jaguar's XJ sedan range.
Roger Putnam, Jaguar's director of sales and marketing, said Jaguar parent Ford Motor Co. always has considered Daimler to be a separate marque.
Under that strategy, 'this head-of-state car would sit above Jaguar,' he said.
Separately, Ford CEO-elect Jac Nasser acknowledged that the automaker has not ruled out a luxury sport-utility for Jaguar.
'It is a third-order priority, but an intriguing possibility,' he said. 'We have looked at an SUV for Jaguar, but there is no decision.'