116-603: The Princess is a badge engineered variant of the Austin A99 Westminster , manufactured by BMC from 1959 to 1968 and marketed under the Vanden Plas marque. The model was launched in October 1959 under the name Princess 3-litre . From July 1960, these vehicles bore the name Vanden Plas Princess 3-litre , Vanden Plas having become a badge-engineered brand in its own right instead of being known as
232-469: A front for Rolls-Royce Limited . Not even Bentley himself knew the identity of the purchaser until the deal was completed. Barnato received £42,000 for his shares in Bentley Motors. In 1934 he was appointed to the board of the new Bentley Motors (1931) Ltd. In the same year Bentley confirmed that it would continue racing. Rolls-Royce took over the assets of Bentley Motors (1919) Ltd and formed
348-777: A "premium" marque, Volkswagen often introduces new technologies in Audi-branded cars before fitting them to mainstream products (such as the Direct-Shift Gearbox ). In production, platform sharing is used extensively, with the modular MQB platform underpinning a range of vehicles from the Audi A1 to the Volkswagen Atlas . The previous D platform of the 2000s was used for the Volkswagen Phaeton and Bentley Continental GT (built in steel) and
464-599: A "standard" ready-to-drive complete saloon car. The first steel-bodied model produced was the Bentley Mark VI : these started to emerge from the newly reconfigured Crewe factory early in 1946. Some years later, initially only for export, the Rolls-Royce Silver Dawn was introduced, a standard steel Bentley but with a Rolls-Royce radiator grille for a small extra charge, and this convention continued. Chassis remained available to coachbuilders until
580-632: A Chrysler interior. For the 1989 model year, Toyota and Nissan introduced the Lexus and Infiniti luxury brands in the United States (following the Acura luxury brand of Honda) with the all-new Lexus LS400 and Infiniti Q45 full-size sedans. Both brands expanded their model line for 1990, sourcing an existing model line from the Japanese market to rebrand as an entry-level offering. The Lexus ES250
696-470: A Chrysler powertrain, the Routan received its own styling and content features as well as a standard "sportier suspension and steering". In Japan, automobile manufacturers differed in the marketing of their product ranges. In contrast to marketing a single vehicle under multiple brand names (with minor changes to exterior bodywork), Japanese manufacturers marketed vehicles through multiple sales networks, with
812-770: A Japanese-market Toyota (Toyota Vista/Windom) and its chassis and engine with the Camry, the ES300 shared no resemblance to the American-market Camry. Infiniti moved away from a two-door coupe entirely, replacing the M30 with the four-door J30 ( Nissan Leopard J Ferie in Japan). Bentley Bentley Motors Limited is a British designer, manufacturer and marketer of luxury cars and SUVs . Headquartered in Crewe , England,
928-463: A Sports Saloon for the owner of James Young's, James Barclay. The early R Type Continental has essentially the same engine as the standard R Type, but with modified carburation, induction and exhaust manifolds along with higher gear ratios. After July 1954 the car was fitted with an engine, having now a larger bore of 94.62 mm (3.7 in) with a total displacement of 4,887 cc (4.9 L; 298.2 cu in). The compression ratio
1044-601: A car chassis (with a dummy engine) at the London Motor Show . Ex– Royal Flying Corps officer Clive Gallop designed an innovative four-valves-per-cylinder engine for the chassis. By December the engine was built and running. Delivery of the first cars was scheduled for June 1920, but development took longer than estimated so the date was extended to September 1921. The durability of the first Bentley cars earned widespread acclaim, and they competed in hill climbs and raced at Brooklands . Bentley's first major event
1160-612: A car through each brand; for example, the Chevrolet Tahoe, GMC Yukon, and Cadillac Escalade each share a common body. In another example, the same model is rebadged when it is sold in different regions and markets. In Australia, during the 1980s and 1990s, the Button car plan required imported Nissans and Toyotas to adopt Ford and Holden (GM) nameplates. In the United Kingdom, Opel-produced vehicles are marketed under
1276-631: A coachbuilder for cars of other manufacturers. The 3-litre was superseded by the Vanden Plas Princess 4-litre R in 1964. The Princess was a great deal smaller and less than 44 per cent of the price of the older Princess IV Saloon , which was also to continue until 1968. The 3-litre was largely identical to the Pininfarina -designed Austin A99 Westminster and Wolseley 6/99 which used the same chassis and body. The Princess
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#17328018772621392-707: A common platform to produce the American version of the Odyssey minivan, also underpinning the Honda Pilot and Honda Passport SUVs, the Acura MDX CUV, and the Honda Ridgeline mid-size pickup truck. Although intended to save development costs by spreading design and research costs over several vehicles, rebadging can also become problematic if not implemented properly. Using multiple car brands under
1508-739: A distinct vehicle being sold under various model nameplates (from a single manufacturer). Toyota marketed the Corolla in Japan exclusively at Toyota Corolla Store locations; at Toyota Auto Store locations, it was named the Toyota Sprinter . Nissan sold the Nissan Cedric through its Nissan Bluebird Store network, with the identical Nissan Gloria through the Nissan Prince Store network. Honda previously marketed
1624-804: A far more advanced chassis design and more prestigious, though itself without a useful market in the United States), resulted in slow sales. Joint production aimed at 12,000 annually, though actual production was never more than a fraction of this. Final assembly and hand finishing took place at the Vanden Plas works in Kingsbury London. The Vanden Plas Princess 4-litre R remained in production until 1968, just ahead of BMC's merge into British Leyland. 6,687 vehicles were produced at Kingsbury and an additional 312 C.K.D. kits were exported to South Africa bringing total production to 6,999 units. It
1740-561: A five-passenger interior. Coinciding with the 1998 Daimler-Chrysler merger, the Eagle brand was discontinued; the singular Jeep brand was integrated as part of Chrysler or Dodge dealership networks. The Chrysler 300M was originally developed as a second generation of the Eagle Vision; following the discontinuation of Eagle, the vehicle continued into production as a Chrysler model, adopting a slightly restyled grille, Chrysler badging, and
1856-541: A joint venture with a local manufacturer to manufacture automobiles in the country. Prior to 2022, the Chinese government dictates that no more than two joint ventures are allowed for each foreign investor. Larger foreign manufacturers often set up two joint ventures to maximize the market reach, including Toyota ( FAW Toyota and GAC Toyota ), Ford (JMC-Ford and Changan Ford ), Volkswagen ( SAIC-VW and FAW-VW ) and Honda ( Dongfeng Honda and Guangqi Honda ). To distribute
1972-455: A location for a shadow factory to ensure production of aero-engines. Crewe, with its excellent road and rail links, as well as being located in the northwest away from the aerial bombing starting in mainland Europe, was a logical choice. Crewe also had extensive open farming land. Construction of the factory started on a 60-acre area on the potato fields of Merrill's Farm in July 1938, with
2088-510: A logical purchaser because BMW already supplied engines and other components for Bentley and Rolls-Royce branded cars and because of BMW and Vickers joint efforts in building aircraft engines. BMW made a final offer of £340m, but was outbid by Volkswagen AG , which offered £430m. Volkswagen AG acquired the vehicle designs, model nameplates, production and administrative facilities, the Spirit of Ecstasy and Rolls-Royce grille shape trademarks, but not
2204-497: A military background. They kept the marque's reputation for high performance alive; Bentley was noted for its four consecutive victories at the 24 Hours of Le Mans , from 1927 to 1930. Birkin developed the 4½-litre, lightweight Blower Bentley at Welwyn Garden City in 1929 and produced five racing specials, starting with Bentley Blower No.1 which was optimised for the Brooklands racing circuit. Birkin overruled Bentley and put
2320-501: A model to carry over to its rebadged model counterparts. Through the 2000s, the American Big Three automakers reduced their brand footprint by closing or selling underperforming brands. After 2001, Chrysler discontinued its Plymouth brand (following the closure of Eagle in 1998). In response to the late 2000s recession, Ford ended its ownership of Jaguar , Land Rover , Aston Martin , and Volvo Cars ; in 2010, Mercury
2436-411: A new model or brand (at high cost or risk), a manufacturer creates a distinct automobile by applying a new "badge" or trademark (brand, logo, or manufacturer's name/make/marque) to an existing product line. Rebadging is also known as rebranding and badge engineering ; the latter is an intentionally ironic misnomer in that little or no actual engineering takes place. The term originated with
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#17328018772622552-406: A result of the slump in sales, production at Crewe was shut down during March and April 2009. Though vehicle sales increased by 11% to 5,117 in 2010, operating loss grew by 26% to € 245 million. In Autumn 2010, workers at Crewe staged a series of protests over proposal of compulsory work on Fridays and mandatory overtime during the week. Vehicle sales in 2011 rose 37% to 7,003 vehicles, with
2668-587: A revised version of their product through an OEM deal, as with Volkswagen marketing a modified version of the Dodge Caravan and Chrysler Town and Country minivans as the Volkswagen Routan (2009–2014). Another example was the joint venture of Mitsubishi and Chrysler that resulted in vehicles produced by Diamond-Star Motors that were marketed under various nameplates from 1985 until 1993. In China, foreign manufacturers were required to form
2784-768: A sedan, hatchback, or SUV/CUV body designs. Automotive industry rebadging can be compared with white-label products in other consumer goods industries, such as consumer electronics and power tools . The first case of badge engineering appeared in 1917 with the Texan automobile assembled in Fort Worth, Texas, that made use of Elcar bodies made in Elkhart, Indiana. "Probably the industry's first example of one car becoming another" occurred in 1926 when Nash Motors ' newly introduced smaller-sized Ajax models were discontinued in 1926 after over 22,000 Ajax cars were sold during
2900-571: A shared appearance; Cadillac Eldorado Seville , Buick Limited Riviera , Oldsmobile Starfire 98 , Pontiac Bonneville Catalina , and the Chevrolet Bel-Air Impala . A later example was Wolseley Motors after it was bought out by William Morris . After World War I , "Wolseley started to lose its identity and eventually succumbed to badge engineering." This was repeated with the consolidation of Austin Motor Company and
3016-409: A single-parent manufacturer can significantly increase selling costs, as each model line must be marketed separately, requiring a distinct dealership network. Inappropriate use of rebadging can also hurt overall sales by resulting in "cannibalism" between two or more brands owned by the same company by failing to develop a distinct image for each brand or by allowing the market failure of one version of
3132-596: A singular GM brand. As an exception, Cadillac offers division-exclusive engines (the Northstar and Blackwing V8 engine families). In 1981, GM lost a 1977 lawsuit related to consumers (who purchased 1977 Oldsmobile Delta 88s equipped with a 350 cu in (5.7 L) Chevrolet small-block engine instead of the 350 cu in (5.7 L) Oldsmobile V8 engine ). At the time of production, GM had downsized its full-size model lines in preparation for another oil crisis and had increased production of V6 engines as
3248-623: A subsidiary, Bentley Motors (1931) Ltd. Rolls-Royce had acquired the Bentley showrooms in Cork Street, the service station at Kingsbury, the complex at Cricklewood and the services of Bentley himself. This last was disputed by Napier in court without success. Bentley had neglected to register their trademark so Rolls-Royce immediately did so. They also sold the Cricklewood factory in 1932. Production stopped for two years, before resuming at
3364-638: Is "to spread the huge development costs of a new vehicle over as many cars as possible". An example is General Motors' rebadging of the Camaro as the Firebird , a successful model from the 1960s through to the 2000s. In most cases, consumers are interested in each brand's focus "on the unique elements of styling and driving characteristics". Some cars would not be marketed without the cost savings that are obtained from this practice, and carmakers can develop many "different models – all wearing different badges – off
3480-612: Is a four-door sedan derived from the V20 Toyota Camry. Though visibly similar to the Camry introduced for 1987, the ES250 was a rebranded Toyota Camry Prominent/Vista ; a model developed for Japan, the Prominent/Vista (dependent on sales network) is a four-door pillared hardtop sedan with a slightly lower roofline and restyled body panels. Along with the change to left-hand drive, the ES250 adopted an interior similar to
3596-477: Is amortized tooling costs, which means the vehicle can be produced at a higher margin of profit (or a lower price, or both). Badge engineering occurs in the luxury -type market segments. An automobile manufacturer will use a model from its mainstream brand as a basis for a model under a premium marque by upgrading its features, technology, and/or styling. Along with visible cosmetic differences, premium models may also receive upgraded drivetrains. An example of this
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3712-778: Is that Ford Motor Company marketed its mainstream Ford Fusion mid-size sedan as the Lincoln MKZ ; the Ford Expedition SUV is sold as the Lincoln Navigator . A more controversial example was the Aston Martin Cygnet , a rebadged version of the Toyota iQ city car (intended to comply with EU emissions regulations). While fitted with model-specific trim and a luggage set, the Cygnet nearly tripled
3828-650: Is when two separate manufacturers trade products, filling gaps in their respective product lineups. During the 1990s, Honda and Isuzu entered into such an agreement, with Isuzu marketing the first-generation Honda Odyssey as the Isuzu Oasis as its first minivan. In return, Honda received the Isuzu Rodeo and Isuzu Trooper SUVs, which became the Honda Passport and Acura SLX ; the agreement allowed both Honda and Isuzu to enter new vehicle segments without
3944-480: The 3 + 1 ⁄ 2 Litre called it "the silent sports car", a slogan Rolls-Royce continued to use for Bentley cars until the 1950s. All Bentleys produced from 1931 to 2004 used inherited or shared Rolls-Royce chassis, and adapted Rolls-Royce engines, and are described by critics as badge-engineered Rolls-Royces. In preparation for war, Rolls-Royce and the British Government searched for
4060-613: The 1973 oil crisis , General Motors expanded fuel-efficient offerings beyond its Chevrolet division, reintroducing compact cars to its Buick, Oldsmobile, and Pontiac brands. Derived from the X-platform Chevrolet Nova , the Pontiac Ventura was introduced for the 1971 model year, with the Buick Apollo and Oldsmobile Omega introduced for 1973. These four X-platform vehicles (also known as N-O-V-A from
4176-711: The Audi A8 (built in aluminum). In the Japanese automotive industry, platform sharing has expanded model offerings in North America. While the initial Lexus LS was developed specifically for the American market, the later Lexus ES has shared a platform (but not a body) with the Toyota Camry (since 2013, the Toyota Avalon , itself also based on the Camry). Exclusive primarily to North America, Honda uses
4292-682: The Ford Fusion ; as part of its 2013 redesign, no other exterior panels); Cadillac rebranded the Opel Omega B as the Cadillac Catera as its first mid-size car, but replaced it, eventually moving towards platform sharing with other divisions. From 1982 until 1986, the front-wheel drive A platform underpinned the Chevrolet Celebrity , Cutlass Ciera , Pontiac 6000 , and Buick Century . As part of their legacy,
4408-793: The Honda Accord through multiple sales networks, marketing the Accord through the Honda Clio network and renaming it as the Honda Vigor for Honda Verno locations (conversely, the Vigor was renamed the Honda Inspire for the Clio network). The practice of producing multiple versions of the same vehicle would eventually lead to distinct vehicles produced for export. In North America,
4524-577: The Nuffield Organization (parent company of Morris Motors ) to form the British Motor Corporation (BMC). The rationalization of production to gain efficiencies "did not extend to marketing", and each "model was adapted, by variation in trim and accessories, to appeal to customer loyalties for whom the badge denoting the company of origin was an important selling advantage ... 'Badge Engineering', as it became known,
4640-650: The Toyota Sprinter / Chevrolet Prizm , and later the Toyota Matrix / Pontiac Vibe . In another agreement, Ford and Nissan developed and produced the Mercury Villager and Nissan Quest minivans from 1993 through 2002. Another example was the cooperative work between Volkswagen and Ford to develop the VW Sharan , Ford Galaxy , and SEAT Alhambra . Badge engineering may occur when one company allows another, otherwise unaffiliated, company to market
4756-604: The Yusheng S330 developed by Jiangling Motors (JMC) . Badge engineering could be used as a strategy to lengthen the life cycle of a vehicle. After a product has reached the end of its life cycle, it may be transferred to another brand, mostly from the same holding company or joint venture. Examples include the SEAT Exeo , a rebadged Audi A4 B7 with reworked styling, which was built in Spain from used production tooling from
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4872-458: The coachbuilder of choice. Coachwork for most of these cars was completed by H. J. Mulliner & Co. who mainly built them in fastback coupe form. Other coachwork came from Park Ward (London) who built six, later including a drophead coupe version. Franay (Paris) built five, Graber (Wichtrach, Switzerland) built three, one of them later altered by Köng (Basel, Switzerland), and Pininfarina made one. James Young (London) built in 1954
4988-547: The 1924 Le Mans win by John Duff and Frank Clement , Barnato agreed to finance Bentley's business. Barnato had incorporated Baromans Ltd in 1922, which existed as his finance and investment vehicle. Via Baromans, Barnato initially invested in excess of £100,000, saving the business and its workforce. A financial reorganisation of the original Bentley company was carried out and all existing creditors paid off for £75,000. Existing shares were devalued from £1 each to just 1 shilling, or 5% of their original value. Barnato held 149,500 of
5104-413: The 1973 oil crisis and to regain lost market share, both Cadillac and Lincoln introduced smaller vehicles for their brand. In one of the most controversial uses of rebranding in automotive history, both vehicles were derived from smaller GM and Ford divisional model ranges. For the 1977 model year, Lincoln released the Lincoln Versailles to match the debut of the Cadillac Seville . In contrast with
5220-415: The 1976 Pontiac Sunbird . Similarly, to the X-body vehicles, the H-body subcompacts shared common bodies across all four divisions with differing grille, lamp, and body trim variations. Prior to 1981, the majority of General Motors vehicles were produced with engines designed by their respective divisions. From 1981 onward, GM ended its policy of divisionally-developed engines, instead offering engines under
5336-529: The 1980 model year. For 1982, Cadillac released the Cadillac Cimarron to compete against compact European-brand executive sedans . The smallest Cadillac produced since the 1900s, the Cimarron used the chassis of the GM J-body four-door sedan. Developed and brought to market less than a year before the J-body was released, Cadillac was left with almost no time to distinguish the Cimarron from its divisional counterparts from Chevrolet, Buick, Oldsmobile, and Pontiac. Though sharing nearly its entire exterior with
5452-415: The 1990s, GM advertising featured a disclaimer stating '"Oldsmobiles (or any other GM division) are equipped with engines manufactured by various GM divisions, subsidiaries and affiliates worldwide."' Prior to the mid-1970s, the American luxury brands Lincoln and Cadillac offered model lines consisting entirely of full-size two-door and four-door sedans and full-size personal luxury cars. At the beginning of
5568-473: The A-bodies became enormously popular – as well as synonymous with one of GM's most transparent examples of badge engineering : they were simultaneously presented, almost indistinguishably, on the 22 August 1983 cover of Forbes magazine as examples of genericized uniformity, embarrassing the company and ultimately prompting GM to recommit to design leadership. In 1987, Chrysler Corporation acquired American Motors Corporation (AMC) from Renault , leading to
5684-469: The Audi plant in Ingolstadt after the A4 B7 production had ended. The tooling was dismantled from Ingolstadt and was sent to the SEAT manufacturing plant in Martorell , Spain, to be reinstalled. Another example is the Dongfeng Fengdu MX6, which was produced after the near-identical Nissan X-Trail (T31) production had ended, and the Maruti Suzuki Zen Estilo, which is based on the then-recently discontinued Suzuki MR Wagon . The advantage of this strategy
5800-420: The Bentley Continental was introduced at the 2009 Geneva Motor Show : The Continental Supersports . This new Bentley is a supercar combining extreme power with environmentally friendly FlexFuel technology, capable of using petrol (gasoline) and biofuel (E85 ethanol). Bentley sales continued to increase, and in 2005 8,627 were sold worldwide, 3,654 in the United States. In 2007, the 10,000 cars-per-year threshold
5916-451: The Bentley badge. Under Vickers, Bentley set about regaining its high-performance heritage, typified by the 1980 Mulsanne . Bentley's restored sporting image created a renewed interest in the name and Bentley sales as a proportion of output began to rise. By 1986 the Bentley:Rolls-Royce ratio had reached 40:60; by 1991 it achieved parity. In October 1997, Vickers announced that it had decided to sell Rolls-Royce Motors. BMW AG seemed to be
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#17328018772626032-418: The Breeze from the original CR-V , the Elysion from the Odyssey , the XR-V from the HR-V , and others. In other cases, foreign manufacturers may also rebadge a model developed by its partner, sometimes for exports to other markets. Examples include the second generation Chevrolet Captiva which is an export version of the Baojun 530 made by SAIC-GM-Wuling , or the Ford Territory , a reworked version of
6148-403: The Continental manufactured in Zwickau and for the Bentayga manufactured at the Volkswagen Bratislava Plant . The joining and eventual separation of Bentley and Rolls-Royce followed a series of mergers and acquisitions, beginning with the 1931 purchase by Rolls-Royce of Bentley, then in receivership. In 1971, Rolls-Royce itself was forced into receivership and the UK government nationalised
6264-423: The Gurney Nutting coupé racing along a road parallel to the Blue Train, which scenario never occurred as the road and railway did not follow the same route. The original model was the three-litre, but as customers put heavier bodies on the chassis, a larger 4½-litre model followed. Perhaps the most iconic model of the period is the 4½-litre "Blower Bentley", with its distinctive supercharger projecting forward from
6380-399: The Jeep range, Eagle was marketed towards consumers interested in imported vehicles. For 1992, the Eagle Vision full-size sedan replaced the Premier, becoming the first Eagle-brand vehicle developed by Chrysler. Positioned between the Dodge Intrepid and Chrysler Concorde, the Eagle Vision shared most exterior trim with the Concorde. It was the only Chrysler LH car offered exclusively with
6496-417: The M30 differed from the Leopard primarily in its steering wheel location. Intended largely as placeholder models, the ES250 and M30 were largely overshadowed by their companion flagship sedans. Following the end of the 1992 model year, both models were withdrawn (as their Japanese counterparts had ended their model cycles). For 1993, the ES250 was replaced by the ES300; while again sharing its body with
6612-441: The R featured an 6 cylinder aluminium Rolls-Royce FB60 engine, a short-stroke version of the B series engine : 4, 6 and 8 cylinder units of which more than 30,000 had already been produced. The 6-cylinder engine weighed only 450 lb (204 kg). The engine resulted from more than two years technical collaboration between BMC and Rolls-Royce , and featured a cubic capacity of3.909 litres (239 cu in). Over-square: bore
6728-547: The Rolls-Royce works in Derby. Unhappy with his role at Rolls-Royce, when his contract expired at the end of April 1935 W. O. Bentley left to join Lagonda . When the new Bentley 3½ litre appeared in 1933, it was a sporting variant of the Rolls-Royce 20/25 , which disappointed some traditional customers yet was well received by many others. W. O. Bentley was reported as saying, "Taking all things into consideration, I would rather own this Bentley than any other car produced under that name". Rolls-Royce's advertisements for
6844-410: The Seville (sharing its chassis underpinnings both the Chevrolet Nova and the Chevrolet Camaro), the Versailles shared nearly its entire body with the Mercury Monarch (itself a counterpart of the Ford Granada ); the model line also replaced the previous Mercury Grand Monarch Ghia . Outsold by the Seville nearly three-to-one, the Versailles sold far under sales predictions and was discontinued early in
6960-508: The Toyota Sprinter was marketed as the Chevrolet Nova (and the Geo Prizm that replaced it). The Honda Vigor and Inspire were marketed as the Acura Vigor and TL; Nissan sold the Gloria in the United States as the Infiniti M45 . Two automakers can also pool resources by operating a joint venture to create a product and then selling each as their own. For example, General Motors and Toyota formed NUMMI . The vehicles produced from this venture (though not necessarily at NUMMI itself) included
7076-515: The UK as a result of the COVID-19 pandemic . On 3 November 2020, Bentley announced that all new cars sold will be electric by 2030. This announcement also follows after the United Kingdom Prime Minister Boris Johnson announced in February 2020 that he approved legislation that will ban and phase out non-electric vehicles (including Hybrid and Plug-in Hybrid vehicles) from the UK by 2030 with hybrids being banned by 2035. Sources Volkswagen AG Annual Reports and press releases Bentley recorded
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#17328018772627192-411: The Vauxhall brand; when sold in the United States, Opels were marketed as Saturns, Chevrolets, and Buicks. Conversely, the Australian Holden brand was never sold in North America, but the Holden Monaro and Holden Commodore were sold under the Pontiac (Pontiac GTO, Pontiac G8), Chevrolet (Chevrolet SS), and Buick (Buick Regal Sportback/Buick Regal TourX) nameplates. Another way badge engineering may occur
7308-749: The automotive industry. Alongside a shared chassis (though unibody construction is nearly universal in cars and many light trucks), platform sharing also standardizes components such as drivetrain, suspensions, components, and other technologies. General Motors used the B platform for many of its non-Cadillac full-size vehicles (nearly exclusively from 1959 through 1985), while Chrysler used its B platform for intermediates and its C platform for (non-Imperial) full-size cars. The Volkswagen Group uses platform sharing as its business strategy to improve its profitability and growth. For example, Audi uses components from their more pedestrian counterparts, sold as Volkswagen mass-market brands. As an effort to place Audi as
7424-412: The bottom of the grille. Uncharacteristically fragile for a Bentley it was not the racing workhorse the 6½-litre was, though in 1930 Birkin remarkably finished second in the French Grand Prix at Pau in a stripped-down racing version of the Blower Bentley, behind Philippe Etancelin in a Bugatti Type 35 . The 4½-litre model later became famous in popular media as the vehicle of choice of James Bond in
7540-434: The brand's inaugural year. The chairman and CEO of the company, Charles W. Nash , ordered that the Ajax models be marketed as the "Nash Light Six", Nash being a known and respected automobile brand. Production was stopped for two days so Nash emblems, hubcaps, and radiator shells could be exchanged on all unshipped Ajax cars. Conversion kits were also distributed at no charge to Ajax owners to transform their cars and protect
7656-418: The cars. BMW paid Rolls-Royce plc £40m to license the Rolls-Royce name and logo. After negotiations, BMW and Volkswagen AG agreed that, from 1998 to 2002, BMW would continue to supply engines and components and would allow Volkswagen temporary use of the Rolls-Royce name and logo. All BMW engine supply ended in 2003 with the end of Silver Seraph production. From 1 January 2003 forward, Volkswagen AG would be
7772-436: The company was founded by W. O. Bentley (1888–1971) in 1919 in Cricklewood, North London, and became widely known for winning the 24 Hours of Le Mans in 1924 , 1927 , 1928 , 1929 and 1930 . Bentley has been a subsidiary of the Volkswagen Group since 1998 and consolidated under VW's premium brand arm Audi since 2022. Prominent models extend from the historic sports-racing Bentley 4½ Litre and Bentley Speed Six ;
7888-516: The company—splitting it into an aerospace company (Rolls-Royce Plc) and an automotive company (Rolls-Royce Motors Limited, including Bentley). Rolls-Royce Motors was subsequently sold to engineering conglomerate Vickers, and in 1998 Vickers sold Rolls-Royce to Volkswagen AG, including Bentley with its name and logos (but not the name "Rolls Royce"). Before World War I , Walter Owen Bentley and his brother, Horace Millner Bentley, sold French DFP cars in Cricklewood, North London, but W.O, as Walter
8004-416: The cost of engineering an all-new vehicle design (at the same time, in Europe, the Honda Crossroad was a rebadged Land Rover Discovery ). During the late 2000s and early 2010s, the Volkswagen Routan was a rebranded version of the Dodge Grand Caravan, supplied as Volkswagen sought to re-enter the North American minivan segment without the investment of federalizing its design. Assembled by Chrysler with
8120-464: The decade, European automakers began to market their largest sedans as luxury vehicles in North America. Though the BMW Bavaria/3.0Si , Jaguar XJ6/XJ12 , and Mercedes-Benz S-Class (W116) were priced similar to the Cadillac Sedan de Ville and Lincoln Continental, the model lines were thousands of pounds lighter and multiple feet shorter in length (with only the hand-built Rolls-Royce Phantom V rivaling Lincoln and Cadillac in size). In response to both
8236-408: The end of 2006 after around 1,000 cars, with all car production reverting to the Crewe plant. Bentley presented Queen Elizabeth II with an official State Limousine in 2002 to celebrate her Golden Jubilee . Production of the two-door convertible Bentley Azure finished in 2003. It was replaced by a large luxury coupé powered by a W12 engine built in Crewe and named Bentley Continental GT . It
8352-669: The end of production of the Bentley S3 , which was replaced for October 1965 by the chassis-less monocoque construction T series . The Continental fastback coupé was aimed at the UK market, most cars, 164 plus a prototype , being right-hand drive. The chassis was produced at the Crewe factory and shared many components with the standard R type. Other than the R-Type standard steel saloon, R-Type Continentals were delivered as rolling chassis to
8468-712: The exit of the latter company from the North American market. As part of the sale, Chrysler obtained the AMC dealership network, the AMC Eagle line of all-wheel drive cars, and the Jeep line of sport-utility vehicles and pickup trucks. For 1989, Chrysler established the Jeep-Eagle Division in a strategy to both focus on Jeep and offer specialty cars differentiated from the established Chrysler lines. Following
8584-647: The first Rolls-Royce Merlin aero-engine rolling off the production line five months later. 25,000 Merlin engines were produced and at its peak, in 1943 during World War II , the factory employed 10,000 people. With the war in Europe over and the general move towards the then new jet engines , Rolls-Royce concentrated its aero-engine operations at Derby and moved motor car operations to Crewe. Until some time after World War II , most high-end motorcar manufacturers like Bentley and Rolls-Royce did not supply complete cars. They sold rolling chassis , near-complete from
8700-539: The first letters of their model names) were produced with identical bodies with divisional differences marked only with specific grille, lamp, and body trim variations. To expand its footprint in the subcompact segment, the H-body Chevrolet Vega platform was used for the 1975 model year for newly styled variants sold as the Chevrolet Monza , Buick Skyhawk , and Oldsmobile Starfire followed by
8816-542: The four-door Chevrolet Cavalier, the Cimarron was priced nearly twice as high as its counterpart. Additionally, J-body vehicles from other divisions could be equipped nearly identically to the Cimarron for a lower cost. Though the model line closely matched its Buick Skyhawk and Oldsmobile Firenza counterparts in sales, the Cimarron was discontinued following the 1988 model year. Though the Lincoln Versailles
8932-431: The instrument panel forward. Each chassis was delivered to the coachbuilder of the buyer's choice. The biggest specialist car dealerships had coachbuilders build standard designs for them which were held in stock awaiting potential buyers. To meet post-war demand, particularly UK Government pressure to export and earn overseas currency, Rolls-Royce developed an all-steel body using pressings made by Pressed Steel to create
9048-438: The intended standard engine, underestimating consumer demand for Oldsmobile V8 engines. To accommodate the increased market demand, nearly 60% of Delta 88s were equipped with a Chevrolet 5.7 L V8 for 1977. The lawsuit was filed by the state of Illinois, claiming GM falsely advertised the vehicles. In 1981, GM settled the lawsuit with the vehicle buyers and discontinued their company-unique policy of division-specific engines. Into
9164-492: The investment they had made in purchasing an automobile made by Nash. Starting with the beginning of General Motors in 1909, chassis and platforms were shared with all brands. GMC , which historically was a truck builder, began to offer its products branded as Chevrolet , and vehicles produced by GM were built on common platforms shared with Chevrolet, Oakland , Oldsmobile , Buick , and Cadillac . Exterior appearances were gradually upgraded between these vehicle brands. This
9280-528: The larger LS (along with similarly styled wheels and taillamps). The Infiniti M30 is a two-door notchback coupe derived from the Nissan Leopard (a model never sold in North America). Along with the coupe, Infiniti sold the M30 as a two-door convertible (converted in the United States). With the exception of its badging and its dashboard (sourced from the left-hand drive Nissan Skyline ),
9396-691: The model on the market before it was fully developed. As a result, it was unreliable. During the March 1930 Blue Train Races , Barnato raised the stakes on Rover and its Rover Light Six , having raced and beaten Le Train Bleu for the first time, to better that record with his 6½-litre Bentley Speed Six on a bet of £100. He drove against the train from Cannes to Calais , then by ferry to Dover , and finally London, travelling on public highways, and won. Barnato drove his H.J. Mulliner –bodied formal saloon in
9512-491: The more recent Bentley R Type Continental, Bentley Turbo R , and Bentley Arnage ; to its current model line, including the Flying Spur , Continental GT and Bentayga which are marketed worldwide, with China as its largest market as of November 2012. Today most Bentley models are assembled at the company's Crewe factory , with a small number assembled at Volkswagen's Dresden factory , Germany, and with bodies for
9628-408: The new Continental GT accounting for over one-third of total sales. The current workforce is about 4,000 people. The business earned a profit in 2011 after two years of losses as a result of the following sales results: On 23 March 2020, Bentley announced to halt production due to COVID-19 pandemic . In June 2020, Bentley announced that it will cut around 1,000 (one quarter of 4,200) job places in
9744-622: The new shares giving him control of the company and he became chairman. Barnato injected further cash into the business: £35,000 secured by debenture in July 1927; £40,000 in 1928; £25,000 in 1929. With renewed financial input, W. O. Bentley was able to design another generation of cars. The Bentley Boys were a group of British motoring enthusiasts that included Barnato, Sir Henry "Tim" Birkin , steeple chaser George Duller, aviator Glen Kidston , automotive journalist S.C.H. "Sammy" Davis , and Dudley Benjafield . The Bentley Boys favoured Bentley cars. Many were independently wealthy and many had
9860-407: The one platform". In several countries including Japan, manufacturers often use the phrase " OEM supply" or "OEM-supplied" to denote vehicles that are a rebadged model from or for other manufacturers. Although platform sharing can often involve rebadging and rebranding, it can extend further, as the design may be used across multiple configurations. For example, a single platform may underpin
9976-658: The original novels , but this has been seen only briefly in the films . John Steed in the television series The Avengers also drove a Bentley. The new eight-litre was such a success that when Barnato's money seemed to run out in 1931 and Napier was planning to buy Bentley's business, Rolls-Royce purchased Bentley Motors to prevent it from competing with their most expensive model, the Phantom ;II. Bentley withdrew from motor racing just after winning at Le Mans in 1930, claiming that they had learned enough about speed and reliability. The Wall Street Crash of 1929 and
10092-400: The practice of replacing an automobile's emblems to create an ostensibly new model sold by a different maker. Changes may be confined to swapping badges and emblems, or may encompass minor styling differences, as with cosmetic changes to headlights , taillights, front and rear fascias , and even outer body skins. More extreme examples involve differing engines and drivetrains . The objective
10208-533: The price of the iQ. Alternatively, VW Group under Ferdinand Piëch used the reverse of this in some circumstances, engineering the more luxurious model first and then remove features for models from less prestigious marques. Examples include the Lamborghini Gallardo / Audi R8 and the Audi A4 / Volkswagen Passat . Along with rebadging and badge engineering, platform sharing is common throughout
10324-717: The production and sales rights to each joint venture, manufacturers often resort to a similar strategy deployed in Japan: simply producing the exact model under two different names with minor changes to exterior bodywork. GAC Toyota has produced the Levin as a twin model to the FAW Toyota-built Corolla and the Wildlander as the alternative to the RAV4 . Honda awarded several models to two joint ventures, which spawned
10440-537: The race against the Blue Train. Two months later, on 21 May 1930, he took delivery of a Speed Six with streamlined fastback "sportsman coupé" by Gurney Nutting . Both cars became known as the " Blue Train Bentleys "; the latter is regularly mistaken for, or erroneously referred to as being, the car that raced the Blue Train, while in fact Barnato named it in memory of his race. A painting by Terence Cuneo depicts
10556-430: The rear passengers. A new automatic transmission was provided, Borg-Warner model 8 , its first use in a British car and Hydrosteer variable ratio power steering accompanied wider tyres. Externally the fog lamps were moved up by the grille, and rear tailfins were replaced with small corner-ridges. The background to the pricing was that from April 1961 tax relief on company cars was allowed only up to £2,000. The new car
10672-483: The rear seat passengers. Options now included "Smith's air-conditioning". This model was discontinued in 1964 and replaced by a new Rolls-Royce powered model. The Vanden Plas Princess R with its Rolls-Royce all-aluminium 175 bhp engine was announced in August 1964. With an unusually high power to weight ratio the car gave easy cruising at 90+ mph and was capable of 112 mph. In addition to exterior alterations,
10788-400: The regional Big Threes of the United States, Europe, and Japan) owns a portfolio of different brands and markets the same car under different brands and nameplates. The practice is used for multiple reasons. In one example, a company may do so to expand its range of different brands in a market without the cost of developing completely new models. In the United States, General Motors may sell
10904-521: The resulting Great Depression throttled the demand for Bentley's expensive motor cars. In July 1931 two mortgage payments were due which neither the company nor Barnato, the guarantor, were able to meet. On 10 July 1931 a receiver was appointed. Napier offered to buy Bentley with the purchase to be final in November 1931. Instead, British Central Equitable Trust made a winning sealed bid of £125,000. British Central Equitable Trust later proved to be
11020-497: The retirement of the AMC Eagle Wagon in early 1988 (derived from the 1971 AMC Hornet), Eagle established its product line with the introduction of the 1988 Premier and Medallion (developed by Renault prior to the sale of AMC). To expand the product range beyond the two sedans, Chrysler sourced vehicles from Mitsubishi, introducing the 1989 Summit (Dodge/Plymouth Colt) and 1990 Talon (Mitsubishi Eclipse). In contrast to
11136-665: The rights to the use of the Rolls-Royce name or logo, which are owned by Rolls-Royce Holdings plc. In 1998, BMW started supplying components for the new range of Rolls-Royce and Bentley cars—notably V8 engines for the Bentley Arnage and V12 engines for the Rolls-Royce Silver Seraph , however, the supply contract allowed BMW to terminate its supply deal with Rolls-Royce with 12 months' notice, which would not be enough time for Volkswagen to re-engineer
11252-611: The sole provider of cars with the "Bentley" marque. BMW established a new legal entity, Rolls-Royce Motor Cars Limited, and built a new administrative headquarters and production facility for Rolls-Royce branded vehicles in Goodwood , West Sussex, England. After acquiring the business, Volkswagen spent £ 500 million (about US$ 845 million) to modernise the Crewe factory and increase production capacity. As of early 2010, there are about 3,500 working at Crewe, compared with about 1,500 in 1998 before being taken over by Volkswagen. It
11368-559: The venture. They had been covering the possibility that the survival of their motor car division might depend on providing a relatively compact mass-produced Rolls-Royce. However 1965's introduction of the Rolls-Royce Silver Shadow was a success. Badge engineering In the automotive industry , rebadging is a form of market segmentation used by automobile manufacturers around the world. To allow for product differentiation without designing or engineering
11484-596: Was 95.25 mm (3.8 in), stroke 91.44 mm (3.6 in); with a 7.8:1 compression ratio its output was 175 bhp (130 kW; 177 PS) @4,800 rpm. Twin SU carburettors were fitted. Both block and head were aluminium, tappets were hydraulic self-adjusting operating on overhead inlet and side exhaust valves. The counterbalanced crankshaft ran in seven bearings. The 4-litre R featured polished walnut fascia padded top and bottom, leather upholstered seats with fully reclinable backs and deployable polished picnic tables for
11600-434: Was broken for the first time with sales of 10,014. For 2007, a record profit of € 155 million was also announced. Bentley reported a sale of about 7,600 units in 2008. However, its global sales plunged 50 percent to 4,616 vehicles in 2009 (with the U.S. deliveries dropped 49% to 1,433 vehicles) and it suffered an operating loss of € 194 million, compared with an operating profit of € 10 million in 2008. As
11716-496: Was closed by Ford. General Motors underwent several brand revisions; following the discontinuation of the Geo sub-brand of Chevrolet in 1997, Oldsmobile was closed after 2004 (the oldest American nameplate at the time). Following its 2009 bankruptcy, GM closed Pontiac, Saturn, and Hummer in 2010; Saab was sold (eventually leading to its demise). GM sold its European Opel and Vauxhall brands in 2017 to PSA (now Stellantis). In response to
11832-627: Was confirmed in April 2005 a four-seat convertible Azure derived from the Arnage Drophead Coupé prototype would begin at Crewe in 2006. By the autumn of 2005, a convertible version of the successful Continental GT, the Continental GTC , was also presented in the autumn of 2005. These two models were launched in late 2006. A limited run of a Zagato modified GT was also announced in March 2008, dubbed " GTZ ". A new version of
11948-401: Was given its own identity with a special Vanden Plas grille (fairly square, with a thick surround and vertical slats), round headlamps, and horn grilles on the front. The interior was lavish in typical Vanden Plas style, featuring burr walnut wood trim, leather seats and panels, and high-quality carpeting. A division between the driver and the rear compartment was an optional extra. Initially, it
12064-760: Was known, always wanted to design and build his own cars. At the DFP factory, in 1913, he noticed an aluminium paperweight and thought that aluminium might be a suitable replacement for cast iron to fabricate lighter pistons. The first Bentley aluminium pistons were fitted to Sopwith Camel aero engines during the First World War. The same day that the Paris Peace Conference to end World War I started, Walter Owen ("W.O.") Bentley founded Bentley Motors Limited, on 18 January 1919 and registered Bentley Motors Ltd. in August 1919. In October he exhibited
12180-575: Was largely forgotten after its 1980 discontinuation (its role superseded by the downsizing of the Lincoln Continental for 1982), the Cimarron would cause extensive damage to the Cadillac brand, as its market share declined by almost 50% from 1980 to 1998. As of current production, neither Lincoln nor Cadillac has marketed a compact-segment car. Through the use of rebranding, Lincoln produced the mid-size Lincoln MKZ (sharing its doors with
12296-525: Was partly because all bodywork was provided by Fisher Body which was bought by GM in 1925, and the introduction of the Art and Color Section in 1928, directed by Harley Earl . For the 1958 model year, GM was promoting its fiftieth year of production and introduced anniversary models for each brand; Cadillac, Buick, Oldsmobile, Pontiac, and Chevrolet. The 1958 models shared an almost identical appearance on all models for each brand and made special luxury models with
12412-495: Was powered by BMC's 3-litre C-Series engine, developing 108 hp (81 kW). A Vanden Plas Princess 3-litre with automatic transmission was tested by the British magazine The Motor in 1961 and had a top speed of 99.3 mph (159.8 km/h). It could accelerate from 0-60 mph (97 km/h) in 16.1 seconds while fuel consumption of 21.1 miles per imperial gallon (13.4 L/100 km; 17.6 mpg ‑US )
12528-579: Was priced on a par with the Jaguar Mark X (albeit only the manual transmission model of the Jaguar) and 50 per cent more than its apparent predecessor the 3-litre car. It was a major change of market positioning aimed at the growing prestige and executive market in Europe and the United States. However, its close appearance to its predecessor and its pricing (near to that of the Jaguar, which was bigger with
12644-496: Was raised to 7.25:1. The problems of Bentley's owner with Rolls-Royce aero engine development, the RB211 , brought about the financial collapse of its business in 1970. The motorcar division was made a separate business, Rolls-Royce Motors Limited, which remained independent until bought by Vickers plc in August 1980. By the 1970s and early 1980s Bentley sales had fallen badly; at one point less than 5% of combined production carried
12760-504: Was recorded. The test car cost £1,467 including taxes. This model was replaced in 1961 by the Vanden Plas Princess 3-litre Mark II. Styling was similar but the wheelbase was two inches (5 cm) longer and anti-roll bars were added to the suspension at both ends of the car. The engine was uprated to 120 hp (89 kW). Better brakes were fitted, and interior improvements included built-in drop-down "picnic tables" for
12876-403: Was reported that Volkswagen invested a total of nearly US$ 2 billion in Bentley and its revival. As a result of upgrading facilities at Crewe the bodywork now arrives fully painted at the Crewe facility for final assembly, with the parts coming from Germany—similarly Rolls-Royce body shells are painted and shipped to the UK for assembly only. Demand had been so great that the factory at Crewe
12992-517: Was symptomatic of a policy of sales competition between the constituent organizations". The ultimate example of BMC badge engineering was the 1962 BMC ADO16 which was available badged as a Morris, MG, Austin, Wolseley, Riley and the upmarket Vanden Plas . A year earlier, the Mini was also available as Austin, Morris, Riley, and Wolseley – the latter two having slightly bigger boots. Badge engineering often occurs when an individual manufacturer (such as
13108-410: Was the 1922 Indianapolis 500 , a race dominated by specialized cars with Duesenberg racing chassis. They entered a modified road car driven by works driver Douglas Hawkes , accompanied by riding mechanic H. S. "Bertie" Browning. Hawkes completed the full 500 miles (800 km) and finished 13th with an average speed of 74.95 miles per hour (120.62 km/h) after starting in 19th position. The team
13224-612: Was the only mass-produced civilian vehicle from another manufacturer ever to use a Rolls-Royce engine. The late Queen Elizabeth ll owned an estate model of the Vanden Plas Princess, with an estimated production of 4-7. This car was a result of a joint BMC / Rolls-Royce project for a smaller Bentley code-named Java. Prototypes were made using the Austin-engineered central portion of the Vanden Plas, with restyled Rolls-Royce and Bentley panels front and rear. Neither of these models made it into production. Rolls-Royce withdrew from
13340-474: Was then rushed back to England to compete in the 1922 RAC Tourist Trophy . In an ironic reference to his heavyweight boxer 's stature, Captain Woolf Barnato was nicknamed "Babe". In 1925, he acquired his first Bentley, a 3-litre. With this car, he won numerous Brooklands races. Just a year later, he acquired the Bentley business itself. The Bentley enterprise was always underfunded, but inspired by
13456-549: Was unable to meet orders despite an installed capacity of approximately 9,500 vehicles per year; there was a waiting list of over a year for new cars to be delivered. Consequently, part of the production of the new Flying Spur , a four-door version of the Continental GT, was assigned to the Transparent Factory (Germany), where the Volkswagen Phaeton luxury car was also assembled. This arrangement ceased at
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