Company overview
Sterling was a brand of automobiles marketed in the United States and Canada by Sterling Motor Cars, a division of Rover Group. The company sold vehicles from 1987 to 1991, during a period of collaboration with Honda of Japan. The Sterling models were based on the Rover 800 series, adapted for the North American market. Only the sedan body style was initially offered in 1987 and 1988, with a hatchback added in 1989. A limited production Sterling Oxford Edition was available in 1990, featuring upgraded interior trim and a cellular phone. All models used a V6 gasoline engine exclusively in the U.S. market. Early production quality issues, including problems with interior trim and electronics, were documented by J.D. Power. Sales peaked at over 14,000 units in 1987. The Sterling was discontinued in August 1991 due to Rover’s withdrawal from the North American market, with fewer than 2,000 units sold that year. The Rover 800 continued production in Europe until 1999, after being replaced by the Rover 75.
