Here’s how the Sterling became Rover’s third and final failure in America

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In this episode I provide the history of the Sterling brand in America, which only existed from 1987 to 1991. The Sterling, which was English automaker Rover's third attempt to sell a car in America, was a rebadged Rover 800 4-door luxury sedan. It was created as part of a joint development effort with Honda, who also built the very similar Honda/Acura Legend. Although the Japan-built Legend sold very well, the Oxford, England-built Sterling sold poorly due to multiple quality and reliability problems, resulting in sales decreasing every year. Rover tried increasing engine output in 1989 and introducing a hatchback model, but it didn't help, resulting in Rover ending exports to America during the 1991 model year.