Sterling Logo

Sterling LogoSterling Logo PNG

Sterling: Brand overview

Founded:1987 – 1991
Founder:Austin Rover
United Kingdom
In 1987, the Austin Rover Group of the UK introduced Sterling, marking its entry into the US luxury automotive market. This new venture was born from a collaboration between Austin Rover and Honda, allowing Sterling to introduce models based on Honda’s products to North America. The brand’s inaugural model was the Sterling 825, resembling the Acura Legend. Following its debut, 1988 witnessed the launch of the Sterling 827, which took inspiration from the Honda Accord framework. This mid-size luxury sedan aimed to contend with stalwarts like Mercedes and BMW.

Yet, despite its ambitions, Sterling found it hard to carve out a niche in a market saturated by renowned German and Japanese luxury brands. By the dawn of the 1990s, Sterling’s foothold was shaky, with sales dwindling. Ultimately, Austin Rover decided to cease Sterling’s operations in the US by 1991, having sold merely around 14,000 vehicles during its brief tenure.

Sterling’s short-lived journey underscored the complexities and competition of the US luxury automotive space. By 1992, the brand was completely phased out. However, the legacy of Sterling vehicles lingered, with the Acura brand stepping in to ensure service and support for the existing Sterling owners.

Meaning and History

Sterling Logo History

What is Sterling?

In 1987, Sterling Motor Cars, the North American arm of the esteemed Rover Group, made a resounding debut in the United States. This daring venture was facilitated by a tactical alliance with Honda of Japan, propelling the brand into a prominent spot in the American automotive landscape. Despite its relatively brief stint, Sterling vehicles left a lasting mark with their superior quality and performance, resonating with drivers until 1991.

Sterling, an extraordinary brand birthed from the joint efforts of Austin Rover and Honda, was conceived by the legendary British car manufacturer Austin Rover. Headquartered in the United Kingdom, Sterling’s base proudly showcased its British roots and design influences. With its distinctive and inventive design, Sterling symbolized the shared spirit of ingenuity and collaboration between Austin Rover and Honda.

Sterlings color codes

Neon SilverHex color:#cacaca
RGB:202 202 202
CMYK:0 0 0 21
Pantone:PMS 420 C
Taupe GrayHex color:#8e8888
RGB:142 136 136
CMYK:0 4 4 44
Pantone:PMS 408 C
Safety BlueHex color:#043d79
RGB:4 61 121
CMYK:97 50 0 53
Pantone:PMS 294 C
EigengrauHex color:#020818
RGB:2 8 24
CMYK:92 67 0 91
Pantone:PMS Black 6 C