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Sterling was the brand name used by Sterling Motor Cars, a division of the Rover car company of the UK. This was marketed in
the USA by Austin Rover Cars Of North America. The brand existed in the USA only from 1987 to 1992.
When the brand was active, Rover collaborated with Japanese manufacturer Honda. The brand was well received initially but it did not live up to the expectations of its US customers. The models were successful in Europe. The first and the last model to be launched was the 800 coupe which was based on
the Rover 800 series. The brand was received well for its British styling. The clean interiors and latest exterior design were only initial pullers. Customers who purchased Sterling started facing problems in its interior maintenance and some exterior painting. Also some electric problems rose and
it was difficult for its owners to manage them. By 1989 the models underwent minor changes but still it was not able to recover the sales which it had during its launch. The sportier model did not earn its customer satisfaction and subsequently the sales dropped in 1991. By the time Sterling lost its sales, another Japanese brand Acura gained its market and topped the sales. With
an increase in currency fluctuation, Sterling was not able to recover from its downfall and the Rover cars were withdrawn from the US market.
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