15 Cars From the 80s That Tried to Be Luxury Icons — and Missed the Mark

The 1980s were a time of bold aspirations in the automotive industry, with manufacturers aiming to redefine luxury and performance. However, several models introduced during this era fell short of their lofty goals due to design missteps, reliability issues, and poor execution. This article revisits 15 such ambitious yet unsuccessful luxury aspirants from the 1980s.

1. Cadillac Cimarron

Introduced in 1982, the Cadillac Cimarron was an ambitious attempt to enter the compact luxury sedan market. However, it was essentially a rebadged Chevrolet Cavalier, leading to underwhelming performance and a lack of distinctive luxury features. Automotive journalist Dan Neil criticized the Cimarron, stating, “Everything that was wrong, venal, lazy and mendacious about GM in the 1980s was crystallized in this flagrant insult to the good name and fine customers of Cadillac.” (time.com) This misstep significantly tarnished Cadillac’s reputation during that era.

2. Lincoln Versailles

Introduced in 1977, the Lincoln Versailles aimed to challenge the Mercedes-Benz 280 with its upscale features. However, it was essentially a rebranded Ford Granada, leading to a lack of distinctiveness and a premium price tag that many felt was unjustified. Critics panned it as emblematic of American badge engineering gone wrong. Source: Car and Driver

3. Maserati Biturbo

Introduced in 1981, the Maserati Biturbo aimed to bring Italian performance to a broader audience. However, it was plagued by reliability issues, including electrical and mechanical failures, tarnishing Maserati’s reputation for decades. In contrast, competitors like the BMW 3 Series offered superior engineering and dependability. As noted by Hagerty, “The Biturbo was an absolute hit… but there were problems.” (hagerty.co.uk)

4. Sterling 825

Introduced in 1987, the Sterling 825 was a collaboration between Austin Rover and Honda, aiming to combine British charm with Japanese reliability. Despite sharing mechanical components with the Acura Legend, the Sterling suffered from persistent electrical faults, inferior trim, and build quality issues. These shortcomings led to poor reviews and a swift market exit, in stark contrast to the reliable Acura Legend. (motortrend.com)

5. Yugo GVX

Introduced in 1987, the Yugo GVX was marketed as a budget-friendly European import aiming to offer more than its base model. Despite its sporty appearance, it featured a spartan cabin, an underpowered engine, and notorious build quality issues. These shortcomings kept it far from achieving any luxury status, and its reputation never recovered, cementing its place on worst-car lists. (en.wikipedia.org)

6. Renault Alliance Encore

Introduced in 1984, the Renault Encore was a hatchback variant of the Alliance, aiming to offer compact luxury with European flair. Despite its initial acclaim, including being named Motor Trend’s Car of the Year in 1983, the Encore faced significant reliability issues. Owners reported problems such as overheating, oil leaks, and interior components failing prematurely. These quality concerns led to a tarnished reputation and contributed to Renault’s decision to exit the U.S. market in 1987. (money.cnn.com)

7. Chrysler TC by Maserati

Introduced in 1989, the Chrysler TC by Maserati was a collaboration between Chrysler and Maserati, aiming to create a luxury roadster that combined American engineering with Italian flair. However, the TC struggled with a confused identity, underwhelming powertrains, and high costs. It was based on Chrysler’s K-platform, shared many components with the LeBaron, and featured engines that failed to impress enthusiasts. Priced significantly higher than its competitors, it never matched the performance or prestige of models like the Mercedes SL, remaining a curiosity in Chrysler’s history. (roadandtrack.com)

8. Cadillac Allanté

Introduced in 1987, the Cadillac Allanté was a luxury roadster that combined American engineering with Italian design, featuring coachwork by Pininfarina. Despite its attractive appearance, the Allanté faced significant challenges, including technical complexity and a high price point. Its unique assembly process, involving shipping bodies from Italy to Detroit, led to quality inconsistencies. Additionally, the Allanté’s performance and reliability issues prevented it from competing effectively with rivals like the Jaguar XJS. (en.wikipedia.org)

9. Merkur Scorpio

Introduced in 1988, the Merkur Scorpio was a mid-size luxury sedan imported from Germany, aiming to compete with European executive cars. Despite its advanced features, including a 2.9-liter V6 engine and four-wheel independent suspension, the Scorpio faced challenges in the American market. Its design was often compared to the Mercury Sable, leading to confusion among consumers. Additionally, its pricing strategy placed it in competition with well-established luxury sedans, resulting in poor sales and the eventual discontinuation of the Merkur brand in 1990. (Source: Hemmings)

10. Buick Riviera (8th Generation)

Introduced in 1995, the eighth-generation Buick Riviera marked a significant departure from its predecessors with a complete redesign. This model featured a more streamlined, teardrop-shaped design, drawing inspiration from vehicles like the Jaguar E-Type. Despite its sleek appearance, the Riviera faced challenges in the market. Its unique styling was polarizing, and the vehicle’s performance and features did not resonate with luxury consumers as intended. Sales declined steadily, leading to its discontinuation in 1999. (jalopnik.com)

11. Alfa Romeo Milano (75)

Introduced in 1985, the Alfa Romeo Milano, known as the 75 in Europe, was a compact executive car that aimed to blend Italian performance with luxury appeal. Despite its sharp handling and distinctive design, the Milano faced challenges in the luxury market. Its quirky ergonomics, such as unconventional control placements, and unpredictable reliability issues, including electrical failures and rust, deterred potential buyers. Compared to competitors like the BMW 5 Series, the Milano fell short in comfort and sophistication, leading to limited success in the luxury segment. (Source: Classic & Sports Car)

12. Peugeot 604

Introduced in 1975, the Peugeot 604 was the French manufacturer’s flagship sedan, aiming to compete in the executive car segment. Despite its elegant design and comfortable ride, the 604 faced challenges in the U.S. market due to its conservative styling and reliability issues. Competitors like Mercedes-Benz and BMW quickly overshadowed it with more robust and appealing alternatives. Production ceased in 1985, and the 604 remains a rare sight on the roads today. (Source: Classic & Sports Car)

13. Oldsmobile Toronado Trofeo

Introduced in 1987, the Oldsmobile Toronado Trofeo was a luxury coupe that showcased advanced technology, including a full-color touchscreen dashboard known as the Visual Information Center (VIC). This system controlled the radio, climate settings, and even featured a built-in cellular phone. Despite these innovative features, the Trofeo faced challenges in refinement and performance. Its technology, while ahead of its time, did not meet rising consumer expectations for comfort and quality, leading to limited success in the market. (Source: Hemmings)

14. Subaru XT

Introduced in 1985, the Subaru XT was a two-door coupe that showcased a distinctive wedge design and innovative features, including a digital dashboard and adjustable pneumatic suspension. Despite these technological advancements, the XT struggled to establish itself in the luxury market. Its performance was adequate, but the interior trim and ergonomics did not meet the expectations of luxury consumers, leading to limited success and its eventual discontinuation in 1991. (Source: Road & Track)

15. Pontiac 6000 STE

Introduced in 1983, the Pontiac 6000 STE (Special Touring Edition) was Pontiac’s attempt to blend American engineering with European-inspired performance. It featured a high-output 2.8-liter V6 engine, sport-tuned suspension, and distinctive styling elements. Despite these enhancements, the 6000 STE faced challenges in the luxury market. Cost-cutting measures and dated design elements hindered its appeal, especially when compared to established European sedans from Audi and Volvo. As a result, it struggled to gain significant market traction. (Source: The Christian Science Monitor)

Final Reflections on 80s Luxury Aspirants

The 1980s witnessed numerous ambitious attempts to redefine automotive luxury, many of which are now remembered more for their ambition than success. Models like the Cadillac Cimarron and Chrysler TC by Maserati exemplify these missteps, highlighting the challenges of blending innovation with consumer expectations. These curious missteps paved the way for brands to learn, ultimately leading to the excellence found in modern luxury automobiles.

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