Will Peugeot-Citroen revive Panhard?

For many Americans, it is difficult to consider the concept of a French car seriously. Historically, French cars sold in America have either been weird (Citroen) or broken down regularly (Renault), or both (Peugeot).
 
But in Europe, Panhard is a legendary name and there are indications that Peugeot-Citroen may be planning to bring it back as a premium priced brand.
 
In Europe, the reputation of the French automobile industry is rather strong, and French vehicles command a substantial share of the automobile market. Renault is one of the largest auto-maker in the world. Peugeot just battled to second place at the 24 Hours of LeMans, narrowly loosing to Audi, and there are those who believe it could become as dominant in endurance racing as Renault once was in Formula One. Citroen has a reputation for engineering excellence and innovation.
 
And France has a history of legendary brands, such as Delahaye and Delage.
 
It is against this background that rumors have surfaced that the Panhard name will come back.
 
Middle market automakers have found premium vehicles very profitable. Lexus is the aspirational goal of all of them, but automakers everywhere are competing for the customer who buys or leases the premium car. Cracking that market with Cadillac is clearly a long-term goal of General Motors. Increasing their share of the market is the announced goal of Audi. Keeping their share of the market is the essential goal of BMW and Mercedes-Benz.
 
The Japanese manufacturers have created nameplates from scratch: Lexus, Infiniti, Acura. Though Lexus has become the standard against which the products of all other automakers are measured, it has not found a unique appearance, and has continued to copy the German fashion of them moment. Current top-line Lexus models are self-evidently modeled on the BWM look created by its chief stylist, Chris Bangle. (Who comes from – get this – Milwaukee, Wisconsin.)
 
European manufacturers, however, seem to cherish tradition and like to link current products to some element of the glorious past. Hence, when Mercedes-Benz was seeking a name for its ultra-luxury model, it dipped back into its own history to use the name Maybach, a nameplate with a reputation for excellence which once far surpassed that of Mercedes-Benz, and which built its reputation as the builder of the engines on the Graf Zeppelin, engines which took that airship around the world in the 1920’s. It is also that love of heritage that led two German manufacturers – BMW and VW – to fight over the financial carcass of Rolls-Royce and each spend enormous amounts to produce the current Bentley and Rolls-Royce models.
 
To this mix, apparently will be added the marquee of Panhard.
 
Panhard has history.
 
Founded in France in the late 1800’s, Panhard was a competitor to Daimler and, later, Daimler-Benz. Panhard automobiles were technology leaders of their day. It is Panhard which is credited with introducing the front engine, rear drive configuration using a sliding gear transmission that became the design model for automobiles throughout the entire world. In the 1920’s, Panhard built luxurious cars that rivaled those built by competitors in other European countries. It was a very prestigious nameplate.
 
But World War II’s aftermath was unkind to Panhard’s automotive interests. To get around restrictions on steel use, then in short supply, Panhard built light and very small economy cars with aluminum bodies. To actually make money, though, it concentrated on building military vehicles. It sold off its automobile production interests to Citroen and production of Panhard automobiles was ended in 1967. In 2004, the remainder of the company was absorbed by a competitor in producing military vehicles, though the resulting company kept the Panhard name and continues to use it.
 
It is easy to understand why Peugeot-Citroen would want a high-end nameplate. If they don’t get something on the market soon, the will effectively be locked out of the emerging market for high-priced high-profit cars in China, India, and other countries once thought too backward to afford a Yugo. They may also believe that having a prestige vehicle in those markets is essential to selling lower-priced vehicles in those countries, not exactly an original marketing strategy, but one that’s worked before.
 
One wonders, however, whether the French have already missed the boat. If it is resurrected as a prestige car, Panhard will face brutal competition from manufacturers who have proven their ability to create top tier automobiles and who also seem willing to do whatever it takes to win market share.
 
Maybe they’d be better off buying Jaguar.
 
It’s for sale. It would be cheap. It already has a name. Ford’s dumped most of the money into it that it needs. Jaguar already has an established distribution network, one which includes the United States. 
 
Moreover, Americans have finally concluded that buying a Jaguar is not an instant way to the poor house from repair bills and Lucas electronics. Having improved the Jaguar reputation for reliability, there would seem much advantage to taking over than company, rather than trying to convince the public that a new French brand can provide the necessary value and reliability to compete against established manufacturers from German, Japan, an