Daimler Company's Slogans & Taglines

The Daimler Company Limited, before 1910 known as the Daimler Motor Company Limited, was an independent British motor vehicle manufacturer founded in London by H. J. Lawson in 1896, with its manufacturing base established in Coventry. The company built Britain's first production car in 1897 and secured a Royal Warrant in 1902, becoming the official vehicle supplier to the British monarchy from King Edward VII onward. In 1910, it was acquired by the Birmingham Small Arms Company (BSA), and in 1960 passed to Jaguar Cars. The marque was distinguished by its fluted radiator grille, introduced in 1907, and its pioneering sleeve-valve engine technology licensed from Charles Yale Knight in 1908. Core products encompassed luxury saloons, limousines, and sports cars including the Double Six, Straight Eight, Conquest, Majestic, and SP250 Dart, alongside military vehicles such as the Dingo and Ferret armoured cars. The last independently designed Daimler was the DS420 Limousine, produced until 1992, with the final Daimler-badged vehicle, the Super Eight, rolling off the line in 2007. A memorable 1950s advertising campaign for the Conquest Roadster carried the slogan "Out Of Pedigree Comes Pace", capturing the brand's blend of aristocratic heritage and performance.