Talbot Tagora
| Company type | Car model |
|---|---|
| Industry | Automotive |
| Predecessor | Chrysler 180 |
| Founded | 1980 |
| Founder | Chrysler Europe (initial development), PSA Peugeot Citroën (manufacturer) |
| Defunct | 1983 |
| Fate | Production ceased due to poor sales |
| Successor | None |
| Headquarters | Poissy , France |
Area served | Europe |
| Products | Executive car (saloon) |
| Owner | PSA Peugeot Citroën (after 1979) |
| Parent | PSA Peugeot Citroën |
The Talbot Tagora represents an executive car that was initially developed by Chrysler Europe and later manufactured by PSA Peugeot Citroën. Following PSA's acquisition of Chrysler's European division in 1979, the vehicle was marketed under the Talbot name. The Tagora entered production in 1980 and was officially launched in the market in 1981. Despite expectations, it underperformed commercially, being labeled a "showroom failure" within its first year, which led PSA to cease production in 1983. Fewer than 20,000 units were built, all assembled at the former Simca facility located in Poissy, France.
Development
The project for the Tagora began in 1976 under Chrysler Europe with the internal code C9, intended to replace the lackluster Chrysler 180. Consistent with Chrysler Europe's approach, technical development was carried out in France while the design work was conducted at their UK-based styling center. An early working title for the model was "Simca 2000".
Design
The initial C9 prototype featured a contemporary saloon design characterized by a low beltline and a roomy cabin made possible through an extended wheelbase. The British design team initially incorporated elements inspired by the Citroën SM, including a front glass panel situated between the headlights for the number plate, rounded front wheel arches, and rear fender skirts (spats). However, Chrysler’s American management deemed these styling choices excessive, prompting a shift towards a more conventional look: wheel arches were squared off, spats were eliminated, and the license plate was relocated to the front bumper. To counterbalance the vehicle’s tall profile, the beltline was raised. Additionally, taillights were redesigned from vertical to horizontal orientation to better reflect contemporary market preferences.
Engine dilemma
In the executive car class, competitors typically offered engines larger than Chrysler Europe’s largest 2.0-litre inline-four engine, making a six-cylinder powerplant an expected feature. Chrysler evaluated a straight-six sourced from Mitsubishi, but it proved incompatible. The alternative option was the Douvrin V6 engine ("PRV"), a joint development by PSA, Renault, and Volvo. Since PSA vehicles utilized this engine, Chrysler’s access to it remained uncertain.
Sales projections
Chrysler Corporation authorized development with the goal of selling 60,000 units of the C9 annually, aiming to capture approximately 5% of the executive car segment. This target aligned with Chrysler’s overall 7% share of the European market and was expected to enable tooling costs to be recovered separately from development expenditures.
PSA takeover
Amidst C9’s development phase, Chrysler Corporation sought to divest its financially troubled European operations. In 1978, the French PSA Group—formed after Peugeot acquired Citroën—acquired Chrysler Europe for US$1.00 plus liabilities, effective from January 1, 1979.
PSA already offered several large vehicles—the Citroën CX, Peugeot 604, and recently introduced Peugeot 505—but opted to finalize C9’s development due to prior investments. Adjustments included replacing Simca’s double wishbone front suspension with MacPherson struts derived from both Peugeot 505 and 604 models and adopting the narrower rear axle from the Peugeot 505. These changes affected the C9’s stance by positioning rear wheels more inset within their arches. Under PSA ownership, installing the PRV engine became possible through extending the vehicle’s front section.
Brief Market Tenure
Following the rebranding of Chrysler Europe's lineup under the Talbot name, the C9 model was introduced as the Talbot Tagora, with initial assembly commencing at the former Simca facility in Poissy in 1980. PSA presented the Tagora at the Salon de l'Automobile in Paris that same year. After a press preview event held in Morocco in March 1981, sales launched in France by April and extended to the UK market in May. The UK promotional campaign highlighted it as "The new Talbot Tagora. Luxury and performance redefined."
The Tagora aimed to compete with premium models such as the Peugeot 505 and entry-level Citroën CX, positioned just below the Peugeot 604 in PSA’s hierarchy. Its pricing strategy also aligned it with rivals including the Renault 20/30 and Ford Granada, placing it within the 20,000–30,000 Deutsch Mark bracket in Germany. Nevertheless, production numbers reached only 16,169 units during its initial fifteen months (1980–81), representing merely a quarter of Chrysler’s original forecasts. Sales plummeted by more than 80% in 1982, prompting PSA to cease production in 1983 after manufacturing approximately 19,500 vehicles—significantly trailing competitors like the Peugeot 505 (116,000 units) and Citroën CX (74,000 units) produced during 1981 alone.
By December 2010, Practical Classics noted that over 99% of Tagoras registered in the UK were no longer operational on public roads. The last UK-registered Tagora had been declared off-road (SORN) since 2016 but was restored to running condition as of September 2022.
Engine Options and Variants
The Tagora featured a rear-wheel drive configuration with a longitudinally mounted engine, consistent with large automobiles of its period. It was offered with three engine choices, each paired with either four- or five-speed manual transmissions; a three-speed automatic transmission was optionally available exclusively on four-cylinder variants.
The available powertrains included:
- 2.2-litre (2155 cc) Type 180 OHC I4, equipped with a double-barrel Solex carburettor, , .
- This base power unit was an enlarged adaptation of the earlier Simca Type 180 2.0-litre engine, also utilized in the Matra Murena. It bore no relation to either the American Chrysler K engine or PSA's own Douvrin engine 2.2-litre engines. Trim levels included GL and GLS; the GL featured a four-speed manual gearbox and optional power steering but was discontinued post-1982.
- 2.3-litre (2304 cc) XD2S OHV turbodiesel I4, , .
- This turbodiesel unit developed by Peugeot powered models such as the Peugeot 505 and 604. In the Tagora range, this diesel variant was designated as DT.
- The V6 version, badged as "2.6," represented the top-tier SX trim featuring upscale amenities but did not offer an automatic transmission option. Unlike contemporary Peugeot PRV engines that employed fuel injection, this variant utilized Weber carburettors to achieve greater power output, making it France’s most powerful production car at that time. Production volume for this V6 model was limited to just 1,083 units.
Tagora Présidence
The Tagora Présidence was a concept vehicle crafted at Talbot’s design center in Whitley, Coventry, intended to market premium Tagoras as chauffeur-driven limousines for corporate executives and government dignitaries. Based on the 2.6 SX model, it boasted luxury Connolly Leather interiors, brass detailing, and cutting-edge electronics such as a telephone, dictaphone, text-message receiver, and a television equipped with a VCR. Initially valued at £25,000, this Présidence prototype is currently preserved within a museum located in Poissy.
Critical appraisal
The Tagora was met with a somewhat muted reception from the British automotive media. Autocar referred to the 2.2 litre GLS variant as "excellent, if not a great advance." Meanwhile, L. J. K. Setright of Car magazine questioned its market appeal amid fierce competition, labeling it a "problematic newcomer" that failed to outperform the Volvo 244 GLE in comparative testing. Conversely, Motor Sport commended the vehicle for being "effortless in use, straightforward, easy to drive, and highly comfortable."
A frequent point of criticism centered on the Tagora’s absence of distinct competitive strengths. Autocar pointed out that it was on par with rivals such as the Ford Granada 2.3 GL, Opel Rekord 2.0S, Renault 20TX, Rover 2300, and Volvo 244 GL but did not offer any particularly notable features. Despite being the second priciest model in this segment, it did not excel in areas like speed, acceleration, interior space, or chassis engineering. The Tagora ranked second for top speed, third in acceleration to 60 mph, and led fuel efficiency by 0.7 mpg overall. Its interior legroom was fourth among its competitors. Motor Sport regarded it as reasonably capable compared to the Rover 2300 but noted its slower acceleration. Setright preferred the Peugeot 604 over the Tagora, while Car criticized its chassis for lacking contemporary design qualities.
Handling was generally described as positive by Autocar, with performance deemed "good but not exceptional." Although it was somewhat underpowered on paper, this rarely translated into a noticeable deficiency during driving. Setright praised its smooth ride and road stability; however, Car later highlighted handling flaws described as "untidy," with a tendency to understeer followed by oversteer—contrasting this with Volvo’s superior grip and cornering abilities.
The interior comfort stood out as a strong feature; seats were lauded for their comfort and styling. Nevertheless, Car argued that the Volvo provided similar space despite having a shorter wheelbase. Some drawbacks included a steering wheel positioned too close to the driver’s legs and inadequate ventilation controls that lacked fan-driven cold air or simultaneous airflow to both face and footwell areas. Storage compartments were limited, bonnet access was awkward due to the absence of a self-supporting stay, and the boot employed an unusual locking mechanism requiring engagement before closing.
In conclusion, the Tagora’s main benefits included a roomy interior (though not leading its class), comfortable seating arrangements, efficient fuel consumption (notably in the 2.2 GLS), and ample luggage space (572 litres). However, a vehicle introduced in 1974—the Volvo 244 GLE—offered superior seats, comprehensive disc brakes, better lighting, enhanced ventilation, and improved handling for only a marginally higher price, underscoring significant competitive disadvantages for the Tagora.
Almost ten years after production ceased, the Tagora was regarded as an average yet fundamentally reliable car. Its strengths lay in refinement, courteous driving characteristics, and robust V6 engine performance. The primary durability concern identified was rust development around rear suspension mounting points. Some experts anticipated it might become collectible by 2003.
Market situation and image
From an engineering perspective, the Tagora exhibited no major faults aside from inadequate cabin ventilation. Nonetheless, the 1979 energy crisis severely contracted demand within Europe’s large car segment, undermining Chrysler’s sales expectations. Released under the Talbot brand—which suffered from weak market recognition and an unclear identity—the Tagora struggled to compete against well-established executive cars like the Ford Granada. Martin Buckley noted that Talbot’s ineffective marketing efforts meant "people did not know about the car."
Design
The British publication What Car? described the Tagora's styling as "utterly uninspiring," which reduced its attractiveness in a market where distinctiveness and prestige are vital. Emphasizing functionality, the design delivered generous interior space but did so at the expense of aesthetic appeal. A sharply inclined windscreen connected to a short, wedge-shaped bonnet at an awkward junction. The vehicle's broader and taller proportions, paired with narrow axle tracks sourced from PSA, resulted in a visually unbalanced rear profile. Furthermore, the simple plastic dashboard failed to captivate either critics or buyers.