Erin & Saminda - Part 2: I Am The Resurection (Of Low Cost Motoring)
The succesful few years between 1984 and 1989 saw the Erin-Saminda Alliance prosper. The Devaran/CZ2 did well in the majority of markets it was sold in, and by 1987, it became the first car Erin started exporting to Latin and South America. However, there was a need to expand these new markets, as well as continue the alliance. So, plans were drawn up for car no. 2, and this time Erin would be the chief designers.
Based on the demand for a mid-sized sedan from both Saminda and the new Latin/South America markets, Erin began work on such a vehicle. Trouble arose however when the designers tried to work out what this car should really be - a mid-size executive saloon, that would follow in the footsteps of the Mk 1 Berlose, focusing on a premium feel from the outset? Or, should it be a more basic, cheaper to build, ‘world car’ platform that could have premium features added afterwards?
Head of Project Michael Serbile eventually decided on the world car approach as it would be more appealing to Saminda and would save on costs. His team took the current Berlose Mk 1 chassis, shortened the wheelbase, reshaped the cabin space, and redesigned the suspension, replacing the all-round double wishbones with macphersons at the front and trailing arms at the rear. Redesigning the suspension was expensive, but they saved a lot of money compared to having to design the chassis from the ground up.
A few years and some market research later, the Lomaron was born. The car had been sent to Saminda a year prior to its 1989 launch to ensure they had time to work on their variant, the C5. With Saminda now established in Europe, the Lomaron was not sold on the continent and instead was sold in South Africa, Australia and South and Latin America as both production lines being used to make the cars had surplus capability and could manufacture enough vehicles to send enough vehicles to each market. Thus, in Japan and America, it was sold as a Saminda C5.
The Lomaraon itself was marketed as a budget luxury sedan, cheaper and far more suited to rougher terrain than its German rivals. Good relibability, low cost construction techniques and a reworked engine range (borrowed from the Merna and Berlose) meant this car would do well, though Erin did struggle in the early months to get enough vehicles out to all markets.
However, this was also the first sign of weakness in the Erin-Saminda alliance. Now that Erin were making a lot more money than they had ever made before, and their expansion into these new export markets was challenging Saminda’s own international sales.
1989 Erin Lomaron
A joint-venture between Japanese maker Saminda and Erin, the Lomaron aimed to be a low cost alternative mid-size executive sedan that would sell better in poorer countries.
While some luxuries were provided, especially on more expensive trims, the main focus was on building a solid, reliable and practical car that could be sold for export easily and marketed at a low cost. Erin sold this car alongside the Devaran - the previous Erin-Saminda car - in Latin/South America, South Africa and Australia.
Styling wise, the car went for a more contemporary look than its fellow Erin models, with the design echoing its facelifted Berlose cousin but attempting to be more universal in order to make the rebadged Saminda version better. The headlights were thoroughly inspired by Japanese cars of the time, and a smoothed and less complex version of Erin’s iconic 80s tail light design is found at the rear.
Few things are particularly noteworthy about the car. The performance was average, the engines were borrowed from the Berlose and Merna line and the whole car itself was really just a lot of reworked bits from the Erin and Saminda parts bin. What was significant though was that this was Erin’s first time exporting cars on a larger scale, and the Lomaron would emerge as a figurehead for their ventures.
