Gone but not forgotten: 5 extinct car brands that deserved better

Like the dodo, these extinct motoring marques once thrived. So what wiped them out? And why will they be missed?

Since the invention of the motorcar in the late 1800s, the automotive industry has existed in a perpetual state of flux. From oil crises to global financial crashes — a pandemic even played a role — the causes for closure are almost endless. 

But, whatever triggered their demise, it’s time to celebrate those often brilliant brands who never made it. Get the tissues ready, this one’s a real tear-jerker.

5. Triumph (cars) - 1885-1984 

Ok, technically the Triumph brand lives on in two-wheeled guise, but the marque’s automotive division is long gone. And, truthfully, we could have chosen any number of defunct British brands for this list — we think Jensen’s also worthy of an honourable mention — but there’s something about Triumph’s passing which feels especially sad. 

So what happened? Well, after nearly a century of producing iconic machines like the TR6, Stag, and Spitfire, it was the BL conglomerate which signed the brand’s death warrant. Problems immediately arose after the firm’s acquisition in the late ‘60s. Mismanagement, patchy quality control, and endless industrial action, all quickly eroded consumer confidence in Triumph. Then, after a collaboration with Honda failed to save the struggling moniker, it was tragically retired in 1984. What is it they say about too many cooks?

4. Cizeta - 1988-2021

From a well-loved powerhouse to a lesser-known artisan; ladies and gentleman, meet Cizeta.  

Spawned in the late 1980s, this outlandish-looking creation was the brainchild of former Lamborghini engineer and test driver, Claudio Zampolli. And it was the Bugatti Veyron of its day. Fusing two flat-plane Lamborghini V8s together to create a naturally aspirated 6.0-liter V16 monster, the Cizeta boasted over 60 bhp more (540 bhp) than Ferrari’s contemporary F40. Plus, despite being developed on a comparative shoestring, the Italian curio performed well in group tests against the region’s finest supercars. 

But, just like Triumph, Cizeta’s tale is fraught with twists, turns, and crises. For one, the car failed to comply with US safety regulation, so the potential market was heavily restricted from the get-go. Then, internal disagreements and an uncertain financial climate, helped to cement the brand’s failure. 

Ultimately, just 12 Cizeta V16Ts made it to production before the marque went bust in 1994. And, despite Zampolli’s later attempts to revive the marque, it sadly fell silent after his passing in 2021. 

What remarkable creations would Cizeta build if it were still in business today? We can’t help but wonder.

3. Fisker (2007-2013, 2016-2024)  

Fisker’s story is a more recent (but equally tumultuous) addition to the annals of defunct car makers.  

First unveiled at the 2008 Detroit Auto Show, Fisker’s first car, the hybrid Karma saloon, got the ball rolling well for the start-up firm. But that success was short-lived. Soon, the marque would see more ups and downs than a commercial airliner. In fact, it would go bust not once, but twice, in the space of just ten years. 

The first time around, Fisker’s failure stemmed from a multitude of factors ranging from supplier issues to production problems. However, it’s second attempt at volume production in 2016, looked more promising. Using tried and tested Austrian factories, the brand successfully produced a handsome electric SUV named Ocean, while plans were in place to expand the range further.  

But it wasn’t to be. Following reports of questionable build quality, the public failed to buy into the Ocean with much enthusiasm, and in 2024 Fisker was once again forced to file for chapter 11 bankruptcy.  

Could Fisker make a hat-trick comeback? It’s certainly not the first time the firm has risen from the ashes…

2. Pontiac (1926-2010)

In its heyday, Pontiac was a pillar of America’s booming auto industry and responsible for some of history’s greatest V8-engined muscle cars.  

Later in life it failed to garner quite the same adoration. Like most disasters, the cause of Pontiac’s failure was multifaceted. Just like Triumph and British Leyland, Pontiac’s parent company, General Motors, had a role to play. After severe financial problems and a subsequent government bail-out in 2009, GM was forced to seriously tighten its purse strings. Unsurprisingly, the faltering Pontiac brand was one of the first to get the chop.  

In truth, though, it was probably the right move. By the time the noughties rolled around Pontiac’s range was a shadow of its former self. Largely comprising of rebadged Chevrolet’s products, the firm’s late offerings lacked originality, build quality, and, in the case of the Aztec, much aesthetic appeal. So you could say GM did the brand a favour when it pulled the plug in 2010. Still, we’d love to see what sort of GTO-inspired muscle cars a rejuvenated Pontiac might design.

1. Saab (1945-2011)

It’s everyone’s favourite left-field Swede: Saab. Despite shutting up shop over a decade ago, the characterful jet-related carmaker is still a household name. In fact, many believe Saab still builds cars to this day. 

How did such a well-loved brand go defunct, then? Yep, you guessed it, financial troubles were brewing. Following a buyout by General Motors at the turn of the millennium, Saab landed in the same sinking boat as Pontiac when the 2008 recession struck.  

However, unlike Pontiac, Saab was still producing interesting vehicles right until the bitter end. Sure, GM’s takeover had diluted some of the new 9-5’s Swedish essence, but its futuristic design managed to turn heads — it just failed to open enough wallets to rescue the whole operation. GM ultimately called time on Saab cars in 2011 and with it, one of the quirkiest brands in the automotive business. 

Did we miss one of your favourite extinct motoring brands? Let us know which car makers you’d like to make a comeback.

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