These top models from the noughties all flopped

Lancia Thesis (2001)

Lancia’s version of the Vel Satis. The traditional sedan shape was understood, but not approved. With its diamond-shaped headlights and narrow, vertical taillights, the Thesis was quite acquired taste. And in the top class people simply prefer to eat what they know.

Kia Opirus (2003)

You can still see the then brand ambassador Jan Lammers recommending this Korean E-class clone with enthusiasm and dry eyes. Doomed to flop, but still nice that we were able to get acquainted with Kia’s ambitions, which the brand has subsequently fully achieved.

Maybach 57 (2002)

The longer and the more money Daimler continued to pump into this revived luxury brand, the more painful and untenable Maybach’s situation became. The 57 and the longer 62 were too much of a pumped-up Mercedes S-class to be tempting. Maybach was put out of its misery as a standalone brand in 2012.

BMW 7 Series (2001)

The most controversial 7 Series of all time. It didn’t sell badly, but Adrian van Hooydonk’s daring design in combination with problematic electronics gave BMW’s image a serious blow. An E65 7-series is now cult.

Volkswagen Phaeton (2002)

Ferdinand Piëch’s infamous prestige project It was all right had to go ahead. It resulted in a top-class twelve-cylinder limousine, but with the appearance of a Passat 1.6. And that doesn’t work.

Renault Vel Satis (2001)

Large French cars traditionally have a hard time competing against (German) competition, but with the baroque Vel Satis, Renault also brought disaster on itself. The design was brave and distinctive, but the general public did not understand or appreciate it.

Opel Signum (2003)

Doubtful, because with almost 100,000 copies sold, it is not a major commercial flop. Yet the Signum never managed to convince with its Vel Satis-like proportions and unclear positioning in the market (it was not an Omega successor, but the new top model).