This new Fifteen was the first Daimler to be offered at less than £500 since the war. The Great Depression of the 1930s was now well established and Daimler, responsible for economical BSA three-wheelers and now the new mid-price Lanchester range was coming downmarket to better weather the financial storm. Perhaps it took twenty years but this risky strategy with the Daimler name may have lost Daimler its super-luxury reputation and eventually brought about its demise.