Fleet News

Rover sets sights on multi-national deals

ROVER is targeting the burgeoning pan-European and international corporate market with a division set up to meet the needs of customers with fleets in more than one country. While Rover's 'Britishness' remains a key part of its brand image, the manufacturer is pushing to overcome the view that it simply makes British cars for British customers.

Gerry Jessett, Rover Group's international corporate sales manager, said: 'We need to make a serious statement to the corporate market that we are in the business of supplying cars to companies in the UK, across Europe and around the world.' In the shorter term the majority of contracts will be on a pan-European level, reflecting the strength of Rover Group's continental network.

Well-established practices in the UK, such as demonstrator programmes, ride and drive events, and even supplying leasing company sales staff with Rover demonstrators to raise brand awareness, are being exported.

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