Fleet News

Rover 75 brings back customers' confidence

ROVER'S new 75 model has taken the brand a long way towards winning back customer confidence, claims BMW chairman Joachim Milberg. Demand for the Cowley-built executive saloon has been so strong that production had continued uninterrupted through the summer holiday period and Sunday working had even been started, Milberg told a Frankfurt International Motor Show press conference.

'To satisfy demand, we have hiked our plans with a steep ramp-up curve - but this is controlled by quality,' he said. 'We're confident this positive development will also reflect on the Rover 200 and 400, which have been revised and updated. We are still asked why we have opted for a strategy covering the entire range from the small entry-level car to the luxury automobile through several brands, from the Mini to Rolls-Royce.

'Our answer is that the power of the BMW brand is based on sporting cars with rear-wheel drive, vehicles which give sheer driving pleasure. Any move into new segments would have eroded our very successful position in the luxury performance market - so we cater for the lower mid-range segment through the Rover brand.'

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