Fleet News

Alchemy draws up plans for innovative selling

INNOVATIVE sales arrangements to dispose of thousands of stockpiled Rover 25, 45 and 75 models are being drawn up by Alchemy Partners, the venture capital firm hoping to buy the ailing manufacturer. However, the MG marque - and not Rover - looks set to become the focal point of Alchemy's plans to transform the company if it buys Rover from BMW.

On Monday Alchemy chief Jon Moulton published an eight-page business plan for the MG Car Company, the name Rover will be given if the takeover succeeds. However, following publication of the plan Moulton was unavailable for comment, leaving many questions unanswered. Despite the apparent existence of a second bid for Rover from former chief executive John Towers, Alchemy has a six-week exclusive negotiating period with BMW - until the of April - by when it hopes to have completed the deal.

If the deal succeeds, Alchemy will take control of Rover's Longbridge factory where the 25, 45, Mini and MGF are produced, but production of the Mini will stop later this year. The Oxford-built 75 will be assembled on licence by BMW for Alchemy. Following publication of the business plan the future of the 25, 45 and 75 is sketchy with Alchemy appearing to focus on the MG.

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