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Rover

Ford sell-off set to revive Rover?

Could Ford’s quest to find a new owner for Jag­uar and Land Rover kick-start a fresh lease of life for another historic British marque, Rover?

Rover logo

By Giles Chapman

20th June 2007

The US giant bought the Rover brand from BMW last September for a reputed £6million, exercising a ‘first refusal’ deal agreed with the German firm when Ford acquired Land Rover in 2000.

This prevented Rover falling into Chinese hands – but Ford has no plan to reintroduce Rover cars. Its thinking at the time was blunt, with an official statement saying: “It’s in the interests of the Land Rover business to own the Rover trademark.”

Now, Rover fans are hoping the marque will be included in any deal to sell Land Rover, heralding an eventual showroom return. And a new Rover model could be a lifeline for the Halewood plant on Merseyside, which Jaguar and Land Rover share.

A Ford spokesman fuelled speculation by saying that, although the Rover name is ultimately owned by Ford rather than Land Rover, company bosses were “not ruling anything in or out”.

Rover’s image was tarnished under previous ownership, but a revival is entirely possible, according to product-naming consultancy Inter­brand. “As with Jaguar, the name goes back in the annals of British motoring,” said boss Rune Gustafson. “While that’s its strength and weakness, the Rover badge has many positive historical connotations.”

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