just-auto.com: Exclusive Interview With MG Rover

    LONDON, Feb. 8 http://www.just-auto.com -- After the
trauma of its sale by BMW last summer, MG Rover is now charting a course for
the future.
    In an exclusive interview at
http://just-auto.com/features_detail.asp?art=435 , Gordon Poynter, MG Rover's
Director of Communications and Corporate Affairs, tells just auto.com about
the company's plans, progress and products.
    Poynter states that the current marketing strategy is to develop two
differentiated brands -- Rover and MG -- to appeal to different target groups.
He explains the main elements of the MG Brand strategy:  "We are totally
relaunching the MG brand as a sporty car brand offering authentic cars from
10,000 pounds sterling to 30,000 pounds," but confirms that MG Rover intends
to maintain a presence in the mass-market segments:  "Rover branded products
will account for 75% of our products in 2002."
    Poynter comments on the progress of the 25/45 series and the 75 saloon,
and states that the 75 Estate being launched this year will open up a new
segment in Germany and Italy.  He denies reports of price rises, stating:  "We
have no plans to increase UK car prices and the story was completely
unfounded."  He also confirms that there are no plans, as reported, to
overhaul he company's supplier payment system.
    When asked whether the Rover name carries too much negative baggage to
work successfully as a brand, Poynter commented:  "The Rover brand has a
strong image in many markets in terms of product design, elegance, British
character and comfort ... we have strong plans to develop the Rover brand and
the Rover 75 Estate is the first proof of that commitment."

    For the full interview, click here:
    http://just-auto.com/features_detail.asp?art=435

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