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Rover Cuts Car Prices 10% to Spur Sales

6 June 2000

    London - In an effort to boost sales and re-position its brands as a more mainstream product, the Phoenix Consortium is cutting the costs of owning any of its new vehicles by 10% or more. The reduction includes not just Rover badged products, but the Mini and MG as well.

    The campaign was announced as a "June Only Special". However, it is thought that the offer will last for an indefinite period.

    A spokesman for Rover said, "The new management wants to re-establish Rover cars as mainstream, value-oriented brands." The Rover 45, for example, will be reduced from about $19,200 to $17,600. The three-door Rover 25 1.4i will fall to about $13,600; and the entry level model of the Rover 75 will fall 14% to about $26,400.

    The company hopes that the promotion will reverse the declining sales it suffered as a part of BMW and increase its UK market share from 4% to 5%.


MJR