In April Rover registered 22,665 units, up 17.84% on April 1999, and last month it raised sales by 5.2% to 8,015 units (excluding the Land Rover division acquired by Ford). Year-to-date, Rover Cars registrations are up 18%.
A spokesman said the June campaign, which applies to all Rover, Mini and MG cars, marked “the beginning of our return to a value-orientated brand, rather than a premium brand” under BMW.
“It wasn't as viable a mix as now,” he added. “Customers want value for money. Our actions will continue to stimulate the market.”
List price savings range between £900 and £2,675 – Rover 25 enters the market at £8,495 for the 1.4i, while a 1.8-litre Rover 75 Classic starts at £16,495.
The spokesman said Rover was “waiting for Stephen Byers' announcement on new car prices” before deciding whether to extend the offer beyond June.
The Trade and Industry Secretary was expected to make his announcement this week, thought likely to endorse the Competition Commission's view that dealers must be allowed to source vehicles at fleet-type discounts.