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MG speeds up to thousands of orders despite ad flak

MG Rover has been inundated with orders for the new MG saloon range just weeks after being carpeted by the Advertising Standards Authority for a pre-launch direct mail shot and magazine insert campaign that 'concentrated unduly on speed'.

MG Rover says the interest generated by the campaign is unprecedented, and added: "We make no apology for the fact that the new MG range is faithful to the MG tradition of producing genuine sports cars.

"Communicating the performance characteristics inherent within any MG means an inevitable association with 'speed' and with the excitement that comes from driving these cars.

"However, it has never been our intention to encourage the use of speed in inappropriate circumstances and conditions."

Only two people complained to the ASA.

An MG Rover spokeswoaman added: "It is unfortunate that one or two individuals have taken offence to our approach, particularly as it seems that the general public's response to our MG launch has been overwhelmingly positive. Interest in the cars has been unprecedented, with thousands of orders being taken."

MG Rover confirms that it will comply with the ASA ruling on future campaigns.

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