Could car industry see Rover’s return?

JAGUAR Land Rover is growing at a rapid rate and speculation surfaced recently that it could be on the acquisition trail.

The Coventry car maker is said to have a ‘war chest’ available to buy new brands in order to expand further.

Marques such as Aston Martin, Jeep, MG and Vauxhall have been mentioned on a potential shopping list, along with the likes of Alfa Romeo and Saab.

However could the company simply revive a brand that no longer exists as such but to which it owns the rights?

Leading the way in terms of speculation is Rover, so could the historic brand be revived?

It’s a question that has been posed by both enthusiasts and industry analysts, though cynics might say it’s a vain hope.

While Jaguar Land Rover has said nothing to indicate it’s under consideration, it does own the rights to the name.

So, is talk of a revival anything more than wild speculation?

The debate was fuelled back in 2015 by US writer Richard Truett.

Writing in Automotive News following a visit to the Land Rover plant in Solihull, he said: “I can see no other way for JLR to increase its volume much higher than around 600,000 units a year without a mass-market upscale brand to challenge Volkswagen, BMW, Alfa, Acura, Infiniti and other mid-level marques.

“With a line-up of Rover, Jaguar, Land Rover and Range Rover, the company can finally become what was envisioned in the late 1960s.”

In the wake of the ‘war chest’ speculation Mr Truett has again backed the idea.

Speaking to our sister paper the Coventry Telegraph he said: “It’s unclear why JLR would be shopping for another luxury brand when both its brands have the market for sedans, sports cars, SUVs and crossovers covered - or soon will.

“We know JLR think the next Range Rover can go way upmarket to compete with Bentley and Rolls Royce.

“There are no existing luxury brands available that aren’t troubled in some way.

“Alfa Romeo and Maserati have a very long road to travel before they will be on the same path as German luxury brands.

“Seems to me the better option for JLR is to launch a new brand from within, one that is free of historical baggage.

“Bringing back a heritage brand such as Rover could also be an option, but it would take some work to convince potential customers to buy one.”

There is some kudos in the Rover name, a once proud and respected marque that produced classics like the P4, P5 and P6, the SD1 and 75.

However the company’s slow death as part of MG Rover 12 years ago suggests a painful and perhaps problematic legacy.

Would people be turned on by a Rover revival or is the brand irreparably tarnished, conjuring up images of the bad old days of British Leyland, when strikes seemed to be taking place every other week and quality and reliability were serious issues.

In a country like China, where there is undoubted fondness for British brands, the Rover name might well have some mileage.

David Bailey, professor of industry at Aston Business School, believes Rover could be revived.

He said: “It’s true the Rover brand in the UK itself would prove difficult to revive due to the memory of the collapse 12 years ago, but in Europe and around the world – notably in Asia – the brand still has significant recognition and potential.

“Such markets know it for its British heritage and the quality cars it produced throughout much of the 20th century.”

Author Mike Gould believes the Rover name still has life in it.

Mr Gould, who has written several automotive books, including The Rover Group: Company and Cars, said: “It is conceivable that the Rover brand could be revived to sit on a new crop of smaller cars created to boost JLR’s volumes – and hence its worldwide presence – without damaging the premium positioning of the Jaguar and Land Rover nameplates.

“This would improve JLR’s economies of scale in component supply as well as enhancing the cash flow of the dealer network while providing a cushion if the market for prestige vehicles falls off.

“If I was a member of JLR’s executive committee, I would be certainly be blowing the dust of a Rover badge and turning it over in my hand.

“It would be nice to see cars bearing the Rover ‘Longship’ logo rolling off the Solihull production lines again.”