Rover refocuses its line up - Introduction

Rover is shaking up its ranges in February 2005 in a bid to attract buyers to the brand with more luxurious, better-equipped cars and some price cuts.

It hopes that fitting leather and wood interiors to models at lower prices, including a 25 GLi supermini, which will cost £8995, will have the desired effect. Sales this year have crashed to less than 120,000, a fall of around 45,000.

Rover said the move plays on its strength as a brand associated with relaxation, a trait it said customers spontaneously identify in research.

It believes the strategy should win more buyers from mass-market rivals, such as Ford, Peugeot and Vauxhall, as well as some from Jaguar. The company also believes it will further differentiate Rover from its sporty sister-brand MG.

Research shows that buyers will be happy to accept smaller discounts on the revamped cars, according to Rover.

Recently appointed marketing manager Guy Jones said profit margins for dealers will be unchanged, however. This means dealers will be able to offer just as much money off cars if the revamp of the ranges does not pay off in the way the company hopes.

Buyers should also be able to get bigger discounts than usual on existing models as Rover aims to clear the way for the new cars.

Click through the sections to see the changes that Rover is making in the new year. We have also included a What Car? Target Price percentage discount, which you should aim to beat until February 2005. Keep an eye on Target Price discounts after that to see exactly how much you can get off the new range of cars.

Rover also said it is still on track to sign the final co-operation agreement with Shangai Automotive Industry Alliance next month. It said two parts of the agreement have been signed, which has allowed it to get on with development of the new 45. It has also been developing another car, which is yet to be announced but is likely to be a replacement for the 25. The company said it would launch the 45 some time in 2006.

Rover hopes the signing of the final deal will help to restore confidence in the brand among dealers and buyers. It said at least 30 new dealers will open in the UK next year to take the total network up to 300 showrooms.