Pre-launch Rover 75 marketing document

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mab01uk
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Pre-launch Rover 75 marketing document

Post by mab01uk »

Here are some extracts from this Pre-launch Rover 75 marketing document produced in 1999. Within its pages were guidelines on how the car would be referred to, what the direction the photography went, the style and presentation of all materials, and even the language used:-

Where are we now?
"Awareness of the Rover brand varies considerably around the world. In a key volume market like Germany, we are virtually unknown whereas the UK is the home market and the brand is well known, though not necessarily for the right reasons. Despite these big differences in awareness, people who do know the brand share two consistent views of Rover worldwide.
The first thing they agree on is that Rover tends to be a cut above the mass market.
We lag measurably behind Mercedes and BMW – the ‘Royals’ – and slightly behind Volvo, Audi and Saab – the ‘Emergent Royals’. However, in order to achieve the positioning and justify the premium set out in the Rover mission, we need to build desirability for the brand and make Rover an ‘Emergent Royal’ too.
The second consistent opinion of Rover worldwide is our reputation for making cars with stylish interiors and exteriors. This is what puts us ahead of the mainstream with people who know the brand. However, Rover is not seen to be strong on functional qualities like reliability, robustness or safety. So the brand is not seen to be challenging the Royals or the Emergent Royals.
All this very much affects how people react to the Rover 75. Initially, they are really impressed by the looks of our new car. But this enthusiastic emotional reaction. is immediately followed by concern or even worry about the rational justification for buying into the Rover brand. Choosing Rover could be a risk and how much of a risk depends on their awareness, knowledge and familiarity with the brand.
To sell the Rover 75, we first need to sell the Rover brand. We need to make it clear that Rover – our company, our people, our brand – stands for some thing relevant and different in the marketplace, and that the Rover 75 is the embodiment of our beliefs. We need to communicate the substance of Rover."
More on AROnline here:-
https://www.aronline.co.uk/opinion/pre- ... marketing/
IslandBlue
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Re: Pre-launch Rover 75 marketing document

Post by IslandBlue »

Interesting, thanks for posting. The brand was always the problem, that and the fact they were unable to add any other quality cars to their range in order to support the 75.

Once the coffers were emptying even the quality of the 75 was rationalised. By the time the Cityrover arrived it was obviously all over. :(
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Glacier white
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Re: Pre-launch Rover 75 marketing document

Post by Glacier white »

The brand was fine, thank you, at the time of the P5 and P6.
Then someone had the idea that Rover should sit below Jaguar, the SD1 should be built on the cheap, and since then it was downhill.
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