Rover Group plans to retain a global presence under its new owners, the Phoenix Group. But the brand won't be so widely spread around the world as it would have been under BMW.
Under BMW's global, multi-brand strategy, Rover cars would have been sold in 100 or more countries. But Phoenix's plans are less ambitious. Rover will now be sold in 'at least' 70 countries, said Gordon Poynter, Rover spokesman.
Rover is studying each market to see where it can make a profit, Poynter said.
'As a new company, we will not allow ourselves to sell cars in markets where we don't make a decent margin,' said Poynter.
Following BMW's sale of Rover to Phoenix in the spring, Rover has been busy separating itself from BMW's global distribution organization.
Rover has named new managing directors in western European markets where it will operate national sales companies (see chart).
In addition, the Rover and MG brands will be launched into two new international markets: Australia and South Africa. Also, Rover has just opened an import office in Norway under new management. Sweden will follow shortly.
David Sharples has been appointed Rover's director of international markets and will report to John Parkinson, sales and marketing director.