In a article published shortly after Ford’s acquisition of the Rover brand, Automotive News writer Edward Lapham suggests Ford might pass the nameplate over to Mazda to use for a premium division. 14 years ago, Mazda considered launching its Amati channel in North America, but plans were scrapped. Lapham suggests Mazda could sell premium cars under the Rover badge instead. Of course, such a plan would depend on whether Ford intends to sell Land Rover and Jaguar. Another possibility is Ford wanted to secure the Rover name to make a sale of Land Rover and Jag easier. Ultimately, we suspect Ford isn’t necessarily decided one way or the other, so Lapham’s proposal might hold some potential.
New car price quote
Zero obligation price quote from a trusted local dealer.
09/19, 10:55 AM
posted by:
Bonquisha Sheneequah Sharkeesha Shi-thead Jackson
Its one of many possibilities.
The Rover name has equity despite the mismanagement of recent years and the Japanese spend fortunes making their cars look like old British models.
Maybe Europe and the US are the only places that Rover wouldn’t work, but with the right product it could sell.
09/19, 11:44 AM
posted by:
cww
Ford has bought the Rover name.
09/19, 12:02 PM
posted by:
Hal
Ford owns 33% of Mazda and has management control cww.
Rover name could work well in Asia I guess but there’s no reason not to believe that they are just buying the name to stop Shanghai from using it.
09/19, 12:12 PM
posted by:
TomF
The Rover name has NO equity in the States, maybe even negative equity. People remember the 2000 saloon from the 1960s and the disastrous Sterling from the 1980s. The name evokes nothing positive here.
09/19, 2:00 PM
posted by:
YourNameHere
i dont remember it…im 20. seems like the perfect scion fighter. make them slightly sportier and give them the old world sports car look and they might be onto something
09/19, 2:37 PM
posted by:
Hyperion
If it gives Mazda reason to bring back a 3-rotor Cosmo coupe it’s great news.
09/19, 3:02 PM
posted by:
Stuart
How hard would it be? All they need to do for the first generation is to build them on the euro fords based on the fiesta, focus, mondeo even the s-type jag platforms but with different style and more luxury to take on Volkwagen directly.
09/19, 4:08 PM
posted by:
Hal
Ford is taking on VW directly in Europe they should be doing that in the US too. Ford really doesn’t need another Marque right now and if you want to see a British Brand resurrected how about Austin or Healey
09/19, 11:48 PM
posted by:
Lucifer
rover a premium brand? hahahahahahhahahahahahahahahahahahahahahahahahahahahahahahahahahaha
09/19, 11:49 PM
posted by:
Veda
BTW, Hal, the Chery promo CD was actually a DVD and it’s too big to post somewhere. I’ll just upload the pics later.
09/20, 10:33 AM
posted by:
1c3d0g
Lucifer: that’s what Rover and some people want you to think. Of course, we know better than that.