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Rover Cuts Car Prices 10%

6 June 2000

London - In an effort to boost sales and re-position its brands as a more 
mainstream product, the Phoenix Consortium is cutting the costs of owning 
any of its new vehicles by 10% or more.  The reduction includes not just 
Rover badged products, but the Mini and MG as well.

The campaign was announced as a "June Only Special".  However, it is 
thought that the offer will last for an indefinite period.

A spokesman for Rover said, "The new management wants to re-establish Rover 
cars as mainstream, value-oriented brands."  The Rover 45, for example, 
will be reduced from about $19,200 to $17,600.  The three-door Rover 25 
1.4i will fall to about  $13,600; and the entry level model of the Rover 75 
will fall 14% to about $26,400.

The company hopes that the promotion will reverse the declining sales it 
suffered as a part of BMW and increase its UK market share from 4% to 5%.


MJR