Selling your classic car? It's FREE to list your car on Honest John Classics | No thanks

Car takeover led to high speed change

29 November 1989

THE GUARDIAN
By Andrew Cornelius

British Aerospace has wasted no time in reshaping Rover since striking its bargain basement deal to buy the business. In just 20 months BAe has announced it is to close the South Works at Cowley, sold the Llanelli radiator factory in South Wales, dropped the Austin brand name, agreed to sell 20 per cent of Rover Group to Honda, and effectively recouped the entire cost of the takeover through the stock market flotation of the Leyland/DAF business.

At the same time Sir Graham Day, Rover's chairman, who was appointed to get the business out of state hands, is now slowly bowing out. He now shares his time between Rover, which is merely one of many British Aerospace subsidiaries, and Cadbury Schweppes, the drinks and confectionary group, where he has been appointed chairman.

Mr George Simpson, Rover's chief executive, is charged with the hands on control of the group, which despite the changes is still Britain's biggest carmaker, producing about 500,000 vehicles a year and with 14 per cent of the UK market. The company still directly employs 40,000 people and supports a further 121,500 jobs in supplier industries.

However, in European and world terms Rover is a minnow, with only 3.5 per cent of the West European car market, which explains the company's steady strengthening of links with Japan's Honda.

The relationship began a decade ago when Sir Michael Edwardes was chairman of BL, with a series of one-off joint ventures to develop new models. The latest product of this relationship is the newly launched Rover 200 and 400 series to replace the Maestro and Rover 200 models.

During the summer Rover announced that Honda is to take a 20 per cent stake in Rover's vehicle manufacturing operations, including Rover Cars and Land Rover. In return Rover gets a 20 per cent stake in Honda's new car assembly factory to be built at Swindon. The frenetic activity has continued with the launch by Land Rover of a new four wheel drive leisure vehicle, the company's first all new vehicle for 19 years.

Rover has also launched the new K-series, its first completely new engine family, for 11 years, and next year promise a new version of the Metro.

More news from the archive

Wed, 18 Oct 1989
Reuters The Ford Motor Company snapped up millions of shares in the British luxury car maker Jaguar as stock prices tumbled worldwide,...
Wed, 25 Oct 1989
DAILY EXPRESS Slump in demand for Rover 800 and Sterling cars has forced the lay off of 1,800 workers at the Cowley plant. Production...
Fri, 27 Oct 1989
DAILY EXPRESS By David Benson The news that Rover is to close down the production line which turns out the 800 and Sterling range...
Wed, 01 Nov 1989
NEW YORK TIMES By STEVEN PROKESCH, Special to The New York Times Paving the way for an all-out fight between the General Motors Corporation...
Fri, 03 Nov 1989
NEW YORK TIMES By STEVEN PROKESCH, Special to The New York Times In a deal that reflects the continuing consolidation of the world...
Tue, 05 Dec 1989
THE GUARDIAN By Andrew Cornelius, Industrial Editor British Aerospace could make more than £80 million, four times what was originally...
Thu, 25 Jan 1990
ROVER: Rover authorise the development of a new generation Mini Cooper.
Thu, 22 Feb 1990
NEW YORK TIMES AP Jaguar PLC is recalling 38,315 models, nearly every car it has sold in the United States since the 1988 model year,...
Thu, 01 Mar 1990
Former Rover cars technical director from 1957 to 1964, William Robert Boyle, dies at the age of 83 in Poole, Dorset.
Thu, 22 Mar 1990
NEW YORK TIMES Reuters The price of the Ford Motor Company's $2.5 billion acquisition of Jaguar P.L.C. was five times the British...
 

Compare classic car insurance quotes and buy online. A friendly service offering access to a range of policies and benefits.

Get a quote