| Product: |
Rover 75 2.0 litre CDT |
| Date: |
29/05/08 (14 review reads) |
| Rating: |
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Advantages: yes
Disadvantages: yes
The Rover 75 has an image problem. There are those that say it is called the 75 because that is the average age of the owners of the vehicle. For this I think we have to look at Rover's corporate image and the image chosen for the 75 in its advertising.
Rover does not seem to have benefited in image terms for its period of ownership by BMW. Rather Rover seems to be have been perceived in these terms, Rover owned BY and subservient to BMW and not Rover being part of the BMW range of products. Whilst for BMW this made the sale of Rover relatively easy it has left Rover vulnerable to a perception of inferior quality.
The Rover 75 was introduced as a quality rather than a mass volume vehicle a change in emphasis from the Rover 600/800 it replaced. However this means that if it does not achieve the build standards of a quality vehicle and will not have the sales of a volume car it will be a failure.
It was surely a marketing mistake by Rover to compromise the "whole new car" image of the 75 by applying a 75-like look to the Rover 200/400 and selling them as the Rover 25/45. Whilst this has been beneficial particularly for the 25 it sub-consciously implies the 75 is no more than a re-skinned 600.
This is unfair, the 75 is a very fine car. Styling is subtly dated but if you compare the 75 to what Jaguar have achieved with the new S-type then many buyers of a classic retro styled vehicle are going to shell out the extra £4-5k for the entry level S-type.
The dated style applies to the interior also but the materials chosen are of a high quality. The choice of colours for the 75 may not be to everyones taste, again the criticism may be that they are not 'young' or striking colours.
The car's performance though makes no compromises and is not disgraced in terms of speed or acceleration with other current cars. It is a very comfortable car with a good ride and handling.
In the very competitive world of cars today though many buyers dismiss all the statistics and ask simple questions ; Is it a car I wish to have on the drive, be seen in and reflect my personality? As I said at the beginning the Rover 75 has an image problem and if the styling says Dull Car only dull owners will get one.
Summary: !
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