Letter: BMW should have learned from Ford

I thought it a pity that you found it irresistible to join the team of Rover 75 `knockers’ (Leader, 17 March). BMW management did not assess where to position Rover in the market and persistently failed to invest in adequate marketing, personnel integration and group-wide training. Add to that an almost Mickey Mouse comedy of […]

I thought it a pity that you found it irresistible to join the team of Rover 75 `knockers’ (Leader, 17 March).

BMW management did not assess where to position Rover in the market and persistently failed to invest in adequate marketing, personnel integration and group-wide training.

Add to that an almost Mickey Mouse comedy of errors in `bad press’ for Rover – recall the timely comment and criticism made by BMW management of the Rover facility on the very day the 75 was launched.

They could not have done a worse job if they tried.

If you want to see how to do it properly, take a look at the examples of Jaguar and Aston Martin. Ford has invested much more cash- and a lot more than cash. It has involved not only the whole workforce but the whole surrounding community. It continues to build on its strengths and to work out the weaknesses, things that BMW totally failed to do with Rover.

As for BMW blaming the government well, they would, wouldn’t they?

On a positive note, should the deal go through, Land Rover will be able to truly benefit from Ford’s international standing. They will no longer have the millstone of propping up the loss-making parts of Rover. Speculation of where the company could be in six years is very interesting.

Stuart Copping, By e-mail