Endgame

When the Phoenix directors arrived at the Longbridge plant they were greeted by cheering workers. But over the next four years the group brought out a series of slightly modified old models with high performance engines and the MG label – and concentrated on finding a buyer in the emerging markets of India and China. They failed with Tata of India and with the Shanghai Engineering Company. Why would a Chinese manufacturer want to acquire an old-fashioned manufacturing plant in the UK?

– MG ROVER AS PHOENIX SAW IT. THE COMPANY CONCENTRATED ON INESSENTIALS. THEY WERE TRYING TO SAVE A FAILED VOLUME CAR MANUFACTURER – BUT THEY WASTED ENERGY ON PRODUCING HIGH PERFORMANCE CONCEPT CARS.

2008-05-06