Rover had there ups and downs. Mostly downs, during the 80's when BL started to use the Rover name more they had a good partnership with Honda. Using the Honda Ballade as the Rover 200 and the Honda Legend as the Rover 800 this allowed BL who changed their name to use the more popular Rover name to produce some good alternatives to Ford and Vauxhall.. Their flagging Montego and Maestro cars, under the Austin name were toss though, and when they released the MG Montego and MG Maestro to compete against the XRi cars of Ford, that has got to be one of the biggest laughs the motor industry ever had..
Don't get me wrong, the MG name was good, and I think the MG name could be invigorated and made into a niche British Car name again, but the cars that the MG badge were attached to were just toss..
The Rover 800 was also a bit of a shock as well. The Honda Legend was a joint project with Honda providing engines and drivetrain systems, with Rover doing the styling etc, I think it was codenamed project XX.. Oddly, the Legend in the states that was built elsewhere was a very good car and was even marketed under Hondas western flagship name Acura, yet the Rover 800 built in England were rust buckets, that had a lot of electrical problems, and even the ones exported were no better. This give Rover a very bad name, and a bad image, yet the Legend sold well and cemented Honda as a reliable and trustworthy car. They were the same cars, yet Rover were perceived as an awful car, and Honda as the one to buy. Let’s not get me mistaken, the Legend did have problems, but nothing like what the Rover had, and the Legend even won best of car in its class in Japan for a few years, even after the 800 by Rover was long gone.
Rover, I think were a group that just didn't know what to do. Their image just changed too much, and then towards the end they changed very little, talk about contradictive, a group that had many cars and tried to release as many new models as possible, to a group that tried to sell something that should have been buried years ago. The Rover 200 and Rover 75 were produced way past shelf life, and the 45 was still based on the old Honda Civic, whereas Honda had released many marks since disassociating themselves from the Rover group of this very car, and well marketed. Rover didn’t market well, had that image that wasn’t going them no good and this killed them, as well as entrenched management and too many changes in board members, owners and public image.
Oddly, Rover did approach Honda towards the end, but Honda wanted nothing to do with setting up another joint venture. I think Rover just tried to remain a mass production product but in today’s market, they just couldn't compete. They had neither the image or the range to continue, and their build quality was at times questionable and hence they went bust.
The MG name was all that anyone really wanted. The younger generation of Rover buyers were buying old style cars with MG badges attached to them. TBH, the Rover 75 MG had little chance of competing with some of the bigger boys, but was priced competitively, but in the end, low sales, high wages, pension gap and no new models just finished the group off.
I don't feel Rover were a bad car, I’ve seen worse, but they did release some very dodgy models, made bad managerial decisions, and I think their split with Honda was a bad idea, and I feel if they hadn't split from Honda, they might have succeeded better. They seemed to shed a very capable partner, Honda, for a partner that was totally un-suitable. BMW only wanted the compact technology for them to release their own compact, Mini One, and the 4 x 4 systems, X3 and X5. Phoenix Venture Holdings tried to market the brand of Britishness, and for a country like ours, where a vast majority of citizens do not give too hoots where their car is built, this was one of many directions that was wrong.
Isn't it odd though, you think of Rover and it's hard to remember some of their cars.. That is just how bland their image was. If only they could have made more of the MG name. Such a shame.