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Article: BENCHMARK - MG: Lucky break.(GB Sports Car Co. and Nanjing Automobile Group Company Ltd. to resurrect MG Rover Group Ltd.)

Article from:
Marketing Week
Article date:
August 11, 2005
Author:
Copyright

MG is to be resurrected with the help of its Chinese buyer and GB Sports. But should they be thinking beyond the sports league? asks Robert Lester

MG is a brand for which the phrase "quintessentially British" was surely invented. Launched in 1924, the initials of Morris Garages set inside an octagonal badge soon became one of the most familiar logos in the world.

Yet it looked like the end of the road when MG Rover collapsed earlier this year. The sale of Rover's assets to Nanjing Automobile, the Chinese state-owned car maker, for #50m, threw MG a lifeline, and last week Nanjing signed an agreement with the GB Sports Car Company (GB Sports) to ...

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