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Review
No other M&A "case study" is more educative in demonstrating the importance of brand than the BMW-Rover debacle. Narrated superbly well by Brady and Lorenz
- The Independent 13 March 2008
Product Description
"As featured in the Sunday Times"
BMW promised a bright new future for Rover. In turn, Rover was to keep BMW as the independent car dynasty it wanted to remain. But it all went wrong. Badly wrong. From M&A through a battle of executive egos, to union in-fighting and boardroom bloodshed. The clash of cultures, disastrous decisions and ultimately European Union meddling that led to the sale of Rover and end of an era for industrial Britain. Then along came the white knights - the Phoenix consortium, comprising four car indistry veterans, who promised a bright future for MG Rover. They beat off the other contender for ownership, Alchemy's Jon Moulton, who wanted to considerably strip down the company and run a much more focused sports car manufacturer as a way forward. But five years later, when the white knights declared the black day had arrived and MG Rover was finished, the crowns of the saviours looked incerasingly tarnished, as they stood accused of betraying the trust placed in them, and walking away rich men as the Rover workforce streamed off to the benefit office. This is the full story, with unparalleled access to all the key players. It reveals where the errors were made, who is to blame, and along the way tells one hell of a rivetting story of the events that will go down in history as the end of Great British car manufacturing.
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Most Helpful Customer Reviews
8 of 9 people found the following review helpful
Format:Paperback
As a diehard fan of British cars, I wanted to read this very much and was, on the whole very pleased with it. The sections from 1994-2000 under the BMW Years were well described and told me facts I didnt know before. The 'boardroom relations' were also well documented. However I cant help thinking that the republished, extended edition was rushed into print without much thought being put into how much to write. The sections about MG Rover (2000-2005) need more detail and if the book had been written for longer and ,say published last year or this year, the text could have been given more successful ratings. Still worth the purchase though, very much so.
2 of 2 people found the following review helpful
Format:Paperback
This is an update of the original book about the failed BMW ownership of Rover Group, which was called "End of the Road: BMW and Rover - A Brand Too Far". This updated version has some added text, primarily a section about the Phoenix years, and the company's ultimate demise.
The original version, which constitutes most of this book, is a very well-researched and clearly written account of BMW's failed attempt to create a premier automotive brand from the company it purchased from British Aerospace. It tells a sad story that makes one feel that the venture was doomed, not just by BMW's mistakes, but by the political and economic situation, and by the fact the no-one quite realised how damaged the brand was by the time BMW's stewardship began. It does leave me with the feeling that with a few more years, and a few right decisions, they may still have pulled it off (my opinion, not the author's), but we will never know.
Despite owning the original, I was very pleased to see an updated version available, and was happy to spend £15 to see the next (last) installment of the saga. Alas, I was somewhat disappointed. As several previous reviewers have stated, the section on the Pheonix years does not seem to have the same level of detail or breadth. It seems to be bolted on somewhat hastily, and just doesn't capture the reader the way the earlier sections do. One reviewer suggested that perhaps this section was added too soon, and I tend to agree - a lot more could have been said about the cause of the failure, and the after-effects.
I would recommend the book, because I still feel the main bulk is extremely interesting, with a good depth of detail, and provides a fascinating insight into the BMW years. The updated sections are interesting too, just not as good in comparison. If you already own the earlier book, and are considering this, tougher choice. On balance, I would still have bought it, but it is a shame that the updated sections are not as good as they could have been.
The original version, which constitutes most of this book, is a very well-researched and clearly written account of BMW's failed attempt to create a premier automotive brand from the company it purchased from British Aerospace. It tells a sad story that makes one feel that the venture was doomed, not just by BMW's mistakes, but by the political and economic situation, and by the fact the no-one quite realised how damaged the brand was by the time BMW's stewardship began. It does leave me with the feeling that with a few more years, and a few right decisions, they may still have pulled it off (my opinion, not the author's), but we will never know.
Despite owning the original, I was very pleased to see an updated version available, and was happy to spend £15 to see the next (last) installment of the saga. Alas, I was somewhat disappointed. As several previous reviewers have stated, the section on the Pheonix years does not seem to have the same level of detail or breadth. It seems to be bolted on somewhat hastily, and just doesn't capture the reader the way the earlier sections do. One reviewer suggested that perhaps this section was added too soon, and I tend to agree - a lot more could have been said about the cause of the failure, and the after-effects.
I would recommend the book, because I still feel the main bulk is extremely interesting, with a good depth of detail, and provides a fascinating insight into the BMW years. The updated sections are interesting too, just not as good in comparison. If you already own the earlier book, and are considering this, tougher choice. On balance, I would still have bought it, but it is a shame that the updated sections are not as good as they could have been.
7 of 8 people found the following review helpful
Format:Paperback
This book charts the progression of the famous or infamous raise an fall of the British motor industry focusing particularly on the BMW take over of the Rover Group as it then was in 1994 until MG Rover's collapse in 2005.
The book succeeds in both giving a historical narrative and a managerial/business outlook on events in those nine short years when Rover went from the success of the R8 200/400 models, MGF and 600 with Honda input to its failure in April 2005. Both BMW's takeover and the fallout with Honda in 1994 are well covered giving insight into a split within the company, as those (John Towers included) wished to continue with the Honda partnership, and the BAe board which after a period of asset stripping wanted a quick sale to assist its profit margins.
The book also covers the BMW approach after the sale in which management decisions and leadership were lacking, giving Rover no overall focus of direction together with Sterling issues and Honda IP rights on the Rover 600 & 400 ranges which ultimately reduced its profits margins again. Throw in Thatcher, Major and Blair governments indifference toward manufacturing or support for any new project, and the BMW board infighting, the picture of the Rover/MG Rover's downfall looks less clear cut than most of the media would have you believe.
Whist well researched by Chris Brady and Andrew Lorenz, I would agree with past reviews that the conclusion reached in is revised edition, published in 2005, is too soon after the events with no longer term perspective on the 'Phoenix Four' or the hand they were dealt when taking over the company in May 2000. They do point out the 'fours' pension scandal and the inability to court a partner which was key to keeping the business running, but the conclusion that MG Rover failed due to the Phoenix Four's managerial incompetence is, I find too simplistic. There are many, in particular BAe, Wilson, Heath and Thatcher administrations and not less BMW themselves, even Jeremy Clarkson who all have blood on their hands in this regard. The Phoenix Four were the last to put the nail in the coffin of this sorry tale.
A great read for those who want to know a little more as to why Britain no longer has a homegrown car manufacturer.
The book succeeds in both giving a historical narrative and a managerial/business outlook on events in those nine short years when Rover went from the success of the R8 200/400 models, MGF and 600 with Honda input to its failure in April 2005. Both BMW's takeover and the fallout with Honda in 1994 are well covered giving insight into a split within the company, as those (John Towers included) wished to continue with the Honda partnership, and the BAe board which after a period of asset stripping wanted a quick sale to assist its profit margins.
The book also covers the BMW approach after the sale in which management decisions and leadership were lacking, giving Rover no overall focus of direction together with Sterling issues and Honda IP rights on the Rover 600 & 400 ranges which ultimately reduced its profits margins again. Throw in Thatcher, Major and Blair governments indifference toward manufacturing or support for any new project, and the BMW board infighting, the picture of the Rover/MG Rover's downfall looks less clear cut than most of the media would have you believe.
Whist well researched by Chris Brady and Andrew Lorenz, I would agree with past reviews that the conclusion reached in is revised edition, published in 2005, is too soon after the events with no longer term perspective on the 'Phoenix Four' or the hand they were dealt when taking over the company in May 2000. They do point out the 'fours' pension scandal and the inability to court a partner which was key to keeping the business running, but the conclusion that MG Rover failed due to the Phoenix Four's managerial incompetence is, I find too simplistic. There are many, in particular BAe, Wilson, Heath and Thatcher administrations and not less BMW themselves, even Jeremy Clarkson who all have blood on their hands in this regard. The Phoenix Four were the last to put the nail in the coffin of this sorry tale.
A great read for those who want to know a little more as to why Britain no longer has a homegrown car manufacturer.
Most Recent Customer Reviews
END OF THE ROAD THE REAL STORY OF THE DOWNFALL OF ROVER
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