Martin Runnacles, the ex-BMW marketing chief, has restructured Rover’s
marketing operation in a bid to make the motor manufacturer more
Rover’s marketing department will now operate along brand lines instead
of dividing activity into small-, medium- and large-car departments. The
change echoes a similar move by Ford last year.
The changes are the first part of a review of the company’s overall
marketing strategy being carried out by Runnacles, which will also
include a repositioning of the Rover brand in the run-up to a series of
car launches planned for 1998.
Runnacles, who joined Rover from BMW this summer, has appointed head of
research John Edwards as Rover brand director, and head of medium-car
marketing Andy Hurst as Land Rover brand director. He is still seeking a
director for the MG and Mini brands.
Rover has also appointed Nicki Darzinskars as marketing communications
director responsible for developing a consistent global strategy for the
Runnacles said the aim was to create an internal customer service
culture. ‘The marketing department will be the voice of the customer and
we will be heard within the company,’ he said.