Rover seeks partners for Mini revamp

Rover is seeking licensing deals with top manufacturers in its latest bid to reposition the classic Mini brand.

The company has opened talks with a number of companies, ranging from mobile phone to palm-top computer manufacturers. The deals will allow the partners to use the Mini name and logo.

At the same time Rover has renewed its warning that it will bring legal action against companies making unauthorised use of the brand identity.

The licensing initiative is the latest move in a series of plans Rover has hatched for the Mini. High street retail outlets were discussed but dismissed as too expensive. The company announced a 400m invest- ment in the new Mini last week.

Partner producers will have their products incorporated within the “Mini-in-a-box” display, the transparent cabinets which were unveiled at last week’s Paris Motor Show. They could soon be installed in department stores and cinema foyers.

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