"CONGRATULATIONS, ROVER"

Radio Record, Volume V, Issue 33, 26 February 1932, Page 12

"CONGRATULATIONS, ROVER"

First of the British motor car manufacturers to establish works in New Zealand, the Rover Company, Lt¢., has shown an initiative parallelled only by its own achie joment in turning out such a sturdy car on the graceful and utilitarian lines that so admirably suit it for the best and the worst New Zealand conditions. / " \

HOUSANDS of listeners were able, through the broadcast given by Station 2ZW of the opening proceedings, to listen to the function held at the Rover Company’s Works at Petone on Thursday, February 18. The Prime Minister himself, the Right Hon. G. W. Forbes, P.C., was pleased, because of the special significance and importance of the occasion, to accept the special invitation to attend and formally open proceedings. His presence was a tribute to the importance of the event, and a recognition of the enterprise shown by this English company in founding the first British Overseas: Chassis Assembling and Body Building plant in ‘any part of the British Empire. Through radio, the inspiring speeches delivered were enjoyed by an extensive circle of 2ZW/ listeners. VICE-REGAL MESSAGE. IS Excellency the Governor-General, Lord Bledisloe, sent the following congratulatory message :- "I warmly congratulate the Rover Company of N.Z., Ltd., on its patriotic enterprise in establishing the first British motor car factory in the Dominion. | think that this pioneer venture, which | confidently believe to be of considerably economic significance to Great Britain and New Zealand, will fulfil the promise of its inception, and prosper exceedingly." APPRECIATION OF NEW ZEALAND. N extending a welcome to the Rt. Hon. G. W. Forbes, Colonel Searle, Managing Director of the Rover Co., Ltd., Coventry, England, said that the reason that had prompted them to decide in favour of New Zealand was the patriotic British sentiment that prevailed. The main object of the Rover Company was to give the

New Zealander the car he required for New Zealand conditions, and at the same time employ as much New Zealand labour as possible. Most of the material used in body-making is produced locally, although, unfortunately, leather for upholstering has to be procured in England. | PRIME MINISTER’S APPROVAL. Me: Forbes said that any industry which provided a good, serviceable, and substantial article and which helped employment would be cordially supported by the Government. The establishment of the factory was a step in the right direction. New Zealand appreciated the value of the trade she could do with the Mother Country. England was practically the Dominion‘s only market,

and it was right and proper to do everything possible to enable her to trade with this country. English car manufacturers had expressed their determination to regain the market, and it was right and proper to do everything possible to enable her to trade with this country. The English car manufacturers were determined to regain this market, which they"fegarded as rightly belongings to them, and which they had al.

lowed to be exploited by others. Possibly, to a certain extent, they had been lacking in appreciation of New Zealand’s requirements. They felt that in coming here they had the advantage of the sentiment of the people, who recognised it was also sound business to trade as much as possible with the country that was taking their products. That policy was on sound lines. Great Britain had given a practical demonstration of her intention regarding preference for Dominion products, and New Zealand appreciated that to the utmost. Those at home looked to New Zealand to reciprocate, and in these times, when competition was so keen, the fact that the units of the Empire were standing shoulder to shoulder in mutual trade would assist greatly in solving their difficulties. Mr. Forbes said that the Government was carrying out a policy of extension and encouragement of the Dominion’s local industries, and expected, in return that they would give the best service, otherwise the protection they were enjoying might be curtailed.

Mr. Lewis, managing director of the Rover Co. of N.Z., Lid., whose motor talks are so much appreciated by 2ZW listeners, paid a strong tribute to the loyalty and enthusiasm of his staff. SENTIMENT PLUS BUSINESS. PART from the company being the first in the field, and of ~ British origin, the considerable interest being shown in this company’s operations is probably due to the popularity of the "Rover" talk from 2ZW every Thursday evening, coupled with the increasing number of new model Rover cars to be seen in every part of New Zealand. The Rover people were amongst the first car manufacturers to prove to New Zealanders that the reasons why they should buy British cars lay more strongly in the material presence of quality in their car than in patriotism or sentiment on the part of ihe buyers. It is true that there are many New Zealanders who, in the past, have bought commodities simply because they were British. That sentiment is intensified in these days, but, because of the difhiculty of the times through which we are passing, it is coupled, with definite judiciousness in expenditure and a desire to secure full value. Mixed with sentiment, therefore, is the determination to secure value and buy according to the capacity of the purse. The Rover Company, in seeking to establish itself in this market, has taken all those factors into consideration, and, because it looks for business entirely on merit-while still being glad of all goodwill that is possible because of British and Empire sentiment-it is certain that their future will be even more prosperous than is contemplated at the present time. The establishment of an actual factory in New Zealand to distribute British cars to the New Zealand public is an important move, and is certain to be followed by an assured and expanding trade for the future.