Automotive bags MG relaunch task

The firm behind the controversial relaunch of classic British car brand MG has brought in agency support.

Nanjing Automotive Corporation (NAC), China's oldest car maker, is using Automotive PR for international media relations.

The agency will emphasise the fact that - despite most manufacturing moving to China - the new MGs will stay true to the marque's British heritage.

A car plant has been built in Nanjing, although NAC has returned some business to Longbridge - employing about 250 workers at the factory.

NAC is launching its first MG range at the end of this month, timed to coincide with the 60th anniversary of the brand.

Automotive worked with NAC last July when the company bought the brand for £50m (PRWeek, 7 July 2006). In 2005 it bought other Rover assets for £53m.

Nearly 6,000 Rover workers lost their jobs when the firm went into administration in 2005. NAC has pledged to revive Longbridge.

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