The Wild Twenties

After the Great War, production of civilian cars began only hesitantly. The enormous rise in automobile costs and high purchase taxes are slowing down the urge for more mobility. But ROVER has had respectable success: good cars of high quality and good marketing pay off.

But the competition does not sleep and pushes with all its might into the market.

The problems get worse with the appearance of the Austin Seven, which looks like a small but at least "real" car. ROVER tries with all means to stand up to this successful car.
This does not work to the desired effect, but it costs a lot of money and market share. Added to this is the enormous pressure from American automobiles, which come onto the market at relatively low prices. America had no inflation during the war years, but England. And quite violently.
At ROVER, they try to generate more sales by constantly developing new models. With some models this succeeds, but with other models they did fall on their "proverbial face" quite violently. Costs exploded, profits fell dramatically.

We will go into some of these points in more detail when describing the individual models, otherwise the history pages provide material for further consideration.