IN an industry first MG Rover Group has announced an initiative to sell its cars on the Virgin Cars' website www.virgin.com/cars

This is an incremental sales channel to the normal dealer route but for those customers who may prefer to purchase their new vehicle on-line they now have a UK manufacturer-backed alternative.

For Virgin Cars, this provides its first direct car supply partnership, enabling them to buy UK stock directly from the factory.

Virgin cars will offer a variety of MG and Rover cars, from the sporty MG range, to the executive Rover 75, on its website, including details of delivery dates and prices that will start from £11,500.

This is in line with other savings that Virgin Cars offers and represents a significant reduction on the UK list price.

When the order has been taken the car will be delivered to a MG Rover dealer which will be responsible for preparation, delivery to the customer and a comprehensive after sales service.

Like MG Rover, Virgin Cars has been operating for just over two years and it has already sold well in excess of 10,000 cars, which include some MG Rover models.

The well-respected Virgin Cars business continues to develop as more and more consumers become accustomed to buying online as well as using the Internet for research purposes such as obtaining product information and price quotations.

Commenting on the sale of MG Rover's products in conjunction with Virgin Cars, Kevin Howe, chief executive for the group said: "This is about giving our customers more choice. By teaming up with Virgin Cars they now have the option of purchasing either on-line or through one of our many dealerships.

"Whatever the decision, owners of MG and Rover can be assured of a factory backed after sales programme."

Virgin cars welcomed the new association and Sir Richard Branson, chairman of the Virgin group of companies, said: "We are delighted to announce the link-up with such an aspirational forward-thinking company like MG Rover. A link-up which brings three highly respected British brands together. From the customer's perspective this increases choice, reduces lead times and delivers highly competitive prices."

Ian Lancaster, chief executive for Virgin Cars added: "Direct car supply arrangements are an important focus in our future business strategy."

To check out MG Rover deals visit the website at www.virgin.com/cars, or call 0845 270 2277.