The P6 was announced on 9 October 1963, just before the Earls Court Motor Show. The vehicle was marketed first as the Rover 2000 and was a complete "clean sheet" design intended to appeal to a larger number of buyers than earlier models such as the P4 it replaced. Rover had identified a developing market between the standard '1.5-litre' saloon car class (such as the Ford Consul and the Singer Gazelle) and the accepted 'three-litre' large saloon cars (typified by the Wolseley 6/99 and the Vauxhall Cresta). Younger and increasingly affluent professional workers and executives were seeking out cars that were superior to the normal 1.5-litre models in style, design and luxury but which offered more modern driving dynamics than the big three-litre class and lower purchase and running costs than sports saloons such as the Jaguar Mark 2. Automotive technology had improved significantly in the mid-to-late 1950s, typified by the introduction of cars such as the Citroen DS and Lancia Flavia in Europe and the Chevrolet Corvair in America. The replacement for the traditionally-designed P4 would therefore be a smaller car with a two-litre engine (although a gas turbine was envisioned as power unit in the future) utilising the latest design, engineering and styling, thus making the Rover one of the earliest examples of what would now be classified as an executive car. The P6 would be lower-priced than the P4 and sales volumes were anticipated to be significantly higher. The more upmarket and conservative P5 was sold alongside the P6 until 1973.