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The text of the advert is partially badly readable, therefore it is repeated here:

Continuity of Effort

Continuity of effort in the search for an ideal has always been the guiding principle of Rover designers. Alert to apply the latest scientific discoveries, they have succeeded in producing cars which are a pleasure to look at, a delight to drive and offer a high resale value after long and trouble-free service.

For 1954 three models are presented - the “Sixty” (4-cyl. 2-litre), the already famous “Seventy-Five”, and the “Ninety” (6-cyl. 2½-litre). Progress in design is exemplified by a number of improvements common to all three cars, including synchromesh on second, third and top gears, and a new central gear change. Rubber bushes and sealed bearings virtually eliminate grease-gun service.

ROVER
One of Britain’s Fine Cars

The new direct control of the gears gives full leg-room for front seat passengers - three when necessary - and allows the driver to leave by nearside door, a notable safety feature in town traffic. Note also the sponge-rubber lined tool tray accessibly placed under the dashboard.