LONDON--Faced with a tight deadline, Royal Bank of Scotland Group PLC (RBS) is to push ahead with its initial public offering of its Direct Line despite a setback after a rival deal from German insurer Talanx AG was pulled late Wednesday.

People familiar with the matter said a formal launch of the IPO is likely to be made Friday, as the 83%-state owned bank aims for an October completion of the roughly GBP1 billion share offer. They said it was still possible the transaction will be delayed, though, or even scrapped in favor of a private sale.

A banker close to the Direct Line transaction said Talanx's decision to cancel its offer was specific to that company and its ability to wait indefinitely for a potentially higher valuation. RBS, meanwhile, must sell at least half of its Direct Line stake by the end of next year to meet European Union conditions on its 2008-09 government bailout.

Talanx's move "will no doubt send shivers down the spines of RBS executives who had been banking on getting Direct Line IPO done at a decent price," analysts at Oriel Securities said in a note Thursday. They said they expect the Direct Line IPO to go ahead, "at a realistic price."

Price is key in any IPO, but even more so for Direct Line because of the impact on the U.K. taxpayer if it were to be sold on the cheap. Since injecting cash into RBS in 2008 and 2009, the government has been unable to sell down any of its stake because of persistent weakness in the bank's share price, leaving taxpayers about GBP20 billion out of pocket on the investment as of Thursday.

Analysts value Direct Line at around GBP3 billion, before accounting for any IPO discount. About 25% to 30% of the company is to be offered in the initial share sale, with additional tranches to follow.

RBS in 2009 agreed as a condition of its state aid to sell a majority stake in Direct Line by the end of 2013 and divest the business completely by the end of 2014. Several private equity firms have shown interest, but an IPO is the bank's favored option because it should warrant a higher price and allows RBS to keep an interest in the insurer's earnings for a couple more years.

RBS Finance Director Bruce Van Saun on Monday told investors in New York that the IPO is set to be completed in the fourth quarter, calling it one of the bank's "milestones' as it seeks to shed government support.

Europe's IPO market has had a poor year, with PricewaterhouseCooper tracking just EUR2.3 billion raised in the first half of 2012, down from GBP16.26 billion in the same 2011 period.

-By Margot Patrick, Dow Jones Newswires; +44 (0)20 7842 9451; margot.patrick@dowjones.com

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