That Rover should be considering incorporating Britishness into its
new corporate identity is, to say the least, ironic. During the last
years of national ownership, the company stripped out the word ’British’
from its name - the right move, given the terrible reputation that
British Leyland had developed in the strike-hit 70s.
Only now, when the company is German-owned, does the Union Jack look
likely to make a comeback. Don’t get us wrong - we’re not complaining
about Rover’s current ownership, as we believe the fewer barriers to
international trade the better. But we’re saddened that it’s taken so
long for Britishness to again become a brand asset, while so many firms
that could have capitalised on it have been swept away.