Rover plays on British heritage

Rover is bucking the trend among major UK companies to play down their national heritage and is reviewing its branding to emphasise its Britishness.

Rover is bucking the trend among major UK companies to play down

their national heritage and is reviewing its branding to emphasise its

Britishness.



The Rover Group’s new identity will be launched later this year, as part

of the company’s plans to raise its profile in international markets and

create a clear umbrella identity for its four marques: Rover, MG, Mini

and Land Rover.



Other major UK companies, such as British Airways and Jaguar, have tried

to lower their British profile because they believe it hinders their

business abroad.



Jaguar said that, for a car manufacturer, British branding still

reminded foreign buyers of poor technology and industrial disputes.



However, Rover’s German parent company, BMW, is known to be keen to use

Rover’s British heritage as its key point of difference in the

overcrowded car market and as a way of differentiating Rover from its

own brand.



Rover is using London-based agency Edward Briscoe Design, which has been

briefed to ’emphasise a strong British character, one that is not only

built on heritage but at the same time considers the future’.



A Rover spokesman refused to comment on whether the new design would

include a Union Jack or the word ’British’, but said that it would not

affect the appearance of the individual car brands.



The company has also launched a strategic review of its Land Rover

brand, which is to be repositioned in preparation for the launch of its

new small off-road vehicle, the Freelander, which is designed to appeal

to family car drivers instead of off-road enthusiasts.



BMW bought Rover in 1994 and has placed its own staff in key positions

within the UK marketing operation.



Topics