Having lost the rights to use the Rover name via some deft trademark swappery between BMW and Land Rover, Shanghai Auto is changing its brand strategy. The new owners of rights to build the erstwhile Rover 25 and 75 in China will do so under a new name and logo:
Rowr! Roewe or, in Chinese, Rong Wei (I kid you not). The company made the announcement ahead of the Bejing auto show next month, where it will unveil a car derived from the 75, dubbed 750E, which it plans to export to Europe and the US. Sure, it's sutiably British sounding, but will buyers outside China consider a near decade-old luxury platform sporting a weird, faux olde English name? And is Nanjing Automobile, the new owner of MG Rover, which has possession of the car's tooling, ready to make a deal? So many questions, so little interest.
Roewe brand Intro microsite [SAIC]
Is The Way Backward The Way Forward? Ford Buys Rover Name [internal]