MG Rover is exploiting its British heritage in order to increase sales across Europe.

A Night at the Proms-style concert, complete with Promenaders, Union Jack bowler hats and renditions of Pomp and Circumstance and Jerusalem amongst other events will promote the ‘British’ brand in Germany.

In Italy the company is attempting to boost sales with a competition that promotes the use of the English language. The winners will receive a holiday in the UK.

Luxembourg has its own Rover 75 supporters’ club. It will visit Longbridge in 2005, the plant’s centenary year.

In France, Portugal and Spain, MG Rover sponsors sports associated with British success, such as rowing, tennis, golf and horse riding, even gardening.

MG Rover Netherlands offers cricket workshops for customers, as part of its sales promotion programme.

MG Rover managing director of sales and marketing, Rod Ramsay believes that the ‘Britishness’ of MG Rover is a natural marketing advantage.

Ramsey says the company is doing everything they can to build on it at every opportunity, leading to an increase in European sales.