MG Rover is exporting 'Britishness' in order to promote its Rover and MG car brands in overseas markets.
The discreet Union Jack badge that goes on the side of every car is just the smallest part of a pan-European marketing campaign aimed at bringing new customers to the brands.
MG Rover managing director Rod Ramsay, says: "Our European customers love buying British and cars don't come any more British than ours. It's our natural marketing advantage and we are looking to build on it at every opportunity."
In Germany, MG Rover is to recreate an Albert Hall-style Last Night of the Proms complete with bobbing Promenaders, Union Jack bowler hats and full throttle renditions of Pomp and Circumstance and Jerusalem.
The band of the British Rhine Army will support the musical evening. Support will also be given to a four-week long Shakespeare Festival to be held in a replica of the original Globe Theatre.
In Italy the company is boosting 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, which meets regularly to celebrate the 'Britishness' of its favourite car. It will visit Longbridge in 2005, which is the plant's centenary year.
In France, Portugal and Spain MG Rover sponsors sports associated with British success, such as rowing, tennis, golf, horse riding and gardening.