MG Rover is sending out a strong message that people buying its products are buying British. At a time when most fleet cars are built outside the UK, MG Rover has decided to emphasise the fact that its cars are made in Britain with a Union Flag badge on the boot lid.

The company's chief executive Kevin Howe told Fleet NewsNet: 'A number of learned observers did not think we were exploiting the fact that we were the only mainstream British car manufacturer. We have chosen to emphasis this now because if we had done it when we started last summer, it would have been perceived as looking for sympathy. Now with our new line-up it is appropriate.'

MG Rover did not attend the British International Motor Show in Birmingham last year and will not be at the London Motor Show in October. But the company will be showing its new products at the Fleet Show from May 1-3 at Alexandra Palace, London. However, it decided to support its Swiss operation by showing its new range of MG saloons - badged ZR, ZS and ZT - as well as officially unveiling the Rover 75 Tourer, and showing the new MG-based estate, the ZT-T at the Geneva Motor Show.

Howe said: 'The cars were not ready to be shown in Birmingham. We did attend the Sydney Motor Show in November to launch the MG Rover brand in Australia. We have entered into an arrangement with one of our long-standing partners in Switzerland and we are here to support them.'

Sales of the MG ZR, ZS and ZT will begin across Europe by September, by which time an MG motorsport programme will be in operation. Howe said the company was looking forward to competing at Le Mans in June, while a rally version of the MG ZR will be entered in the 1,600cc class in the British and world rally championships, and a British touring car championship contender based on the ZS.