A Solihull-based chain of motor repair centres is offering Rover owners half-price repairs and services until March 2006.
The move comes as MG Rover dealers may no longer be able to honour warranties on new MG Rover vehicles.
Nationwide Autocentres will only charge owners half their normal labour costs for items and procedures covered by an existing manufacturer's warranty.
Tom Dunn, the firm's chief executive, said: "As we are based in the West Midlands, we are more aware than most of the devastating effect that recent events at MG Rover will have on the UK car industry and its associated businesses.
"We don't believe that MG Rover drivers should become victims as well and we have the resources, network and people to do something about that.
"By offering our service facilities at half the normal labour cost, we hope this will lift some of the burden."
Jamie Crouch, from Sutton Coldfield, drives a Rover 75. He said: "The recent events at Longbridge are a bitter blow for everyone and I think it's disappointing that a company of Rover's heritage can no longer meet its responsibilities to its customers.
"I welcome this initiative, it will provide great relief for the many thousands of worried Rover drivers like myself."
MG Rover owners will still have to pay for any parts or materials required, and the initiative will be reviewed again on March 31, 2006.
A spokesman for MG Rover's administrators, PricewaterhouseCoopers, said: "We are aware that historically MG Rover has reimbursed repairers and authorised dealers the cost of valid warranty claims, but the company no longer has sufficient funds to reimburse warranties."