What's in a name? When you've missed out on the company you were the favourite to buy, and then fail in the auction to land the name itself, everything it seems.
Shanghai Automotive (SAIC), the company which unsuccessfully bid for Rover last year, is set to unveil its first set of Chinese Rovers next week, under the name Roewe.
But in what could be the final indignity for the once proud Rover name, the Chinese pronunciation for the brand is "wrong way".
Roewe, the name invented by SAIC for its next range of Rover-inspired models, is drawn from the Mandarin words meaning lion, power, honour and prestige.
A spokeswoman for the company said there was unlikely to be much confusion or embarrassment if the brand was introduced to Britain, with the name being pronounced "ro wee" over here – meaning lion.
Meanwhile Chinese rival Nanjing Automobile could be planning to revive the Austin name or use MG on its cars.
SAIC has also worked up its own red-and-black logo for the cars. Although it features two golden lions, it doesn't look too dissimilar to the former Rover longship.
But there could be more trouble ahead.
Ford, which acquired the Rover name last month, is looking at the brand to ensure there is no risk of confusion with its Land Rover brand.
Lawyers at Ford's Detroit HQ are weighing up their options.