Rover 75 is the new Orient Express

The Rover 75 is set to ride again, but this time around it's the Roewe Grand Prestige.

Confused? Don't be. That's the name the vehicle will be known by when its manufacturer -- Chinese carmaker Shanghai Automotive Industry Corporation (SAIC) -- launches it in its home market on October 24.

The name Roewe is allegedly pronounced 'roo-eevee' and makes references to the Spanish word for lions and to the English word "we", for the "power of the masses."

Right, then, moving right along...

Chinese media reports say the company last week held an elaborate name-launching ceremony in Shanghai, during which it went to great lengths to explain the choice of the car's name.

"This brand name is a combination of both East and West," announced SAIC. "It reflects our determination and confidence in building our own brand, with world-class technology."

As you can see from the illustration of the badge, the regal crest features a pair of seemingly sparring lions atop a highly stylised 'R'.

SAIC -- which bought the copyright for the Rover 25 and 75 in 2005 -- was forced to come up with the name as Ford last month successfully staked its claim to the Rover nameplate. The blue oval's interest in retaining the name was no doubt driven by its ownership of Land Rover.

Meanwhile, the Chinese company has yet to release official images of the re-branded car, but spy pics circulating on the Internet reveal a tweaked front end, replete with an Audi-style single-frame grille.

SAIC has reportedly committed more than $1.7billion to develop production of the car for export, but it's too early to say yet whether we'll see the Roewe Grand Prestige in Australia.

Ateco Automotive, which distributes Alfa Romeo, Fiat, Ferrari, Maserati and Citroen in Australia, has been making noises for some time about bringing in a Chinese brand, but an official announcement hasn't so far been forthcoming.

Meanwhile, SAIC's rival Chinese carmaker Nanjing Automobile Group, which purchased the bulk of Rover's assets, is pressing ahead with its plans to restart production of the TF roadster at the former MG Rover plant at Longbridge next year.