Rover, an official sponsor of the British Olympic Association's Team GB programme until after the 2004 Olympics in Athens, said it would be interested in marking next year's 100th birthday with an official role in London's bid.
But it faces stiff competition from Vauxhall, which has already held talks with London 2012 chairman Barbara Cassani, and is running a press ad in some national newspapers wishing her luck in her new role.
Vauxhall's centenary is this year, and a spokesman said its heritage as "a strong British company" would lend itself to a formal tie with London 2012.
Although the structure for London 2012 sponsorship has yet to be outlined, it is clear Vauxhall and Rover would require an exclusive association with the bid.
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