Roewe Roewe is a car brand under Shanghai Automotive Industry (Group) Corporation. It was launched in October 2006. The automotive technology under this brand comes from Rover, which was previously acquired by SAIC. However, because the right to use the brand "Rover" was bought by Ford Motor Company from BMW, SAIC had to promote its own brand.
Roewe's brand slogan is "Innovation and Transformation of Classics", which expresses SAIC's determination and confidence to inherit the advanced technology of international automobiles with an international vision and innovative concepts, and to create new classics of international brands.
On October 12, 2006, SAIC Motor (Group) Co., Ltd. (hereinafter referred to as "SAIC") officially announced that its independent brand was named "Roewe", which means "innovation". Honor and majesty all over the world." Roewe's brand slogan is "Innovation and Transformation of Classics", which expresses SAIC's determination and confidence to inherit the advanced technology of international automobiles with an international vision and innovative concepts, and to create new classics of international brands. SAIC also announced that its first product inheriting the core technology of British classic models will be officially unveiled on the 24th of this month. It is understood that this product jointly developed by SAIC and its overseas (European) R&D center has effectively inherited and reshaped the original product in terms of quality, technical content, environmental standards and other aspects. At this point, China's first mid- to high-end international automobile brand created by SAIC has officially entered the commercial operation stage.
Hu Maoyuan, chairman of SAIC Group and SAIC Motor, believes that SAIC’s “11th Five-Year Plan” development goal is to become a leading domestic large-scale automobile group with core competitiveness and international operating capabilities. Building an independent international brand is a solid step for SAIC to achieve this goal and will enable SAIC to achieve sustainable development.
Chen Hong, Vice Chairman of SAIC Motor and President of SAIC Motor, said: SAIC has always followed a high starting point, internationalization, and leap-forward development strategy, and it is our mission to create an internationally competitive independent brand. Based on products with a high starting point, "Roewe" is a mid-to-high-end brand with new cultural connotations and value orientations. Its release is an important step in SAIC's international development strategy.
It is reported that the "Roewe" brand will be positioned in the mid-to-high-end market. Its target customers are consumers who are knowledgeable, well-educated, successful in career development, brave in innovation and breakthrough, positive and pursuing taste. The "Roewe" brand will create an elegant, noble, confident, enterprising and connotative brand experience for consumers. At the same time, SAIC is also striving to develop the "Roewe" based on the core technology of the Rover 75 platform. "'s first product delivers a "classic, innovative, independent control" product and service experience to consumers.
SAIC Motor's development goal is to "become an automobile company (group) with core competitiveness and international operating capabilities". Its independent brand naming fully reflects SAIC's mission of "building an international brand from a high starting point" Differentiation strategic thinking. The mid-to-high-end sedan market is a market area that tests the comprehensive strength and competitiveness of enterprises and contains the most gold. The breakthrough of independent brands in this field is a necessary step for the healthy development of China's independent automobile industry. SAIC directly chooses the mid-to-high-end brand positioning and faces the fierce competition from the strong brands of global automobile giants. This is exciting but also full of challenges.
[Edit this paragraph] Origin of the brand
Inheriting classics and reshaping classics. In the 120-year history of world automobiles, British automobiles have always adhered to their traditional style and pursued nobility and elegance. The shape of the car pays attention to the comfort of the royal ride, and has a persistent preference for excellent power performance and control. It has contributed to a large number of excellent models and brands in the world, such as Rolls-Royce, Bentley, Aston-Martin, Jaguar and The origin of Roewe - Rover.
The century-old Rover brand was once the banner of the British automobile industry. This "crown jewel" in the world's automobile brand camp has produced classics and won numerous accolades during its development, becoming The well-deserved "godfather of the British automobile industry".
The earliest word "Rover" appeared on a bicycle for the first time in about 1884, meaning wanderer or navigator. In 1877, John Kemp Starley and William Sutton jointly funded the establishment of the Rover Company and began to study automatic transportation. In 1904, Rover was officially born. This 8-horsepower car was one of the earliest cars designed and manufactured in the UK. It was also the first car with a central chassis in the world. Its epoch-making significance is self-evident.
ROVER
In the subsequent development process, Rover has been brilliant all the way. The 2.3-liter 12-horsepower model designed by Owen Clegg became the main model in the market from 1912 to 1924, and Be the first to break through 20,000 sales. In 1948, Land Rover, the world-famous off-road vehicle brand, was born. In 1949, the classic Rover P4 sedan, known as the Cyclops, came out. The P5 model was launched in 1958 and quickly became the favorite of the British royal family, Prime Minister and the Holy See. It always showed its noble and unique life experience.
In the 1990s, Rover 75 and Rover 25 came out one after another and won numerous awards, making the classics shine again. Entering the 21st century, Rover Classic began to become associated with China. Shanghai Automotive, which is world-famous for the birth of China's first car, boldly took the lead. With many years of good cooperation experience with world-famous brands, it acquired all the intellectual property rights and technologies of Rover 75 The platform has written a glorious page for the development of China's automobile industry!
In 2006, SAIC Motor, with its unparalleled spirit of "making the world at my disposal" and its century-old ambition of "innovating and transforming classics", based on the technical core of Rover 75, re-interpreted the British quality gene. Roewe, the first international brand in the Chinese automobile industry that fully integrated European luxury car technology and was renamed, was finally born brilliantly and is respected throughout the world!
It can be said that the birth of the ROEWE brand is not only the inheritance of a century-old legendary classic, but also the reshaping of the classic in the present and future.
ROEWE
[Edit this paragraph] Roewe brand naming interpretation
The name ROEWE means "innovation honor, majesty all over the world" , the brand name is a fusion of Chinese and Western, open yet restrained, graceful yet confident, the logo pattern fully embodies the classic and noble temperament, the overall image is a combination of Chinese and Western, contains the connotation of confidence, fully explains SAIC Motor's independent control, The belief in independent innovation, the inheritance of the world's advanced technology, and the determination and confidence to reshape China's international brand.
Interpretation of the Chinese name of Roewe
The Chinese name of "Roewe" incorporates traditional Chinese elements, embodies the spirit of continuous self-improvement and profound Chinese cultural accumulation, and also conveys A classic and noble demeanor. Among them, "Rong" means honor and distinction, and "Wei" means prestige, majesty and noble status. The combination of Roewe and Wei embodies the values ??of innovation, honor and majesty.
Interpretation of the foreign name of Roewe
The foreign name "Roewe" comes from the Spanish Loewe, which contains the meaning of "lion". The "R" as the head is intended to convey innovation and The meaning of royal dignity. Roewe is pronounced according to the English habit ['ru: ivi], which is similar to the Chinese pronunciation of "Rongwei"; if it is pronounced according to the Spanish habit ['reui], it has the charm of the Chinese "ruyi". Finally, "WE" implies "we", reflecting the spirit and belief of unity
Interpretation of the Roewe brand logo
The design of the Roewe brand's trademark pattern, It fully embodies the classic, noble and intrinsic temperament, and highlights the creative ideas of integrating traditional Chinese elements with modern composition forms.
This maintains a high degree of consistency with the style of its first product that is about to be unveiled to the public.
The overall structure of the classic shield logo is a stable and firm shield, implying the trustworthy and respected quality of its products, as well as SAIC Motor's strong determination and will for independent innovation and international development.
The color perception is composed of three main tones of red, black, and gold. These are the three most classic and intrinsic colors in China. Red represents the traditional Chinese enthusiasm and joy, and gold represents China. It represents wealth, and black symbolizes dignity and solemnity.
The core image consists of two standing oriental lions. The lion is the king of beasts. In front of the main entrance of Chinese palaces and private mansions, there are majestic stone or copper lions squatting on the left and right respectively. They are majestic, awe-inspiring but inviolable, representing auspiciousness, majesty and solemnity. In Western culture, the lion is also a symbol of kingship and bravery. Its standing posture conveys a sense of rising and explosive power. The double lion pattern uses intuitive artistic techniques to show the dignity, majesty, and wisdom of a strong man. The double lion pattern uses intuitive artistic techniques to show the nobility, majesty, and wisdom of a strong man.
Symbol meaning In the middle of the pattern is a Chinese watch guarded by two lions. Huabiao is a classic totem symbol in Chinese culture. It not only contains the majesty of the nation, but also has the meaning of being far-sighted and praying for the prosperity and harmonious development of the country.
The symbol painted with a modern technique below the pattern is a fusion of the letters "RW", which is the abbreviation of the brand name. At the same time, "RW" also means lion in ancient Egyptian. In addition, the bottom of the pattern is composed of four symmetrically divided red and black blocks, implying the mystery of the changes in yin and yang, and representing the corporate will to seek novelty, change, continuous innovation and transcendence.