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 Motor, but SAIC Motor did not acquire the "Rover" brand. On October 12, 2006, SAIC Motor (Group) Co., Ltd. (hereinafter referred to as "SAIC Motor Corporation") officially announced that its independent brand was named "ROEWE", which means "innovation and honor, majesty all over the world". The Roewe brand has developed rapidly in four years, and its products have covered the mid-size car and mid-to-high-end car markets. "Technology" has become the brand label of Roewe Auto. The brand slogan of Roewe is "Taste, Technology, Realization".
Roewe's brand slogan is "Taste, Technology, Realization", which expresses that SAIC Motor inherits the advanced technology of international automobiles with an international vision and innovative ideas, and uses it for civilian use. Car technology as the core, determination and confidence to create a new classic international brand.
Hu Maoyuan, chairman of SAIC Motor Group and SAIC Motor Co., Ltd., believes that SAIC Motor’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 Motor to achieve this goal and will enable SAIC Motor to achieve sustainable development.
Chen Hong, Vice Chairman of SAIC Motor Group and President of SAIC Motor Co., Ltd., said: SAIC Motor 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 Motor's international development strategy.
"ROEWE" products will be positioned as mid-to-high-end models in different market segments. Its target customers are knowledgeable, well-educated, successful in career development, brave in innovation and breakthrough, positive and pursuing Tasteful consumers. The "ROEWE" brand will create a brand experience for consumers with unique taste, confidence, enterprising and rich connotation. At the same time, SAIC Motor also strives to deliver this to consumers with the Roewe 750, Roewe 550, Roewe 350 and other follow-up products. Product and service experience of "taste, technology, realization".
SAIC Motor Co., Ltd. takes "becoming an automobile enterprise (group) with core competitiveness and international operating capabilities" as its development goal. Its independent brand naming fully reflects SAIC Motor's "high starting point to create an international brand." ” differentiated strategic thinking. The Roewe brand chose the mid-to-high-end sedan market to make a breakthrough, which demonstrates SAIC Motor's strong comprehensive corporate strength and competitiveness. The breakthrough of independent brands in this field is a step that must be taken for the healthy development of China's independent automobile industry. SAIC Motor directly chose the mid-to-high-end brand positioning and faced the fierce competition from the strong brands of global automobile giants. Its courage is admirable. The market results achieved by the Roewe brand in the past four years have been highly recognized by the industry and consumers.
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, pursued noble and elegant shapes, and paid attention to royalness. Comfortable ride, persistent preference for excellent power performance and control, and has contributed to a large number of outstanding 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 automotive industry. This "crown jewel" in the world's automotive brand camp has produced classics and won numerous accolades during its development process, becoming the well-deserved "Beacon of the British automotive industry". godfather".
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.
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 was the first to exceed 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, was launched. 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, with the unparalleled spirit of "the world is at my disposal", SAIC Motor re-interpreted the essence of British automobile culture, fully integrated European car-making technology, and was the first in the Chinese automobile industry to independently name The international brand ROEWE was finally born brilliantly and is respected all over the world!
Although the birth of the ROEWE brand is based on the inheritance of century-old legendary classics, Roewe pays more attention to the reshaping of the present and the future. The perfect integration of British automotive culture and global automotive innovation and technology, and its continuous implementation in high-quality civilian vehicles, is the best explanation of Roewe's brand proposition - "Taste, Technology, Realization".
The core image
is composed of two standing oriental lions. The lion is the king of beasts, representing auspiciousness, majesty, and solemnity in Chinese culture. At the same time, 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. Symbolic meaning: In the center 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 four symmetrically divided red and black blocks, which represents the corporate will of seeking novelty, change, continuous innovation and transcendence.
Interpretation of ROEWE brand naming
The name of ROEWE is taken from the meaning of "innovation and 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 belief in independent control and independent innovation, inherits the world's advanced technology, and reshapes China The determination and confidence of an 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" at the beginning 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 ROEWE brand logo
The design of the trademark pattern of the ROEWE brand fully embodies the classic, noble and inherent temperament, and highlights the Chinese tradition Creative ideas that combine elements with modern compositional forms. This maintains a high degree of consistency with the style of its first product that is about to be unveiled to the public.
Classic shield logo
The overall structure is a stable and firm shield, implying the trustworthy and respectable quality of its products and SAIC Motor’s strength in independent innovation and international development. Determination and will.
Color perception
It is composed of three main tones of red, black and gold. These are the three most classic and connotative colors in China. Red represents the traditional Chinese culture. Warm and festive, gold represents the wealth of China, while black symbolizes majesty and solemnity.
The core image
is composed 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.
Symbolic 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.