April 19, 2024

SAIC Jiang Jun: Roewe Fading Out British Features

SAIC Jiang Jun: Roewe Fading Out British Features At the last leg of the Roewe W5 surveying frontier held recently, there were some controversies in the industry about the Roewe brand's development history. When Jiang Jun accepted an interview with the New Express reporter, he couldn't help but burst out. "In fact, Starting from the Roewe 350, the British character of our Roewe brand has completely faded out!” Jiang Jun, deputy general manager of SAIC Motor Passenger Vehicles, has been the number one brand of Roewe brand marketing since he was born.

In Jiang Jun's view, today's Roewe brand is already a completely independent brand.

However, prior to this, due to the negative influence of cheap and poor quality of China's own brands, in fact, since its inception, the Roewe brand has been avoiding talking about its own brand.

In this regard, Jiang Jun frankly stated that the earliest Roewe brand borrowed from the British descent, in fact, is "with ulterior motives." In Jiang Jun’s words, “Who is standing on the shoulder of me?” For a brand new brand, SAIC must leverage technology derived from British Rover’s British heritage. Otherwise, if it is a blank paper, for this For a brand new car brand, even if it has car technology that rivals those of Europe, the United States, Japan, and South Korea, it is still difficult to have a good diamond in this market with tiger wolf.

So far, the Roewe brand has four 950, 750, 550, 350 four sedan cars and a W5 SUV car, as well as the E50 electric car. The Roewe 750, which was first listed on the market, set off an unprecedented British automobile consumption boom in China with pure British features. In a sense, Roewe gradually returned the British car from a very narrow market segment. To the relatively mainstream market segment.

However, since the Roewe W5 was launched, this SUV, apparently derived from South Korea’s SsangYong technology, has disrupted the British impression of the Roewe brand, followed by a Roewe 950, a twin brother with the same appearance as the Shanghai GM’s LaCrosse. The introduction of the product completely stunned the industry insiders who had previously expected the Roewe brand to adhere to the British style. In this era of global design, the Roewe brand was like an English car yesterday. Today, it is like a Korean car. It suddenly looks like an American car tomorrow. It is really difficult to understand what it means to be a Roewe brand.

In the disillusionment of traditional thinking on the insufficient follow-up research and development in the UK, Jiang Jun explained that after the Shang-South cooperation, the Roewe brand definition has undergone some changes. Previously, SAIC created a Roewe brand because it did not include the Rover brand under its command. However, after SAIC's MG brand is integrated, SAIC's passenger car company owns two brands, Roewe and MG. “From the point of view of the MG brand itself, MG is a complete British brand. It also has 85 years of history.” Jiang Jun said, therefore, after the integration of Roewe and MG, we have begun to consider that we must make this The difference between the two brands makes it impossible for both brands to hold high the British bloodline, otherwise it will overlap.

Jiang Jun said: “At that node, we did a lot of trade-offs and adjustments. In the end, we believe that in the future, the Roewe brand will be more emphasis on atmosphere, elegance, gradually transition from the British to the atmosphere, elegant. And MG brand will insist on the British persist, Even British cars are better than British cars."

Jiang Jun means that he hopes that the difference between the Roewe brand and the MG brand will become more apparent. In his opinion, MG has already had such a deep accumulation in the world, and it is completely unnecessary to create a new British brand. In other words, the Roewe brand does not play British style today is actually because of MG.

Jiang Jun said: "If it is not because of the cooperation between the South and South, the Roewe brand wants to switch, at least five years later."

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