Roewe is an automobile brand owned by Shanghai Automotive Industry (Group) Corporation, which was launched in June 2006. The automobile technology under this brand comes from Rover previously acquired by Shanghai Automobile, but Shanghai Automobile did not acquire the "Rover" brand.
On June 65438+1October 65438+February 2006, Shanghai Automobile (Group) Co., Ltd. (hereinafter referred to as "Shanghai Automobile") officially announced that its own brand was named "Roewe", which means "innovation honor and prestige are all over the world".
Roewe's brand has developed rapidly in the past four years, and its products have covered the intermediate and high-end car markets. "Technology" has become the brand label of Roewe. Roewe brand slogan is "Taste technology, know what you know and do".
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"Roewe" products will be positioned in high-end models in different market segments, and the target customers are consumers who are knowledgeable, educated, successful in career development, brave in innovation and breakthrough, positive and pursuing taste. ?
"Roewe" brand will create a brand experience with unique taste, self-confidence, enterprising and rich connotation for consumers. At the same time, Shanghai Automobile also strives to deliver the product and service experience of "taste, technology and realization" to consumers with the follow-up products such as Roewe 750, Roewe 550 and Roewe 350.
Hu Maoyuan, chairman of Shanghai Automobile Group and Shanghai Automobile Co., Ltd., believes that the development goal of Shanghai Automobile in the 11th Five-Year Plan is to become a leading large automobile group with core competitiveness and international operation capability. Building an independent international brand is a solid step for Shanghai Auto to achieve this goal and will enable Shanghai Auto to achieve sustainable development.
Chen Hong, vice chairman of Shanghai Automobile Group and president of Shanghai Automobile Co., Ltd. said: Shanghai Automobile has always followed the development strategy of high starting point, internationalization and leap-forward, and it is our mission to build its own brand with international competitiveness. "Roewe" is a high-end brand with brand-new cultural connotation and value orientation based on high-starting products, and its release is an important step for Shanghai Automobile to realize its international development strategy.
Taking "becoming an automobile enterprise (group) with core competitiveness and international operation ability" as its own development goal, the naming of independent brands fully embodies the differentiated strategic thinking of "building an international brand from a high starting point" of Shanghai Automobile.
Roewe brand has made a breakthrough in the mid-to high-end car market, which shows the strong comprehensive strength and competitiveness of Shanghai Automobile. The breakthrough of independent brands in this field is a step that China's independent automobile industry must take to develop healthily.
Shanghai Auto directly chose the mid-to-high-end brand positioning, facing the fierce competition of strong brands of global auto giants. Its courage is amazing, and the Roewe brand's four-year market achievements have been highly recognized by the industry and consumers.
References:
Roewe-Baidu encyclopedia