According to the latest news, JAC Ruiying officially released its advertising slogan: "Off-road capability is the foundation of a car". According to the relevant person in charge of JAC Ruiying, this slogan was officially decided to use by JAC Passenger Car Marketing Company after several rounds of recruitment and evaluation, and organized experts in the industry to vote. It is reported that JAC Ruiying has used many subtle advertising words in a small scale before, including "People with ability have no boundaries", "More enterprising, more sunny", "Only for you", "Ruiying sails", "Being unconventional", "World outlook, world car", "fearless expedition, unlimited future" and so on. However, according to JAC related sources, as a model, its overall design draws lessons from the structure and layout of European luxury cars, such as front four-wheel drive, 50/50 front and rear counterweight, good comfort and humanized configuration. At the same time, it also has the passability and sports appearance design of off-road vehicles that other luxury cars can't achieve, and the safety brought by it. Jianghuai Automobile is positioned as an "off-road vehicle" from the product itself, which embodies the characteristics of the product itself. Jianghuai Ruiying is "the first off-road vehicle in China". Jianghuai Automobile Company hopes to convey the characteristics of its products with straightforward advertising language, so Jianghuai Company collected thousands of advertising languages in a certain range and finally selected the advertising language "Off-road ability is the foundation of automobiles". According to experts, due to the obvious correlation between Ruiying's product positioning and its advertising language, the elements of advertising in the communication process will be more direct and simple, and will be easily remembered by consumers. The seemingly simple advertising language can let consumers know the value brought by Ruiying's products. According to reports, although only one main slogan was selected in the end, other slogans may still undertake different brand missions. For example, "just for you" may also become the slogan of Ruiying's customer chain management, "Sailing Ruiying" will become the theme of Ruiying's listing, "More enterprising and more sunny" may appeal from the spiritual level, and "Being unconventional" will become the expression of Ruiying's appearance. (