The car technology under this brand comes from Rover previously acquired by SAIC, but SAIC did not acquire the "Rover" brand. On June 5438+1October 65438+February, 2006, Shanghai Automobile (Group) Co., Ltd. officially announced that its own brand was named "Roewe", which means "innovation honor and prestige are all over the world".
Roewe products will be positioned in mid-to high-end models in different market segments, and the target customers are knowledgeable, educated, successful in career development, brave in innovation and breakthrough, positive and tasteful consumers. Roewe brand will create a brand experience with unique taste, self-confidence and rich connotation for consumers.
Car brand
Roewe's brand slogan is "Taste, Technology, Realization", which expresses the determination and confidence of Shanghai Automobile to inherit the advanced international automobile technology with an international vision and innovative ideas, and to create a new classic of international brands with civil automobile technology as the core. The development goal of Shanghai Automobile in the 11th Five-Year Plan is to become a leading domestic large-scale automobile group with core competitiveness and international operation capability.
As a member of Shanghai Automotive Technology Center, British Technology Center is fully integrated into Shanghai Automotive R&D system, and provides strong support for the whole R&D system with mature operation system and strong R&D strength in the cooperative atmosphere of family. The concept of "a family" is the spiritual interpretation of this support.