Developed by WE Markeing, the campaign invites layman drivers take part in a stunt-driving performance in regular, unmodified Roewe cars. The campaign has been devised for Roewe’s 750 model, which competes with the Toyota’s Reiz and Camry, Volkswagen’s Passat and Mangotan, Shanghai GM’s La Crosses and the Ford Mondeo.
The ‘Roewe Ultimate Performance Show’ is taking place in Shanghai, Beijing, Chengdu and Guangzhou.
The drivers, who are either current or potential Roewe drivers, receive a week of professional stunt training prior to the event. Stunts include jumping the car over fire and other various acrobatic efforts, in front of audiences as large as 8,000 people.
“If the car doesn’t have this level of high quality, they would simply humiliate themselves publicly. We want to create a marketing event with real excitement that wows genuine car users and potential Roewe buyers, then use a ‘following the herd’ mentality to trigger purchase decisions,” said Kenny Wong, MD of WE Marketing.
Wong added that WE had spent the first nine months of 2007 building the brand image. It was now time, he added, to turn to the qualities that are foremost for Chinese car buyers: quality and handling.
Roewe is locally produced by Shanghai Automotive Industry Corporation, based on technology from the MG Rover, which the group bought.
To date the Roewe 750 has sold 16,000 units in eight months, placing it in third spot in the V6 engine segment.
