SHANGHAI Shanghai Automotive Industrial Corp (SAIC), China's second largest carmaker, has unveiled a launch campaign for Roewe 750 - its first self-branded model since it acquired the Rover 75 platform from bankrupt British carmaker MG Rover in 2004.
Roewe targets the mid- to upper class segment, and features the British marque's design and engineering, including its U-shaped front-end with a large grille. Hu Maoyuan, chairman of SAIC Motor, said the launch of the Roewe 750 marked the beginning of SAIC's ambition to roll out its proprietary car brand outside of its existing joint-ventures with General Motors and Volkswagen. "We hope to use Rover's reputation to gain a niche for the Roewe in both China and Europe,"he said.
The advertising campaign to support the launch includes flagpoles along major highways in Shanghai, as well as outdoor ads around the airport and city. A television campaign is expected to break shortly.
"We did the biggest outdoor ad in the auto industry, wrapping around a 15-storey office at the junction of Yan An Road and Jiang Su Road,"said Kenny Wong, managing director, WE Marketing Group, the agency behind the campaign. The Chinese name 'Rongwei' means 'glory and authority'; however, industry observers noted that in English, it sounds rather like 'wrong way'. Roewe's new shield-shaped logo, meanwhile, features a black, gold and red colour scheme.
"Black represents respect, gold is premium and prestige, while red symbolises dynamism, good luck and Chinese. The logo is a fusion of international chic with Chinese characteristics,"Wong said.
The new model will be priced between Rmb 230,000 (US$28,750) and Rmb 320,000 and will hit the market at year-end through 60 dealerships in China.
