The history of Roewe brand

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 and realization".

Roewe's brand slogan is "Taste, Technology and Realization", which expresses that Shanghai Automobile inherits the country with an international vision and innovative ideas.

Advanced international automobile technology with civil automobile technology as the core is the determination and confidence to create a new classic of international brands.

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.

"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.

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.

Brand origin

Inheriting Classics, Rebuilding Classics In the long history of world automobile for more than 20 years, British automobiles have always adhered to the traditional style, pursued noble and elegant modeling, paid attention to the comfort of royal riding, and had persistent preference for excellent dynamic performance and handling. They have contributed a large number of excellent models and brands to the world, such as Rolls-Royce, Bentley, Aston Martin, Jaguar and Rover, the origin of Roewe. The Rover brand with a history of 100 years was once the flag of the British automobile industry. As the "crown jewel" in the world automobile brand camp, it has become a well-deserved "godfather of British automobile industry" in its development process.

The earliest word "vagrant" first appeared on bicycles in about 1884, meaning vagrant or navigator. 1877, John Kemp Starry and William Sutton jointly established Rover Company and began to study automatic transportation. 1904, rover was officially born. This 8-horsepower car is one of the earliest cars designed and manufactured in Britain and the first car with a central chassis in the world. Its epoch-making significance is self-evident.

In the subsequent development process, Rover was brilliant all the way. The 2.3-liter 12 horsepower model designed by Owen Clegg has become the main model in the market from 19 12 to 1924, taking the lead in breaking through 20,000 sales. 1948, the world-famous off-road vehicle brand Land Rover was born. 1949, the classic Rover P4 sedan named Cyclops came out. The P5 model 1958 has become the darling of the British royal family, prime minister and the Holy See, showing its noble and unique life experience all the time.

In the 1990s, Rover 75 and Rover 25 came out one after another and won numerous awards, which made the classics shine again. 2 1 century, rover classic began to become attached to China. Shanghai Automobile, which is famous for its first car in China, won the first prize. With years of good cooperation experience with world-famous brands, we bought all the intellectual property rights and technical platform of Rover 75 in a big way, which has written a brilliant page for the development of China automobile industry!

In 2006, with the pioneering spirit of "the world serves us", Shanghai Auto fully interpreted the essence of British automobile culture, fully integrated European car-making technology, and independently named Roewe. The first international brand of China automobile industry was finally born brilliantly, which made the world admire it!

Although the Roewe brand was born on the basis of the inheritance of centuries-old legendary classics, Roewe pays more attention to the remodeling of the present and the future. It is the best interpretation of Roewe's brand proposition-"taste, technology and realization" to perfectly integrate British automobile culture taste with global automobile innovation technology and continuously realize it on high-quality civilian vehicles.

core image

Consists of two standing oriental lions. The lion is the king of animals, which symbolizes auspiciousness, majesty and solemnity in China culture. At the same time, it is also a symbol of the spirit of kings and brave people in western culture, and its towering posture conveys a sense of strength of rising and erupting. The double lion pattern shows the powerful bearing of honor, dignity and wisdom with intuitive artistic techniques. Symbolism: In the middle of the design is a China watch guarded by two lions. Huabiao is a classic totem symbol in China culture, which not only contains the dignity of the nation, but also has the meaning of being far-sighted and praying for the prosperity and harmonious development of the country.

The symbol drawn by modern means under the pattern is the fusion of the letter "RW", which is the abbreviation of the brand name. "RW" also stands for lion in ancient Egyptian. In addition, the bottom of the pattern is symmetrically divided into four pieces, red and black, representing the enterprise will of innovation, innovation and transcendence.

Interpretation of Roewe brand naming

Roewe's name means "innovation honor, reputation all over the world", and its brand name is a combination of Chinese and western, open and restrained, elegant and confident. The logo pattern fully embodies the classic and noble temperament, and the overall image combines Chinese and western styles, which contains the connotation of self-confidence, and fully explains the determination and confidence of Shanghai Automobile to inherit the world's advanced technology and brand-new China.

Interpretation of Roewe Chinese Naming

The Chinese naming of "Roewe" incorporates the traditional elements of China, embodies China's spirit of self-improvement and profound cultural accumulation, and at the same time conveys a classic and noble bearing. Among them, "Rong" means honor and honor, and "Wei" means prestige, dignity and distinguished status. The combination of Roewe and prestige embodies the values of global innovation honor and prestige.

Interpretation of Roewe's naming in foreign languages

Mbth's "ROEWE" comes from Spanish Loewe, which means "lion", and the "r" as the head is intended to convey the meaning of innovation and royal dignity. Roewe is pronounced in English ['ru:ivi], which is similar to the Chinese pronunciation of "Roewe"; If you pronounce ['reui] according to Spanish habits, it has the charm of "ruyi" in China. Finally, "we" implies the meaning of "we" and embodies the spirit and belief of unity.

Interpretation of Roewe Brand Logo

The design of Roewe brand logo fully embodies the classic, noble and inner temperament, and highlights the creative thinking of combining China traditional elements with modern composition forms. This is highly consistent with the style of its first product that will be unveiled to the public.

Classic shield sign

The overall structure is a solid shield shape, which symbolizes the trustworthy and respected quality of its products and the strong determination and will of Shanghai Automobile's independent innovation and international development.

Color perception

It is composed of three main colors: red, black and gold, which is the most classic and connotative color in China. Red represents the warmth and celebration of China tradition, gold represents the wealth of China, and black symbolizes dignity and solemnity.

core image

Consists of two standing oriental lions. The lion is the king of all animals. In front of the main entrance of China Palace and private residence, there is a magnificent lion made of stone or bronze on the left and right, which is majestic, awe-inspiring and non-aggressive, representing auspiciousness, majesty and solemnity. In western culture, the lion is also a symbol of king and brave spirit, and its towering posture conveys a sense of strength of rising and erupting. The double lion pattern shows the powerful bearing of honor, dignity and wisdom with intuitive artistic techniques. With intuitive artistic techniques, the double lion pattern shows the powerful bearing of nobility, dignity and wisdom.

Symbolic meaning

In the middle of the design is a China watch guarded by two lions. Huabiao is a classic totem symbol in China culture, which not only contains the dignity of the nation, but also has the meaning of being far-sighted and praying for the prosperity and harmonious development of the country.

The symbol drawn by modern means under the pattern is the fusion of the letter "RW", which is the abbreviation of the brand name. "RW" also stands for lion in ancient Egyptian. In addition, the bottom of the pattern is symmetrically divided into four pieces, red and black, which symbolizes the mystery of the change of yin and yang and represents the enterprise will to seek novelty, change and innovation.