With the release of 5G vehicles, SAIC Roewe aims at the mid-to-high-end new energy market. Editor’s note: This article comes from ”
future car Daily “(micro-channel public number ID: auto-time), Author: Zhang.

Source: SAIC Roewe official WeChat

Author | Zhang Yi

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The SAIC Roewe brand has new coordinates on the way up.

After the release of the new lion logo in April, SAIC Roewe released the new “R” logo again on May 10, officially opening the “double standard” strategy. The “R” mark is exclusive to Roewe’s mid- to high-end new energy vehicles, including Roewe’s flagship MARVEL series, sedan ER series and SUV series. In the future, the two vehicle logos will serve traditional fuel vehicles and new energy vehicles, respectively.

At the Roewe Brand Day, SAIC Roewe also launched the world ’s first full-vehicle interactive 5G production vehicle MARVEL-R, which is also the first Roewe R standard 5G production model. According to the official introduction of SAIC Roewe, the car is the first to achieve mass production of L3 automatic driving in the industry.

Source: SAIC Roewe official WeChat

SAIC Group has continuously increased its investment in the field of 5G automobiles. Last year, SAIC, China Mobile, Huawei and Shanghai International Automobile City jointly launched the construction of China’s first “5G Smart Transportation Demonstration Zone”, which is expected to be completed this year and open to the public.

Yang Xiaodong, vice president of SAIC Group and general manager of SAIC Passenger Vehicle Company, said in November last year that this year is the year of SAIC passenger car products, including new energy models. He emphasized that new energy is only a carrier, and the destination is new, including new energy, new services, new experience, new value, new finance, etc., which is also an important breakthrough for Roewe to achieve brand upward.

To lead the brand upward, SAICRoewe continues to innovate in the service and channel construction of R-standard owners. Zhang Liang, chief digital officer of SAIC Passenger Vehicle Company, said that the R mark will use offline experience centers and user online experience centers as fulcrums to establish an experience-oriented, digital, and temperature-oriented service system that provides purchase, use, maintenance, and replacement. Full life cycle services and rights.

In terms of channel construction, R Standard will launch R Supercenter City Flagship Store, R Center City Center Store, and R Store City Supermarket Store. Through the online experience center, it will collaborate with R-Friend partners around the country to achieve nationwide headquarters camp. In addition, the R model will also launch a car-electric separation model and a two-year value repurchase plan to solve the pain points and residual value concerns of pure electric vehicles.

In recent years, the price exploration of joint venture brands has continuously squeezed the living space of independent brands, coupled with the promotion of consumption upgrade trends. The low-end market of the Chinese auto market has entered the competitive Red Sea. Exploring high-end brands has become a consistent choice for Chinese independent brands. In addition to the already listed Geely Link, Great Wall WEY, and FAW Hongqi, Changan’s UNI-T and Dongfeng’s internal “h” business unit are all striving to promote their brands.

In the industry-adjusted 2019, SAIC Roewe sales increased 4% year-on-year to over 420,000 units; the Roewe brand’s market share reached 2.1%, an increase of 11.5% year-on-year. According to official SAIC passenger car data, in April this year, SAIC Roewe’s retail sales reached 26,011 units, an increase of 28.4% month-on-month and 3.3% year-on-year.

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