What is 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 the name of its own brand as "Roewe", which means "innovation honor and prestige spread all over the world". Roewe brand has developed rapidly in four years, and its products have covered the middle and high-end automobile markets. "Technology" has become the brand label of Roewe. Roewe brand slogan is "taste, technology, cash". \x0d\ Roewe's brand slogan is "Taste, Technology, Realization", which expresses the determination and confidence of Shanghai Automobile to inherit the national and international advanced automobile technology with international vision and innovative ideas, and to create a new classic of international brands with civil automobile technology as the core. \x0d\ 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 domestic 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. \x0d\ 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. \x0d "Roewe" products will be positioned in high-end models in different market segments, and its target customers are consumers who are knowledgeable, cultured, 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, with the help of Roewe 750, Roewe 550, Roewe 350 and other follow-up products, Shanghai Automobile strives to deliver "tasteful, technological and realized" products and service experiences to consumers. \x0d\ Shanghai Automobile Co., Ltd. takes "becoming an automobile enterprise (group) with core competitiveness and international operation capability" as its own development goal, and the naming of its own brand 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, showing 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 from powerful brands of global auto giants. Its courage is amazing, and the market achievements of Roewe brand in the past four years have been highly recognized by the industry and consumers. \x0d\ Brand origin \x0d\ Inheriting the classics and recreating the classics. In the long history of 120 years of world automobile, British cars have always adhered to their traditional style, pursued noble and elegant modeling, paid attention to the comfort of royal riding, and had a persistent preference for excellent rover performance and sense of control. They have contributed a lot of excellent models and brands to the world, such as Rolls-Royce, Bentley and aston martin. 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. \x0d\ The earliest word "rover" first appeared on bicycles around 1884, which means vagrant or navigator. 1877, John Kemp Starry and William Sutton jointly established Rover Company and began to study automatic transportation. 1904, the 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. \x0d\ In the subsequent development process, the rambler was brilliant all the way. The 2.3-liter 12 horsepower model designed by Owen Kegel has become the main model in the market from 19 12 to 1924, and has taken the lead in breaking through the sales of 20,000 vehicles. 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, the Prime Minister and the Holy See, showing its noble and unique life experience all the time. \ x0d \ In 1990s, Rambler 75 and Rambler 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, took the lead. With years of good cooperation experience with world-famous brands, we have acquired all the intellectual property rights and technical platforms of Rover 75 in a big way, which has written a brilliant page for the development of China's automobile industry! \ x0d \ x0d \x0d\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! \x0d\ Although the Roewe brand was born on the basis of inheriting the centuries-old legendary classics, Roewe pays more attention to reshaping the present and the future. It is the best interpretation of Roewe 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. \x0d\ Core image \x0d\ consists of two standing oriental lions. The lion is the king of all animals, which represents auspiciousness, majesty and solemnity in China culture. At the same time, it is also a symbol of the brave spirit of King China in western culture, and its towering posture conveys a sense of strength of rising and breaking out. The double lion pattern shows the powerful bearing of dignity, 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 Chinese culture, which not only contains the dignity of the nation, but also has the meaning of foresight and praying for the prosperity and harmonious development of the country. The symbol drawn by modern methods under \x0d\ pattern is the fusion of letters "RW", which is the abbreviation of brand name, and "RW" also stands for lion in ancient Egyptian. In addition, the bottom of the pattern is symmetrically divided into four red and black blocks, representing the enterprise will of innovation, innovation and transcendence. \x0d\ Explanation of Roewe brand name \x0d\ Roewe's name is taken from "innovation honor, prestige everywhere". The brand name is a blend 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, which fully explains the connotation of self-control and self-confidence of Shanghai Automobile. \x0d\ Description of Chinese naming of Roewe \x0d\ Roewe's Chinese naming incorporates the traditional elements of China, which embodies China's spirit of self-improvement and profound cultural accumulation, and at the same time conveys a classic and noble bearing. Among them, "honor" means honor and glory, and "prestige" means prestige, dignity and distinguished status. The combination of glory and prestige embodies the values of innovation, honor and prestige. \x0d\ Interpretation of ROEWE's foreign naming \x0d\ The foreign naming "Roewe" comes from Spanish Loewe, which contains the meaning of "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 pronounced according to Spanish habits, it has the charm of "ruyi" in China. Finally, "we" means "we" and embodies the spirit and belief of unity. \x0d\ Interpretation of Roewe brand logo \x0d\ Roewe brand logo design fully embodies the classic, noble and inherent temperament, and highlights the creative thinking of the integration of China traditional elements and modern composition forms. This is highly consistent with the style of its first product that will be unveiled to the public. \x0d\ Classic shield logo \x0d\ The overall structure is a solid shield shape, which symbolizes the trustworthy and respected quality of its products, as well as the firm determination and will of independent innovation and international development of Shanghai Automobile. \x0d\ color sense \x0d\ is composed of three main colors of 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. \x0d\ Core image \x0d\ consists of two standing oriental lions. The lion is the king of all animals. In front of the main hall of China Palace and private residence, there are majestic stone lions or bronze lions sitting around. They are majestic, awe-inspiring and not 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 dignity, dignity and wisdom with intuitive artistic techniques. With intuitive artistic techniques, the double lion pattern shows the powerful bearing of dignity, dignity and wisdom. The symbol "x0d" means that in the middle of the pattern is a China watch guarded by two lions. Huabiao is a classic totem symbol in Chinese culture, which not only contains the dignity of the nation, but also has the meaning of foresight and praying for the prosperity and harmonious development of the country. The symbol drawn by modern methods under \x0d\ pattern is the fusion of letters "RW", which is the abbreviation of brand name, and "RW" also stands for lion in ancient Egyptian. In addition, the bottom of the pattern is symmetrically divided into four red and black blocks, which symbolizes the mystery of the change of yin and yang and represents the enterprise will to seek novelty, change and innovation.