When SAIC Motor decided to establish its “Own Brand” automotive company in 2005, a new brand was required with which to reflect the ambitious positioning and business growth plans which had been developed for the Group. Roewe was born, and the brand is currently focused on the China automotive market.
The symbolism in the badge (red, black, gold and the lions, sword and letter style) reflects both Chinese and British culture and heritage, and was born from the Anglo-Chinese engineering cooperation at the initiation of the “Own Brand” Company.
The Roewe 750 was the first product step towards a complete range to build up over time. The diverse product range in China now also includes Roewe 550 and Roewe 350 saloons and Roewe W5 SUV.
In China the brand is used alongside the MG Brand which is used on different product ranges and differentiated versions of Roewe products.