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In 2006, WE helped Shanghai Auto (SAIC) build its first own auto brand, Roewe, for Chinese middle class. Starting from naming and logo design, WE developed all marketing communications including above and below the line campaigns. Key products launched were Roewe 750 and 550.
Brand idea for Roewe 750 was “Chinese Gentleman”, leveraging the Rover engineering heritage and the need of the New Rich to gain substance . The Roewe 550 was positioned as a all time digital car to appeal to the younger audience.
Roewe has become a renowned Chinese premium car brand. Five years after the brand launch, annual sales exceeded 200K units.
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