BACKGROUND

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.  

 

IDEA

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.

 

RESULTS

Roewe has become a renowned Chinese premium car brand.  Five years after the brand launch, annual sales exceeded 200K units.