On March 30, SAIC Roewe exposed a set of concept drawings of a new front grille design, which is suspected to be a warm-up for the new Roewe RX5 series. It is worth noting that the series of pictures exposed this time have a strong “vibrato style”, and the new front grille design has a great breakthrough compared with the traditional Roewe family’s design language, and it is more visually impactful. SAIC Roewe intends to get closer to young consumers through a younger design language, innovate the design language of its fuel vehicle family, and promote the brand to change to a more personalized, dynamic, and attitudeful Guochao automobile brand.
In 2016, SAIC Roewe successfully launched the Internet car Roewe RX5, accumulating more than 700,000 Internet car users, leading the Chinese auto industry into the era of intelligent network connection. With the rapid development of China’s economy, the post-90s, 95s and even post-00s are rapidly rising. While bringing rapid consumption upgrades, young people pay more attention to the satisfaction brought by cars in terms of appearance and emotion. Facing the intergenerational change of the mainstream crowd and the new consumer market, SAIC Roewe actively deployed the brand’s “rejuvenation strategy”, gained insight into the core of young people’s life attitudes, and found a new contact point that resonated with young consumers – Guochao culture.
Guochao culture is a fresh way of life, which represents the cultural confidence of the younger generation who agree with Chinese manufacturing and are willing to promote Chinese brands to the world. As a domestic brand manufactured by local automobiles, the Roewe brand has experienced 14 years of refinement and precipitation, and will usher in a comprehensive strategic transformation to create a trendy domestic product for the new generation of young people. In the field of automobile design, SAIC Design has set up three forward-looking design laboratories: Design Strategy Research Laboratory, Computational Design Laboratory, and Visual Design Laboratory. They are committed to breaking through the functional boundaries of traditional automobile design, practicing Chinese cultural genes and combining current trends Reconstruction of the design, with a more personalized image and a more breakthrough design to talk to the new generation of national trendy young people.
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