Roewe. Chinese ‘Rover’
Roewe is an automobile brand created by SAIC Motor in 2006. The brand’s models were originally based on the technologies of the British automaker, MG Rover. SAIC managed to buy only the British company’s technology, but not the brand itself, which was then owned by BMW. Therefore, SAIC decided to create a new name and logo to emulate Rover. This is how the Chinese ‘Rover’ appeared. The Roewe brand’s models are sold in the Chinese domestic market, while the MG name is used in export markets.
The Israeli market offers two MG models: a compact electric SUV, the MG ZS EV, one of the top 10 most popular electric vehicles in the UK, and a plug-in hybrid SUV, the MG EHS PHEV, which offers an 8-year or 150,000 km battery warranty.
‘What is my name to you?’
The new Roewe logo retains the shape of the Rover logo, but the drakkar linked to English history has been replaced by two sword-wielding lions that pierce a gothic R, drawn in Chinese characters rather than European script, emphasizing the identity of the new brand. The name ‘Roewe’ comes from the Latin alphabet of the Chinese pronunciation of the name ‘Rover’. However, in English ‘Roewe’ is pronounced ‘Row-weh’. SAIC claims that ‘Roewe’ is a wordplay based on the Chinese language: it combines the concepts of honor, power and prestige.
Our author cites a well-known poem by the Russian poet A. S. Pushkin, written on January 5, 1830 in response to the request of the beautiful Polish woman Karolina Sobanskaya to put his name in her album. The first lines sound like this: “What is my name to you?".
Origins
In 2004, the gradual acquisition of the British brand Rover began. Initially, SAIC purchased the intellectual property rights to certain MG Rover Group products, including the Rover 25 and Rover 75 models, as well as the Rover K-Series engine, for 67 million pounds. In June 2005, SAIC purchased the rights to the sports model, the MG TF. But an attempt to take over the entire Rover brand failed: BMW Group refused the Chinese, selling the rights to use the Rover name to Ford, which in turn included them in the sale of Land Rover to Tata Motors in 2008. In January 2006, SAIC received permission from the Chinese government to create its own brand of vehicles. The first SAIC models were based on the developments acquired from MG Rover. New cars began to be sold under the Roewe brand.
But part of MG Rover’s assets was taken over by another Chinese company, Nanjing Automobile. In 2007, SAIC merged with Nanjing Auto and thus took control of other MG Rover assets, including the MG brand, Birmingham and Longbridge factories. The SAIC Motor group therefore became the owner of the MG Rover brand. Then, in 2007, the Chinese company acquired the British engineering company Ricardo Consultants Ltd, renamed it SAIC Motor UK Technical Center and began designing a new Roewe range. In April 2011, production of MG vehicles resumed at the plant in Longbridge, England.
In 2007, the premiere of a hybrid modification of the Roewe 750 sedan (a copy of the Rover 75) took place at the Shanghai International Motor Show. In early 2008, SAIC Motor signed an agreement with Johnson Controls (USA) concerning the supply of lithium-ion batteries for the production of hybrid vehicles. In 2009, the Chinese company purchased Mild Hybrid technology from Delphi Corporation and signed a contract with BYD Co., involved in the manufacture of lithium-ion batteries. In 2012, SAIC Motor launched the Roewe E50 electric car with A123 Systems batteries. In 2020, a separate R sub-brand was created for electric vehicles: all battery-powered Roewe models received the letter R in the name, a unified design and a separate logo in the form of a stylized letter R. The gasoline and hybrid cars retained the old lion-adorned emblem, but monochrome with a black backing.
Model range
Roewe Lomemo
Introduced in 2022, the Lomemo compact SUV has been given a funny name: an acronym for the words ‘Love Me More’. In the Chinese interpretation, the SUV is called Longmao. The 4,440mm-long Lomemo is based on the Roewe RX3 compact SUV, has the same body, a 2,625mm wheelbase and a chassis with semi-independent rear suspension. Bumpers, frameless grille, 17-inch rims are original, as is a completely redesigned interior. The vehicle is equipped with a hybrid system with an electromechanical variator (almost like Toyota hybrids). Prices start at 18,800 dollars.
Roewe iMAX8 EV
Introduced in 2022, the electric minivan is based on the iMAX8 petrol model. There are few visual differences from the ‘parent’: a large decorative hood instead of the grille, different wheels and small trim elements. The interior is the same, with a clear finish, woodgrain inserts and two 12.3-inch screens on the front panel. The seats are comfortable, with massive armrests and an extensive set of adjustments, and the third row comprises a 3-seater backseat. The minivan is equipped with an electric motor with a capacity of 245 hp on the front axle and a lithium-ion traction battery with a capacity of 90 kWh. The driving range is 555 km according to the CLTC cycle. It will take 30 minutes to charge the vehicle from 30% to 80%.
Roewe Jing
Roewe’s first coupe SUV was released in 2022. The name Jing means “whale” in Chinese. Consequently, the image of this large animal is shown in various elements of the vehicle, starting with the profile of the roof and ending with a frameless grille resembling a whalebone. The novelty displays a “two-stage” architecture of the head optics, a two-stage concept is also used for the rear lights. The 4,702 mm long, 1,903 mm wide and 1,691 mm high SUV is technically unified with the Roewe RX5 Max model. They have a common platform with a wheelbase of 2,760mm and independent rear suspension. The vehicle is equipped with a 2.0-liter TGI 4-cylinder turbocharged engine (231 hp, 370 Nm), working in tandem with an 8-speed Aisin automatic transmission. The SUV is front-wheel drive only.
Roewe RX3 Pro
The RX3 Pro is a version of the Roewe RX3 modernized in 2021. The compact SUV with a length of 4,437 mm was the first model designed by new SAIC designer, Martin Kropp (Sweden), who previously worked for Volkswagen, and his most striking work was the Passat CC sedan. Thanks to his participation, the model abandoned the large grille shield, received a more aggressive look and two-stage optics, standard LED. The SUV has kept the basic 1.6-liter naturally-aspirated engine with 125 hp, paired with a 5-speed manual transmission or a CVT. The SUV is front-wheel drive only.
Roewe i5
A simple and relatively inexpensive sedan with a length of 4.6 meters, which debuted in 2018, is one of the most popular models of the Roewe brand. After restyling in 2021, it became more aggressive, acquiring a two-stage grille, LED headlights, different interior, including door panels. The entry-level car is equipped with a 1.5-liter naturally aspirated engine (120 hp) mated to a 5-speed manual transmission or a CVT. The most expensive option has a 1.5-liter turbocharged engine (169 hp) with a 7-speed robotic gearbox.
Roewe RX5 Plus
It’s an updated version of the 2020 RX5 SUV, which debuted in 2016 and was very similar to the Volkswagen Tiguan. After restyling, this resemblance was minimized. The new design of the front end is already devoid of Volkswagen features. Additionally, the Plus version is the first Roewe model to feature an updated logo: it is now monochrome with a black backing. Inside, there is a new front end with a 14-inch touchscreen with voice control and remote update. It is offered in two versions: with a 1.5-litre TGI turbocharged engine (173 hp and 275 Nm) and a 7-speed TST dual-clutch robotic gearbox, as well as a plug-in hybrid with a 1.5-litre turbocharged engine (162 hp) and a 136 hp electric motor.
