SUN Yijiong of SAIC Passenger Vehicles: Starting this year, Roewe will carry out unique innovations in new markets and new formats

Reporter Xia Zhibin shi Yingjing reported in Guangzhou

"Starting this year, Roewe must carry out unique innovation in new markets and new formats." Roewe wants to convey a new message to the outside world, which is the change and invariance of Roewe. A few days ago, at the 19th Guangzhou International Auto Show (hereinafter referred to as the "Guangzhou Auto Show"), Sun Yijiong, deputy general manager of saicular automobile group co., LTD., said.

What is the change and invariance of Roewe? Sun Yijiong further explained: "'Change' starts with people and changes, and gives all the stages to young people. Roewe's 'unchanged' is the product, brand, national tide culture. How to integrate with the market and understand what consumers like and want now, this is where the Roewe brand will change next. ”

The reporter of China Business Daily noted that at this year's Guangzhou Auto Show, Liu Min, director of the Marketing Department and sales director of the Roewe brand marketing department and Zhao Mengjie, director of marketing and public relations of the Roewe brand marketing department, were focused on the front of the Roewe brand.

For the change and invariance of Roewe, Liu Min said that the change of Roewe's organizational structure has made the whole team younger. "We have to face the young customer group, now the 'post-90s' including the future 'post-00s', so our thinking to keep up, the first thing to change is the thinking, and the change of thinking is to change people." People are changing, and the entire organizational structure and structural operating model are also changing. Because to cope with the rapid development of the market, the rhythm of the original system may be slow, so to seize the opportunity to change, the organizational structure will also change. ”

"Next is the definition of the brand, for Roewe, not how we recognize Roewe, but the feelings of the majority of user groups on Roewe, which in turn will prompt us to change Roewe and make Roewe and users closer, which is also a change." Liu Min said.

(New Roewe RX5 MAX)

In terms of participating models, the new Roewe RX5 MAX under the Roewe brand officially opened pre-sale at the Guangzhou Auto Show, launching a total of 5 models, with a pre-sale guidance price of 129,800 to 165,800 yuan. In addition, Roewe also brought roewe iMAX8 four-seat genesis version, Roewe iMAX8 kangaroo version, Roewe iMAX8 pure electric version.

For the models exhibited this time, Sun Yijiong said: "Roewe will also have new models to the market, we retain the RX series at the same time, there will be more different series of new products to promote new markets." ”

The reporter noted that as a blockbuster model of Roewe's Guangzhou Auto Show, the strength of the new Roewe RX5 MAX should not be underestimated, which is equipped with a 2.0T cylinder-mounted direct injection turbo engine and the same original imported Aisin 8AT gearbox of the luxury car, as well as Qualcomm Snapdragon 8155 flagship chip, witty and cultivated AI Dharma semantics and other technologies.

"The RX5 MAX is a flagship model of the RX5 series, and the main promotion is still Smart Connect. When the RX5 MAX was first launched, it was mainly a connected model, and one of the biggest highlights of the new Roewe RX5 MAX was that it was equipped with a grow-up AI Dharma semantic system. Liu Min said.

For example, he said: "We used to talk to the car machine, and some of the conversations the car machine may not understand. Now with the system that we co-created with Ali Damo Academy and launched on the new Roewe RX5 MAX, it can be well based on the user's language environment, to continuously learn, grow to the level of user response. ”

Sun Yijiong also said: "The biggest feature of the AI Dharma semantic system is the cultivation style, it will communicate with the user, the way the user expresses the language, it will not mechanically accept." For example, the word 'coffee' understands what the user wants to do next, so it is a system that is constantly learning and evolving. ”

In addition to the strength of the strong, in terms of user rights and interests, SAIC Roewe also brought multiple luxury gifts such as scanning the code to win a car purchase of up to 10,000 yuan, a pre-sale of 2,000 yuan to 4,000 yuan, a financial discount of up to 12,000 yuan, a replacement subsidy of up to 5,000 yuan, and a 5.5 discount to enjoy "50 degrees of gray matte car paint" and so on.

At the same time, the reporter also learned that users can place orders through the official APP /WeChat Mini Program of SAIC Roewe, and use the 2,000 yuan pre-sale deposit to lock in the new Roewe RX5 MAX and many benefits in advance. In addition, Roewe also announced that the pre-price of the new Roewe RX5 eMAX is 169,800 to 189,800 yuan to consolidate its market position in the field of new energy vehicles.

The reporter learned that as an important model of Roewe's conquest of the new energy market, Roewe RX5 eMAX is equipped with a 10-speed EDU second-generation intelligent electric drive transmission and permanent magnet synchronous motor, with dynamic oil cooling technology, IEM intelligent energy management system that can effectively reduce energy consumption, and intimate human-computer interaction details such as calculating the most economical navigation route for users to choose.

In addition to the new RX5 MAX and the new RX5 eMAX, Roewe also brought the Roewe iMAX8 Four-Seat Genesis Edition, the Roewe iMAX8 Kangaroo Edition, and the Roewe iMAX8 Pure Electric Edition. As Roewe's flagship work in the MPV market, Roewe iMAX8 also has a strength that cannot be ignored in terms of power, control, safety, and intelligence.

Zhao Mengjie, Marketing and Public Relations Director of Roewe Brand Marketing Department, said: "From the perspective of the overall internal layout, the biggest highlight of the Roewe iMAX8 Four-Seat Genesis Edition has changed from seven to four, and the most important thing is to strengthen the protection of privacy. ”

For Roewe's future product planning, Liu Min said: "The SUV series will be Roewe's main product, and will further develop in the direction of new energy, electric drive and electrification." At the beginning of next year, we will give you a good explanation of our product sequence, technical characteristics, and development in the field of new technologies on the official website. ”

(Editor: Quartzing Proofreader: Yan Jingning)