Gao Feichang, Meng Qi/Wen "Hello, Zebra", this is the initial impression of many car users on the SAIC Roewe RX5. In 2016, at the beginning of the "Internet car", the first Roewe RX5 entered the compact SUV market. As the world's first mass-produced Internet car launched by SAIC and Alibaba, the RX5 at that time opened up a new territory for smart cars in China. The following year, the Roewe RX5 contributed more than 60% of the sales volume to the SAIC Roewe brand with an annual sales volume of 240,000 units, becoming the absolute pillar of sales.
With the passage of time, with the layout of the automobile industry by giants such as Baidu, Huawei, and Xiaomi, the label of "network sense" is not new in the automotive field. In addition, with the recent independence of the R brand hatched by Roewe into an extraordinary car, the development of the Roewe brand itself has attracted attention: in the face of continuous changes in the industry, can roewe RX5 still take on the big responsibility?
As a mid-term facelift, the all-new RX5 MAX has been upgraded from the inside out just over a gap of nearly two years. In terms of appearance, the new car is equipped with the latest family design, and the forward grille embellished with 60 Pieces of Ronglin Piece is larger in size, which outlines a sporty tension with the popular split headlight design. In terms of interior, the upgrade of the new RX5 MAX is more thorough, the most significant of which is that the new car cancels the classic oversized vertical screen design and replaces it with a floating dual-screen design.
Like the original RX5, the biggest highlight of the new RX5 MAX is not the power, but the upgrade of the intelligent dimension. According to the official introduction, the Roselle intelligent cockpit system equipped with the mid-term RX5 MAX adopts the 7-nanometer qualcomm Snapdragon 8155 flagship chip with a computing power of 3.6 million times per second. Also an independent brand of SAIC, the "same door brother" MG ONE of the RX5 MAX also uses the Roselle intelligent cockpit system.
In addition, at the RX5 MAX / RX5 eMAX conference, SAIC Roewe joined hands with the national tide animation IP "Douluo Continent" and held theme release activities in Shanghai, Chengdu and Nanjing at the same time. At the main venue of SAIC Roewe's "hometown" shanghai, coser and voice actors of tang san and xiaowu characters in the comics appeared at the same time as the RX5 MAX. "Douluo Continent", as the leader of China's early online literature boom, has maintained a good reputation among Z-era youth after being adapted into animation, with a total playback of 5.7 billion and a very large number of pan-secondary fans.
In recent years, "national tide" and animation have become cultural elements that young people of Generation Z are competing to follow, and new things such as two-dimensional, mysterious fantasy, and mobile games are particularly prominent under the background of the concept of "pleasing oneself to consumption" of young people. Relevant data show that the number of active users of Generation Z after 95 and 00 has exceeded 220 million.
Generation Z, which has taken advantage of the momentum, is becoming a major consumer of new consumers, and when they are willing to pay for "interest", price is no longer the primary factor. Car companies that think hard about "playing together" with young users every day will naturally not let go of the outlet of national tide animation. The joint efforts of SAIC Roewe and Douluo Continent are intended to combine its ace SUV RX5 family with young consumers with a new image, and to link Z generation users from the emotional end by taking advantage of the trend of national comics.
According to the data, from January to November this year, SAIC's cumulative sales of passenger cars were about 695,000 units, an increase of 25% year-on-year, exceeding the total sales of 657,900 units in the whole of last year. Among them, the cumulative sales of the Roewe brand from January to October reached 308,700 units, and the RX5 series sold nearly 15,000 units in November.