Recently, SAIC Roewe announced its sales data for 2021: the cumulative delivery of more than 375,000 vehicles in the whole year, an increase of 8% year-on-year. In the turbulent year of 2021, this report card is regarded as a strength "bright sword" for its efforts to become "the first automobile brand of China's science and technology national tide". The past year has been a new year for SAIC Roewe, relying on the core concept of "user-centric", promoting continuous changes in product iteration, user experience, marketing innovation and other aspects, and building a strong competitiveness. Start with that and get ready.
System empowerment, Roewe RX5 series exceeded 100,000 vehicles
Today, SAIC Roewe's renewal has begun to bear fruit, and behind its breakthrough market performance, sales based on roewe RX5 series have continued to grow steadily. In December 2021, Roewe RX5 delivered nearly 10,000 units, an increase of 22.5% month-on-month, and sold nearly 100,000 units throughout the year. In the intelligent car track with endless new models and new ways of playing, the Roewe RX5 series maintains its pride as the "originator of the Internet car" and continues to lead in the new qualifying.
The new Roewe RX5 MAX, which has just been launched, inherits the glory of the RX5 series, adopts a new family-style design language, and brings users a smart car life experience beyond expectations by creating innovative technologies such as high value, high-strength body, high safety configuration, Roselle intelligent cockpit system, and cultivated AI semantics.
In addition to product leapfrogging, the marketing initiatives of the new Roewe RX5 MAX are also refreshing. From the debut of the new team at the new Roewe RX5 MAX design analysis meeting, to the cool debut of the national tide dream team at the Guangzhou Auto Show, and then to the cross-border ceremony between the national tide and the national comic with "Douluo Continent", SAIC Roewe seems to have found the "golden key" of brand renewal and even upward creation of "the first automobile brand of science and technology national tide", deeply integrating the national tide and the national car again and again, using innovation again and again to meet the needs of users, and using high-quality products and innovative marketing to trigger heated discussions across the network and lead the new fashion of the national tide.
With a strong product portfolio and innovative marketing model, roewe RX5 series continues to occupy market opportunities and win the trust of consumers. Among them, roewe RX5 MAX sales increased by 41.4% in December 2021, worthy of the title of hardcore strongman in the SUV field, maintaining a leading position in the SUV queue of independent brands. In the same month, the Roewe RX5 series worked synergistically, with sales of more than 10,000 units, an increase of 24.3% month-on-month, and its cumulative sales of more than 100,000 vehicles for the whole year. In the face of the increasingly competitive domestic automotive market, the spirit of the Roewe RX5 series as a "pioneer" has never changed, and will continue to meet the emerging needs of users.
Further towards rejuvenation, the Roewe i5 became a hit
In the new wave of consumption, how to communicate with the younger generation has become an important issue. SAIC Roewe accurately grasped the market demand of the younger generation and gave the answer with the Roewe i5. Roewe i5 has won the favor of consumers with excellent power and fuel economy, as well as a one-step and people-friendly price. The new Roewe i5, which was launched in April 2021, has made significant improvements in terms of safety, comfort, intelligence and economy, which is not only more in line with the car purchase needs of contemporary young people, but also further enhances product strength. SAIC Roewe meets the needs of the younger generation with cost-effective products, and resonates with young people at the same frequency through fun and interesting marketing methods. In the early stage of listing, the new Roewe i5 successfully completed the ultra-difficulty challenge of "blind driving across the world's highest and longest glass bridge", attracting many netizens to call online, and the activity gathered challenges and topics, successfully igniting the popularity of listing.
Rich and creative marketing campaigns have also made an important contribution to the breakthrough in sales of the Roewe i5. As a strategic model of the Roewe brand, roewe i5 delivered 13,000 units in December 2021, an increase of 63.9% month-on-month, and the cumulative sales volume of more than 110,000 vehicles in 2021 further enhanced its pioneering position in the market segment, becoming the ideal model choice for young consumers, and helping the Roewe brand to go further towards rejuvenation.
Since the launch of the brand rejuvenation strategy, SAIC Roewe has successively launched a number of young and fashionable new cars such as Roewe RX5 PLUS, Roewe iMAX8, Roewe i6 MAX, etc., and has continuously upgraded and iterated. Not only in terms of products, SAIC Roewe also plays with young users through a new image of excellent national cars, a new team of young people, a more fashionable and cool national car brand, and many new marketing ideas and initiatives, resonates and empathizes with users in dialogue with users, and enhances user brand loyalty and reputation.
Users co-create, Roewe is ready to go
The so-called strong generals have no weak soldiers, not only the steady increase in sales, SAIC Roewe also showed a vigorous trend of the brand upwards, its models have performed well, cars, SUVs, MPVs, mini cars and other major market segments have blossomed at many points, meeting the just needs of different consumer groups. Consumers voted with real money and silver and gave the most authentic response to the quality of their products.
The Roewe RX5 series and roewe i5 both exceeded 100,000 vehicles, which is the best angle for SAIC Roewe to prepare for development. Not only that, sales have achieved double-line red Roewe iMAX8 for several consecutive months, December sales increased by 2.3% year-on-year, increased by 42.1% month-on-month, since its listing, it has accumulated into 25,000 families, in 2021, a total of more than 16,000 vehicles, successfully entered the independent brand MPV leading circle.
The sales report card in 2021 is just the starting point, and SAIC Roewe, which is positioned as a "premium national car", has gradually found its own growth rhythm. SAIC Roewe knows that being the "first automobile brand of science and technology national tide" is not a slogan that can be achieved overnight, but a journey of national car value, exploration and evolution that can really be recognized by users and shared and co-created with users in a subtle way.
Truly implementing the needs of listening to users into the reality of product design is the key to SAIC Roewe's shift from engineer thinking to user thinking. Nowadays, in the process of product development, Roewe will invite customers of different ages to visit the design center and give advice, and the entire design process will be continuously adjusted and modified accordingly. Roewe iMAX8 is the brand and users have done nearly a year and a half of operation and co-creation of the birth, and now users affectionately call it "Big 8".
Users co-create more than cars, SAIC Roewe is building a magnetic field that is deeply connected with users. In the past year, based on the scene insight of large family travel, Roewe has organized a variety of parent-child activities for car owners, such as disneyland, universal studios in Beijing, children's stage plays, etc., accompanying and recording many warm moments of users. The "Joyful" Big Family Video Contest held during the Guangzhou Auto Show brought together more Roewe users.
In 2021, SAIC Roewe took a big step towards the brand with the power of "four new in one" of "new team, new image, new marketing, new brand", attacking from multiple dimensions such as team, brand and technology, and striving for innovation in marketing and expression to cope with market challenges. At the beginning of the year, a new young management team was formed to adjust the organizational structure and structure operation mode, which was based on the needs of young users. The new team has carried out a clearer positioning of the brand image, that is, combined with the national tide IP, to create a new generation of national cars. At the 2021 Guangzhou Auto Show, the SAIC Roewe booth extracted elements from the "Classic of Mountains and Seas" and deeply integrated traditional and modern technology, which is the epitome of its innovation and change. Since then, the new team has accelerated the brand evolution of SAIC Roewe through a new marketing method, making it show a new brand image.
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