[Introduction: Roewe's practice from "digital car" to "Internet car" tells us that cars without thought are not far away, and cars with ideas will always find a breakthrough for change. 】
Written by | Yan Guangming and edited by | Hezi
After the exposure of the third-generation Roewe RX5 blue-core engine GS61.5T, some people said that it had a powerful "heart"; others said that it represented the "hard core" of technology, and so on. In short, the emphasis is on the competitiveness of the product. These are comparable, or intuitive, remarkable. However, as far as roewe RX5 is concerned, it is advisable to observe from the three perspectives of industry and market and consumption, that is, technicality, personalization, and recognition, you can see the famous. But in my opinion, "change" is especially important. This is the "kernel" of the Roewe RX5. This is related to brand attributes, traditional genes, geoculture, but also related to the vitality and sustainability of products.
Roewe is born confident
For a long time, Roewe has been included in the mainstream of the regular army of independent brands. It has a good corporate endorsement, a strong industrial background, strong technical support, and strength, capital and market support. Compared with other independent brands, Roewe was born in Rome, with the golden key, which has received much attention and attention, beyond the scope of products, representing the confidence and hope of the industry.
If you look at it from the perspective of history and development, Roewe is an important representative of automotive independent brands, a demonstration student in the three major automobile groups, and one of the important embodiments of China's automobile image.
Return to the historical scene. Roewe was born in the best historical period of SAIC Group's development, in the creation of independent brands, whether it is strategy or strategy, it stands at the height and forefront of the industry, with leading and exemplary role. The size of his handwriting is unprecedented, the amount of investment is great, all of them pay attention to it, and the impact is great, and the chinese people pay attention to it. Everyone is very clear that this is a decision summed up from the experience of the joint venture, with a global vision, the integration of international resources, based on the present, facing the future of the industry to set the tone, shoulder the mission of the initiative. "This is a mid-to-high-end brand with a new cultural connotation and value orientation, and its release is an important step for SAIC Motor to achieve its international development strategy."
Blue is better than blue. Roewe products, starting high, have international characteristics, which is not only based on international standards, but also the feedback of Volkswagen and General Joint Venture Technology, and also has many years of experience and exploration of independent innovation. It should be said that the birth of the Roewe brand is a landmark event, representing the opening up of China's automotive industry to the outside world, the introduction and digestion, and the independent development direction of mainstream car companies, even today, its ideas and vision are not outdated, still have practical significance.
This is one of the "changes" mentioned above. Most prominently, the Roewe 550 was named "Digital Car". This was a subversive foresight more than a decade ago, with different repercussions and a completely different contrast from traditional self-owned brands. When it was first released at the Beijing Auto Show that year, it attracted many people of insight and peers inside and outside the industry, but everyone may not fully see its connotation and significance. However, the release of this new concept of the new car can be said to say goodbye to the watershed of relying on foreign capital and technology to develop the car, and it is also the beginning of establishing the high-end image of China's independent automobile brands. People see that behind it is not only the strength to support, but also the ability to integrate resources, including the ability to control the joint venture technology, and what is important is the confidence of cultural self-confidence.
Roewe's circle-breaking move
This is the theme of Roewe's "measuring the border pass". It can be said that this is the cultural brand launched by Roewe SUV, which has a strong response inside and outside the industry, triggers social empathy, resonates (encounters the Diaoyu Island incident), boosts the morale of independent brands, and jumps out of the benchmarking idea of following the rhythm of foreign brands, intervenes in cultural elements for the first time, and changes the embarrassment of product dwarfing. This awakening, in a sense, is a cultural conscious action of Chinese auto brands.
This is the second of the "changes" mentioned above. Since the introduction of SUV products in China at the beginning of this century, foreign brands have become the main body. In terms of communication, foreign brands exaggerate the multi-purpose product attributes of SUVs, induce the pursuit of vanity, and replace the rising popularity of home cars to a certain extent, and the delusional phenomenon of SUVs has emerged. Especially in the confusion of true and false SUVs, there are biases and deviations from reality, while independent brand SUVs blindly follow, lack sufficient cognition and preparation, and are repeatedly criticized by public opinion, in addition to insufficient product strength, there is also cultural unconfidence that is despised. For example, the proliferation of "imitation shows" and the occurrence of infringement incidents from time to time have done great harm to the growth of independent brands and their image has been degraded. Looking back, it is still very disturbing and unbearable.
In this regard, roewe SUV has played a big role in changing this status quo in products and brands. In particular, the move of "measuring the border pass" is of far-reaching significance and still has an impact. First of all, this move tested the product performance, demonstrated the technical level and manufacturing strength; secondly, through the real car experience, understood the car companies and brands, as well as the concept and value orientation; and then, in the external communication, comprehensively and three-dimensional output of Roewe brand culture, releasing the positive force of zero distance. Looking back now, Roewe's move is undoubtedly a kind of circle-breaking for the vulgarity and confusion of the spread of independent brands at that time, providing new ideas and experiences, which is also the real awakening of foreign brands.
Roewe changes the landscape
2016 was an epoch-making year for the Roewe RX5. Because of its birth, it has changed the fate of independent brands, and it can be said that this is a major event that has changed the pattern of automobiles. It is believed that over time, the Roewe RX5 will be written into the history of the world's automobiles, and it is no exaggeration to say that it has changed the direction of the car. From this point of view, it is not too much to compare with the T-car and the Beetle. This change, the third of the changes mentioned above, is a historic change.
Is this an overestimation, or is it a deviation from reality? I think that if you understand the history of the world's automobile development, especially the development and changes of Chinese automobiles in the past 40 years, you will not simply look at the significance of the birth of the Roewe RX5. Because it first came out as an "internet car", it made it possible to intelligently interconnect cars and make cars mobile terminals a trend. Its contribution is no less than that of the family car (T-type car) invented by Ford, nor inferior to Volkswagen's national car (Beetle), and the invention of its "Internet car" (Roewe RX5) is enough to change the car landscape.
"R stands for the Internet, X stands for infinite unknown. RX5, digitally empowered and mobile-connected, builds a phone on wheels. Such a description and definition vividly explains the characteristics of intelligent interconnection of automobiles, and the logic behind it is: digital integrated control system, digital interface, multimedia application, continuous upgrading, and human-machine integration. As a result, the attributes of automobiles have been changed, completely subverting the competitive order centered on European and American cars, and leveraging the advent of an era of intelligent interconnection of automobiles.
Nowadays, the "Internet car" has begun to spread around the world, becoming a symbol of new cars, and also providing a shared starting line for the intelligent interconnection of cars, shortening the distance between Chinese and foreign automobile competition. A new order characterized by the post-automobile era is beginning to take shape with the Chinese market as the axis, and its significant feature is the "new four modernizations" (electrification, networking, intelligence, and sharing) based on the "Internet car". This is an indisputable fact. That is, the formation of the pattern of "independent upward, joint venture downward" has become the trend of the times.
In view of this, a small step in the Roewe RX5 is a big step in the era. Its "change" is not only the core (soft power) of the Roewe brand, but also its spiritual asset. Today, when we mention the Roewe RX5, we think of the "internet car". In fact, what is paid for it is not only the launch of the concept, but the exploration and thinking of independent brand innovation for ten years or even longer, as well as the accumulation of experience. Of course, this is a long process of material and mental preparation. This is the same reason why Rome was not built in a day. However, there is little research on these revelations, especially in preparation and decision-making, and foresight and insight. I think this is one of the most valuable lessons in developing the automotive industry.
Comments
Roewe's practice from "digital car" to "Internet car" tells us that cars without thought are not far away, and cars with ideas will always find a breakthrough in change. The truth is that there is no future if there is change. Looking at reality, how many cars are thoughtful? And what does the chicken feathers after the hustle and bustle illustrate? Therefore, the "change" of Roewe RX5, whether it is a product, or technology, or even a concept, is a reflection on the cognition of the car, as an output of culture, which has to attract people's attention, what is this for?
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