Roewe
Roewe is a Chinese passenger-vehicle brand owned by SAIC Motor, with roots in technology acquired from the former MG Rover business.
Last updated October 9, 2026
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Overview
Roewe is a Chinese automobile brand established by SAIC Motor in 2006 after the collapse of MG Rover. SAIC acquired technology and engineering assets associated with Rover models, including the Rover 75 and Rover 25, but was unable to secure the Rover trademark itself. The Rover name was retained through a sequence of ownership changes and eventually became associated with Jaguar Land Rover. SAIC therefore created Roewe as a replacement marque for the Chinese market. The brand name is written 荣威 in Chinese and is commonly romanized as Rongwei. Its characters can be interpreted broadly as “glorious power.” The name was designed to evoke the sound and identity of Rover, although SAIC has also associated it with Löwe, the German word for lion. Roewe’s early products, particularly the Roewe 750, drew on former Rover engineering and design work while being developed and adapted for Chinese production. British engineering firm Ricardo supported the development and industrialization of early vehicles. In 2007, Ricardo’s relevant operations were acquired by SAIC and became the SAIC Motor UK Technical Centre, preserving a connection with engineers and facilities linked to the former British automotive industry. Roewe initially concentrated on sedans positioned above entry-level domestic vehicles. The 750 was followed by models such as the 550, 350, 950, 360 and i6, allowing the brand to cover compact, mid-size and executive segments. During the 2010s, the portfolio shifted toward sport-utility vehicles and electrified powertrains. The RX5, introduced in 2016, became one of the brand’s most important products and was developed with Alibaba Group software integration. It helped establish Roewe’s technology-oriented image and supported the company’s move toward connected-car functions. Roewe also expanded into battery-electric and plug-in hybrid vehicles. The Marvel X electric SUV appeared in 2018, while the Ei5 provided a fully electric station-wagon format. Hybrid and plug-in hybrid versions of models including the RX5, i6 and iMAX8 broadened the electrified range. In 2020, SAIC created the R Brand as an electric-vehicle offshoot; it subsequently operated as the Rising Auto brand before being brought back under the Roewe umbrella as a premium electric product line in 2024. The current Roewe range is centered on sedans, SUVs and MPVs, including the i5, D7, RX5 and iMAX8, together with newer electrified and hybrid derivatives. The D7 line, launched in 2023, marked a further attempt to simplify the naming structure and emphasize technology and electrification. Roewe has primarily served China. Outside China, vehicles derived from Roewe products have generally been marketed under SAIC’s MG brand rather than the Roewe name. The brand’s positioning is broadly mid-market to mid-to-high-market, combining Chinese-market practicality with connected features, electrified options and design cues derived from SAIC’s earlier international engineering assets.
History
Roewe emerged from the restructuring of the British MG Rover business in the middle of the 2000s. SAIC Motor sought to acquire a broad set of MG Rover assets, but Nanjing Automobile won control of much of the failed company’s operating business. SAIC nevertheless purchased technology associated with the Rover 75 and Rover 25. Because SAIC could not obtain the Rover trademark, it created a new Chinese marque, Roewe, in 2006. The brand therefore combined a new name with inherited engineering knowledge rather than representing a continuation of the Rover trademark. The first Roewe product was the 750, a sedan based substantially on the Rover 75. British engineering company Ricardo assisted with development and helped adapt the vehicle for production and sale. SAIC also maintained a British technical presence. In 2007, SAIC acquired the relevant Ricardo operation and renamed it the SAIC Motor UK Technical Centre. The facility employed former Rover engineers and continued to provide technical expertise for SAIC programs. In the same year, SAIC merged with Nanjing Automobile, bringing additional MG Rover-related assets under common control, including the MG name and the Longbridge plant. Roewe and MG consequently became complementary parts of SAIC’s international strategy. During its first decade, Roewe built a sedan-centered portfolio. The 550, 350 and 950 extended coverage into compact, mid-size and larger segments, while later models such as the 360 and i6 introduced more contemporary naming and styling. The brand’s visual identity used a crest with lions, a sword and a Gothic letter R. Although its form recalled Rover’s emblem, the design incorporated Chinese identity and did not use the Rover trademark. In 2018, Roewe updated the logo with a blue color treatment and removed the earlier checkerboard background, presenting a more technology-oriented image. The brand’s product strategy changed materially during the 2010s as Chinese consumers increasingly favored SUVs and connected vehicles. Roewe presented the Vision-R concept at the 2015 Guangzhou Auto Show, establishing a cleaner and more angular design language. That approach reached production in models including the i5, i6, RX3, RX5, RX7, RX8 and Marvel X, as well as updated versions of older sedans. The RX5, launched in 2016, was particularly important. Developed with Alibaba Group software, it promoted internet connectivity and digital interaction as part of the vehicle proposition and helped differentiate Roewe from more traditional domestic marques. Electrification became another major direction. The brand introduced the Marvel X electric SUV in 2018 and the Ei5 electric station wagon around the same period. Plug-in hybrid versions of the RX5 and i6 gave Roewe a broader range of new-energy vehicles, while the iMAX8 later extended electrification into the MPV segment. In 2020, SAIC created the R Brand as a specialized electric-vehicle project. It became Rising Auto when operated as a more independent brand in 2021, but SAIC later decided to integrate it back into Roewe. In November 2024, Rising Auto was announced as a premium electric product line within Roewe rather than a separate brand. Roewe has remained principally a Chinese-market brand. SAIC has generally exported Roewe-derived vehicles under the MG name, allowing the company to use MG’s established international recognition and distribution network. Examples include the MG 550 and MG 750 in Chile from 2008 and MG-badged derivatives offered in Europe and other markets. In China, Roewe’s later range has focused on the i5, RX5, D7, iMAX8 and associated electric or hybrid derivatives. The D7, introduced in 2023, reflects the brand’s more recent emphasis on simplified alphanumeric naming, electrified powertrains and a clearer separation between mainstream Roewe products and premium electric offerings.
- 2024
Rising Auto returns under Roewe
[1]SAIC announced the integration of Rising Auto into Roewe as a premium electric product line.
- 2023
D7 model line launches
[1]Roewe introduced the D7 sedan line, including a plug-in hybrid version, as part of a renewed focus on electrified vehicles.
- 2020
R Brand is created
[1]SAIC established the R Brand as an electric-vehicle offshoot of Roewe.
- 2018
Roewe updates its logo
[1]The brand adopted a blue-accented crest, removed the checkerboard background and emphasized a modern technology image.
- 2018
Marvel X and Ei5 expand electrification
[1]Roewe introduced the Marvel X electric SUV and expanded its battery-electric range with the Ei5.
- 2016
RX5 launches with connected-car technology
[1]The RX5 compact SUV introduced a major new product direction and incorporated software developed with Alibaba Group.
- 2015
Vision-R previews a new design language
[1]Roewe presented the Vision-R electric concept at the Guangzhou Auto Show, previewing sharper styling used on later production vehicles.
- 2007
SAIC integrates British technical operations
[1]SAIC acquired Ricardo’s relevant operation and renamed it the SAIC Motor UK Technical Centre.
- 2007
SAIC merges with Nanjing Automobile
[1]The merger brought the MG name and additional former MG Rover assets, including Longbridge-related operations, into the wider SAIC group.
- 2006
Roewe brand is introduced
[1]SAIC launched Roewe as a replacement marque for the Chinese market and introduced the Roewe 750 as its first model.
Products and positioning
Mid-market to mid-to-high-market Chinese passenger vehicles with an emphasis on connected technology, electrification and practical family mobility.
mid-size sedan · 2006
Roewe 750
The 750 was Roewe’s launch model and was derived from technology associated with the Rover 75. It established the new marque’s initial identity as a Chinese producer of relatively upscale sedans with British engineering roots. The model was sold from 2006 until 2016.
mid-size sedan · 2008
Roewe 550
The 550 broadened Roewe’s sedan range and became one of the brand’s important international derivatives. Outside China, versions of the model were marketed as the MG 550, including in Chile. It was later succeeded in the range by newer compact and mid-size sedans.
compact sedan · 2010
Roewe 350
The 350 served as a smaller sedan in Roewe’s early portfolio. It extended the brand into a more accessible segment and was also associated with MG-badged international derivatives. Production ran during the early 2010s.
mid-size sedan · 2012
Roewe 950
The 950 was positioned as a larger and more premium Roewe sedan. An e950 electrified derivative was also offered, reflecting the brand’s early movement toward plug-in and new-energy vehicles before the later expansion of dedicated electric models.
compact SUV · 2016
Roewe RX5
The RX5 was a pivotal compact SUV for Roewe. Launched in 2016, it combined the brand’s new angular design language with connected-car software developed with Alibaba Group. The model became the basis for several electrified and upgraded derivatives and helped shift Roewe’s center of gravity from sedans toward SUVs and digital vehicle features.
compact sedan · 2017
Roewe i5
The i5 is a compact sedan introduced during Roewe’s alphanumeric naming transition. It represents the brand’s mainstream passenger-car offering and has been available in versions aimed at conventional and new-energy vehicle customers. The i5 remains listed among Roewe’s current core products.
battery-electric station wagon · 2017
Roewe Ei5
The Ei5 is a fully electric five-door station wagon. It expanded Roewe’s electric range beyond sedans and SUVs and provided a practical body style for family and fleet use. The model was later phased out as the portfolio was streamlined.
battery-electric SUV · 2018
Roewe Marvel X
The Marvel X was Roewe’s first electric SUV and one of its more technology-focused products. Introduced in 2018, it positioned battery-electric propulsion within a more premium crossover format and supported the brand’s effort to associate electrification with advanced design and connectivity.
full-size MPV · 2020
Roewe iMAX8
The iMAX8 is a large multi-purpose vehicle aimed at family, executive and passenger-transport applications. It extends Roewe beyond sedans and SUVs and is also associated with a plug-in hybrid DMH derivative introduced later.
mid-size sedan · 2023
Roewe D7
The D7 is a mid-size sedan line introduced in 2023. It represents Roewe’s more recent naming and design direction, with conventional and electrified powertrain variants, including the D7 DMH plug-in hybrid. The model is part of the brand’s effort to simplify its range while emphasizing new-energy technology.
plug-in hybrid SUV · 2024
Roewe D5X
The D5X is a plug-in hybrid derivative related to the RX5 family. It reflects Roewe’s continuing shift toward electrified SUVs and newer alphanumeric product naming.
premium electric vehicles · 2020
Roewe Rising Auto product line
Rising Auto began as SAIC’s R Brand electric-vehicle initiative and operated as a separate brand from 2021. In 2024, SAIC announced that it would be integrated back into Roewe as a premium electric product line rather than continue as an independent marque.
Controversies
Marketing campaigns
- 2016RX5 connected-car launch
China
Roewe positioned the RX5 around internet connectivity and software-enabled vehicle functions developed with Alibaba Group. The launch supported a broader brand message that Chinese vehicles could compete through digital integration as well as mechanical features.
Outcome. The RX5 became one of Roewe’s most important products and influenced the brand’s subsequent technology-oriented positioning.
- 2015Vision-R design presentation
China
Roewe used the Vision-R electric concept, shown at the Guangzhou Auto Show, to communicate a sharper and more streamlined visual identity for future products.
Outcome. The design theme appeared on later Roewe models including the i5, i6, RX3, RX5, RX7, RX8 and Marvel X.
Brand decisions
2024
Integrate Rising Auto into RoeweStrategyBackground
SAIC Motor Passenger Vehicle decided to simplify the relationship between its electric-vehicle operations and the Roewe brand.
Action taken
Rising Auto was announced as being rolled back into Roewe and repositioned as a premium electric product line.
Aftermath
The move placed premium electric products within the broader Roewe portfolio instead of maintaining Rising Auto as a fully independent brand.
2020
Establish the R Brand electric-vehicle initiativeStrategyBackground
SAIC sought a more focused identity for electric vehicles distinct from its established Roewe range.
Action taken
SAIC created the R Brand as an electric-vehicle offshoot, later operating it as Rising Auto.
Aftermath
The independent-brand structure was later reversed, with Rising Auto returned to Roewe as a premium electric product line.
2016
Launch the RX5 with Alibaba softwareProduct launchBackground
Roewe was moving from a sedan-heavy range toward SUVs and connected vehicles.
Action taken
The company introduced the RX5 compact SUV with software support from Alibaba Group.
Aftermath
The RX5 became a defining product for Roewe’s connected-car and SUV strategy.
2006
Create Roewe as a replacement for RoverStrategyBackground
SAIC obtained technology related to former MG Rover models but could not acquire the Rover trademark.
Action taken
SAIC established the Roewe marque and launched the 750 as its initial product.
Aftermath
Roewe became SAIC’s principal Chinese-market brand for vehicles drawing on those acquired engineering assets, while many international derivatives used the MG name.
Recent events
Reported
SAIC Roewe Jiayue 07 SUV debuts with Momenta R7 smart driving[4]
SAIC Roewe unveiled the Jiayue 07 large five-seat SUV, featuring the Momenta R7 smart driving solution, 1480km combined range and pricing in the 150,000 yuan class.
Reported
Roewe unveils the ME series and debuts the Whale SUV[5]
At the auto show, SAIC Roewe officially unveiled its new ME series and gave the first global debut to the series' first SUV, the Roewe Whale.
Reported
Roewe RX5 PLUS Ali Guochao Luxury Ronglin Edition launched[6]
Roewe launched the RX5 PLUS Ali Guochao Luxury Ronglin Edition in China at an official guide price of RMB 124,800.
Reported
Roewe announces two brand identities[7]
Roewe publicly announced a dual-identity strategy: the new R mark is positioned for the mid-to-high-end new-energy vehicle segment, while the refreshed lion mark is focused on a younger audience.
Roewe unveils MARVEL-R electric SUV[8]
Roewe unveiled the MARVEL-R electric SUV, which it said was planned to go on sale in the second half of the year.
- Unconfirmed
Roewe offers purchase incentives for the RX5[9]
Roewe offered purchase incentives for the RX5, including cash discounts, purchase-tax relief, financing subsidies and trade-in subsidies; additional benefits varied by offer.
Roewe announces May 10 release of two new vehicles[10]
Roewe announced that it would unveil the iM8 CONCEPT and a new i6 on May 10, 2020; the report says both vehicles were expected to go on sale in the second half of the year.
- Unconfirmed
Roewe announces a 505 km-range MARVEL X version[11]
The report says a new 505 km-range version of the Roewe MARVEL X will be added, with a dual-motor configuration. It describes a planned addition, not a completed launch.
- Unconfirmed
Reported
Roewe launches UVC deep-ultraviolet disinfection system[12]
Roewe launched a UVC deep-ultraviolet optical disinfection system for vehicle air-conditioning systems. The Roewe Ei5 was identified as the first model to offer it as an aftermarket option.
Sources12 sources
- 1Roeween.wikipedia.org
- 2Roewe official websiteroewe.com.cn
- 3荣威品牌 - 上汽荣威官网roewe.com.cn
- 4上汽荣威家越 07 大五座 SUV 首秀发布finance.sina.com.cn
- 5荣威发布ME系列并全球首发荣威鲸SUVauto.sina.com.cn
- 6荣威RX5 PLUS Ali国潮豪华荣麟版上市workercn.cn
- 7荣威公布“双标”品牌标识auto.sina.com.cn
- 8荣威发布MARVEL-R电动SUVnews.cheshi.com
- 9荣威推出RX5购车优惠auto.cnfol.com
- 10荣威宣布将于5月10日发布两款新车auto.cnfol.com
- 11荣威宣布MARVEL X将新增505公里续航版本auto.cnfol.com
- 12荣威发布UVC深紫外线光学杀毒系统auto.people.com.cn
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