The origin of Roewe - Rover was once the banner of the British automobile industry. This "crown jewelry" in the world's automobile brand camp has produced numerous classics and has been praised countless times in its development, becoming the well-deserved "British". The godfather of the automobile industry”. The word "Rover" appeared on a bicycle around 1884, meaning a wanderer or a navigator. In 1877, John Camp Starre and William Sutton jointly funded the establishment of the Rover Company and began to study automatic transportation. In 1904, Rover was officially born. This 8-horsepower car was one of the early cars designed and manufactured in the UK and the world's first car with a central chassis. Its epoch-making significance is self-evident. In the subsequent development process, Rover went all the way. The 2.3-liter 12-horsepower model designed by Owen Clegg became the main market model from 1912 to 1924, and exceeded 20,000 sales. The classic Rover P4 sedan, known as the Cyclops, was released in 1949. The P5 model was launched in 1958. Rover 75 and Rover 25 were released one after another in the 1990s, winning numerous awards, making the classics shine brightly.

Entering the 21st century, Rover Classic began to become involved in China, with Shanghai Automobile Kung Kung, and with years of good cooperation experience with world-renowned brands, it has acquired all the intellectual property and technology platform of Rover 75, writing a brilliant future for the development of China's automobile industry. Page. In 2006, Shanghai Automobile took the extraordinary spirit of "the world is for me" and the century-old ambition of "creating the world and shaping classics". Based on the core of Rover (Luofu) 75, it newly interpreted the British quality gene and integrated European luxury car technology. Roewe ROEWE, the first international brand of China's automobile industry, was renamed, and was born brilliantly and respected and glorious. It can be said that the birth of the Roewe ROEWE brand is not only a inheritance of the century-old classic legends, but also a reshaping of the classics in the present and future.

"Roewe"'s brand core value of "taste technology • Know you and know what you do" expresses SAIC Passenger Car's determination and confidence to inherit the technology of international automobiles and create new classics of international brands with an international perspective and innovative concept. Create a brand experience with unique taste, confidence, enterprising and connotation for consumers. The target customers of Roewe brand are consumers who are knowledgeable, well-educated, successful career development, brave in innovation and breakthroughs, positive and pursuing taste. The brand slogans "MG" and "Character•Bloom" reflect the core brand value of "personality, temperament, creativity", and also reflect the spiritual characteristics shared between the brand and consumers. Personality is a natural expression of inner passion, a natural desire for uniqueness, and a long-lasting pursuit of self-worth realization. Temperament is reflected in the unremitting and forward-looking unique car manufacturing concept and the principle of passion to lead the trend. Creativity comes from extraordinary thinking, uncompromising mediocrity, and the courage and persistent pursuit of "self-worth".

Up to now, the company has formed five major vehicle model platforms, and dozens of products have been successfully launched on the market, covering a wide range of fields such as mid-to-high-end cars, Volkswagen popular models, off-road vehicles, etc., establishing a good brand image and forming a trend of international automotive technology development. A wide range of product line layout that covers various segments of the mainstream passenger car field. The products under the Roewe brand include: Roewe 950, Roewe 750, Roewe 550, Roewe 350 and Roewe W5; the products under the MG brand include: MG7, MG6, MG5 and MG3 and other series of models.