Re-Hashed Rovers To Be Sold As Roewe
Sunday, October 15th, 2006
Chinese automaker SAIC has had nothing but difficulties in its plans to re-start the production of Rover products. They struggled to attain the intellectual rights for Rover’s 75, and, have lost out on the ability to name any subsequent products ‘Rover’.
Backed into a corner, SAIC did what any other automaker unwilling to throw cash at lawyers would do, create a new company. SAIC’s new luxury brand will be called Roewe. There are a couple of things to note about Roewe; namely the badge is about the same shape and size, and contains the same red, black and gold colour scheme.
In fact, the whole re-naming issue is a bit disadvantageous. Aside from Roewe sounding a lot like Rover, the re-branding gives the car the image of some of the Chinese-market clones such as BYD vs. BMW and Chery vs. Chevrolet.
As for the car itself, the 75 will no longer be known as the 75. Roewe’s version will be called the Grand Prestige, and it’ll be shown off on October 24th.