Chinese textiles, electronics and toys have flooded the markets in the west. With a lot of products in the showrooms displaying ‘Made in China’ stamps, could Chinese cars be far behind? The China Automotive Industry Corporation (SAIC) of Shanghai has put great efforts into making a car that could appeal to the western ‘taste buds’.
Strangely, despite the first sales of the Rover brand to SAIC, the Chinese company couldn’t get hold of the brand name ‘Rover’, which was bought by Ford even before the Chinese could know what was happening.
The Roewe 450 a medium sized vehicle is SAIC’s own compact saloon with a designing that could appeal to the senses of the west. Unlike its sister models Roewe 750 and 250 which are the revised versions of Rover 75 and 25 (and are marketed in China), the Roewe 450 targets the European markets. Based on a shortened 75 platform, some describe it as the successor to Rover 45.
Its engine power is speculated to be between 80 and 120 bhp, and we may have a choice with three engine models, a 1.6l, 1.8l and a 1,8l turbo too! The European-esque design doesn’t come from Roewe alone. British engineering experts have done their bit through a concern called Ricardo 2010 Consultants Ltd., a company created to work with SAIC on developing new models throughout the range, a move to have a range of well-made models rather than being known as a one-model brand. The 2010 consultancy will soon be taken over completely by SAIC.
Speculators say the car might be launched in the Frankfurt show this September or more likely at the Shanghai motor show in 2008. The Roewe 450 is anticipated to hit the UK showrooms in 2009.
The association of Roewe brand with Rover and the reputation that Rover has developed has prompted SAIC to reconsider the Roewe badge on the 450 in UK. It is quite possible that the 450 could be released under another brand, possibly the Ssang Yong to provide both, a new identity and a sales network for the car.
This model may define the future for the Chinese automaker in the western markets and what exactly will that be, will become obvious only after the car is launched.
[Image: Worldcarfans]
