Roe We Advertising

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I think the Rover – Roe We car is really going to take off as a mid range luxury car in China, and its certainly looking like Roe We is going to push its cars as such. Now in China Volkswagon Passats and Audi A6′s are the staple car for any budding Chinese wanting to flout themselves as mid to upper class, but these Passats and A6′s were largely purchased 3 to 4 years ago when there really was no other alternative in the mid to upper range car market, at least until now. The Roe We has shown up on the scene with a host of engines, 1.8 diesel, a 2.5 V6 and even a hybrid. The advertising in and around Beijing shows the Roe We being pushed as a gentle mans car, sleek, classy and expensive, which it largely is at 250,000 – 300,000rmb a good chunk of money in China. The above picture is a billboard in Beijing international airport, note the town housing and the rather British looking man in a top hat and tails suit? I think in the Chinese stereotype, all British men are perfect gentlemen (I think Chinese people read too many British novels from the 19th century) and all British things are of higher quality, thus SAIC are marketing the Roe We as being ‘British’