On the morning of April 23, at the National Exhibition and Convention Center (Shanghai), the ROEWE brand unveiled its all-new electric model, the ROEWE Electric D6, at the 2024 Shanghai International Auto Show. Defined as the “People’s Electric Family Sedan,” this new model aims to secure a place in the new energy family sedan market with its competitive pricing and numerous innovative technologies. After the launch, Yu Jingmin, Deputy General Manager of SAIC Passenger Vehicle Company, Sun Yimin, Project Senior Director of SAIC Research and Development General Institute, and Qian Yang, General Manager of ROEWE Brand Business Unit, participated in a group interview with the media, offering an in-depth analysis of the ROEWE D6’s market positioning, technological features, and market strategies.
Price as the Key, Product Strength as Confidence
In response to media inquiries about whether “aggressive pricing poses risks,” Qian Yang candidly admitted that while price is indeed an initial attraction for consumers, it is the intrinsic product value that ultimately determines sales. “Performance is the priority in cost-effectiveness,” he emphasized, “Communications should return to the product itself, allowing consumers to genuinely perceive core competitive advantages such as range, space, and intelligence.”
ROEWE employs an end-to-end operational strategy in the launch and promotion of the D6, forming a complete loop from product development to market introduction, user delivery, and after-sales service. Qian Yang noted that the team identifies potential users through targeted communication, while enhancing the service experience at 4S stores, covering every detail from the car purchasing process to licensing and financing, striving to comprehensively boost user satisfaction.
Yu Jingmin expressed more directly: “ROEWE D6 not only aims to sell well but to sell extremely well!”
Creating Cars from the User’s Perspective, Addressing Shortcomings in Household Electric Sedans
Regarding the D6’s market positioning, Yu Jingmin posed a central question: Why were there “Three Aunties” people’s sedans (practical, economical, reliable) in the era of gasoline cars, yet no corresponding products in the era of electric vehicles? The ROEWE D6 is precisely designed to fill this void.
“Families need a truly practical family sedan, not every family solely desires an SUV or MPV,” Yu Jingmin pointed out. With the penetration rate of new energy vehicles exceeding 50%, the ten-thousand-yuan family car market also urgently needs new electric options. He particularly highlighted that the ROEWE D6 surpasses traditional fuel sedans in aspects of space, design, range, and operational costs, while offering two lifetime promises: a zero spontaneous combustion promise and a lifetime warranty on the three-electric system.
Technological Equality, Bringing CTB and Integrated Thermal Management to the Ten-Thousand-Yuan Market
One of the most noteworthy technical highlights of the ROEWE D6 is the first-time application of narrow battery CTB (Cell to Body) battery-body integration technology at the ten-thousand-yuan price point. Sun Yimin explained that traditional CTB structures can easily lead to battery damage in collisions, but by employing a narrow battery design, ROEWE ensures that the battery remains intact even if the body side sills deform, significantly enhancing safety.
Moreover, the D6 is equipped with an integrated thermal management system, which unifies the motor, battery, and vehicle HVAC systems, with the entire module weighing only 7.8 kilograms—an industry-leading lightweight design. This solution not only enhances energy efficiency but also ensures excellent range performance even in sub-zero environments.”Technological equality doesn’t mean reserving advanced technologies for premium vehicles,” emphasized Sun Yimin. “We aim to democratize good technology for the broader national market.”
Qian Yang added that he initially doubted the range performance, but after gaining insight into details like the direct heat pump, he was assured of the D6’s range prowess, “This allows me to confidently say it can be tested and driven.”
Equality Isn’t About Adding Features, But Making Technology Usable
In answering questions about the concept of “equality,” Yu Jingmin pointed out that ROEWE’s understanding of “equality” isn’t about simply stacking features, but choosing and refining based on genuine user needs.
“Users seek features that truly enhance the travel experience, not jazzy tricks,” he said. “For instance, with range, we maintain a triad of announcement data, test data, and practical data, which must be authentic and reliable.”
To ensure quality, ROEWE has implemented an extremely rigorous development and testing process for the D6, from extreme temperature testing to dynamic safety experiments, with every phase aiming to exceed industry standards. Yu Jingmin revealed that every D6 coming off the production line undergoes a 500 mm depth wading test to ensure consistent quality.
Returning to User Needs to Redefine the National Electric Family Sedan
Traditional fuel family sedans have become favorites due to their practicality, reliability, and economy. The ROEWE D6 addresses the new generation of national users by retaining these foundational qualities while adding features like a smart cockpit and assisted driving, emphasizing true usability and ease of use.
Qian Yang stated that although the ROEWE D6 does not prioritize features like a refrigerator, color TV, or large sofa, it exceeds standards in cabin comfort, spatial flexibility, and audio-visual experiences. More importantly, the core engineering technologies of the D6, such as battery safety and energy management, are refined from the platform source, offering a competitive advantage that is difficult to replicate.
From User Co-creation to Precisely Addressing Pain Points
To better understand user needs, ROEWE established the GRDC (User Demand Database) to analyze the preferences of users of different genders, ages, and regions through a large-scale employee sample collection. Additionally, they launched a co-creation platform on the ROEWE and MG official apps, enabling users to directly participate in product definition and functional feedback.
Yu Jingmin acknowledged that today’s market is different from the past, requiring quick and effective understanding and action. “In the new energy era, users are most concerned with range anxiety, smart experiences, and safety assurance, and the ROEWE D6 addresses each concern comprehensively.”
In Conclusion
The national electric family sedan market remains a cautiously observed new frontier. While consumer demand is real, balancing cost, range, safety, and intelligence is not easy. The ROEWE D6 has chosen to face these challenges head-on, not only breaking market psychological barriers with an attractive price but also showcasing the profound expertise of the SAIC system through foundational technological innovation and end-to-end user operations in the new era.This challenge, ROEWE is ready for it. The final answer will be written by the choices of consumers.
This article is a translation by AI of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.