荣威需要一场胜仗

Core Viewpoint - The launch of the Roewe M7 DMH at a starting price of 85,800 yuan aims to re-establish the brand in the mainstream market, focusing on family users' needs with features like 160 km pure electric range and lifetime warranty on key components [1][4]. Product Strategy - Roewe emphasizes a user-centric approach, addressing real family needs such as comfort in the second-row seats and low operating costs, moving from a technology-driven to a market-driven product philosophy [4]. - The M7 DMH incorporates advanced technology, including the "Doubao Deep Thinking Model" for personalized AI services, showcasing Roewe's commitment to innovation in smart cockpit features [3][4]. Pricing and Market Positioning - The pricing strategy aims to eliminate user hesitation within the 100,000 yuan range, reflecting Roewe's determination to gain market share through volume sales [2]. - The M7 DMH's competitive pricing is seen as a double-edged sword, raising concerns about maintaining profitability while ensuring product quality and service standards [4]. Technological Development - Roewe has developed its hybrid technology over five generations since 2013, with the latest DMH 6.0 focusing on higher integration, smarter algorithms, and sustainable OTA updates [2]. - The company claims to have full control over its core technologies, including hardware, software, chips, and algorithms, positioning itself against competitors like BYD and Geely [2][3]. Market Strategy and Future Plans - Roewe plans to launch at least one new vehicle each quarter, covering various powertrain options, to keep pace with market demands [3]. - The establishment of 150 new 4S stores in the past three months indicates a strategic move to enhance service and experience alongside new product offerings [3]. Conclusion - The successful market entry of the M7 DMH could revitalize Roewe's sales and mark a significant turning point for the brand's return to the mainstream automotive sector [4][5].