SAIC MOTOR(SH:600104) 3 6 Ke·2025-12-18 03:31Core Viewpoint - The promotional claim of "zero self-ignition" by Roewe is being challenged due to recent incidents of vehicle fires, raising concerns about the reliability of their vehicles and the company's response to such issues [1][7][11]. Group 1: Incidents of Vehicle Fires - A Roewe RX5 vehicle caught fire while being driven, with the cause attributed to potential mechanical failure in the engine compartment, as per the fire department's report [5][6]. - Another incident involved a Roewe RX5 that ignited while parked at a shopping mall, with the owner expressing dissatisfaction over the company's handling of the situation and compensation offered [2][6]. - Additional reports indicate that a Roewe Ei5 caught fire at a charging station, affecting surrounding vehicles, and another Roewe electric vehicle ignited in Chengdu, with both incidents not linked to external factors [9][11]. Group 2: Company Response and Policies - Roewe's official response to the incidents has been criticized as dismissive, with compensation offered based on second-hand vehicle prices, which the affected owners find unacceptable [6][12]. - The company's "zero ignition guarantee" policy, which promises a replacement vehicle under certain conditions, appears to be limited to specific electric and hybrid models, excluding fuel vehicles like the RX5 [9][12]. - Despite high safety ratings and previous claims of reliability, the recent self-ignition events have undermined consumer trust in the brand [11][12]. Group 3: Sales and Marketing Challenges - Roewe's sales have significantly declined, dropping from over 460,000 units in 2018 to just 139,000 units in 2024, falling short of the company's sales targets [14]. - The brand's marketing strategies have faced backlash, with accusations of "crawling" on competitors' promotional activities, leading to negative public perception [15]. - The merger of Roewe and another brand, Feifan, indicates a failure in Roewe's high-end market strategy, further complicating its market position [14].