Having failed to acquire the Rover brand name from BMW due to a last-minute intervention by Ford, Chinese carmaker Shanghai Auto has decided to sell its cars under a new name — “Roewe” in English-speaking markets, and “Rong Wei” (Grand Prestige) in China.
The company will go ahead with its Rover-inspired exterior designs, and the Roewe logo looks very similar to Rover’s famous badge. The first Roewe will be called 750E, based on the Rover 75.
