SAIC's Roewe brand. The final design theme was selected for its balanced, calm yet dynamic style. The 550 was designed to exude a premium feel in line with Roewe core brand values. It also needed dynamic and confident imagery to reflect the progression of Chinese customer's taste and to indicate Roewe 550 - A Balanced DNA Being an all- new design, this project was a chance to produce a modern medium- sized sedan, that retained the British- influenced dignity and elegance of the 750. It would also forge a new distinctive Chinese dynamic image and character to be used in many new products from
the car's entirely new platform. The warmth of the Roewe brand also had to be reflected in the car. With a dramatic front- end design, the 550 offers a bold and imposing statement. The side view ' cigar- shaped' character is derived from the Roewe 750, with its obvious curved shoulder and belt- lines, and presents a dynamic and youthful character. Particular care was taken to balance the highlight accents of bright work through the roof finishers, sills, waist rails and grille. The depth of the bodyside reinforces the car's engineering requirement to conform to the highest international safety targets. The 550 proportions were developed to cope with the requirements of European pedestrian safety requirements. It was important to emphasise the car's width of the rear end to meet the specific requirement of the Chinese market. This area in particular was subject to long conversations with SAIC senior management. The final version achieves the goal through its pronounced horizontal lamps, whilst the soft castellations flowing over the trunk- lid offer an elegant rear-end graphic. The Roewe 550' s continued development included a global standard Class- A surfacing programme to ensure high- quality aesthetics. The premium nature of the Roewe brand demands high quality detailing. Overall the 550 was designed with Roewe's core values of dignity and elegance in its key design attributes. SAIC's approach to developing a successful product line- up requires coherent brand and product lineage - an approach taken by global manufacturers - as brand awareness in China is a growing trend and one that SAIC considers to be essential to success. " With a dramatic front- end design, the 550 offers a bold and imposing statement"