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"
550 Interior Design The 550 interior offers architectural simplicity while still exuding a dynamic and sophisticated feel. The design fuses the trend for premium ' simple flowing forms' with the Asia- Pacific taste " of high technical standards." Influence has been drawn from the incredible, ever- changing sky- line of Shanghai, inspiration sought from new buildings such as the Jin Mao tower. Key to the theme is the strong flowing horizontal architectural bias in line with exterior character that allows a bold two- tone colour split, coupled with a large information display, biased towards the driver. The fascia form has a taut horizontal bias, promoting a sense of width, enhancing the premium ambience. This form continues into the elegant floor console that is both wide and high for a luxurious feel and flows under a floating fascia. The car's HMI demonstrates a progressively premium feel, achieved by quality detailing with materials and colours designed to give a prestigious ambience. A balance between digital and conventional interfaces highlights SAIC progressive capabilities whilst remaining appropriate to the customer's requirements. Flush folding centre vents and a tactile upper surface enhance the premium value of the product. The design of the car has been carefully developed to ensure colour options are harmonious to the theme with the Roewe 550 offered in two colourways. The ' warm neutral' option offers familiarity to the Chinese customer, with a bold, horizontal colour- split and matt wood finish, while the all dark- " Flush folding centre vents and a tactile upper surface enhance the premium value of the product"