Chinese 75 plays name game

By Dan Strong

19th October 2006

Say the name Roewe (Row-wuh) out loud, and you'll know exactly what we mean!

Chinese firm SAIC is behind the new title, which will grace its version of the Rover 75, now called the Roewe 750. The newcomer will be officially unveiled in Shanghai this week. It bears a striking resemblance to the original Rover 75, while the heraldic design of its new red and black badge makes the very most of the compact executive machine's British history.

As our pictures reveal, the 750 gets a larger grille, plus new headlamps and tail-lights. Changes inside include revised door trims, as well as upmarket luxuries such as satellite navigation.

SAIC bought the rights to build Rover cars from MG Rover in 2004, and had been tipped to take control of the Rover name from previous owner BMW. Despite SAIC's best efforts, the bid proved unsuccessful, because an agreement with Ford set up in 2000 to protect Land Rover meant that the blue oval bought the rights to the Rover name for an undisclosed fee.

However, with its all-new Roewe badge, the Chinese-built 75 could be on its way back to the UK, where top brass at the brand will be hoping for better luck in establishing the model.