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SAIC Motor said to launch new intelligent EV brand code-named “L”

Monika From Gasgoo| October 14 , 2020

Shanghai (Gasgoo)- Chinese largest automaker SAIC Motor intends to launch an all-new intelligent EV brand code-named “L”, which will operate businesses as an independent company, according to a local media outlet.

The “L” project will be under the leadership of Chen Hong, chairman of SAIC Motor, according to the local media report, citing a person briefed on the matter.

SAIC Motor premium EV brand, Roewe R logo, China automotive news

SAIC Motor told the local media that its long-prepared deployment in auto electrification, intelligent connectivity, sharing and globalization fields targets the future development trend of automobile industry, and it will launch a high-end intelligent brand by working with industrial partners and gathering innovative resources worldwide. Any upgrades will be disclosed once they are available.

It is reported that the “L” project will develop into an independent company rather than being directly run by the state-owned company. Apart from SAIC Motor, the yet-to-to-launched brand is expected to introduce more domestic and global investors. Focusing on upscale intelligent vehicles, the “L” brand is dedicated to developing “a super central computer on wheels” with its vehicle products covering different segments.

Going upscale seems to be a popular method for Chinese indigenous auto brands to fulfill transition. On May 10, Roewe brand of SAIC Motor officially released its dual logo strategy that includes an updated lion logo and a new “R” logo, which focuses on mid-/high-end new energy vehicle models, new retail business model and intelligent EV technologies.

Products bearing the “R” badge embrace the flagship MARVEL series, the ER sedan series and a forthcoming SUV family. The new models will innovatively adopt a new "rechargeable, interchangeable, and upgradeable" battery architecture, bringing a long battery life and fast charging experience.

SAIC Motor premium EV brand, Roewe R logo, China automotive news

Roewe R ER6; photo credit: Roewe

On August 13, the ER6, the first model carrying the BEV-focused “R” logo, hit the market. Positioned as a compact sedan, the new flagship model features a range of up to 620km.

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