Roewe i6 Pre-sales Start: From 65,900 Yuan, 5.96L/100km Fuel Consumption

Gasgoo Munich- As fuel prices remain high and the internal combustion engine market cools overall, some automakers are still betting against the trend — Roewe is one of them. On April 13, the mass-market family sedan Roewe i6 officially launched pre-sales, introducing three trims: the Changjiu, Haojiu, and Zhenjiu. The limited-time introductory price ranges from 65,900 to 75,900 yuan.

"While the industry focuses on new energy development, the Roewe brand adheres to the philosophy that 'where there is consumer demand, Roewe invests.' As we double down on electrification, we are also applying new energy thinking to the internal combustion engine track, equipping the Roewe i6 with the key attributes of 'substantial, fuel-efficient, and durable' to deliver high value for money, eliminating the need for consumers to compromise," Qian Yang, general manager of the Roewe Brand Division, said at the launch.

As the market pivots to electrification, how can a fuel sedan starting at under 70,000 yuan win consumers? How exactly will Roewe break through? We take a closer look.

The Overlooked Foundation: Below 100,000 Yuan, ICE Remains Essential

Consider the data. In 2025, internal combustion engine vehicles still account for over 60% of sales in China's sub-100,000 yuan passenger car market. That share is shrinking annually, but the absolute base remains massive.

The reasons are straightforward. Buyers in this segment are often first-time owners, budget-sensitive, and located in Tier 3 or Tier 4 cities or suburban areas without fixed charging options. For them, a car must first address 'availability' and 'affordability.' Especially in the colder northern regions, the advantage of internal combustion engine vehicles — unaffected range in low temperatures — further cements their market share.

The Roewe i6 targets exactly this rigid market, ignored by mainstream discourse yet very real. Its core selling points are simple: fuel efficiency, affordability, and durability.

Image Source: Roewe

The new car is powered by a 1.5L naturally aspirated direct-injection all-aluminum engine — the most powerful in its class — utilizing a 350bar gasoline direct injection system derived from turbocharged engines. Combined fuel consumption is 5.96L/100km, the lowest in its class, while real-world tests show an average as low as 4.26L/100km, competitive figures for a combustion vehicle. Based on an annual mileage of 20,000 kilometers and a fuel price of 8.86 yuan per liter, this saves about 1,700 yuan annually. With a starting price of 65,900 yuan, it is nearly 20,000 yuan less expensive than plug-in hybrid sedans of the same size.

Target buyers calculate these figures better than anyone.

Product Strategy: Trickle-Down Features, Exceeding Value

Looking at the product itself, Roewe's strategy is clear: apply technologies and configurations proven in new energy vehicles to internal combustion engine models, ensuring users perceive they are receiving greater value than the cost.

A 15.6-inch large screen, an 8155 chip, Doubao AI model voice interaction, an electronic gear shifter, and front dual electric seats with ventilation and heating — features found only in vehicles costing over 150,000 yuan a few years ago are now included in a fuel sedan priced in the 60,000 yuan range.

Image Source: Roewe

In terms of space, the Roewe i6 utilizes its class-leading dimensions of 4,767 x 1,828 x 1,498 mm and a 2,755 mm wheelbase — the longest in its segment — to create near B-class interior room. Additionally, it offers the largest rear headroom (985 mm) and knee room (97 mm) in its class, ensuring sufficient headroom for tall passengers and adequate legroom for long-legged passengers, guaranteeing a comfortable ride for all passengers.

Regarding safety, the Roewe i6 is manufactured to German standards. The body uses a 'six-longitudinal, six-transverse' frame structure, and the roof employs laser welding technology typically used by German brands, structurally reinforcing passive safety. For active safety, the i6 not only includes a 360-degree panoramic view but also adds AI blind-spot supplementation. Whether on rainy nights, in narrow alleys, or in tight parking spots, it provides clear imaging and effortless handling, enabling users to navigate any scenario with confidence.

Overall, whether in terms of styling, interior, or diverse features, the Roewe i6 holds significant appeal within the internal combustion engine vehicle segment. However, the challenge is that its rivals are not just other fuel cars; they are also plug-in hybrid models with constantly decreasing prices. Models such as the BYD Qin PLUS DM-i and the Wuling Starlight have dragged the starting price of plug-in hybrid sedans into the 80,000 yuan range. This creates significant competitive pressure for Roewe, and the outcome will depend on execution.

Marketing Highlights: 'Fuel Subsidy + Gold,' Lifetime Factory Powertrain Warranty

Facing fierce industry competition, Roewe has gone beyond highlighting 'low price, high configuration' this time, offering direct value-added incentives: a 4,000 yuan fuel subsidy per vehicle and a lifetime warranty on the original powertrain. Customers who convert from pre-order to firm order and take delivery before the end of May will receive a gold banknote.

The fuel subsidy strategy — converting discounts directly into driving costs — holds greater psychological impact than a simple price cut. It ensures consumers perceive the 'fuel-saving' benefit at the moment of purchase, rather than merely hearing a salesperson recite technical specifications.

Giving away gold is a psychological tactic on another level. In Chinese folk culture, gold naturally carries connotations of 'value retention, inflation hedging, and heritage.' By binding this to a new car, Roewe's subtext is clear: This car, like gold, endures the test of time.

Paired with the 'lifetime factory powertrain warranty,' Roewe is essentially building a complete trust system of 'saving money + peace of mind.' It relies not on brand premium, but on the most straightforward 'cost-benefit logic' to persuade consumers.

Summary:

With the launch of the Roewe i6, the brand has demonstrated pragmatism in both product strategy and marketing approaches. It knows precisely its target audience and their true needs. New energy is indeed the general trend, but the phase-out of fuel vehicles will not happen overnight. For a long time during this transition, fuel vehicles like the Roewe i6 — with precise positioning and extreme pragmatism — will continue to hold irreplaceable market space.