SAIC Motor's Roewe brand is making a renewed push into China's family SUV market with the launch of the Jiayue 07 on October 23. The five-seat model, which combines a range-extender powertrain with advanced driver assistance, starts at a limited-time price of 119,800 yuan (about $16,900) and tops out at 144,800 yuan (about $20,400) — nearly 20,000 yuan (about $2,800) below its pre-sale price, according to NetEase Auto.
Pricing and positioning
The Jiayue 07 is positioned as a spacious, smart family SUV. With a length of 4,900 mm and a wheelbase of 2,908 mm, it prioritizes rear-seat comfort and cargo space over a third row. Roewe is also offering a new 'Zhixiang' (smart enjoyment) version without the full ADAS suite, lowering the entry price further.
The launch comes as Roewe faces stiff competition from domestic rivals. Leapmotor's C10 EREV with lidar is priced at 135,800 yuan (about $19,100), while the C11 EREV with lidar starts at 143,800 yuan (about $20,300). BYD's Sea Lion 06 DM-i (a plug-in hybrid) is priced between 129,900 and 159,900 yuan (about $18,300 to $22,500), and Deepal's S07 EV with lidar starts at 149,900 yuan (about $21,100).
Technology and strategy
The Jiayue 07's cabin is built around the Doubao voice assistant, which supports four-zone voice interaction and multiple dialects, allowing natural language control of vehicle functions, navigation, and entertainment. For driver assistance, Roewe uses a combined solution from Momenta and the XHEART X7 chip, covering highway, urban, and parking scenarios, including 'parking space to parking space' navigation.
Roewe's parent, SAIC, is leveraging its group-wide supply chain and R&D scale to control costs, a strategy that general manager Lu Xiao described as a 'breakout battle' to return Roewe to the mainstream. The brand previously found success with the RX5 in 2016, which sold nearly 200,000 units in its first year. The Jiayue 07 aims to repeat that formula by bundling space, intelligence, and value into one family purchase.