A Roewe RX5 owner reported that his one-year-old vehicle suddenly caught fire while driving, contradicting SAIC Motor's bold "zero spontaneous combustion" marketing claims. The local fire department's investigation ruled out external factors like lightning or electrical faults, stating the blaze was "likely caused by mechanical failure in the engine compartment."
The frustrated owner revealed that Roewe's official response has been limited to offering compensation based on the car's depreciated二手 value (approximately 70,000 yuan), far below the original 120,000 yuan purchase price. SAIC's Roewe division has not responded to requests for comment regarding the fire cause or compensation policy.
This incident isn't isolated. Multiple Roewe vehicles have reportedly caught fire this year: - In May, a suspected Roewe Ei5 ignited at a Suzhou charging station, burning three nearby cars including NIO-SW models. - In November, a white Roewe EV spontaneously combusted in Chengdu, with traffic police confirming no collision was involved.
SAIC's Roewe had heavily promoted its "Super Safe Core Promise" in July 2024, guaranteeing free replacement for battery-caused fires in select electric/hybrid models. However, this policy explicitly excludes gasoline vehicles like the RX5. The brand's slogan - "Reliable enough to make fire extinguishers unemployed" - now appears ironic amid these incidents.
The combustion controversies compound Roewe's commercial struggles. Once a pioneer in internet-connected vehicles with its 2016 RX5 model featuring Alibaba's "Banma" system, the brand has seen sales plummet from 460,000 units in 2018 to 139,000 in 2024. Recent marketing tactics, including疑似 hijacking rival Dongfeng Nissan's social media posts to promote Roewe models, have drawn legal threats and industry criticism.
Industry observers note the incidents undermine Roewe's professed brand values of "dignity, value, and trust" as stated by its general manager Qian Yang. With its高端化 strategy failing after the Folded R-brand (now Feifan) reorganization, and lagging electrification progress despite early e50 EV launches in 2012, SAIC's once-flagship自主 brand faces mounting credibility and market challenges.
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