Introduction | Lead

The D7 Family Edition is not just another new car model; it represents the cornerstone of Roewe's strategic shift from being a 'trailblazer in connected cars' to a 'pioneer in AI-integrated vehicles.' It shoulders the pivotal task of clarifying the brand's positioning and re-establishing its presence in the mainstream market. Launched for pre-sale during the peak 'Golden September' season, can this new model become the driving force behind Roewe's sales and brand breakthroughs?

This article is produced by Heyan Yueche Studio

Written by Guo Zi

Edited by He Zi

Full text: 2,799 characters

Reading time: 4 minutes

'Today marks the dawn of AI-integrated vehicles!' declared Qian Yang, General Manager of Roewe's Brand Division, at the pre-sale launch event for the Roewe D7 Family Edition on September 21.

Priced between RMB 137,800 and RMB 152,800, the Roewe D7 Family Edition stands out among the new releases by various automakers during the 'Golden September' peak season, with its 'AI-integrated' feature as its standout selling point. As the industry's first model to launch the Doubao Cabin Assistant, this new vehicle sets itself apart from the competition.

From being a pioneer in connected cars to defining AI-integrated vehicles, Roewe has consistently pushed boundaries and expanded its horizons. As the automotive industry grapples with defining AI vehicles, Roewe, in collaboration with ByteDance's Volcano Engine, has taken the lead by launching the first AI-integrated extended-range large five-seater SUV—the inaugural model of the D7 series, the D7 Family Edition. Precisely leveraging the 'technology' and 'family' aspects, it blends rationality and sensibility, using a comprehensive product logic to define AI vehicle standards across four dimensions: 'understanding the vehicle, understanding you, understanding the world, and self-evolution.'

The First AI-Integrated Vehicle: A Distinctive Technological Label

In today's fiercely competitive automotive market, Roewe needs new technological labels to gain a competitive edge. The title of 'the first AI-integrated vehicle' has become the 'identity card' of the D7 Family Edition. At the pre-sale launch event, Doubao showcased its ability to provide diverse services in various life scenarios, offering everyone a fresh perspective.

In the first generation, during the era of traditional vehicle infotainment systems, people had to adapt to the machinery; in the second generation, during the era of connected cars, people had to instruct the vehicle on what to do; in the third generation, the AI era, human-vehicle interaction revolutionizes travel life. As the industry's first model equipped with the Doubao Cabin Assistant, the D7 Family Edition differs from the 'large model add-on infotainment system' solutions prevalent in the market. Relying on the CPP AI-integrated architecture, it deeply integrates the Doubao large model into the entire vehicle. With multimodal perception, full-vehicle hardware orchestration, and deep reasoning capabilities of the large model, it brings a premium AI cabin experience to the 150,000-yuan-level home new energy market.

The Doubao Cabin Assistant achieves embodiment in the cabin scenario for the first time, enabling AI to become a companion capable of perceiving, understanding, and accompanying users. The D7 Family Edition debuts the Doubao screen, allowing the in-vehicle robot to have turning body language through expressive visuals and physical hardware, forming a triple anthropomorphic expression of 'actions + expressions + voice,' capable of adjusting its orientation according to the vehicle's occupants. Equipped with DMS+OMS multimodal perception, it recognizes the status and emotions of occupants; supports independent recognition in four audio zones, 90-second wake-up-free continuous dialogue, 22 dialects, and Chinese-English mixed speech, capable of understanding vague colloquial expressions and reading between the lines. It supports Face ID, storing the exclusive driving preferences of up to six family members, automatically matching seat, air conditioning, and music habits upon boarding. These features make AI no longer just a 'talking' machine but truly possess a perceivable 'human-like presence.'

Relying on over 2,000 SOA service interfaces throughout the vehicle, Doubao does not simply control audio and video but can orchestrate all vehicle hardware, including seats, in-vehicle refrigerators, lights, air conditioning, and windows, in a one-stop manner. A single lifestyle description from the user can complete multiple linked settings at once. Simultaneously, it integrates with travel ecosystems, supporting voice planning of multi-destination routes, restaurant reservations, and travel information queries; it also accommodates Momenta intelligent driving information interaction, allowing voice queries of road conditions and assisted driving status. With large model reasoning capabilities, it supports organizing copy, querying information, and providing travel companionship and interaction during the journey, meeting family travel entertainment needs.

The obvious advantage of the AI-integrated architecture is its continuous self-evolution capability. The D7 Family Edition adopts the CPP AI-integrated underlying architecture, with large model capabilities built into the vehicle's electronic and electrical architecture rather than added later; it supports continuous cloud-based OTA iterations, with constantly upgrading functions and understanding capabilities. The Doubao account can share basic preferences with the mobile Doubao app while distinguishing between in-vehicle and mobile memory spaces, balancing data interoperability and privacy protection; the in-cabin camera is equipped with a physical switch to ensure user privacy and security. Regarding the Token consumption costs brought by the large model, Roewe has also given a clear response, with Qian Yang boldly stating at the launch event: 'We will cover the AI Token fees for the first batch of D7 Family Edition users!'

To make a strong impact in the intelligent vehicle race, Roewe has truly gone all out, striving for excellence in every aspect. Besides the Doubao Cabin Assistant, the Roewe D7 Family Edition is also equipped with the Momenta R7 world model, truly connecting the intelligence of 'humans and vehicles.' Among them, the Doubao Cabin Assistant is responsible for perceptual understanding, knowing habits, emotions, and implied meanings, understanding who you are, where you want to go, and what you need at the moment; while the Momenta R7 world model is responsible for rational judgment, capable of understanding vehicles, pedestrians, and road environments, and making more precise driving decisions. 'Momenta understands the road, Doubao understands people.' The D7 Family Edition double-reinforces the technological foundation of the first AI-integrated vehicle, explaining in detail to users what an AI-integrated experience entails.

Crossing for the Family: Rebuilding User Emotional Connections

'Born from AI, crossing for the family.' In such a competitive automotive market, besides playing the AI technology card, the D7 Family Edition further elevates to the level of family emotions, which is also a return and reinforcement of Roewe's own brand foundation.

Roewe's new product line, 'D7 Family,' continues Roewe's 20-year commitment to serving family users. As the inaugural model of this line, the D7 Family Edition integrates the brand's 20 years of technological accumulation, with its 'uplifting aesthetics' design and 'spacious loft-like' interior, aiming to comprehensively enhance the travel experience of family users.

Faced with the sense of unfamiliarity among some young consumers towards the Roewe brand, the D7 Family Edition is seen as 'an important product for Roewe's return to the mainstream market' and 'a key to re-establishing brand recognition.' It needs to answer not only technical questions but also how to make family users in the new era choose and trust Roewe again. Targeting the 150,000-yuan-level home new energy market, besides directly competing with extended-range SUVs in the same price range like the Leapmotor C16 and Seres S07, the D7 Family Edition also benchmarks against popular 250,000-yuan-level large five-seater models like the Li Auto L6 and Xiaomi Pengcheng N70 in terms of product experience. It brings configurations such as Momenta R7 high-end intelligent driving, dual zero-gravity seats, in-vehicle refrigerators, and rear entertainment screens, which were previously only available in 250,000-yuan-level models, fully into the 150,000-yuan-level market, forming differentiated competition in the large five-seater extended-range home SUV segment.

This strategy of 'technological empowerment' has initially been validated by the market. After opening for blind orders, the D7 Family Edition received over 11,000 orders in just 7 days, demonstrating its strong appeal to mainstream family users. Now, with the pre-sale price announced, the D7 Family Edition further demonstrates its determination and sincerity in 'technological empowerment.' In the pre-sale range starting from RMB 137,800, it is the first to implement a complete large model embodied cabin, bringing high-end AI interaction to the home extended-range SUV segment. Most competitors are still stuck with traditional voice assistants or lightweight large model plugins, while the D7 Family Edition relies on the Doubao Cabin Assistant to form an intelligent label, shaping the cabin positioning of an 'AI family member.' The top variant priced at RMB 152,800 is equipped with a larger-capacity battery, increasing the pure electric range to 320km, and features luxurious configurations such as dual zero-gravity seats in the front row, a co-pilot queen beauty station, 20-inch wheels, and a 20-speaker sound system, targeting family users who pursue long-distance pure electric commuting and full-cabin comfort experiences.

Besides focusing on the direction of AI-integrated vehicles and investing heavily in the most fundamental and important aspect of safety for home vehicles, the D7 Family Edition also allocates resources to the aspects of space, comfort, and range that Chinese families value the most. With a compelling price, it makes many high-end configurations standard, bringing AI from concept to daily life and setting the value standard for top-tier large five-seater home SUVs at a true 150,000-yuan level.

A decade ago, the Roewe RX5 pioneered the era of connected vehicles as the 'world's first connected car.' Now, as the 'world's first AI-integrated vehicle,' the D7 Family Edition is a strategic anchor product for Roewe during a crucial transformation period. It attempts to rebuild brand height with the technological narrative of 'AI-integrated,' regain market share with the product strategy of 'technological empowerment,' and ultimately win users' emotional identification by returning to the original intention of 'home.' Whether the D7 Family Edition can enable the currently pressured Roewe to achieve simultaneous growth in sales and brand will ultimately be verified by consumers, depending on whether the AI-integrated experience truly meets the needs of family users.

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