Roewe 350

 

At first sight, there appears considerable overlap with this latest model and the Roewe 550, but the 350 uses an all-new smaller platform developed by parent company SAIC, with a new 1.5-liter engine, a generous 2650mm wheelbase and overall length of 4521 mm — roughly 100mm shorter than the 550. As such, it's targeted directly at the core of the Chinese compact sedan market, especially the best-selling Lavida and Bora models from VW. With such a huge population and the fast-changing market demands in China, the Shanghai-based company is wise to follow VW and add a second compact sedan to their line-up.
Styling follows existing Roewe themes with the most obvious differences from the 550 including a less coupe-like DLO and a stronger shoulder bone line with a subtle twist in the top surface. In side view, the placement of the door handles on the bone section gives some similarities to a BMW 3 Series, but overall, the design quality seems closer to mainstream domestic Chinese models such as the new BYD G3 than on  par with anything with European premium pretensions. There's a new grille design with a single wavy bar and a center Roewe emblem, but much of the remainder of the exterior detailing and graphics seems lackluster.
Sitting in the car confirms the good package, especially rear seat space. The specification is fine too, with an impressive InkaNet 3G multimedia system on top models, including gesture screen control, as on the i-Phone. The high contrast color scheme established with the 750 continues, with a black upper IP and door tops and stone beige color for the remaining interior environment. And while the forms used in the styling are not as 'stiff' and hard as the 550, the detail refinement is again poor, especially in the center console area between the front seats finished with cheap cubic-printed wood, and the attention to tactile quality doesn't reach the standards set by the VW Lavida.