HONGQI exhibited its product matrix at the 2024 Goodwood Festival of Speed, this Chinese luxury car brand, may be expanding its market to Europe. Let’s first take a look at its origins.
HONGQI, known as one of China’s most historic luxury car brands, was founded in 1958 by China FAW Group. In addition to the HONGQI brand, the company also established Jiefang (trucks and commercial vehicles) and Bestune (mid-to-high-end passenger cars). The brand name ‘HONGQI’ means ‘Red Flag,’ symbolizing the brilliance of China’s automotive industry and national pride. Initially, HONGQI was launched as FAW Group’s high-end brand, focusing on producing luxury sedans, and it has held a significant role as the official vehicle of the Chinese government.
Since entering the 21st century, HONGQI has undertaken a brand overhaul and expanded its product line to include a variety of models such as luxury sedans, SUVs, and electric vehicles, adapting to market changes and consumer demands. In 2024, HONGQI’s brand value ranked first in China’s passenger car industry, valued at 128.237 billion yuan (approximately 16.218 billion euros). It is reported that the brand’s annual export target for this year is expected to reach 28,000 units, a 120% increase compared to the previous year, aiming for a fourth consecutive year of doubled sales growth.
At the 2024 Goodwood Festival of Speed, HONGQI made its debut as a partner, showcasing several star models, including the EH7, which is set to be available for pre-sale in Europe. The EH7 is a B-segment all-electric sedan positioned in the mid-to-high-end market. It measures 4980×1915×1490mm with a wheelbase of 3000mm and offers both rear-wheel drive and four-wheel drive options. The EH7 offers multiple range versions with a maximum range of 660 kilometers. Equipped with HONGQI’s self-developed 85/111 kWh battery, the EH7 maintains charging efficiency even under severe low temperatures and supports fast charging, for 5 minutes provides a range of over 100 kilometers.
To cater to the European electric vehicle market, the EH7’s interior uses eco-friendly materials such as plant-extract tanned leather and low-odor faux leather to create a comfortable and environmentally friendly cabin. It also incorporates several industry-leading advanced technologies developed by HONGQI, including an intelligent driving assistance system, intelligent cruise control, automatic driving, and an AR-HUD (Augmented Reality Head-Up Display) that integrates real-time navigation and driving assistance information.
According to HONGQI’s representative, Norway, Germany, and France will be the primary markets in the future. Norway is expected to achieve 100% sales of new energy vehicles by 2025, making it the first country in Europe to complete electrification. Germany and France, as the largest and second-largest new energy vehicle markets in Europe, are highly suitable for high-end luxury brands like HONGQI to enter. The upcoming Paris Olympics and Paris Motor Show may also provide excellent promotional opportunities for the brand.
Whether it’s the EH7’s outstanding performance or its introduction of new Chinese luxury aesthetics, it is perfectly suited for European users who appreciate a combination of practicality and luxury.
