Those who bought Autocade Year of Cars 2025 will know Hongqi is China’s most storied luxury car brand—but at the same time, new brands such as Stelato and Hyper are earning far more cred from tech-savvy Chinese buyers for their advanced styling and features.
So how does Hongqi, with all its heritage, compete? As Auto Shanghai kicked off on April 23, the state-owned brand held its globalization business press conference, announcing that it will build a ‘shared-value mobility union’ and officially débuting the Guoya full-size limousine (already in Year of Cars 2025), and EVs EH5 and EHS5.
General manager of Hongqi’s owner, China FAW Group, Liu Yigong, met with European partners and thanked them as the company looked to expand. VP of Hongqi’s operation committee, Liu Changqing, noted that Hongqi had doubled its overseas sales for four consecutive years. He also talked of the mobility union where Hongqi will emphasize brand co-creation, technological inclusiveness, and advancing local automotive industry. As an example of the collaboration, Yang Dayong, president of the overseas business division of China FAW Group, presented the Hongqi Alliance Medal to European fabric brand Scabal, with whom Hongqi has worked since 2024.
The strategy specifics aren’t particularly clear though FAW chief creative officer Giles Taylor, formerly of Rolls-Royce, introduced the new models to the international audience.
From the product range, it is clear that Hongqi is going after the German brands, having begun with larger vehicles, then slowly advancing downmarket. It is not playing exclusively in the top tier.
Without some form of international collaboration, Hongqi runs the risk of being an outsider brand that has to compete on price—clearly a position it does not wish to be in.
These competitive forces perhaps underline just why Jaguar took such a radical route for its upcoming saloon, previewing its brand direction last year to considerable controversy. It knew that it could get lost among well-funded brands attempting multi-segment approaches with differently sized cars.
Also showing its international ambitions, French singer Joyce Jonathan—said by Hongqi to be the first global user of an EHS7—performed at the event.
Before China opened up, Hongqi was the last word in Chinese luxury, the top brand favoured by Communist Party leaders. The first Hongqis were made in 1958. Since the Chinese economy opened up under Deng Xiopeng, Hongqi’s line-up has broadened and the cars began being sold to private buyers. However, it was only in the 2010s that the brand saw real growth.
Its product range in China includes buses, which appears confusing to occidental observers; its full car range is also more hodgepodge than newer luxury Chinese marques, and certainly occidental marques. Having a more restrictive export range will help Hongqi get better established internationally. Tapping into partners could help overcome limitations and net fresh ideas on how to market the cars.
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