In recent years, as European countries have implemented increasingly strict environmental regulations requiring automakers to reduce greenhouse gas emissions, European car brands have faced unprecedented challenges. These policy changes have compelled them to accelerate their transition to electric vehicles, necessitating substantial investments in developing new products. At the 2024 Goodwood Festival of Speed, these European manufacturers proudly showcased their impressive electric vehicles, such as the Tesla Roadster, Porsche Taycan, and Mercedes-Benz EQS.
Additionally, with the rapid development of the Chinese automotive industry, many brands that were once confined to the Chinese market have recently expanded their reach to Europe and even globally. Besides the well-known BYD, other Chinese brands like NIO, Geely, and SAIC have emerged as strong competitors to European brands. This competition has prompted the EU to implement policies imposing additional tariffs on Chinese electric vehicle manufacturers to restrain them. However, this has not diminished the enthusiasm of Chinese brands for entering the European market. One such brand, which is poised to make a significant impact in the high-end luxury car market in Europe, is HONGQI—an industry pioneer among Chinese automotive brands determined to make a mark in the European luxury vehicle segment.
Hongqi’s origins date back to 1958 when China First Automobile Works (FAW GROUP) produced the first independently manufactured Chinese car, naming it “HONGQI” and marking the beginning of its unique journey. Initially, HONGQI vehicles were used to host Chinese government officials and foreign guests. It wasn’t until the late 20th century and early 21st century, following joint ventures with Western luxury car brands such as VW and FORD, that HONGQI began to shift towards producing high-end luxury cars for the general public.
In 2018, Giles Taylor, former design chief at Rolls-Royce, joined FAW Group as Vice President of Global Design and Chief Creative Officer. This move reinforced and clarified HONGQI’s expansion plans and goals: not only to be more competitively priced but also to lead in quality and design, outpacing other European car manufacturers. At this event, Giles Taylor was present to introduce the HONGQI EHS7, a mid-to-large-sized all-electric SUV that will soon be launched in Europe.
In today’s automotive market, exterior design often becomes a key factor in consumers’ purchasing decisions, while exceptional performance ensures driving pleasure and the vehicle’s actual value. We have noticed that the HONGQI EHS7, clad in a light purple exterior, contrasts with the golden insignia on the side of the car. The petal-shaped wheel design is also eye-catching, creating an overall impression that is both grand and full of technological flair.
Beneath its stunning exterior, the EHS7 boasts impressive technology and performance advantages. Sharing the same strengths in range, control, and safety as the EH7, it also highlights three key features: comfort, intelligence, and sound system. The EHS7 offers a driving range of up to 580 kilometers and is equipped with low-temperature cells and an integrated air-conditioning heat management system, ensuring reliable long-distance travel even in winter. With a 246kW fast-charging capability, it can gain over 100 kilometers of range with just a 5-minute charge—enough to cover the distance from Goodwood to London in the time it takes to enjoy a cup of coffee.
Additionally, the EHS7 features a sophisticated audio system and advanced intelligence, enhancing the driving experience with comfort and enjoyment. Before getting into the car, users can remotely control the vehicle via their smartphones, pre-setting the air conditioning temperature. During the drive, they can use intelligent voice commands to adjust over 100 vehicle functions and enjoy a pleasant journey with a five-layer surround sound system and 19-speaker premium audio. After the drive, a light step on the ground projection can open the trunk.
Unfortunately, we did not receive specific details about the HONGQI product launch at the conference. However, according to the sales director for the European market at HONGQI, the product is expected to debut in France soon. We have noticed that information about the EH7 and EHS7 models is already available on the HONGQI websites for Norway, the Netherlands, and Luxembourg.
Since the HONGQI EHS9 began its export to Norway in 2022, marking its entry into the European market, the HONGQI brand has continuously increased its efforts to expand its market presence and has achieved significant progress. As of now, the HONGQI brand has established a sales network with 82 offline outlets across various European countries, including Switzerland, Denmark, Iceland, and the Netherlands. We have to acknowledge that this “Made in China” brand has, perhaps inadvertently, begun its expansion into the European market.
