Premium Hongqi brand ambitious about 2025

Hongqi, a storied Chinese automotive brand, expects to see its sales soar higher this year than its record-making 2024, driven by cutting-edge technology and a deep understanding of consumer needs.

The premium brand of China FAW Group sold over 410,000 vehicles last year, up 17.4 percent year-on-year, more than tripling the average growth rate of the country's passenger vehicle market in the same year.

Last year, China's overall passenger vehicle retail sales stood at 22.88 million units, up 5 percent year-on-year, according to the China Passenger Car Association.

Liu Changqing, vice-president of Hongqi Brand Operation Committee, said Hongqi's sales will move up a step this year, with both its overall growth rate and the proportion of NEVs in total deliveries surpassing those of 2024.

Liu made the remarks on Wednesday, one day after Hongqi launched its brand-new Tiangong 08, a smart electric SUV featuring its latest technology.

The model was developed based on the modular Tiangong architecture for electric vehicles, boasting such cutting-edge technologies as cold-resistant batteries and ultrahigh efficient e-drive.

The Tiangong 08 also integrates the latest smart in-cabin functions as well as driving-assist features from Hongqi's intelligent Jiuzhang platform.

The SUV is scheduled to be followed soon by other models based on Tiangong and Jiuzhang.

Xiao Xiao, vice-president of FAW Hongqi Automobile Sales Co, highlighted that the foundation of the brand's success and ambition lies in its long history and customer loyalty.

"The core strength of the Hongqi brand is our 1.66 million car owners. Unlike many newcomers in the market, we've built a deep connection with our customers over the years," he explained.

This legacy provides Hongqi, a brand that needs no introduction in China, with a significant advantage as it transitions to the age of new energy vehicles.

Another pillar of Hongqi's success lies in its commitment to safety and performance.

Xiao emphasized that the brand does not waver from its focus on the core values of driving reliability and safety.

"We've always believed that the essence of a great car lies in its driving dynamics and security," he said.

He explained that Hongqi vehicles are designed to provide a sense of security and confidence, whether it's on smooth highways or challenging terrains, thanks to its technological prowess.

Xiao cited the example of such platforms as Jiuzhang, Tiangong and the forthcoming Honghu as key differentiators.

These platforms rely on proprietary technology that gives Hongqi the ability to rapidly iterate and offer personalized experiences to users.

"Our vehicles learn and adapt to users' driving habits and local road conditions, creating a highly individualized driving experience," he noted.

Hongqi's focus on comprehensive customer service is another factor that sets it apart. "We offer a full life cycle service for our customers, from purchase to daily use and after-sales support," Xiao added.

This includes the unique "lifelong services" guarantee, including free maintenance and roadside rescue, ensuring that Hongqi owners enjoy a "seamless and worry-free" experience.

Analysts said established brands like Hongqi are proving more appealing to potential car buyers, as several startups went bankrupt last year, leaving their car owners not knowing what to do about their vehicles.