From Mao’s sedan to the global challenge of electric SUVs: Hongqi, the Chinese state brand, is reborn with European design, advanced technology and ambitions as a premium leader
In the 1950s, tired of being transported in bulky Soviet sedans, Mao Zedong he wanted a representative car that would embody the emerging power of China. Thus it was born Hongqi, or “Red Flag”a brand that would have for decades transported the leaders of the communist partyonly to then go under the radar, destined for the domestic market. Today, Hongqi has returned and is becoming the protagonist of the new wave of premium mobility made in China. Thanks to the support of the public giant Faw, the country’s leading car manufacturer, the brand has undertaken an ambitious and profoundly transformed rebirth.
From Rolls-Royce to the new Red Flag
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The turning point came in 2018 with the arrival of Giles Taylor, former head of design Rolls-Royce. He was assigned the task of ferrying Hongqi into the new millennium, maintaining the majestic and solemn proportions dear to tradition, but updating them with SUVs, electric models and the stylistic care of a global premium brand. Hongqi’s current range ranges from formal sedans to electric sports utilities, through futuristic concepts and even a limousine worth over a million euros. Also giving life to Hongqi’s growth is a renewed nationalist spirit promoted by the government of Xi Jinping. More and more officials are choosing the home brand instead of German sedans, while the idea of the “luxury of patriotism” is spreading among young people. Qin, a university student from Hunan who heads a Hongqi fan club, told the Reuters: “The look is the first thing that strikes you. Half of our members are under 30. And the girls follow us too.”
the numbers of the rebirth
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The awakening of the brand is also in the numbers: from less than five thousand copies sold in 2017 to over 412 thousand of 2023, with a growth of +17% compared to the previous year, compared to a Chinese market that advanced by only 5.8%. The goal for after 2025 And one million units: but the most interesting game is played outside national borders. Hongqi has already sent the first ones 600 copies in Europe and plans to offer 15 electrified models in 25 EU markets by 2028. Without forgetting the expansion into Mexico and the Middle East (where it is already possible to order the luxury brand Golden Sunflower). The positioning is Premium but accessible: “We can offer technologies that Europeans don’t yet have, or find too expensive,” says Giles Taylor. Among the goodies: interiors in biodegradable materials, cockpit with artificial intelligence and seats that memorize the driver’s mood, position and playlist.
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overtaking
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Hongqi is yet another reflection of China’s overtaking in modern cars: accelerated development, advanced technology, competitive costs. Hongqi, despite not being able to count on the same hype as Xiaomi and Byd, multiplies its efforts and gains ground. At the Shanghai Motor Show he brought a flying concept car and a prototype of a luxury sedan made with innovative materials such as algae and mushrooms. Yes, you read that right.
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