China’s Hongqi premium brand aims to launch 12 models in Europe over the next five years as part of its broader expansion in the region, targeting markets like France and Germany. The brand known for its traditional luxury limousines used by China’s political elite.

Hongqi, a division of the state-owned FAW Group, currently markets the E-HS9 large electric SUV in Norway, Sweden, Denmark, and Benelux countries.

The brand plans to introduce the EH7 midsize electric sedan and EHS7 midsize SUV later this year in Europe, along with plug-in hybrids.

At the 2024 Goodwood Festival of Speed event, Hongqi showcased its current lineup of sedans and SUVs, which compete in China against premium brands such as Audi, BMW, and Mercedes-Benz.

Despite challenges like additional tariffs imposed by the EU on imported Chinese EVs, Hongqi remains committed to its European expansion plans.

Established in 1958, Hongqi aims to achieve annual sales of 30,000 to 50,000 vehicles in Europe within the next five years, Yang stated.

According to market data, the E-HS9 sold 207 units in the first five months. Pricing for the E-HS9 starts at approximately €60,000 and goes up to over €100,000 depending on the version.