Hongqi

Hongqi, whose name means “red banner” in Chinese, is a luxury automobile marque owned and operated by China’s FAW Group. Introduced in 1958, it is generally regarded as the oldest Chinese passenger-car brand. The marque was created during the early development of China’s domestic automotive industry and initially served a highly restricted role: its large sedans were built primarily for senior government officials, ceremonial occasions, and the transport of foreign dignitaries. This political and ceremonial association became central to Hongqi’s identity, distinguishing it from ordinary commercial vehicle brands. The first Hongqi, the CA72, appeared on 1 August 1958. Its styling drew on a 1955 Chrysler, while its grille incorporated a traditional Chinese fan motif that became a recurring visual reference for later Hongqi vehicles. The car used a V8 engine and was followed by parade and convertible variants. The CA770, introduced in 1963, became one of the marque’s most recognizable early models. It remained in limited production into 1980 and was produced in several configurations, including long-wheelbase and armored versions. Hongqi ceremonial cars continued to appear in major national parades and state events. The original production program ended in 1981. Hongqi later returned in the 1990s, but its products and market role changed substantially. During the 1990s and 2000s, FAW sold vehicles derived from foreign designs under Hongqi names, including Audi 100-based sedans and a Lincoln Town Car-based model. The HQ3, introduced in the mid-2000s and based on the Toyota Crown Majesta, struggled to achieve commercial scale. Some Hongqi retail operations were combined with FAW’s Bestune network during this period, reflecting the brand’s difficulty in reaching private buyers. A new phase began in the 2010s as FAW attempted to reposition Hongqi as a modern Chinese luxury competitor rather than only a government-car marque. The H7 sedan and L5 ultra-luxury sedan expanded the range, while official procurement continued to support the brand. Hongqi vehicles remained associated with state ceremonies, but the company increasingly marketed sedans and SUVs to affluent private customers. The brand’s ceremonial role also gained international visibility when a Hongqi L5 was used as an official state vehicle during a Chinese presidential visit to New Zealand in 2014. FAW formally presented a renewed Hongqi brand strategy in Beijing on 8 January 2018. The event introduced a revised design direction and a new logo, alongside an ambition to broaden the customer base and increase international reach. Reported sales grew rapidly from approximately 33,000 vehicles in 2018 to more than 100,000 in 2019, more than 200,000 in 2020, and more than 300,000 in 2021. The product portfolio expanded from traditional executive sedans to mainstream luxury sedans, SUVs, multipurpose vehicles, and battery-electric models. Hongqi’s current range is organized around several strategic groupings. The Golden Sunflower line targets ultra-luxury vehicles, including large sedans and SUVs. The Energy-Saving range covers internal-combustion, hybrid, and plug-in-hybrid vehicles, while the New Energy range emphasizes battery-electric models. Key vehicles include the H5 and H9 sedans, HS3, HS5, HS7, and HS9 SUVs, the E-QM5 and EH7 electric sedans, the E-HS9 electric SUV, and the HQ9 multipurpose vehicle. In 2023, the brand announced a global new-energy strategy and introduced the Hongqi Golden Sunflower and Hongqi New Energy product lines. Hongqi has also resumed limited activity in vehicle categories beyond passenger cars. In 2023 it introduced the 23-seat QM7 minibus, marking a return to the minibus field after the earlier CA630 of the 1980s. International expansion has focused particularly on Europe and selected Middle Eastern and Asian markets. The E-HS9 and H9 have been among the principal export products, although market performance has varied by country. Hongqi…

Hongqi was established by FAW in 1958 as a Chinese-built luxury and ceremonial automobile marque. Its first model, the CA72, was introduced on 1 August of that year. The vehicle used a V8 engine and incorporated styling references associated with Chinese cultural symbolism, including a fan-inspired grille. Convertible and parade versions followed soon afterward. The CA770, launched in 1963, became the principal early production model and was offered in long-wheelbase and armored forms. These cars were primarily reserved for senior officials, state ceremonies, and foreign dignitary transport rather than ordinary private purchase. Hongqi production ended in 1981, although the name continued to carry strong political and historical significance. The marque was revived in the mid-1990s during a period when FAW sought to combine domestic branding with licensed or adapted foreign vehicle technology. Audi 100-based models were sold as Hongqi CA7200 and CA7220 variants, while the CA7460 was related to the Lincoln Town Car. These products broadened availability but did not establish a consistently strong private-market luxury position. FAW introduced the HQ3 in the mid-2000s. Based on the Toyota Crown Majesta, it was intended to modernize the range, but sales were weak and the vehicle was later renamed Shengshi, meaning “days of prosperity,” in an effort to improve consumer appeal. Hongqi retail outlets were also merged or coordinated with Bestune facilities during this period. The brand continued to benefit from government procurement, but its commercial performance remained limited compared with international luxury manufacturers. The H7 and L5 represented a further attempt to rebuild the marque during the 2010s. The H7 served as an executive sedan for government and institutional customers, while the L5 occupied an ultra-luxury niche and retained overt visual links to classic Hongqi limousines. Hongqi ceremonial vehicles continued to be used in national parades. In 2014, a Hongqi L5 was used as an official state vehicle during a Chinese presidential visit to New Zealand, illustrating the marque’s transition from a domestically ceremonial product to an internationally visible symbol of Chinese state automotive identity. On 8 January 2018, FAW held a Hongqi brand strategy conference in Beijing. The company disclosed a new logo and design approach and began repositioning Hongqi as a broader luxury brand. The subsequent product expansion included the H5 and H9 sedans, HS-series SUVs, electric models such as the E-QM5 and E-HS9, and the HQ9 MPV. Reported sales increased sharply between 2018 and 2021, reaching more than 300,000 units in 2021 according to FAW-related reporting. Hongqi continued its transformation in 2023 by announcing a global new-energy strategy and dividing its future positioning among Golden Sunflower ultra-luxury vehicles, energy-saving combustion and hybrid vehicles, and New Energy electric vehicles. The brand also returned to the minibus segment with the 23-seat QM7. Overseas launches in Europe, the Middle East, and Asia have concentrated on premium sedans and electric SUVs, especially the H9 and E-HS9. Hongqi’s modern history is therefore defined by repeated shifts between ceremonial state use, foreign-derived commercial products, and a technology-focused luxury strategy aimed at both Chinese and international customers.

1. 2023Global new-energy strategy is announced

   Hongqi introduces its global new-energy strategy and launches the Golden Sunflower and New Energy directions.

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2. 2021Reported sales exceed 300,000 units

   Hongqi reaches more than 300,000 reported sales, following several years of rapid growth.

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3. 2018New brand strategy and logo are unveiled

   FAW presents a new visual identity and a plan to expand Hongqi from a government-associated marque into a broader luxury brand.

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4. 2014Hongqi L5 serves as an overseas official state car

   A Hongqi L5 is used during a Chinese presidential state visit to New Zealand, increasing the marque’s international ceremonial visibility.

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5. 2006HQ3 is introduced

   FAW launches the Toyota Crown Majesta-based HQ3, an unsuccessful attempt to strengthen Hongqi’s commercial luxury position.

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6. 1995Hongqi revival begins

   FAW revives the brand and begins marketing vehicles derived from foreign models under Hongqi names.

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7. 1981Original production ends

   Production of the original Hongqi line ceases after more than two decades of primarily official use.

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8. 1963CA770 enters production

   The CA770 becomes the marque’s principal early limousine and remains in limited production into 1980.

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9. 1958Hongqi is launched

   FAW introduces the CA72 on 1 August, establishing Hongqi as a Chinese luxury and ceremonial passenger-car marque.

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A Chinese luxury automotive brand combining state and ceremonial heritage with modern premium design, electrification, and international expansion.

• CA72Historic luxury sedan1958

  Introduced in 1958, the CA72 was Hongqi’s first production model. It was a large V8-powered sedan created mainly for senior officials, state occasions, and foreign-dignitary transport. Its fan-inspired grille established a design motif that remained associated with the marque.

• CA770Historic ceremonial limousine1963

  The CA770 became Hongqi’s best-known early limousine. Produced from 1963 into 1980 in limited numbers, it was offered in long-wheelbase, multi-row, and armored configurations. The model reinforced Hongqi’s role as a state and ceremonial vehicle rather than a mass-market automobile.

• H5Sedan

  The H5 is a relatively accessible Hongqi sedan intended to extend the marque beyond official and ultra-luxury customers. Depending on generation and market, the line has been offered with internal-combustion, hybrid, or plug-in-hybrid powertrains.

• H9Full-size luxury sedan

  The H9 is a large executive sedan positioned as one of the principal modern Hongqi luxury offerings. It combines a formal exterior treatment influenced by the brand’s ceremonial history with contemporary cabin equipment and powertrain technology. It has also served as an important export model.

• L5Ultra-luxury sedan

  The L5 is an ultra-luxury full-size sedan with styling derived from Hongqi’s historic ceremonial limousines. It is associated with state use, official occasions, and highly restricted luxury positioning. Public availability and specifications have differed from ordinary Hongqi models.

• E-QM5Battery-electric sedan

  The E-QM5 is a compact electric sedan that represents Hongqi’s move into higher-volume new-energy vehicles. It complements the brand’s larger luxury EVs by addressing a more accessible segment.

• E-HS9Battery-electric SUV

  The E-HS9 is a large battery-electric SUV and one of Hongqi’s most visible international products. It combines three-row luxury-SUV positioning with a fully electric drivetrain and has been launched in several European, Middle Eastern, and Asian markets.

• HS5Mid-size SUV

  The HS5 is a mid-size premium SUV offered as part of Hongqi’s mainstream luxury expansion. Versions have used combustion and plug-in-hybrid powertrains, giving the brand a higher-volume SUV product alongside its larger HS7 and HS9 models.

• HS7Mid-size luxury SUV

  The HS7 is a larger luxury SUV positioned above the HS5. It extends Hongqi’s executive and family-oriented portfolio and has been offered with combustion and electrified powertrain variants.

• HQ9Luxury MPV

  The HQ9 is a full-size premium multipurpose vehicle aimed at executive transport and high-end family use. It broadens Hongqi’s product coverage beyond sedans and SUVs while retaining the marque’s formal luxury positioning.

• QM7Minibus2023

  The QM7 is a 23-seat single-deck minibus introduced in 2023. It marks Hongqi’s return to the minibus category after the earlier CA630 program of the 1980s.

• 2023Creation of Golden Sunflower and New Energy directionsStrategy

  FAW sought to separate Hongqi’s ultra-luxury ambitions from its broader electrification and volume-growth plans.

  What changed. Hongqi announced a global new-energy strategy and organized future products around Golden Sunflower ultra-luxury models, energy-saving vehicles, and New Energy electric vehicles.

  Aftermath. The structure gave the marque distinct channels for ceremonial luxury, electrified premium vehicles, and broader market expansion.

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• 2023Return to the minibus marketProduct launch

  Hongqi had not marketed a minibus since the CA630 program of the 1980s.

  What changed. The brand introduced the 23-seat QM7 single-decker minibus.

  Aftermath. The launch broadened Hongqi’s commercial-vehicle presence beyond passenger cars and SUVs.

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• 2018Repositioning Hongqi as a modern luxury brandStrategy

  Hongqi had strong ceremonial recognition but limited private-market reach and a history of uneven commercial performance.

  What changed. FAW introduced a new brand strategy, logo, design direction, and broader product-development agenda.

  Aftermath. The brand subsequently expanded into mainstream luxury sedans, SUVs, MPVs, and electric vehicles, while reported sales rose sharply.

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• 2023Hongqi announces a global new-energy strategy

  The brand released a global strategy centered on new-energy vehicles and introduced separate Golden Sunflower and New Energy product directions.

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• 2023Hongqi returns to the minibus category with the QM7

  Hongqi introduced the 23-seat QM7, its first minibus program since the CA630 of the 1980s.

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• 2022Hongqi sales pass 300,000 vehicles in 2021

  FAW reported that Hongqi sales exceeded 300,000 vehicles in 2021, reflecting rapid growth after the 2018 repositioning.

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• 2022Hongqi launches in Vietnam with the E-HS9 and H9

  The brand entered Vietnam with an electric luxury SUV and an executive sedan.

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• 2022Hongqi launches in Israel through Samelet Group

  Hongqi introduced the E-HS9 to the Israeli market through local distributor Samelet Group.

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• 2021Hongqi enters Norway

  Hongqi began Norwegian market operations with its expanding international range, including the E-HS9.

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• 2018Hongqi unveils a renewed brand strategy and design direction

  FAW presented a new Hongqi brand strategy, logo, and design language at an event in Beijing, beginning a major expansion of the marque’s retail and product ambitions.

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1. Hongqi (marque), Wikipedia
2. Hongqi official website