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Hongqi's globalization shows cultural confidence of Chinese brands

December 03, 2019


Abstract : Change is to adapt to the new conditions, while development is to optimize the old order and then seek development, said Chinese Nobel Prize laureate Mo Yan at the opening ceremony of the 2019 Boao Forum for Entrepreneurs on Saturday. Hongqi echoed Mo's speech with its 60 years of development.

Photo: Hongqi's new-generation H7 presented at the 2019 Boao Forum for Entrepreneurs

HAIKOU, Dec. 3 (Xinhua) -- Change is to adapt to the new conditions, while development is to optimize the old order and then seek development, said Chinese Nobel Prize laureate Mo Yan at the opening ceremony of the 2019 Boao Forum for Entrepreneurs on Saturday.

Hongqi, a brand under China's leading automaker FAW Group and a partner of this year's forum, echoed Mo's speech with its 60 years of development.

In 1958, the first Hongqi car was born. A beacon of a fluttering red flag on the head, fan-shaped water tank mask, ancient Chinese palace lamp-shaped taillight, Fuzhou lacquerware instrument panel...all reflected the characteristics of Chinese culture.

In 1960, the Hongqi CA72 was presented at the Auto Mobil International (AMI) in Leipzig, recognized as "China's Rolls-Royce".

Sixty year later, the new Hongqi brand strategy was released on January 8, 2018, redefining "national car" -- not only a vehicle for the country leaders and foreign guests, but also a "national car" that Chinese people at multiple levels can afford.

In September 2019, Hongqi launched its new model S9 at the International Motor Show (IAA) in Frankfurt, appearing on the international auto expo stage 60 years later since the AMI in Leipzig.

Photo: Hongqi's exhibition stand at the 17th Guangzhou International Automobile Exhibition

At the just-concluded 17th Guangzhou International Automobile Exhibition, Hongqi brought seven models including the E115, HS5 and HS7. Among them, Hongqi E115, which made its domestic debut at the auto expo, equipped with L4 autonomous driving technology, is planned to be mass produced in 2020.

Hongqi's transformation not only represented Chinese consumers' demand for high-quality products, but also their affection for and confidence in the national brands.

So far it has set up 29 collaborative innovation laboratories with Huawei, Alibaba, Tencent and other top global technology companies to establish a global supply chain system.

Hongqi, carrying the spiritual core related to the Chinese culture, is set to go overseas and try to win the world's recognition. (Edited by Yang Qi, [email protected])

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Keyword: Hongqi culture

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