Hongqi reaches new heights amid push for more customers

Hongqi has made great achievements in product research and development, technology innovation and brand marketing en route to becoming one of the most popular Chinese premium car brands.

FAW Chairman Xu Liuping said at a ceremony on Wednesday that the Chinese auto industry is in a period of severe adjustment, in which Hongqi will contribute all of its resources to providing good products and mobility services for customers.

Its sales by Dec 26 hit 100,000, a target Hongqi set for 2020, which means they realized the goal one year ahead of schedule. Hongqi also became China's first and only premium automotive brand to have an annual sales volume of 100,000 vehicles.

The models launched last year, the Hongqi HS5 and Hongqi HS7 SUV and the Hongqi E-HS3 electric vehicle, contributed most to the rise in sales.

The Hongqi H7 and Hongqi H5 sedans as well as the Hongqi L5 limousine are also on the market, the carmaker said.

The new Hongqi H9 model made its world debut at the Great Hall of the People in Beijing on Wednesday.

Equipped with Hongqi self-developed intelligent connectivity technology Smile 1.0, the Hongqi H9 can have 19 intelligent functions, including Auto Parking Assist and Level 2.5 autonomous driving technology.

The sedan features world-leading electrical architecture and forward-looking technologies, setting up a new benchmark for the C-class vehicles in China, according to the carmaker.

With last year's strong results, Hongqi will strive to reach annual sales of 200,000 units in 2020 and 400,000 units by 2022.

More important than the numbers is the implementation of a customer-oriented principle, which will be presented at product, quality, technology and service sectors, the carmaker said.

Hongqi will continue to revitalize its brand and provide exclusive and unique products and services for customers, according to the carmaker.

The company plans to launch 21 new models in five years, including 18 electric vehicles.

The growing lineup will help turn Hongqi from a brand known for limousines for heads of state to a popular brand with a larger following.

In the intelligent connectivity sector, Hongqi will mass-produce vehicles with Level 3 or hands-off technology and achieve Level 4 or eyes-off-road autonomous driving technology by 2021, according to Hongqi.

Hongqi, an old brand established in 1958, once made limousines for top Chinese leaders.

The group started a campaign in early 2018 to revitalize the brand, vowing to make it the No 1 automotive company in the country and a renowned one globally.

In the past two years, the brand participated in global important auto events, including the Consumer Electronics Show in the United States, Shanghai auto show and Frankfurt auto show, to showcase its intelligent technologies and popular models, and highlight the strengths of the Chinese brand to the world.

The brand took part in the CES in January 2019 and showcased the intelligent cockpit that shows Hongqi's idea of future intelligent ecology and human-machine interactive system.

Its roll-out at the World Internet Conference in Wuzhen, Zhejiang province in 2018 has made it one of the Chinese carmakers with the most futuristic outlooks.

Hongqi also launched two concept vehicles－the Hongqi S9 and the Hongqi E115－at the Frankfurt motor show in September 2019 as part of an effort by the premium brand under the FAW Group to promote upscale vehicles internationally.

The carmaker said the Hongqi S9 and the Hongqi E115 models integrate traditional Chinese elements with a modern design philosophy and state-of-the-art craftsmanship to offer global car fans outstanding experiences.

The Hongqi S9 is Hongqi's first super sports model, which boasts a maximum speed of 400 kilometers per hour and accelerates from zeroto-100 kilometers per hour in just 1.9 seconds.

The Hongqi E115 is Hongqi's first full-electric SUV and is scheduled to launch in 2020.

Hongqi is also gaining in popularity among young people, thanks to a series of marketing events in last two years, including its partnerships with the Palace Museum and the Changchun Marathon.

In September 2019, Hongqi cooperated with the Palace Museum to host a special exhibition of Floral Themed Artifacts, showcasing China's ancient legacy of incorporating images of flowering plants and trees into various forms of art.

This exhibition is one of the results when Hongqi and the Palace Museum signed agreements in January 2019.

In July 2019, Hongqi Carnival was held in conjunction with the local authority in Changchun, Jilin province and was the first of its kind in China's automotive industry.

The event combined both entertainment and professional forums, designed to boost the image of the time-honored brand as well as Changchun's economic and social development.

During the 10-day carnival, a series of themed activities ranging from a music festival and an art show to a vintage car parade and street party were held to allow guests to learn more about Hongqi's past and present. Hongqi has developed partnerships with tech companies including Huawei, Baidu, Intel and iFlytek, as well as colleges including Jilin University to work on technology in the automotive industry.

Hongqi is marching toward its strategic goal of being young people-oriented, market-oriented and global-oriented, according to the carmaker.

caoyingying@chinadaily.com.cn