Hongqi sets sights on Australia: report

HONGQI, one of China’s oldest passenger car brands and regarded as the country’s automotive standard bearer, is reportedly preparing to enter the Australian market with the flagship E-HS9 electric SUV expected to spearhead the launch later this year.

The luxury marque, state-owned by automotive giant First Auto Works (FAW), is expected to announce its Australian arrival during the second half of 2026 as part of a broader expansion into right-hand drive markets including the United Kingdom and Malaysia.

Evidence of the brand’s local ambitions has strengthened following updates to Australian Business Number registrations for Greentech Smart EV Pty Ltd, which now lists the trading names HongQi Australia and HQ ANZ.

The move follows Hongqi’s recent launches in Singapore, Thailand, Indonesia, and Hong Kong, all of which operate with right-hand-drive vehicles.

Speaking to The Straits Times in Singapore, Hongqi Asia-Pacific executive Liu Jifang confirmed Australia forms part of the company’s next phase of international expansion.

“In the second half of 2026, the United Kingdom, Australia and Malaysia will be added to the list,” he said.

Founded in 1958, Hongqi – which translates to Red Flag – was China’s first domestic passenger vehicle manufacturer and remains the official supplier of state limousines used by Chinese president Xi Jinping and other senior government officials.

While historically associated with ceremonial limousines, the brand has transformed itself into a premium luxury manufacturer targeting private buyers both in China and overseas.

Unlike many emerging Chinese brands competing primarily on value, Hongqi is positioning itself directly against established European luxury manufacturers.

“While many familiar Chinese brands compete in the mass-market segment, Hongqi is about luxury, told through our brand story, products and premium customer service experience,” added Mr Jifang.

The first model earmarked for Australia is expected to be the E-HS9, a full-size battery-electric SUV measuring 5209mm long with a 3110mm wheelbase.

Those dimensions make it 172mm longer than a Volvo EX90 while offering a substantially longer wheelbase, placing it among the larger luxury electric SUVs.

Right-hand drive versions are equipped exclusively with a 120kWh battery delivering a claimed 515km driving range under the WLTP test cycle.

A dual-motor all-wheel drive powertrain combines a 202kW front motor with a 160kW rear motor to produce a combined output of 362kW, enabling a claimed 0-100km/h sprint in 5.5 seconds.

Luxury equipment is extensive and includes an 8.8-inch digital instrument cluster, dual 15.6-inch infotainment displays, air suspension, Matrix LED headlights, panoramic sunroof, heated, ventilated and massaging front seats, plus the choice of six- or seven-seat configurations.

Hongqi says subtle Chinese design themes are woven throughout the cabin, including cloud-pattern embossing, jade-inspired ambient lighting and calligraphy-inspired detailing.

“This is Eastern luxury rendered with European restraint,” the company says.

The emphasis on craftsmanship extends beyond visual presentation.

Mr Jifang revealed Hongqi engineers devote considerable attention to interior ambience, including the scent of cabin materials.

“This is part of what luxury means for the brand, where we focus on the customer’s needs and comfort,” he said.

Development includes careful selection of upholstery, adhesives and interior materials to minimise unwanted odours.

Hongqi’s design credentials have also received a significant boost through the appointment of former Rolls-Royce design chief Giles Taylor, whose influence is evident in the brand’s upright proportions, distinctive lighting signatures and signature red accent running through each grille.

Australian pricing has yet to be confirmed, though the E-HS9 is expected to compete directly with premium three-row electric SUVs including the Cadillac Vistiq and Volvo EX90.

Parent company FAW is one of China’s four major state-owned automotive manufacturers and already has a presence in Australia through its heavy truck operations.

The passenger vehicle launch would represent the group’s first direct entry into the local passenger vehicle market.

Beyond the E-HS9, Hongqi plans to rapidly expand its overseas portfolio.

The company has outlined plans to launch 15 additional electric and hybrid models across Europe by 2028, while Mr Jifang confirmed several new models will follow the E-HS9 in right-hand drive markets within 12 months of launch.

Hongqi’s arrival Down Under will add another premium Chinese contender to the rapidly evolving luxury vehicle market where brands such as Zeekr, XPeng, and Denza are challenging long-established European manufacturers with increasingly sophisticated electric vehicles.