by Brand History and Status
Although Hongqi may be unknown to most car buyers outside of China, in its homeland it is recognized as the country’s leading premium brand. Founded in 1958, it is one of China’s oldest car manufacturers that has established itself at the top of the market, with early models being exclusively for high-ranking government officials. The name itself translates to “red flag,” which is a direct reference to the communist revolution that shaped modern China.
European Expansion
Now Hongqi intends to go far beyond domestic roads. The company is launching a large-scale expansion into Europe, where it hopes to build brand recognition alongside other Chinese automakers like BYD, Chery, and Changan, which are already aggressively advancing into the region.
This ambition came to the forefront earlier this week at the Munich Motor Show, where the mid-size EHS5 electric SUV was presented. While it could easily be perceived as just another electric SUV with a fairly generic Chinese design, it will play an important role in the automaker’s growth in Europe. By 2028, Hongqi plans to launch at least 15 new electric and hybrid models on the continent.
Establishing a Foothold
The premium Chinese brand has already begun entering the European market, with cars now available in Norway, the Netherlands, and Poland. The broader perspective is much more ambitious: over 200 dealerships across Europe by 2028, along with an ever-expanding product portfolio.
Details about the full range of future models remain secret, but one partnership has already been confirmed. The Chinese automaker Leapmotor will supply Hongqi with an electric platform that will underpin several future vehicles, the first of which is planned for the final quarter of 2026.
Hongqi EHS5: Design and Specifications
Visually, the new EHS5 has both strengths and weaknesses. From the front, it resembles some Deepal models, and its profile lacks anything particularly inspired or unique. However, the rear is quite impressive thanks to the curved LED taillights.
At the heart of the EHS5 is an 85 kWh lithium-ion battery, which, according to the manufacturer, provides a range of about 342 miles (550 km) according to the WLTP standard. Hongqi has not yet revealed the full specifications of the SUV but stated it can charge from 10 to 80 percent in just 20 minutes.
Performance figures for the European model have not been announced yet, but in China it is available in rear-wheel drive versions with 339 hp and all-wheel drive versions with 610 hp. Given that the Chinese model has a significantly larger 111 kWh battery, lower performance figures are likely for the European version.
Hongqi’s appearance in Europe could significantly impact the competitive landscape, especially in the electric vehicle segment. With their history and resources, they could offer an alternative to traditional European brands, focusing on technology and affordability. The success of this initiative will depend on how well they manage to adapt to European preferences and standards, as well as the market’s response to their unique branding and offerings.
