Chinese patriotic carmaker Hongqi expands to Japan

[Stranagor]

On December 19, luxury limousine carmaker Hongqi opened its Experience Center in Osaka. It is the first dealership of Chinese state-owned car manufacturer FAW Group in Japan. Hongqi is also known as “Chinese Roll Royce” and is famous for its long and massive limousines.


The center is located in Osaka’s Nanba district. There is an Hongqi H9 sedan on display on the showroom floor. The second floor is mainly for meeting rooms and accessories exhibitions. As a Chinese brand sedan, the Hongqi H9 model was released in the Chinese car market in August 2020 and is the latest sedan.

Hongqi H9 luxury limousine
The size of Hongqi H9 is (L, W, H) 5137/1904/1493mm, wheelbase 3060mm. The gas engine is a 3.0 supercharged V6 with 272 hp and 380 Nm mated to a 7-speed DCT. The Hongqi H9 is based on the last-generation Audi A6L. The supercharged V6 is an Audi engine. FAW-VW made the Audi A6L, and FAW is also the owner of the Hongqi brand.


The new dealer will sell four types of cars, including a gas-electric hybrid vehicle (PHEV) for the time being. Next year, it will offer an additional five models of vehicles, including an electric sport utility vehicle. In 2022, the automaker will plan to open a dealership in Tokyo and discuss further development in other Japanese cities.

Hongqi is a premium car brand of China’s earliest state-owned automobile manufacturer, “FAW” established in 1953. The Hongqi in English means Red Flag, and the brand is perceived almost as patriotic. The automaker claims the Hongqi characters on some of its models are in Mao’s handwriting.


In February 2021, H9 landed at a Japanese port. Ranging in price from 5.8 million yen ($52,800) to 9.8 million yen ($89,210) before tax, Hongqi H9 is available in two versions: a gas-powered one and the hybrid model.

Besides H9, FAW Group plans to roll out a hybrid version of the sport utility vehicle in Japan under the Hongqi brand next summer. This electric SUV is expected to cost at least 11 million yen ($96,700) excluding tax, offers a single-charge cruising range of up to 690 km. It is a flagship model that is also being exported to Europe.

It is reported that the car will be exported from a factory in China, with the body modified to comply with Japanese charging standards. FAW Group is also considering selling a new luxury EV in Japan after the SUV launch.

Source: Autohome, Asahi, Nikkei

 

[tower9]

I don't see this doing well in Japan because of political and social reasons, even though it is a high quality car. I think as an export, it would do much better in places like SE Asia, the Middle East or Africa.

 

[Apollon]

I don't see this doing well in Japan because of political and social reasons, even though it is a high quality car. I think as an export, it would do much better in places like SE Asia, the Middle East or Africa.

It definitly would do bad in Europe. That car looks so cheaply posh that you feel like a mafia member

 

[tower9]

It definitly would do bad in Europe. That car looks so cheaply posh that you feel like a mafia member

It's not like you would say anything positive about anything Chinese so your opinion doesn't matter really.

 

[Apollon]

It's not like you would say anything positive about anything Chinese so your opinion doesn't matter really.

It doesnt hit european taste. Nothing to do with China. Here Understatement is more popular

 

[tower9]

It doesnt hit european taste. Nothing to do with China. Here Understatement is more popular

Sure man. Try to pass off all your anti-China opinions as just being objective. We all know you're a hater. You're never going to say anything positive about anything from China. So it doesn't matter what you think really.

 

[Hamartia Antidote]

The gas engine is a 3.0 supercharged V6 with 272 hp and 380 Nm mated to a 7-speed DCT.

I don't see this doing well in Japan because of political and social reasons, even though it is a high quality car. I think as an export, it would do much better in places like SE Asia, the Middle East or Africa.

also a nice Lexus has 400+HP

 

[Bilal9]

I don't see this doing well in Japan because of political and social reasons, even though it is a high quality car. I think as an export, it would do much better in places like SE Asia, the Middle East or Africa.

I'd love to get one in the US, but it is a very tough luxury market.

The Korean brands (Genesis, Kia) are trying, but like you said existing prejudices and preconceived quality notions (quality related, not politics) will affect sales.

Japanese Lexus, Infiniti, Acura luxury brands did well in the US while luxury cars launched by Mazda (929) failed.

Mazda WAS considered a lesser quality 2nd tier Japanese brand in the US in past years, ditto with Hyundai and Kia. MAZDA, HYUNDAI, KIA bad reputation earned with smaller econo models never got past them, even when they started making and offering these Lexus type luxury cars.

Luxury buyers in US buy for nameplate recognition (MBZ, Audi, BMW and to some extent Lexus). Making a dent in that market is very tough. Customer service is very personal and at another level. They will typically bring you your car to your office/home after service and drop you off a replacement if needed.

The Hong Qi H9 is larger than the G90 below and will be priced accordingly. The Hong Qi branding will also need to changed. It is a derogatory name for Caucasian folks (Honky) as termed by African Americans.

Hyundai (Genesis) largest model G90

Kia K900

.

 

[Bilal9]

also a nice Lexus has 400+HP

In Japan the largest Toyota called a "Century" (not a Lexus) is custom-made and upholstered (according to specs asked for) for captains of Industry. One has been made for use by the Emperor and his family. These are chauffeured cars of course. The styling (and interior appointments) forego flash and gimmickry for understated conservative luxury for very high profile personalities. Nissan also has the "president".

These are Japanese equivalents of Bentleys and RR. These custom vehicles are larger than the Toyota Crown which is the largest mass-market Toyota. Toyota Crown is the basis for the largest Lexus Sedan (LS 500) in US market. But in Japan, the Crown model itself got axed and was replaced with an SUV. Not enough demand.

Toyota Century

Note how the focus is on understated quality (not flashy design), e.g. quality of materials such as real wood and superior hand finish. The paint is applied in fifteen layers and hand-rubbed for a glass smooth finish. Leather is hand-stitched and fitted. Emphasis is on tactile "feel" and ride quality. Wool (not leather) is used for seats which closely approximates fine furniture upholstery made for the home. I can't imagine how quiet the interior feels like - I had a friend who had a smaller Lexus 460L and that thing feels like a vault and quiet and even when you are going 90 MPH on the Freeway. Can't feel any bumps on the road.

 

[Stranagor]

More On The Massive Hongqi LS7 SUV For China

Back in November we had the first images of the Hongqi LS7 SUV, but at the time details were very scarce. Now we have more. The LS7 is a gigantic

carnewschina.com

Back in November we had the first images of the Hongqi LS7 SUV, but at the time details were very scarce. Now we have more. The LS7 is a gigantic full-size 3-row SUV, set to launch on the Chinese car market in the first quarter of 2022.
Hongqi’s naming system is a little complicated. They go with several series. The H/HS-series are mid-range and low-top range sedans and SUVs (H5, H7, and H9/H9+ sedans, HS5 and HS7 SUVs), the E-series are mid and high range electric sedans and SUVs (E-QM5, E-HS3, E-HS9) and the L/LS-series are high-end cars. But that ain’t all. Hongqi is currently developing the top end S-series, which will include the upcoming Hongqi S9 super car.
Hongqi L5
The L/LS-series has only one car at the moment: the Hongqi L5, the civilian version of the Hongqi L9 state limousine. The L5 is only available on special order and only if you have the right connections. This somewhat odd way of selling high end cars is common at Hongqi. The L5 debuted way back in 2014 with a 6.0 V12 engine with 402 hp and 550 Nm. Later on, Hongqi added a 4.0 V8 turbo with 375 hp and 530 Nm. Hongqi is currently working on a successor of the L5.
The new Hongqi LS7 SUV is the second car of the L/LS-series.
Hongqi HS7
Hongqi’s largest SUV now is the HS7, powered by 2.0 turbo and 3.0 V6 turbo engines and measuring 5035 in length and 3008 mm in wheelbase. Not exactly small. The new LS7, however, is much larger still.

The Hongqi LS7 is 5695 millimeter long (!), 2095 wide, and 1985 tall. Wheelbase is… 3309. The LS7 is probably the largest civilian SUV ever manufactured in China. There will be a six-seat version and a seven-seat version. It is also very heavy with a curb weight of 3100 kilo. Power comes from a 4.0 liter turbocharged V8 engine with an output of 360 hp, 40 horses less than the similar sized V8 in the L5. Hongqi claims a top speed of 200 km/h.

The interior wasn’t unveiled yet but we have this spy shot if a test car showing a dashboard with Hongqi’s typical retro-style steering wheel and a twin-screen setup.

Two units seen in front of a Hongqi dealer. Design is impressive with loads of bling and shine. The car is indeed so big that the 275/50 R22 tires seem small!

 

[tower9]

I'd love to get one in the US, but it is a very tough luxury market.

The Korean brands (Genesis, Kia) are trying, but like you said existing prejudices and preconceived quality notions (quality related, not politics) will affect sales.

Japanese Lexus, Infiniti, Acura luxury brands did well in the US while luxury cars launched by Mazda (929) failed.

Mazda WAS considered a lesser quality 2nd tier Japanese brand in the US in past years, ditto with Hyundai and Kia. MAZDA, HYUNDAI, KIA bad reputation earned with smaller econo models never got past them, even when they started making and offering these Lexus type luxury cars.

Luxury buyers in US buy for nameplate recognition (MBZ, Audi, BMW and to some extent Lexus). Making a dent in that market is very tough. Customer service is very personal and at another level. They will typically bring you your car to your office/home after service and drop you off a replacement if needed.

The Hong Qi H9 is larger than the G90 below and will be priced accordingly. The Hong Qi branding will also need to changed. It is a derogatory name for Caucasian folks (Honky) as termed by African Americans.

Hyundai (Genesis) largest model G90

Kia K900

.

Well, as for Korean brands trying to establish themselves in the high end market, the major challenges that they have been up against is the stereotypes of Korean cars from the 80s and 90s, when their quality was truly horrendous. I remember an ex-gf's mom telling me that she had bought a Hyundai in the late 80s because they were cheap and she was broke and the steering wheel literally came off while she was driving. LMAO

Granted, they have moved quickly up the quality ladder since the 2000s and probably rival the Japanese in quality now, but the damage has been done. They have improved enough where they are competing decently in the mid-range economical vehicle market but the luxury market is still untouchable for them.

As for China, the story is a bit different. Thankfully during China's period when it was making really shitty cars, particularly in the 90s and 2000s, they weren't trying to export them en masse to the West. So those brands largely stayed at home or at most, ventured to some developing countries where they competed for the economic range of vehicles. However, with political tensions as severe as they are, Chinese cars will have a very tough time succeeding in the US. And this is especially the case for Hongqi which literally means Red Flag, it is LITERALLY a CCP Chicom car. LMAO So **** no, it's not going to succeed in the US.

Maybe a car like Nio, in the high end Luxury EV market, maybe able to get some market share in large liberal cities among techies and what not, who aren't really patriotic or nationalistic. But even then, I doubt they will gain huge mainstream acceptance. Tensions are just too ugly right now.

 

[Bilal9]

Well, as for Korean brands trying to establish themselves in the high end market, the major challenges that they have been up against is the stereotypes of Korean cars from the 80s and 90s, when their quality was truly horrendous. I remember an ex-gf's mom telling me that she had bought a Hyundai in the late 80s because they were cheap and she was broke and the steering wheel literally came off while she was driving. LMAO

Granted, they have moved quickly up the quality ladder since the 2000s and probably rival the Japanese in quality now, but the damage has been done. They have improved enough where they are competing decently in the mid-range economical vehicle market but the luxury market is still untouchable for them.

As for China, the story is a bit different. Thankfully during China's period when it was making really shitty cars, particularly in the 90s and 2000s, they weren't trying to export them en masse to the West. So those brands largely stayed at home or at most, ventured to some developing countries where they competed for the economic range of vehicles. However, with political tensions as severe as they are, Chinese cars will have a very tough time succeeding in the US. And this is especially the case for Hongqi which literally means Red Flag, it is LITERALLY a CCP Chicom car. LMAO So **** no, it's not going to succeed in the US.

Maybe a car like Nio, in the high end Luxury EV market, maybe able to get some market share in large liberal cities among techies and what not, who aren't really patriotic or nationalistic. But even then, I doubt they will gain huge mainstream acceptance. Tensions are just too ugly right now.

California is a different sort of place, they love a luxury bargain.

I don't see a problem selling something like a NIO, especially if servicing and after-sales support is attentive, dedicated and strong.

Those things are key to sell a new luxury brand of EV.

There are many previously unknown EV brands in the US (California mainly) other than Tesla. NIO as a new name should not be an issue.

• Faraday Future
• Lucid Motors
• Nikola Corporation
• Lordstown Motors
• Fisker Inc.
• Karma Automotive
• Polestar
• Rivian

 

[tower9]

California is a different sort of place, they love a luxury bargain.

I don't see a problem selling something like a NIO, especially if servicing and after-sales support is attentive, dedicated and strong.

Those things are key to sell a new luxury brand of EV.

There are many previously unknown EV brands in the US (California mainly) other than Tesla. NIO as a new name should not be an issue.

• Faraday Future
• Lucid Motors
• Nikola Corporation
• Lordstown Motors
• Fisker Inc.
• Karma Automotive
• Polestar
• Rivian

Polestar is also basically a Chinese car brand although it is basically a Swedish-Chinese joint venture since Geely owns Volvo.

 

[Bilal9]

Polestar is also basically a Chinese car brand although it is basically a Swedish-Chinese joint venture since Geely owns Volvo.

Yup. And Karma as the car brand was sold from Fisker to Wanxiang Group who owns it now.

So that makes it three out of eight in the list that are Chinese owned if you don't count Tesla.

I expect eventually these three (and most of the rest as well) sourcing all their batteries and parts from China for cost reasons. Including Tesla.

I don't know if the US is imposing tariff on EV parts and batteries but it would not make sense if they are already heavily subsidizing adoption of EVs in California using rebates from the state.

 

[tower9]

Yup. And Karma as the car brand was sold from Fisker to Wanxiang Group who owns it now.

So that makes it three out of eight in the list that are Chinese owned if you don't count Tesla.

I expect eventually these three (and most of the rest as well) sourcing all their batteries and parts from China for cost reasons. Including Tesla.

I don't know if the US is imposing tariff on EV parts and batteries but it would not make sense if they are already heavily subsidizing adoption of EVs in California using rebates from the state.

Well as far as batteries go, I think CATL, which is based in China, is by far the most competitive and advanced battery maker. They will likely supply most of the EV companies and maintain a huge market share moving forward.

It was a strategic plan for China to develop its EV industry. So today, it has the most comprehensive supply chain for that industry out of any country.