For decades, Hongqi has occupied a unique position within China’s automotive landscape.
Often regarded as the nation’s most prestigious automotive marque, the brand has long been associated with state occasions, national heritage and a distinctly Chinese interpretation of luxury.
Now, Hongqi is charting a new course beyond its home market.
With the official opening of its Singapore showroom and the launch of its first right-hand-drive vehicles, the Chinese luxury manufacturer has selected Singapore as the starting point for its expansion into right-hand-drive markets worldwide.
Backed locally by Eurokars Group, Hongqi believes the Republic will play a pivotal role in establishing its presence across Southeast Asia.
Speaking to AutoApp Singapore, Mr Wang Yao, Regional Manager for Southeast Asia and Australia-New Zealand of China FAW Group, and Mr Christer Tan, General Manager of Hongqi Singapore, shared their vision for the brand’s future, its product roadmap, and how it intends to redefine perceptions of Chinese luxury in the region.
Why Singapore?
According to Mr Wang, Singapore’s position as a regional financial, logistics and business hub makes it one of the most influential automotive markets in Southeast Asia.
“Singapore is a benchmark market for Southeast Asia. For Hongqi, entering Singapore first before expanding further into the region was a strategic decision.”
Wang Yao, Regional Manager for Southeast Asia and Australia-New Zealand of China FAW Group
The move also comes at a time when Hongqi believes it is ready for international expansion. The company has already established operations across Europe and the Middle East, while simultaneously preparing a new generation of products designed to meet the needs of global customers.
Beyond market readiness, Mr Wang pointed to the rapid transformation currently taking place within the automotive industry.
As electrification, intelligent technologies and connected mobility become increasingly important, Hongqi believes it is well positioned to compete by leveraging its long-standing strengths in vehicle engineering, safety, customer privacy protection and luxury vehicle development.
“We have confidence in our products and our capabilities. That is why we want customers in Singapore and Southeast Asia to experience Hongqi as soon as possible.”
Wang Yao, Regional Manager for Southeast Asia and Australia-New Zealand of China FAW Group
A Long-Term Commitment to the Region
While the E-HS9 luxury electric SUV has served as Hongqi’s flagship introduction to Singapore, the brand’s ambitions extend well beyond a single model.
Mr Wang revealed that Hongqi plans to introduce six new models into the market over the next three years, illustrating the company’s long-term commitment to the region.
Although specific details remain under wraps, he indicated that future offerings will span multiple vehicle categories as Hongqi continues to expand its product portfolio.
For Hongqi, success will not simply be measured by the number of vehicles it sells, but by its ability to establish itself as a credible luxury brand in one of the world’s most competitive automotive markets.
Introducing a New Definition of Luxury
While vehicle specifications and technologies remain important, Mr Tan believes Hongqi’s greatest opportunity lies in introducing Singaporeans to a different philosophy of luxury. The newly opened showroom has therefore been designed to offer more than a traditional retail experience.
Drawing inspiration from the concept of refined hospitality, every element of the space has been carefully curated to create a welcoming and intimate environment where customers can learn about the brand’s history, values and heritage.
“We want customers to feel an emotional connection. Not just with the vehicle, but with the brand itself.”
Christer Tan, General Manager of Hongqi Singapore
Rather than focusing solely on product specifications or performance figures, Hongqi aims to communicate the story behind the marque. One that spans decades and reflects China’s evolving automotive ambitions.
According to Mr Christer, customers are not simply purchasing a vehicle when they choose Hongqi.
“They are buying a piece of history as well.”
Christer Tan, General Manager of Hongqi Singapore
Building Confidence Through Ownership
As a relatively new brand in Singapore, establishing trust among consumers will be critical. To address this, Hongqi has partnered with Eurokars Group, one of Singapore’s most experienced automotive retailers with decades of expertise managing premium and luxury marques.
Mr Christer believes this experience provides a strong foundation for delivering the level of ownership experience expected by discerning luxury-car buyers.
From the initial showroom visit to long-term vehicle ownership, Hongqi customers will have access to a comprehensive support network designed to ensure a seamless ownership journey.
“For customers, it should be completely worry-free.”
Christer Tan, General Manager of Hongqi Singapore
He added that the objective is to remove as much complexity as possible from vehicle ownership, allowing customers to focus on enjoying their cars while Eurokars handles everything else.
This approach extends beyond routine servicing and warranty support, encompassing the broader ownership experience that luxury buyers increasingly expect.
Bringing the Brand Beyond the Showroom
While the showroom serves as Hongqi’s physical home in Singapore, both Hongqi and Eurokars recognise that building awareness requires engaging with customers beyond traditional retail spaces.
To achieve this, the company plans to organise events, collaborate with other luxury brands and explore partnerships with financial institutions and lifestyle organisations.
“We don’t want to simply wait for customers to come to us. We want to bring the brand to them.”
Christer Tan, General Manager of Hongqi Singapore
As awareness grows, Hongqi hopes these initiatives will help consumers better understand the marque’s unique blend of heritage, craftsmanship and modern technology.
A New Chapter for Chinese Luxury
For Hongqi, Singapore is not merely another sales destination. It is the first right-hand-drive market, a regional showcase, and the gateway to Southeast Asia.
The road ahead will undoubtedly be competitive, with established European luxury marques and a growing number of new entrants all competing for attention.
Yet, Hongqi appears determined to carve out its own identity, one rooted not only in technology and electrification, but also in heritage, hospitality and a distinctly Eastern interpretation of luxury.
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