In November 2024, Chinese automaker Hongqi reached a major milestone by sending its first 600 electric cars, the EH7 and EHS7, to the European market.
With this bold move, the luxury brand is not only aiming to establish itself in a new region but also to prove that the Chinese industry can compete with global giants. It’s an ambitious strategy, full of challenges, that could redefine the standards of electric luxury cars.
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A technological push tailored for Europe
Hongqi has focused on two flagship models to make an impression: the EH7 electric sedan and the EHS7 electric SUV. These vehicles are not just for show. The EH7, for example, combines refined design with cutting-edge battery technology, complemented by smart features to appeal to the most demanding drivers. It’s a car designed for long distances while adhering to strict European environmental standards. As for the EHS7, it embodies versatility. This electric SUV boasts robust performance and a range that rivals current benchmarks. With features such as a strong transmission system and premium finishes, Hongqi is directly targeting European customers seeking vehicles that combine comfort, technology, and prestige.
A well-planned local strategy
To ensure a successful entry into the European market, Hongqi has left nothing to chance. The brand partnered with Samelet, a local automotive distributor, to roll out a sales and after-sales service network. Experience centers and technical hubs are planned across Europe by the end of 2024. This physical presence is crucial for building trust with European consumers, who place great value on service quality and proximity to infrastructure. Moreover, this strategy enhances the image of a serious and committed brand ready to adapt to local needs.
The ambition of the giant Hongqi
Hongqi’s expansion into Europe is part of a globalization effort initiated several years ago. By launching high-end hybrid and electric models, the automaker has gradually drawn attention to its innovative capabilities. This shipment of 600 cars marks a real turning point: it’s no longer just about proving that Hongqi can produce quality vehicles, but also about capturing significant market share internationally. With this first step, Hongqi makes its ambitions clear: to become a key player in the luxury electric vehicle segment. The brand is already planning to expand its lineup to cover more European countries before targeting other continents. It’s a risky but potentially rewarding gamble if the brand can maintain a balance between competitive prices and high standards.
This article explores Hongqi’s ambitious strategy to conquer the European market with its luxury electric cars. Between technological innovation, local partnerships, and the drive to establish itself as a global player, the Chinese automaker is sparing no effort to win over a demanding clientele. Time will tell if this push marks the beginning of a new era for the Chinese automotive industry.
Source: Hongqi auto
