Xinhua Silk Road: Chinese auto brand Hongqi cranks up efforts to enhance brand premium, targeting high-value market

General Press Releases Monday September 2, 2019 14:15
BEIJING--2 Sep--PRNewswire/InfoQuest
Hongqi, a renowned Chinese auto brand grown alongside China's burgeoning automotive industry, is stepping up its efforts to craft a "new noble brand" targeting deeper exploration of the high-value market.

Hongqi rolled out recently a series of hefty measures to further improve its brand value, including streamlining its global R&D resources, establishing a world-class quality standards system and absorbing more international concept in product design.

The Chinese sedan brand vowed to deploy an international R&D team composed of 5,000 research staff and has also developed a highly efficient global R&D system to further optimize its R&D competitiveness.

The over 60-year Chinese sedan brand took these moves against a backdrop of increasingly heated competition in global auto industry, which gives rise to consumption upgrade and creates in turn opportunities for rejuvenating itself as a "made in China" classic.

Currently, Hongqi has "One headquarters and four research institutes" around the world. In China, Changchun is its global R&D headquarters, with its prospective technology research branch, new energy research institute, prospective designing research branch and artificial R&D branch located respectively in Beijing, Shanghai, Munich and Silicon Valley in the U.S.

In terms of customer positioning, Hongqi targets the emerging high-end consumers who can afford vehicles with prices ranging from 200,000 yuan to six million yuan.

Apart from these, providing customized products for high-end customers is also an important way that Hongqi is heading for. For instance, the customized limited edition of Hongqi L5, a limousine under the brand, provides six internal decoration styles and an official website in seven languages tailored for customization of the model has been opened last year providing related online customization services.

See the original link:
Photo -
Caption - Hongqi HS5 debuts on the 18th Shanghai International Automobile Industry Exhibition (Auto Shanghai 2019)

Latest Press Release


Indulge in the festive spirit of Christmas with your family and friends at one of our three signature restaurants – each offering their own twist on this festive occasion. Celebrate Christmas on the Chao Phraya river for a great culinary...


Every purchase of one glass of selected drinks at THB 199 ++ comes with one dish of selected snacks. Everyday from 5 PM to 7 PM (Friday, October 25th, 2019 onwards) *The price is subject to applicable government tax and 10% services charge. See you at...

Lucky draw to watch a Borrusia Dortmund match with Stiebel Eltron

Stiebel Eltron, Thailand's leading manufacturer of water heaters, water filters, water pumps, heat pumps and hand-dryers, is returning with another exclusive annual lucky draw campaign to find a winner who will receive the ultimate chance to watch...

Lets get ready for BBQ Buffet Party on the rooftop, Centara Watergate Hotel Bangkok

Fridays are the best time to fire up the grill and have a BBQ Party under the sky overlooking the magnificent city of Bangkok from the stunning rooftop on the 20th floor. The place to be for a get-together with friends and colleagues for just THB 399++...

THAI Announces its Third Quarter Results

Mr. Sumeth Damrongchaitham, President, Thai Airways International Public Company Limited (THAI), said that the Company continued to heavily reduce its expenses in the third quarter, which resulted in a 7.8 percent decrease in total expenses. Currently,...

Related Topics