FAW To Enter EU with a Luxury Electric SUV – Hongqi E-HS9

Ken Zino of AutoInformed.com on Hongqi E-HS9 Luxury SUV EV

AutoInformed defers to your taste and definitions to determine if the Hongqi E-HS9 delivers “great sportiness and stylishness” as FAW says.

The Hongqi E-HS9, an electric premium SUV, was unveiled in Boao, Hainan, China on 4 December 2020. Now comes word that this  flagship electric SUV manufactured in China by the formidable communist FAW Group, that Hongqi will first implement its Europe strategy in Northwestern Europe with E-HS9. It says that it will gradually assist European users to become familiar with Hongqi brand. In coming years, Hongqi will roll out small-and-medium-size SUVs and sedans.

The first European sales partner of Hongqi is a relatively obscure Norwegian auto distributor called Motor Gruppen with 45 years of history. Hongqi E-HS9 will be officially distributed in Norway by Motor Gruppen, while FAW will provide parts and technical support. “Both sides will make joint efforts to promote the development of Hongqi in Norway. In the future, starting from Norway, FAW will gradually establish sales service networks in other European countries and regions and launch its models, striving to extend its success in China to Europe and even the world,” FAW said.

Claimed for Hongqi E-HS9 are the usual luxury and German attributes of “world-leading design, interior space, intelligent technology, safety and performance, that could offer a new choice for global premium EV users.” FAW is formidable because Chinese industrial policy requires a local partner for access to the World’s largest automotive market. Toyota, a global powerhouse comes with army battalions and fleets of support for FAW (AutoInformed – Toyota and FAW Restructure Their Joint Company Management)

Last June China FAW Group Co., Ltd. (FAW) and Toyota Motor Corporation (Toyota) said in Japan that they will restructure their management “with the aim of achieving sustainable growth in China.” AutoInformed thinks this really is a giant step toward eliminating Germany luxury car makers as the brands of choice in the Chinese market with a Chinese brand designing and building electric, sports and luxury cars. AutoInformed notes that the chase is from behind; We also note that the Germans for years dismissed what became a global luxury powerhouse – a Toyota division called Lexus. Here come the Chinese.

E-HS9 adopts a dual-color design and 22-inch wheels. AutoInformed defers to your taste and definitions if this meets “great sportiness and stylishness.” The Hongqi is equipped with an intelligent sensor steering wheel and six smart screens, with a range of functions such as AR real scene navigation and vehicle control by mobile phone, such as unlocking, temperature regulation, smart voice control, and car locating.

Hongqi E-HS9 also supports wireless charging technology (i.e. no plugin charging), that can fully charge the vehicle in 8.4 hours with great efficiency. Also, Hongqi E-HS9 is equipped with the L3+ autonomous driving system and OTA. The vehicle battery is designed with ta fully-covered side battery protection structure for safety. In terms of endurance, the NEDC range of Hongqi E-HS9 can reach up to 510 km or ~317 miles.

FAW Hongqi is a premium manufacturer of passenger vehicles with a time-honored history in China as First Auto Works – established in 1953 under a communist 5-year plan and initially making Russian trucks. FAW became China’s first automobile manufacturer when it unveiled the nation’s first domestically produced passenger car, the Hong Qi, in 1958.

FAW is one of the “Big Four” Chinese automakers alongside Changan Automobile, Dongfeng Motor Corporation, and SAIC Motor. The company has three publicly traded subsidiaries: FAW Car Co., Ltd. (SZSE: 000800), Tianjin FAW Xiali Automobile Co., Ltd. (SZSE: 000927), and Changchun FAWAY Automobile Components Co., Ltd. (SSE: 600742).

FAW announced on 28 December that sales of its premium sedan brand Hongqi had exceeded 200,000 units, “the annual sales target for 2020, as of Dec 25. Since breaking through 30,000-unit annual sales in 2018 and 100,000-unit annual sales in 2019, Hongqi brand has achieved another historic achievement this year.” FAW Annual sales exceed three million units. In the last three years, due to a brand repositioning and technological upgrade, the Hongqi brand has gained greater popularity in China.

“In 2020, Hongqi brand launched new flagship luxury sedan H9 in August, and its first full-sized all-electric SUV model E-HS9 in December. The premium brand’s sales have been on the rise in these years due to the company’s continuous efforts to enrich its production line, with eight models currently on sale, including three sedans (H9, H7 and H5), two SUVs (HS7 and HS5), two all-electric vehicles (E-HS9 and E-HS3), and the L5, a high-end custom limousine,” said FAW.

During the last three years, Hongqi has been active in a series of important global automobile events, including the CES in the United States, Shanghai Auto Show, Frankfurt Auto Show, where it boasts it has “demonstrated its intelligent technologies and popular models, as well as showcased the strength of Chinese brands to the world,” FAW said.

About Ken Zino

Ken Zino is an auto industry veteran with global experience in print, broadcast and electronic media. He has auto testing, marketing, public relations and communications expertise garnered while working in Asia, Europe and the U.S.
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