The new Hongqi makes dreams come true. China FAW releases the new Hongqi brand strategy.

On the evening of January 8, 2018, the strategic launch conference for the Hongqi brand of China FAW Group was grandly held at the Great Hall of the People in Beijing. Leaders including Xu Liuping, Chairman and Party Secretary of China FAW Group, along with members of the leadership team and nearly a thousand media representatives from various sectors such as the automotive industry, technology and venture capital, art and culture, sports, and film and television, witnessed this milestone moment in the history of Hongqi's development. The new Hongqi brand strategy opened a new chapter in the revitalization of 'New Era, New Hongqi.'

New Hongqi brand concept: Chinese-style new noble refinement.

Xu Liuping stated: 'The brand concept of New Hongqi is “Chinese-style new noble refinement,” with the brand goal being to become a “new noble brand” that is “China's number one and world-renowned,” satisfying consumers' pursuit of 'a better life and wonderful travel' in the new era, successfully shouldering the significant responsibility entrusted by history to the powerful Chinese automotive industry. To achieve this mission, New Hongqi will strive towards ambitious sales targets of 100,000 units by 2020, 300,000 units by 2025, and 500,000 units by 2035.'

This means that New Hongqi will deeply integrate China's traditional excellent culture with advanced world culture, modern fashion design, cutting-edge science and technology, and refined emotional experiences to create outstanding products and services that embody 'noble taste, elegant demeanor,' 'aspirations soaring, passion unleashed,' 'pursuing excellence with meticulous attention,' and 'satisfying desires for a perfect experience.'

'New Noble' showcases cultural confidence and national responsibility. In the brand concept of New Hongqi, 'New Noble' is its core. The so-called new noble refers to a noble moral sentiment that incorporates advanced cultural connotations based on China's traditional excellent culture. China has now entered a new era; 'New Noble' prominently displays national cultural confidence and a spirit of progress, as well as an important responsibility towards national righteousness. This launch conference is a brilliant interpretation of the New Hongqi brand concept. The solemn grandeur of the Great Hall of the People, the magnificent scene arrangement, stunning stage effects, the wonderful performances by Huang Dou Dou and Li Yundi, heartfelt remarks about Hongqi from Lang Ping, Jin Dong, Ma Yansong, and passionate singing from three major tenors including Dai Yuqiang combined to present an extremely dreamy event for the audience. The perfect presentation of each segment also showcases New Hongqi's understanding and relentless pursuit of excellence, sentimentality, and perfect experience.

New noble design, new noble products, ultimate technology, ultimate quality, ultimate experience.

Behind the new brand strategy is New Hongqi's strong capabilities in design, research and development, production, quality control, forward-looking technology, service, and ecological travel. In terms of design, New Hongqi has adopted a new language—centered around 'Noble·Dedication·Intention,' expressing freely and fully interpreting 'Chinese-style new noble refinement.'

'New Hongqi' concept model car showcases a unified design language for the future New Hongqi family: a grille resembling 'mountain waterfalls and pillars in midstream,' a penetrating flag emblem symbolizing 'spirit soaring across mountains with red light shining,' front headlights that evoke 'dreams stirring and wings flying,' a body that stands tall with flags fluttering in the wind, wheel logos representing 'colorful brilliance and stability,' as well as the Chinese characters 'Hongqi' symbolizing 'Chinese treasure and timeless classics.' At the same time, China FAW also unveiled a new Hongqi logo at the conference; its concept is derived from a flag fluttering in the wind symbolizing the spirit of progress. The logo uses a combination of gold and red to reflect Chinese characteristics and refinement; the open flag symbolizes victory for the Hongqi brand; it also features latitude and longitude lines representing connectivity in a new era. The new Hongqi logo will be presented on steering wheels and wheel hubs of Hongqi models. Under this new brand strategy's guidance, the future New Hongqi family will include four major product series: L series - New Noble Hongqi Supreme Car; S series - New Noble Hongqi Coupe; H series - New Noble Hongqi Mainstream Car; Q series - New Noble Hongqi Business Travel Car. By 2025, New Hongqi will launch 17 all-new models.

In terms of research and development, China FAW has established a technical support system with an 'One Department Four Institutes' R&D framework and a global R&D layout across 'three countries five regions.' Among them, Changchun serves as its global R&D headquarters with newly established styling design institute, new energy R&D institute, intelligent connected R&D institute; forward-looking technology innovation sub-institute and experience perception measurement research institute are located in Beijing; new energy R&D institute is in Shanghai; forward-looking design innovation sub-institute is in Munich Germany; artificial intelligence R&D sub-institute is in Silicon Valley USA.

New Hongqi will adhere to the philosophy of 'ultimate standards and ultimate requirements' to create ultimate quality. To this end, New Hongqi has mobilized advantageous resources to establish world-class quality standards and process quality control requirements; it insists on using globally top suppliers; it invests core resources to build world-class manufacturing bases.

Based on technical support and quality assurance, New Hongqi will directly enter the new energy sector with full electrification as its driving force. It plans to launch its first pure electric vehicle in 2018; by 2020 it aims to introduce electric vehicles from its FME platform with a cruising range of up to 600 km; by 2025 it plans to launch 15 electric vehicle models.

New Hongqi will also focus on intelligent connectivity as its core attraction. It plans to launch mass-produced models achieving L3-level autonomous driving in 2019; L4-level autonomous driving mass-produced models by 2020; aiming for L5-level autonomous driving by 2025.

In addition, New Hongqi will provide ultimate services through its 'Hongqi Heart Service' for users. It aims to build an 'intelligent travel ecosystem' centered around 'smart cities, smart living spaces, smart transportation systems, smart vehicles,' creating initiatives like 'New Hongqi Green Intelligent Town' among others to provide consumers with ultimate vehicle experiences high-quality travel experiences and beautiful life experiences.

New Hongqi makes dreams come true!

As the first national car brand closely tied to people's sentiments in China, Hongqi has experienced both glory and setbacks. Today, socialism with Chinese characteristics has entered a new era; the great rejuvenation of the Chinese nation has embarked on a new journey which provides ‘national fortune’ for revitalizing Hongqi; people's pursuit for better lives along with more noble self-confidence and mature consumption concepts provide ‘popular fortune’ for revitalizing Hongqi; while China's automotive industry is ushering in an excellent opportunity to ‘set benchmarks for global automotive industry’ which provides ‘industrial fortune’ for revitalizing Hongqi. At this important historical moment, the all-new Hongqi brand strategy emerges at an opportune time embodying favorable conditions both from nature and human efforts. Meanwhile, New Hongqi has also received enthusiastic support from various parties within FAW as well as outside it. From suppliers to dealer partners; from internet giants to top venture capital institutions; from celebrities to passionate fans; from industry experts to media reporters—supporters and collaborators of New Hongqi span across various fields.

President Xi Jinping pointed out in the report of the 19th National Congress: "Today, we are closer than ever in history, more confident and capable of achieving the great rejuvenation of the Chinese nation." This statement inspires FAW people to firmly revitalize Hongqi and resolutely realize the original intention of "serving the country through industry and strengthening the industrial power" and "strengthening China's automotive industry." The new Hongqi will go all out and forge ahead to bring wonderful travel experiences to consumers in the new era!