China's National Car Brand Hongqi Begins Its ASEAN Silk Road Journey

Changchun (ANTARA) - China’s national car brand Hongqi, under the umbrella of China FAW Group Co., Ltd., has recently officially commenced its Southeast Asia Silk Road journey themed “Hongqi’s Footprints on the Silk Road, Illuminating Southeast Asia with Intelligence”. As a significant milestone in deepening Hongqi’s market strategy in Southeast Asia, this event marks an important step in the brand’s globalisation journey. According to the company, the Hongqi convoy will depart from the Badaling Great Wall in Beijing, then pass through Xi’an, Chengdu, and Kunming, before stopping in Vientiane in Laos, Bangkok in Thailand, Kuala Lumpur in Malaysia, Singapore, and finally reaching Indonesia. After that, the group will continue the journey to Hong Kong, where all Hongqi right-hand drive models will be centrally introduced. Along with this journey, Hongqi will also open an experience centre in Singapore and simultaneously launch the Hongqi E-HS9. In addition, the brand will launch the Hongqi E-HS9 in Thailand and begin factory construction in Indonesia as part of its subsequent market strategy. Chen Bin, a member of the Party Committee and deputy general manager of China FAW, said that Hongqi is not only striving to produce high-quality cars for China, but also for the world. He stated that in recent years, Hongqi’s overseas business has continued to grow steadily and has increasingly gained recognition and trust from users. The Hongqi brand will listen carefully to the expectations of users in Southeast Asia, build a “global car” Hongqi, and continue to deliver better products and experiences to consumers. “This is Hongqi’s commitment to every user in Southeast Asia, as well as the strongest support for our partners,” Chen said. He added that this long journey is not only a long-distance test of Hongqi’s top-class intelligent manufacturing strength, but also a journey to convey brand values, which will help Hongqi deepen product development, services, ecosystem, and localisation commitments in Southeast Asia. Zheng Meiyun, commercial counsellor at the Thai Embassy in China, said that this journey is a real reflection of cooperation, connectivity, and friendship between various countries and their societies. Since its establishment in 1958, the Hongqi sedan has long been used as a parade vehicle in various important celebrations in China and has become one of the symbols of China’s national premium car brand. In the next five years, Hongqi will base itself on a global vision and local operations, expand its reach to more than 100 countries and regions, and operate 1,000 distribution channels and service centres worldwide.