On January 8, FAW Group Corporation (FAW Group) released its New Energy Vehicle Global Development Strategy for Hongqi brand in Guangzhou, capital of south China’s Guangdong province. Xu Liuping, Secretary of the CPC FAW Group Committee and Chairman of the group, reviewed the Hongqi brand’s development course and remarkable achievements gained in recent years, and released its NEV brand architecture, brand logo, design language, technology platform, and product planning.
On the occasion of the 70th anniversary of the establishment of FAW and the 65th anniversary of the birth of Hongqi brand, FAW Hongqi has opened a new chapter of the second phase of the leapfrog development with an all new image.
The further refined brand architecture of Hongqi brand was introduced at the event. Under the leadership of the “Hongqi” brand, four sub-brands, including “New Energy Vehicle (NEV), Hybrid Electric Vehicle (HEV), Luxury Vehicle, and Sports Car”, were established. In line with the general development philosophy of the master brand “Hongqi”, the four sub-brands have their relatively independent concepts, design languages and logos.
“Hongqi brand will make every effort in advancing electrification deployment,” said Xu Liuping at the event, adding that since the second half of 2022, except for some special-purpose vehicles, Hongqi brand has devoted all its technological innovation investment and increased production capacity to the NEV field. “Working hard with one heart and one mind, Hongqi brand has run on the new track of the NEV industry.”
Adhere to its consistent core development philosophy, the Hongqi NEV brand further clarifies its mission of “mastering core and key technologies in NEV field, establishing national high-end NEV brand, and creating a new path of innovative development of China’s NEV industry”.
With the vision of “creating wonderful and beautiful mobility experiences and a better life, fostering a green and intelligent NEV brand that is renowned in the world and loved by its customers”, the Hongqi NEV brand takes “Chinese-style new noble exquisiteness” as its brand concept, and positioned its targeted customers as “Chinese-style new noble people in the new era.”
Hongqi is determined to achieve a total sales volume of 1 million units by 2025, including more than 500,000 new energy vehicles; By 2030, the sales volume will exceed 1.5 million, of which new energy vehicles will become the biggest contributors to the sales. At the same time, Hongqi’s brand influence, innovation capability, and overall strength, together with sales indicators, will enter the leading group of global high-end auto brands.
At the same time, Hongqi clearly regards the expansion of overseas high-end vehicle market as a major strategic choice and target. The first step of the brand is to build more than 700 Hongqi experience centers, more than 1,000 service networks and 600,000 vehicle energy supplement terminals overseas by 2025; overseas sales will account for more than 10% of the total sales, and that year’s overseas sales will increased by 20 times compared with 2022. By 2030, overseas sales will account for 25% of the total sales.
In order to accurately interpreting the spirit and concept of Hongqi NEV brand, Hongqi also released a set of brand concept, logo and design language.
The core concepts of the Hongqi NEV brand can be summarized as the combination of “extreme beauty and excellent feeling”.
Hongqi also unveiled its NEV logo “Qi Miao Two Wings” at the event. The new logo not only expresses the original intention of the Hongqi new energy brand to care about nature and cherish life, but also shows the determination of the Hongqi brand to focus on new energy and green intelligent mobility. It also demonstrates the innovation and creation of the Hongqi new energy brand and its ambition to lead the world’s high-end new energy automobile industry.
FAW is a leading global manufacturer of quality passenger cars, trucks, and buses. Established in 1953, the company is China’s oldest and largest automotive group. Annual sales exceed three million units.
SOURCE: FAW
