China’s Hongqi brand may not yet be a household name in Europe, but back home it is one of the most prestigious automakers. Founded in 1958, its name translates to “red flag”, a symbolic reference to the Communist revolution. Initially, Hongqi’s luxury sedans were reserved exclusively for senior government officials, cementing its reputation as a symbol of status and power in China.
Today, the company has its eyes firmly set on the global market. Following in the footsteps of rivals like BYD, Chery, and Changan, Hongqi is making bold moves to establish itself in Europe’s competitive EV sector.
Hongqi’s European Expansion Strategy
At the Munich Motor Show, Hongqi revealed the EHS5 mid-size electric SUV, a model that represents more than just another addition to the crowded EV landscape. While its design may echo elements seen in brands like Deepal, the EHS5 plays a strategic role in Hongqi’s ambitious plan: to introduce 15 new electric and hybrid vehicles in Europe by 2028.
The brand already operates in Norway, the Netherlands, and Poland, but it aims to scale rapidly, targeting 200 dealerships across Europe within the next four years. This aggressive rollout underlines Hongqi’s long-term commitment to becoming a recognized player in Western markets.
Leapmotor Partnership: The Key to Growth
One of the most significant developments is Hongqi’s collaboration with Leapmotor, a fellow Chinese automaker known for its advanced EV technologies. Leapmotor will supply Hongqi with a dedicated EV platform that will underpin several new models, the first of which is expected to debut in late 2026.
This partnership could give Hongqi the technological edge it needs to compete with established European automakers like Volkswagen, BMW, and Mercedes-Benz, particularly in terms of efficiency, battery range, and cost competitiveness.
Design Highlights : The Hongqi EHS5
The EHS5 SUV showcases both strengths and weaknesses. From the front, its styling is relatively conservative, resembling existing designs from other Chinese brands. However, the rear design makes a stronger impression, featuring curved LED taillights that add a modern and premium touch.
Inside, Hongqi promises a blend of luxury and advanced digital features, aimed at meeting European expectations for connectivity and comfort. While full specifications remain undisclosed, it is clear that the EHS5 will act as the spearhead for Hongqi’s expansion strategy.
Final Thoughts
With a rich heritage and a bold new vision, Hongqi’s expansion into Europe signals the growing influence of Chinese premium EVs. Supported by Leapmotor’s platform and an ambitious rollout plan, Hongqi could soon challenge the dominance of long-established European players.
For now, the EHS5 SUV is just the beginning — but by 2028, Hongqi’s lineup may be one of the most diverse on the continent.
