Hongqi Carnival to celebrate carmaker's success

Ten-day event shows marque's storied history, latest accomplishments

Hongqi, the premium vehicle brand of FAW Group, is holding a grand 10-day carnival starting from Friday in Changchun, Jilin province, in celebration of the marque's latest accomplishments.

Held in conjunction with the local authority in Changchun, Hongqi Carnival will run through July 21 and will be the first of its kind in China's automotive industry.

Composed of 18 activities, the event will combine both entertainment and professional forums, designed to boost the image of the time-honored brand as well as Changchun's economic and social development.

During the 10-day carnival, the organizers will host a series of themed activities ranging from a music festival and an art show to a vintage car parade and street party, allowing guests to learn more about Hongqi's past and present.

One of the most important highlights of the carnival, Honqi will launch the HS7, a mid-to-large-sized premium SUV, measuring 5,035 mm in length, 1,989 in width and 1,754 mm in height.

Available in four variants, the model is the first of its kind of this type of SUV from any Chinese carmaker, and is priced from 349,800 yuan ($50,838.83) to 459,800 yuan.

The model represents the peak of FAW Group's capabilities in research, development, technology and manufacturing, and is the latest example of Hongqi's outstanding standards and quality.

The HS7 represents a major breakthrough in the Chinese carmaker's efforts to move upward into the premium segment, said Hongqi.

Featuring a 3-liter engine and an 8-speed gearbox, the model has outstanding off-road performance and has a sporty and stylish look with elements in line with Chinese aesthetics.

The model's interior comes with the leather seats and a 14-speaker Bose audio system among other amenities to offer the driver and passengers an enjoyable onboard experience.

The HS7's smart features and Level 2 autonomous driving functions, and the use of high-strength steel ensure safety.

Hongqi said it has combined the brand's leading technologies and design concepts based on the fundamental philosophy of developing models that meet the expectations of China's new class of wealth generators.

The model represents the latest achievement since a new Hongqi strategy was unveiled in early 2018.

According to the strategy, the company aims to become the No 1 automotive brand in China and a renowned brand worldwide.

The group has vowed to "mobilize the best resources, select the best suppliers and build top-class manufacturing facilities for Hongqi".

In the past months, the brand has intensified its efforts in accelerating the transformation and those efforts have paid off.

In the first six months of this year, sales of Hongqi-branded vehicles totaled 33,200, bucking the current downward market trend.

The results come after it shipped 33,000 cars in 2018, which grew 624 percent over 2017 and surpassed its target of 30,000 units.

Analysts say the rapid growth is expected to further fuel Hongqi's efforts to reshape the brand, deliver innovation in styling, and accelerate research and development in terms of products and technologies.

FAW Group Chairman Xu Liuping said Hongqi would launch 17 brand new models by 2025 including sedans and SUVs.

Currently, it has six models in the market including the L5 and the H7 sedans and the HS5 and the HS7 SUVs.

The growing lineup will help turn Hongqi from a brand known for limousines for heads of state to a popular marque with a larger following, said the carmaker.

"Hongqi will strive to have annual sales of 100,000 units by 2020,300,000 units by 2025 and 500,000 units by 2035," said Xu.

The brand is also gaining in popularity especially among young people thanks to a series of programs including its partnerships with the Palace Museum and the Changchun Marathon.

Its roll-out at the Consumer Electronics Show in Las Vegas earlier this year and the World Internet Conference have made it one of the Chinese carmakers with the most futuristic outlook.

"We are marching toward our strategic goal of being young people-oriented, market-oriented and global-oriented," said the carmaker.