After achieving 65 times sales volume in 5 years and becoming the first Chinese high-end brand to break through the "ceiling" of annual sales of 300,000 vehicles, Hongqi released the Hongqi brand new energy vehicle in Guangzhou on January 8 this year. global strategy. The press conference, which lasted for one and a half hours, covered all aspects of Hongqi New Energy's new logo, design concept, core technology, product planning, overseas strategy, social responsibility, etc., and also announced the arrival of the new Hongqi Brand 2.0 era.
In the blink of an eye, more than 3 months have passed. During this time, the outside world has a lot of expectations for how Hongqi will continue to lead the development of the industry in the era of intelligence and electrification. At the Shanghai Auto Show that opened on April 18, Hongqi gave clear answers about brands, products, high-end, new energy, etc.
"Hongqi will adhere to brand leadership, gain insight into user needs, upgrade the brand structure, and establish three major brands: "Hongqi Energy-Saving Vehicles", "Hongqi New Energy" and "Hongqi Golden Sunflower" under the main brand of 'Hongqi'. Sub-brand." Qiu Xiandong, director and general manager of China FAW, said at the press conference that the logo of Hongqi energy-saving vehicles is "Qi Kai De Sheng", which means "flying ideals and dreams come true", and focuses on H series models; the logo of Hongqi New Energy is "Qi Kai De Sheng". "Wonderful Wings" means "young eagle spreads its wings and inspires life" and focuses on the E series models; the logo of Hongqi Golden Sunflower is "golden sunflower", which means "harmony, harmony and prosperity" and focuses on the L series models.
The three major sub-brands target different market segments and groups of people. The goal is to form a joint force to create a brand-new look in the context of high-quality development of the industry, continuous innovation and iteration of independent technology, and renewed and upgraded consumer demand. The brand is responsible for meeting the multi-scenario car needs of Chinese people with new noble sentiments.
At the auto show, Hongqi also brought the new Hongqi L5 from the Golden Sunflower brand, Hongqi E202 and Hongqi E001 from the new energy sub-brand, and the Hongqi HS3, new Hongqi HS5, new Hongqi HS7, and Hongqi from the energy-saving car brand The seven new products, including the H6, demonstrate the Hongqi brand's enterprising attitude towards expanding into the new energy vehicle market.
In an interview with "Huashan Lunjian V", Wang Guoqiang, director and deputy secretary of the Party Committee of China FAW Group Co., Ltd., outlined Hongqi's thinking on upgrading from the brand structure for three reasons: First, integrating into the country's The need for high-quality development; the second is the need to promote high-quality development of the industry; the third is the need to achieve high-quality development of the Hongqi brand itself.
We will not outline the first two items. I believe that at the Shanghai Auto Show, all industry practitioners will have a deep feeling about the industrial changes and the rise of China’s automobile industry. Let’s focus on the Hongqi brand itself. The need for quality development.
In response to the question of why many companies are adopting new brands when developing new energy sources and why Hongqi does not use new brands, Wang Guoqiang said: On the one hand, brand building cannot be completed overnight. You must know that Hongqi It is based on the struggle of several generations of Chinese car people to achieve today's achievements, which has special significance and value for the development of China's automobile industry; on the other hand, the Hongqi brand has achieved a 65-fold increase in sales in 5 years, and its user base The scale has exceeded one million, and a good user base is the cornerstone for the sustained and rapid development of the Hongqi brand in the next stage.
“We must make all models well based on the overall Hongqi brand.” Wang Guoqiang said.
This is adherence to brand value. This kind of persistence is touching. In our opinion, in the past few years, many car companies have chosen to establish separate brands. On the one hand, it is based on IPO considerations. On the other hand, it is more because the premium ability of independent products is not enough to support the image of high-end new energy products.
As the "brightest pearl" in the development history of China's automobile industry, Hongqi has an absolute say in high-end luxury. Therefore, whether it is for the development of the Hongqi brand itself or the growth of China's automobile industry, it is of great practical significance to deeply cultivate the Hongqi brand and build it into the "new business card" of the national automobile brand.
Based on top luxury, "Golden Sunflower" has an extraordinary mission
Since we talk about high-end, we have to mention the launch of the "Golden Sunflower" sub-brand. This is the true flagship of the Hongqi brand, a brand symbol that can truly compete with the world's top luxury brands and represents the top technology and culture of the Chinese automobile industry.
You must know that the biggest feature that distinguishes the Hongqi brand from other brands is that it has witnessed the rise of the Chinese automobile industry and even the Chinese nation. Therefore, when the new Hongqi brand was launched in 2019, many users called "Why not use the 'golden sunflower' logo?"
The "Golden Sunflower" logo is now being launched grandly, which is also a response to the user's voice. As Wang Guoqiang said, "Hongqi's golden sunflower' means 'harmony, unity, and prosperity'. It embodies the nobility and ingenuity of the Hongqi brand and represents the perfect integration of Hongqi's top technical craftsmanship and China's thousand-year civilization."
In his opinion, the Hongqi brand has a long history of 65 years and represents the highest development level of China's automobile industry; and Hongqi 'Golden Sunflower' is the top sub-brand in the Hongqi brand structure. , condensing the top technology, creating the most extreme craftsmanship, and dedicating the most respected products. Hongqi launches the 'Golden Sunflower' sub-brand, which is to use cultural classics to continue the legend of the times, to use respected and respected ingenious products, and to work with our new users with noble sentiments to jointly inherit and celebrate the glory of the sentiments of family and country. with dreams. ”
It can be said that “Golden Sunflower” carries the special and profound historical heritage and feelings of family and country of the Hongqi brand, and its symbolic significance to Chinese brands is also extraordinary. Therefore, the value of the “Golden Sunflower” label Extraordinary, there is a reason why it can represent one of the three major sub-brands of Hongqi.
This also proves that Hongqi is ready to directly compete with the "Golden Sunflower" sub-brand. Preparation to become a top luxury brand, both in terms of technology and brand value.
In Wang Guoqiang’s words, “Hongqi ‘Golden Sunflower’ is confident that it can become a high-flying flag for China’s national automobile brand. Represents the highest level of Chinese automobiles. ”
The Hongqi L5 unveiled at this auto show is the best evidence. As a new masterpiece of the Hongqi Golden Sunflower Seed brand, the new Hongqi L5 insists on paying tribute to the classics of national cars, integrating top design, top technology, and top craftsmanship
In terms of appearance, the front face is inspired by the caisson of the Temple of Heaven, the grille is inspired by the jade tube and bamboo sections, the taillight design is inspired by the palace lantern shape, and the matrix decorative strips imply stability. The lanterns are bright and calm, showing The style of a "national car". The interior design is also derived from the horizontal outline of the Chinese-style architecture with double eaves and angular corners. It is elegant, upright and extraordinary; the comfortable and elegant seats are combined with the lacquer and embroidery techniques of China's intangible cultural heritage, revealing the low-key Chinese culture. Elegance and luxury without losing style.
Of course, technology is more important for independent brands. The new Hongqi L5 is equipped with the only independent V8T engine, original high-precision balanced combustion and other 49 patented technologies; first launched. Fully independent national secret algorithm; China's first mirror coating, multi-color spray painting, and craftsmanship. The three major technologies outline the luxurious temperament of Hongqi L5 from three aspects: power, information security, and manufacturing technology.
It is understood that. The Hongqi L5 has started pre-sales and is accepting reservations, and is expected to be delivered by the end of this year. In addition to the Hongqi LS7 and the newly unveiled Hongqi L5, Hongqi's "Golden Sunflower" sub-brand will also launch more models in the future.
Accelerate transformation, Hongqi New Energy will take over the future
If the "Golden Sunflower" sub-brand is another improvement of Hongqi's brand image, then when it comes to brand sales, the new energy transformation is more universal. , the significance is even more significant.
Data show that the Hongqi brand is determined to achieve total sales of 1 million by 2025, of which sales of new energy vehicles will exceed 500,000; by 2030, sales will exceed 1.5 million. vehicles, among which new energy vehicles have become the main sales force. Such an ambitious goal also forces Hongqi to continue to make efforts in the fields of electrification technology and intelligence.
In order to achieve this goal, in the next three years, the Hongqi New Energy brand will launch 15 new energy smart products frequently and intensively, covering A, B, C, and D-class cars, SUVs and All MPV market segments.
In fact, as early as April 8, Hongqi demonstrated the third largest platform under the "Flag" super architecture in Changchun - the Hongqi Hybrid Platform HMP. This hybrid platform took 5 years to develop. It has broken through 526 key core technologies, has safe, low-carbon, pleasant and powerful platform features, and has many new and original unique technologies that lead the world.
Together with the "Electric Platform HME" and "Intelligent Platform HIS" exhibited at this auto show, it forms the "Flag" super architecture.
Among them, the electric platform HME brings together all major breakthroughs and all the latest achievements in FAW Group's 8 major technology field groups and 115 key technology fields, integrating high-energy and safe batteries, efficient electric drives, and high-power intelligent energy supplement. The four major systems of Hezhi Driving Safety Chassis can cover all future Hongqi new energy brand A, B, C and D class cars, SUVs and MPV models. ?
The intelligent platform HIS is equipped with an advanced HEA electronic and electrical system, with a functional safety level up to the world's highest ASIL-D level, and an OTA upgrade rate up to 5GB per minute. Among them, the HAP precision autonomous driving system can Achieve world-leading centimeter-level positioning and “point-to-point” autonomous driving covering all main roads. At the auto show, the intelligent platform HIS expressed Hongqi's understanding of future design and future cockpits in the form of a concept cabin.
At the product level, the Hongqi New Energy sub-brand has launched four products, including Hongqi E-HS9, Hongqi E-QM5, and two new products, Hongqi E202 and Hongqi E001.
Among them, the Hongqi E001 will be available for blind order upon its release. As a luxury smart pure electric car for new noble pioneer users, the Hongqi E001 is also the brand new design concept and "Flag" super architecture of Hongqi New Energy. The new products under FMEs are expected to be officially launched in November this year.
The "Hongqi Energy-Saving Car" series brings the Hongqi H6, which was officially launched at the Shanghai Auto Show. The new Hongqi HS7, new Hongqi HS5, and Hongqi HS3 will also be launched this year.
Wang Shengli, general manager and party secretary of FAW Hongqi Auto Sales Co., Ltd., said: "These three products have different positioning, different nodes, and different tasks. They will add to the product matrix of Hongqi energy-saving vehicles. Bringing new expansion and upgrades, injecting more fresh and lasting vitality.”
In his view, the Hongqi brand is moving towards the second stage of leapfrog development, and the launch of new products is both the Hongqi brand and the brand. The feedback for the long-term support of the majority of users further represents the determination and commitment of the Hongqi brand to insist on making every product and serving every user well.
From Hongqi Golden Sunflower to Hongqi New Energy, and then to Hongqi energy-saving vehicles, the Hongqi brand uses the spirit and strength of great craftsmen to show the world the new image of a Chinese national automobile brand that strives for self-improvement.
As Qiu Xiandong said at the end of the press conference: "The Hongqi brand will adhere to the concept of 'Chinese-style new noble refinement', innovate and contribute new technologies, excellent products and ultimate services, and continue to meet the needs of consumers.' In pursuit of "wonderful travel, beautiful experience, and wonderful life", we will resolutely develop new energy vehicles, resolutely follow the only path to becoming an automobile power, and strive to open a new chapter in the second stage of leapfrog growth."
Conclusion
p>"On the peak of Liupan Mountain, the red flag rolls in the west wind. I have a long tassel in my hand today, when will I tie the blue dragon?" This poem majesticly expresses the iron perseverance and heart of the Red Army soldiers who move forward regardless of difficulties and dangers. The firm belief that we will win the war of resistance.
Isn’t this the case in the current automobile market? From this Shanghai Auto Show, it is not difficult to see that whether it is a luxury brand, a joint venture brand or an independent brand, they have tried their best to fully demonstrate the competitiveness of the current automobile industry in terms of exhibition scale, strategic layout, new car matrix, etc. Intense and involutionary.
As the most competitive high-end brand in China, Hongqi can be said to have given the most comprehensive answer-if the release of Hongqi’s new energy brand strategy on January 8 marks the first step in Hongqi’s development in the new era. The beginning of the second chapter; then, the release of the "three major sub-brands" at the Shanghai Auto Show, 7 new models and the debut of technologies ranging from the independent and only V8T engine to the hybrid platform HMP, electric platform HME, intelligent platform HIS and other technologies will further It clearly demonstrates the direction and goals of the Hongqi brand’s second stage of leapfrog growth.
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