In the luxury car market, China brand has obviously formed three roads. This includes new forces, new high-end brands of traditional car companies, and Red Flag. Different from the first two, the red flag has always been the most unique existence in China automobile market. Hongqi has the longest and most glorious history of China automobile, and its brand story is the deepest accumulation of becoming a luxury brand.
These three forces have promoted the reform of luxury car market in China and the rise of new luxury. Different from the other two models, Hongqi is the car company with the largest brand accumulation, which has completed its self-transformation and brought new luxury, thus promoting the development of the first two models.
In the past five years, Hongqi has experienced rapid development and brand rejuvenation. This year, the red flag once again opened the curtain of transformation and moved towards new energy in an all-round way. In fact, the red flag has been a small test of new energy, showing strong competitiveness. Statistics show that in the luxury large SUV market, the monthly sales of Hongqi E-HS9 performed well.
E-HS9 represents the brand-new competitive strength of Hongqi, and the brand-new high-end combination of Hongqi H9/E-HS9 has also received positive feedback from the mass market with the sense of quality presented by China's fashion design, innovative technology and details. Breaking, rebuilding and refreshing are the spirit of the red flag in recent years. This is also the key for legendary brands to keep pace with the times and gain new life in innovation. When the new energy layout of Hongqi develops rapidly, it will set off a big wave in the luxury car market in China with lightning speed.
Hongqi is not only the spiritual leader of China luxury car market, but also the pioneer of another change.
Five-year transformation of red flag
In the course of 65 years' development, Hongqi has always kept the pace of progress, struggling to move forward on the road of building China people's own dream of luxury cars. Time goes back to five years ago. At that time, China's automobile industry had made many impacts on the high end, but no major breakthrough was made. A * * * knowledge of China automobile industry is that China will independently produce a luxury brand, but the question is what kind of luxury brand will it be?
At that time, although new brands were released in the industry, the whole industry was in a groping state. The drastic reform of Hongqi has sparked heated discussion. "Traditional luxury brands often represent a long history, exquisite skills, high quality and a sense of luxury, while the younger generation of luxury brand consumers in China have higher requirements for digital and intelligent innovation. Compared with BBA, Hongqi is a high-end brand in China. On the one hand, there is a deep brand accumulation and inheritance, which can be adjusted according to the needs of consumers more quickly to adapt to the market. " An industry insider believes.
Accelerating the definition of "new luxury of science and technology" and strengthening the contact with users are the ideas of Hongqi, and also the key for these new brands to win the market at present. It can be seen that in the release of the new strategy of 20 18 Hongqi brand, a core change of Hongqi is actually a change of the underlying logic. Hongqi established the concept of "customer-centered", followed by a series of innovative marketing measures and the launch of a younger and more people-friendly product matrix, which made Hongqi add vitality to solemnity and fly into the homes of ordinary people.
To support all this, we need to make corresponding adjustments in the system, and the basis of all this is research and development. As the most important automobile enterprise in China, FAW has strong R&D strength. Especially after the reform, Hongqi reconstructed the R&D system and opened the door to more outstanding talents. An open, inclusive and innovative Red Flag R&D system was gradually formed, which became the source of the later Red Flag outbreak.
Now, Hongqi has built a global R&D layout of 1+ 12+X, absorbed the world's top technical talents, and established a global excellent R&D team with more than 5,000 people; Fully learn from the quality assurance experience of the world's top brands and establish cooperative relations; Newly established world-class quality standards and extremely strict process quality control standards.
In addition, the new red flag has established a new supplier system, insisting on using the world's best suppliers and the most technologically advanced partners; Invest in building a world-class standard manufacturing factory. Upon completion, the new Hongqi Prosperity Factory will become the most advanced "smart factory" and "green factory" in China. Intelligent workstations account for more than 80% of all workstations, and the carbon emission of bicycle manufacturing has reached the international advanced level.
Thanks to the above efforts, after the annual sales of Hongqi brand quickly broke through 6,543.8+10,000 vehicles, the sales in 2026.5438+0 exceeded 300,000 vehicles, and in 2022, the sales increased slightly by 3% year-on-year to 3,654.38+10,000 vehicles, continuing to attack the first-line luxury brand camp. Compared with traditional luxury brands, Hongqi brand has completed the development of traditional luxury brands for nearly 65,438+00 years in five years.
Market miracle of product force deduction
The development of the red flag was spelled out by FAW people and also by products. In the fierce competition of China automobile market, it is not easy to survive, and it is even more difficult to find its own position in the luxury car market. So, how is the red flag made? This is the Red Flag H9 and the first MPV model HQ9. These products clearly show the brand-new changes of Hongqi products in recent years.
For example, the body of Hongqi H9 adopts many original technologies, including 3D printed lightweight aluminum chassis structure, six-in-one anti-collision active safety system, and vehicle 3D laser scanning measurement technology. It is also equipped with a full-scene intelligent ecosystem with 60+ functions. The system can realize smart home interconnection, remote vehicle control, remote medical diagnosis and other functions. Hongqi HQ9 also owns 23 health patents. The car adopts natural plant materials, nano-ionic leather technology and triple air quality protection system. The content of negative oxygen ions in the air inside the car is 60 times that of the forest park.
In terms of safety, the red flag series models have also achieved the ultimate. For example, the body of Hongqi H9 adopts the unique "9H" cage body design at the same level. The proportion of high-strength steel is as high as 67.7%, and the highest strength reaches 2000MPa, while the proportion of first-line luxury brand high-strength steel is only about 60%. In the ranking of automobile brand quality in China, Hongqi brand surpassed more than 60 automobile brands in China, and in 2022, China ranked sixth in automobile brand quality, ranking first in independent brand.
In terms of intelligence, Hongqi H9 is also equipped with the most 12 ultrasonic radar, 3 millimeter-wave radars and 5 cameras in its class, and has the richest 19 active safety function in its class, which can predict the dangers of dozens of scenes such as blind spots, lane changes, opening doors and overtaking, and ensure travel safety to the greatest extent. It can be said that from software and hardware to design and brand, a luxury brand in China has been making a gorgeous turn.
Both the appearance and interior design of these two cars have an elegant atmosphere with rich oriental artistic conception, bearing the dual enjoyment of luxury and spirit of China elite business people.
As the first flagship C+ class luxury car since the release of the new Red Flag strategy, the red flag H9 two-color body, straight waterfall mid-net modeling, "dream wing" headlight group and "red light shining" running through the taillights will all present an elegant and dynamic visual experience, which is very ceremonial. In terms of interior, the central axis layout surrounded by the whole cabin, the freehand floating central control system, the looming landscape texture, the 256-color atmosphere and the elegant atmosphere.
On the other hand, the design of Hongqi HQ9 is based on "harmony", and its appearance is calm and full of vitality. The interior adopts a 7-seat layout of 2+2+3, and the second row is equipped with two independent aviation seats, with the maximum inclination angle of173. Air conditioning and audio-visual can also be operated through the controller. The third row of seats is a 4/6 structure, which can be laid down and moved back and forth. Compared with ordinary MPV, it has a more comfortable ride experience and a more distinguished car experience.
Hongqi HQ9
This is the real "luxury goods in China", which has reached a new peak in Hongqi. There are many such designs. Different from German luxury and American luxury, the charm of luxury cars in China is like landscape painting, with endless artistic conception.
New energy climbs to new heights.
Brand temperature, product competitiveness and investment against market competition are the basis for Hongqi brand to win the market. With the acceleration of intelligence and electrification, Hongqi brand is also increasing its investment in this field, hoping to take the lead in the new round of market competition.
On June 8 this year, 65438, the new energy strategy of Hongqi brand was officially released. According to the plan, FAW Hongqi's future technological innovation investment and new production capacity will all be used for new energy vehicles, of which the sales volume of new energy vehicles exceeds 500,000; By 2030, the overall sales volume will exceed 6.5438+0.5 million, among which new energy vehicles will become the main sales body. At the same time, brand influence, innovation ability and overall strength. , will also enter the first camp of global high-end brands together with sales indicators, truly achieve "China first, world-famous", and truly realize the strong rise of new red flag new energy.
China automobile has experienced 70 years of development. With the rise of independent brands, a number of large automobile groups with an annual sales scale of 2 million vehicles have also been born. However, the above-mentioned people believe that the situation that China brand is "big but not strong" still exists, which is determined by the late history of China brand. The brand-new era of intelligent electrification, strong supply chain capability, accurate insight into consumers, and quick market response capability have made China brand "change lanes and overtake".
In order to achieve the breakthrough of new energy core technology, Hongqi has built a high-end electric intelligent super building-FMES. It brings together eight technical fields of R.Flag technology development strategy and 1 15 key technologies, and has a platform HME for electrification and intelligent integration of Flag, which mainly includes four systems: high-energy safety battery, high-efficiency electric drive, high-power intelligent energy supplement and intelligent driving safety chassis. In addition, Hongqi has also built an intelligent experiential comprehensive platform HIS, including advanced electronic and electrical systems, automatic driving systems and comfortable cockpit systems. * * * Committed to building new models in the future.
The "Flag" super building will make full use of the global R&D resources of Hongqi, and all the development work will be completed in the first half of 2023. By then, there will be nearly 65,438+00,000 patents, software copyrights and other intellectual property rights, which will meet the development, manufacturing and use needs of most models under the Hongqi brand, and three brand-new models will be launched quickly within two years. The first product code is E00 1, which is expected to be launched in the second half of this year. The second product code E202 is expected to debut at the end of this year; The third product code E702 will meet with consumers in the first half of 2024. In the next three years, 15 new energy intelligent products will be launched, covering all market segments of A, B, C and D cars, SUVs and MPVs respectively.
In the two core areas of "Soul" chip and operating system, Hongqi has also combined with the domestic dominant enterprise * * * and the world's leading five-in-one cockpit driving integrated intelligent chip "Qizhi" and the vehicle-level operating system "FAW". OS "has strong real-time, high compatibility and wide openness.
By 2025, Hongqi will build more than 700 Hongqi experience spaces, more than 1 000 service networks and 600,000 energy supplement terminals overseas; Overseas sales accounted for more than 10% of the total sales, and the overseas sales in that year increased by 20 times compared with 2022; In 2030, overseas sales will account for 25% of total sales.
From design language to brand marketing, Hongqi brand has deeply implanted "cultural self-confidence" into brand genes. In the next five years, the red flag brand will pass all? In terms of new energy and intelligence, "technical confidence" blooms in the global market, changing the competitive landscape of luxury car market.
This article comes from Hao author, Spiegel professional edition, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.