FAW Group enhances Hongqi brand's marketing management

Beijing (Gasgoo)- On September 19, FAW Group announced a strengthening of its marketing management system for the premium vehicle brand Hongqi, consolidating various departments and functions of the marketing innovation institute, marketing center, and new energy marketing center into an all-new marketing center. 

Photo credit: Hongqi

This restructuring aims to align more closely with the "All in" new energy vehicle strategy and enhance the collaborative capabilities of the Hongqi brand's marketing system.

This move represents a deep integration of FAW Group's marketing business, resources, and capabilities. It is expected to generate stronger brand momentum, elevate the brand's profile, and enhance its capabilities in brand differentiation management and new business innovation. The goal is to better integrate products, culture, services, and other multidimensional experiences.

As early as 2018, FAW Group unveiled the new Hongqi new energy strategy and established the New Energy Research Institute in the following year to prepare for new energy technology and products. Last year, FAW Hongqi created the high-end electric intelligent super architecture FMEs, known as the "Flag" Super Architecture. Based on this architecture, Hongqi developed three major technology platforms, the HME electric platform, the HIS intelligent platform, and the HMP hybrid platform.

In January of this year, the Hongqi brand announced its commitment to going "All in" on new energy vehicles, aiming to electrify all models across the board. This transformation extended from the new energy brand architecture, brand logo, design language to technology platforms and product planning. 

Hongqi's sales target is to achieve total sales of over a million units by 2025, with new energy vehicle sales surpassing 500,000 units. By 2030, the aim is to exceed 1.5 million units in sales, with new energy vehicles taking the majority.

In parallel, Hongqi is accelerating its overseas expansion efforts. By 2025, the goal is to establish over 700 Hongqi experience centers, more than 1,000 service networks, and 600,000 charging terminals in overseas markets. The target is to have overseas sales account for more than 10% of total sales.