Hongqi brings Xi Jinping's official car brand to Australia

Hongqi, the Chinese luxury marque best known for building the state limousines used by President Xi Jinping and other senior government officials, is preparing to launch in Australia in the second half of 2026. The flagship Hongqi E-HS9 electric SUV is expected to spearhead the brand's local arrival, which will target brands such as Volvo and Cadillac.

carsales has obtained information confirming Hongqi (pronounced hong-chi) is preparing to enter the Australian market later this year, marking the first passenger vehicle launch here by China's state-owned First Auto Works (FAW).

The move follows Hongqi's expansion into Singapore, Thailand, Indonesia and Hong Kong – all right-hand-drive markets.

Speaking to The Straits Times in Singapore, Hongqi Asia-Pacific executive Liu Jifang recently confirmed Australia is firmly in the company's next phase of international growth.

"In the second half of 2026, the United Kingdom, Australia and Malaysia will be added to the list," he said.

The brand's most recognisable car is the Hongqi L5, a retro-styled limousine that ferries around the General Secretary of the Communist Party, Xi Jinping.

It's the most expensive Chinese-made vehicle offered for sale, with a price tag of just over $1million.

An individual assisting with Hongqi's Australian launch said success would depend on more than simply competitive pricing.

"Australia is becoming a critical market for Chinese vehicle manufacturers looking to establish a long-term presence outside China,” they said.

Until recently Japan exported more new cars into Australia than any other country but that has since shifted to China as competition with established brands heats up.

"Success won't simply come from offering competitive products. Brands must understand Australian customers, build trusted dealer relationships and create a retail experience that reflects local expectations," said the industry expert helping set up Honqi in Australia.

"Those that localise effectively will be best positioned for long-term growth," they said.

Right now there are more than 80 new car brands vying for the attention of new car buyers in Australia.

It’s not clear how Hongqi will position its vehicles but they are the pride of China and are likely to be priced against German luxury brands.

Founded in 1958, Hongqi – meaning 'Red Flag' – was China's first domestic passenger vehicle manufacturer and has long been associated with ceremonial vehicles for the country's political leadership.

In recent years, however, the car brand has reinvented itself as a premium luxury brand targeting private buyers both in China and overseas, positioning itself against established European luxury manufacturers rather than competing primarily on price.

Its styling credentials have also been strengthened through the appointment of former Rolls-Royce design chief Giles Taylor, whose influence is evident in the upright proportions, distinctive lighting signatures and signature red grille accent found across the range.

Leading the Australian launch is expected to be the Hongqi E-HS9, a full-size battery-electric SUV measuring 5.2m long with a 3.1m wheelbase. That makes it 172mm longer than a Volvo EX90, while its wheelbase is longer again, placing it among the largest luxury electric SUVs on sale.

Right-hand-drive versions use a 120kWh battery with a claimed WLTP driving range of 515km.

Power comes from a dual-motor all-wheel-drive system combining a 202kW front electric motor with a 160kW rear electric motor for total outputs of 362kW, delivering a claimed 0-100km/h sprint in 5.5 seconds.

Standard equipment includes an 8.8-inch digital instrument cluster, dual 15.6-inch infotainment displays, air suspension, Matrix LED headlights, a panoramic sunroof, heated, ventilated and massaging front seats, plus the choice of six- or seven-seat configurations.

Hongqi describes its cars as ‘Eastern luxury rendered with European restraint’.

The Hongqi E-HS9 is expected to compete with premium three-row electric SUVs including the Cadillac Vistiq and Volvo EX90. Australian pricing has yet to be announced but Hongqi's ambitions extend well beyond a single model.

The company has outlined plans to introduce 15 additional electric and hybrid vehicles in Europe by 2028, while brand executives have confirmed further right-hand-drive models will arrive within 12 months of the E-HS9's Australian debut.

Its arrival will further intensify competition in Australia's growing premium EV segment, where brands including Zeekr and Denza are increasingly challenging traditional European luxury manufacturers.

Expect to see more Chinese luxury brands enter the Aussie marketplace in the coming years.

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