Hongqi is preparing to enter Australia later this year, and the Chinese luxury brand isn’t being shy about who it intends to challenge. Mercedes-Benz and Range Rover are firmly in its sights.
Hongqi Australia CEO and managing director Jim Wu said the company hopes to position itself alongside established luxury brands including Mercedes-Benz, BMW and Audi.
“We will take market share from Range Rover, that kind of level,” Wu said. He also expects Hongqi to take some share from Mercedes-Benz, although potentially to a lesser extent.
The ambitions don’t stop there. Hongqi is targeting around 1,000 vehicle sales per month by June 2027, when all three of its confirmed models are expected to be available in Australian showrooms. Its longer-term target is an ambitious 30,000 sales annually.
Leading the charge will be the E-HS9, a large electric luxury SUV that is expected to make its Australian debut in Melbourne in October.
Hongqi dealerships will follow, with the first customer deliveries currently scheduled to begin in mid-January 2027.
Source: Car Expert
