Chinese luxury car brand Hongqi has officially launched in Australia with the arrival of its flagship E-HS9 electric SUV, a six-seat, dual-motor vehicle boasting a large 120 kWh battery and a price tag of just under $150,000 before on-road costs.
The brand, which will be known as HQ in Australia, was established in China in 1958 and is owned by state-owned automotive giant FAW Group.
Hongqi translates to “red flag”, perhaps an unfortunate name for a car brand looking to establish itself in a new market. It is best known for producing luxury limousines used by Chinese government officials, including President Xi Jinping, but has expanded into electric vehicles as part of its push into international markets.
The E-HS9, was designed under the direction of former Rolls-Royce design chief Giles Taylor. It will be the first model offered locally, with customer deliveries scheduled to begin on January 18, 2027.
The Driven attended the official unveiling of the E-HS9 in Sydney this week, and like a Rolls Royce, it’s a big vehicle. Measuring 5.2 metres long and just over two metres wide,it weighs a substantial 2,636 kg, putting it among the larger electric SUVs available in Australia.
Power comes from a dual-motor all-wheel-drive system producing a claimed 411 kW and 606 Nm of torque, with acceleration from 0–100 km/h in 5.5 seconds and a top speed of 200 km/h.
A 120 kWh nickel manganese cobalt (NMC) battery delivers a claimed WLTP driving range of 548 km.
Despite its large battery, the E-HS9 uses a 400-volt electrical architecture, with DC fast charging limited to 140 kW.
Hongqi says the battery can be charged from 10 to 80 per cent in 48 minutes, while three-phase AC charging is supported at up to 11 kW.
Those charging figures are relatively modest for a new electric SUV at this price point, particularly given the increasing availability of faster-charging 800-volt systems from rival manufacturers.
The E-HS9 itself is not an entirely new vehicle, having first been unveiled in China in 2020, although the Australian version has been adapted for local conditions.
Inside, the E-HS9 features a six-seat configuration, with two individual seats in the second row and a further two in the third row.
The cabin includes dual 15.6-inch infotainment displays, a digital instrument cluster, a 16-speaker Bose sound system, four-zone climate control and a panoramic sunroof.
The front seats also feature heating, ventilation and massage functions, while the second-row seats offer heating and ventilation.
Other equipment includes adaptive air suspension, 21-inch alloy wheels, a 360-degree camera and Apple CarPlay and Android Auto connectivity.
Boot space is 255 litres with all three rows in use, expanding to 1,747 litres when the rear seats are folded.
The E-HS9 also comes with Hongqi’s Sinan driver assistance system, which includes adaptive cruise control with lane centring, lane-keeping assistance, blind-spot detection and speed-sign recognition.
Hongqi says the technology has been adapted for Australian road conditions and rules, although the vehicle’s local driver assistance features remain Level 2, requiring drivers to stay in control.
The Australian launch is being managed by Greentech Smart EV, a locally based company headed by Jim (Baojun) Wu, who previously co-founded and led Chinese EV manufacturer Leapmotor.
Wu says the company sees an opportunity to establish Hongqi in Australia’s growing luxury electric vehicle market.
“Australian demand for electric vehicles continues to go from strength to strength, but at the luxury end of the market, buyers have previously been faced with a choice – opt for established brands still adapting to new drivetrain technologies, or newcomers still proving themselves,” Wu said.
“HQ offers the best of both worlds, bringing together engineering heritage with technology built for the electric vehicle era.”
While final pricing has yet to be confirmed, the company says the E-HS9 will be priced below $150,000 before on-road costs, putting it in competition with established luxury electric SUVs.
Hongqi is also offering a series of incentives for early customers, including cashback of up to $10,000 for buyers placing a $20,000 deposit.
A $10,000 deposit attracts $5,000 cashback, while those placing a $5,000 deposit will receive $1,250 cashback.
The offers are available until January 18, 2027.
The company is also offering a 10-year or one-million-kilometre battery warranty for the vehicle’s first owner, along with 12 months of complimentary charging at its dealerships. The full vehicle warranty offered is 7-years and 200,000 kms.
Hongqi’s arrival comes as an increasing number of Chinese carmakers establish themselves in Australia, although most have initially concentrated on more affordable segments of the EV market.
For HQ, the challenge will be convincing Australian luxury car buyers to consider a largely unfamiliar brand at a price point traditionally dominated by established European manufacturers.
The E-HS9 is not the only car in HQ’s plans, with a smaller E-HS4 electric SUV scheduled to be unveiled locally in December, ahead of first deliveries in January.
Speaking at the Sydney launch event, Greentech Smart EV managing director Jim (Baojun) Wu flagged an electric ute was in consideration.
Mr. Wu also outlined ambitious sales targets for the brand. Asked how many Hongqi vehicles he hoped to sell in Australia, Mr. Wu suggested a target of between 500 and 1,000 vehicles a month, although he did not specify a timeframe for achieving those numbers.Â
