In the cradle of the birth of the first automobile in New China, the historical mottles have not yet faded, and the glory of the times has quietly arrived.
In 2023, China FAW brand value is 429.157 billion yuan, ranking first in the domestic automobile industry. The rising potential of national brands is once again highlighted, and the value of Hongqi brand reaches 115.529 billion yuan, ranking first in the passenger car brand industry.
At present, China FAW has grown into a state-owned super-large automobile enterprise group, with a cumulative production and sales of more than 58 million cars; the annual sales of the Hongqi brand have jumped to 300,000, creating a rapid development of the industrial miracle and out of a high-quality development road.
In just a few years, how did the Hongqi brand complete the huge transformation from "national car" to "national car", and achieve great changes in brand perception, product image and user image?
brand up
Bloom the red flag
The unique brand heritage and national car genes endowed by history to Hongqi have become the crown jewel of Chinese national automobile brands.
In 2018, Hongqi brand released a new strategy, dedicated to becoming "China’s first and world-famous" new noble brand, adhering to the concept of "Chinese-style new noble delicacy", highlighting the brand’s "distinguished, Chinese and young", and creating four product series of L, S, H and Q. It has achieved leap growth for many consecutive years.
In 2023, the Hongqi brand officially released the three sub-brands of "Hongqi Golden Sunflower", "Hongqi New Energy" and "Hongqi Energy-saving Vehicle".
– Red Flag Golden Sunflower, focusing on the luxury and high-end market, provides excellent choices for consumers who pursue the ultimate quality and driving experience.
– Hongqi New Energy is committed to promoting the development of sustainable travel and providing green and low-carbon travel solutions for consumers in the new era.
– Hongqi Energy-Efficient Vehicle, which focuses on improving fuel economy and reducing emissions, providing efficient and economical travel tools for consumers who value energy conservation and environmental protection.
The new brand positioning has set a clear direction for the development of Hongqi and gathered new potential energy. From "national car" to "national car", from traditional power to new energy, the Hongqi brand has once again presented itself to the world with a new look.
At the same time, the Hongqi brand has made frequent appearances on the international stage, conveying the power of Chinese brands to the world. The Hongqi E-HS9 helped to participate in the economic and trade exchange roundtable activities of the Chinese Consulate General in Frankfurt, the Hongqi HS3 made a stunning appearance in the Middle East market, and the Hongqi car flourished at the VOGUE Ball of Arabia (Vogue Arabian Night), winning wide praise in the international market.
product refresh
Provide better service
The rapid iteration of industrial technology and the diversification and upgrading of users request make Chinese automobiles face new challenges and usher in greater development opportunities.
Faced with the must-answer question of "new products", China FAW jumped into the game, took the initiative, and continuously upgraded the product matrix.
2024 (18th) Beijing International Automobile Exhibition, China FAW brought its brand blockbuster products to the exhibition. Among them, the concentrated appearance of 22 models of Hongqi showed a new look of brand development.
Hongqi Golden Sunflower brand full-size SUV "Guoyao", top luxury flagship sedan "National Ceremony", super luxury executive sedan "Guoya", calm and pleasant "Guoyue", four models form the "Golden Sunflower National Guest Team", attracting many visitors’ attention.
Among the Hongqi new energy brands, the Hongqi EHS7, a pure electric medium and large SUV model, is equipped with the first battery hexahedron insulation technology, the industry’s first low-temperature battery and integrated air-conditioning thermal management system, and the only rear wheel steering technology in the same class; the pure electric car Hongqi EH7 has 20 intelligent driving auxiliary features, a 5-minute charging battery life of 215 kilometers, and a combination of technology and luxury interior, representing the latest achievements of China FAW in the process of green transformation of new energy. Among the Hongqi energy-saving vehicle brands, the Hongqi H9 has been newly upgraded in six aspects: appearance, interior, system, power, safety and comfort; the flagship MPV model 2024 HQ9 is equipped with a plug-in hybrid system, and the cockpit is fully upgraded to achieve the same price of oil mixing.
China FAW’s comprehensive product layout will further help enterprises control the pace of the market, precipitate product advantages, continuously introduce new technologies, accelerate the launch of star models, and provide better services to meet consumers’ pursuit of "wonderful travel and better life".
Technological innovation
Create the ultimate experience
China FAW has always adhered to the consumer experience as the starting point of technology research and development, production and manufacturing. In 2020, China FAW released the flag technology strategy for the first time, and continued to iterate and optimize. On April 18, 2024, China FAW’s 5th Science and Technology Conference officially released the flag technology "SIGHT (Insight) 531" development strategy, and released the "three major technology platforms" of the Hongqi brand, namely "Hongqi Tiangong" pure electric platform HME, "Hongqi · Honghu" hybrid platform HMP, and "Hongqi · Jiuzhang" intelligent platform HIS, making detailed plans in terms of safety, intelligence, green, health and beauty.
– In terms of safety, it is expected that the impact resistance energy of the battery box will be greater than 700 joules in 2026, which is equivalent to 1.6 times the kinetic energy of the pistol firing bullet, achieving industry leadership.
– In terms of intelligence, Active Suspension 3.0 will be launched by 2026, with a 20% increase in active force and a double increase in response speed.
– In terms of green, the latest mass-produced high-efficiency electric drive system has a maximum efficiency of 96%, and the power density of the electric drive system is 3.2kW/kg, which is at the leading level in the industry; the data of 164 types 15,000 more than sets of key equipment is connected to create a digital twin factory that integrates the 3D model of the production line and the running status.
– In terms of health, efforts will be made to overcome 16 key technologies such as bio-based health care materials, multi-functional nano-ecological ion materials, and particulate matter purification. By 2028, the release of negative oxygen ions from the cockpit will reach waterfall level, that is, there are 3,000 negative oxygen ions per cubic centimeter in the air.
– In terms of "wonderful", the Hongqi brand has in-depth cooperation with the Palace Museum, combining the charm of classical Chinese architectural aesthetics with cutting-edge technology to create high-value products with rich cultural connotations. At the same time, FAW of China and Dunhuang Research Institute continue to carry out project cooperation, and the latest design results will be released one after another within the year.
"Transforming" People with Culture
Accumulate rich development heritage
In recent years, China FAW has continued to carry out in-depth "four-energy" reform with "cadres can go up and down, employees can come in and out, salaries can be high and low, and institutions can increase and reduce energy" as the core. The reform concept of clear goals and responsibilities, matching salaries and values, equal incentives and constraints, and strict management and love has been precipitated into a new cultural gene of the enterprise.
Through reform, the organizational structure, institutional mechanism, and human resources of enterprises have further enhanced their support for strategic goals and strategic transformation, and the innovation and creation vitality of project teams and key talents has been fully released. Equal responsibilities and rights, stimulating the power of talent innovation. China FAW has continued to promote institutional and mechanism innovation. In the past three years, its R & D investment has increased by an average of 8.6% annually. It has implemented methods such as "revealing the list and hanging in command" and "task contracting", so that R & D personnel have status, platforms, and treatment. A large number of young R & D personnel and craftsmen from big countries continue to emerge. Many "post-80s" and "post-90s" have been entrusted with important tasks to provoke the big beam. Introduce internal training from outside to create a highland for automotive talents. Data show that China FAW has introduced a total of 13,198 talents of various types, of which R & D talents have In the past three years, 454 people have been honored in the talent category at the provincial and ministerial level or above, of which 11 have been selected for the National Talent Program. Optimize the mechanism to promote the transformation of achievements and industrial incubation. China FAW actively explores the transformation channels of "licensed use, priced shares". Through the combination model of "cash incentive and equity incentive", it has realized the organic integration of deep binding of team projects and amplification of employee income.
In the future, China FAW will continue to accelerate the control of key core technologies, resolutely establish a national automobile brand, continuously enhance core functions, improve core competitiveness, and accelerate the construction of China FAW into a world-class mobile travel technology company, making new and greater contributions to the construction of a strong country and the great cause of national rejuvenation.Huatailai)
