As part of its latest international growth strategy, Hongqi Asia-Pacific executive Liu Jifang told The Straits Times the company plans to launch in Australia, alongside the United Kingdom and Malaysia, during the second half of 2026. According to GoAuto, Hongqi has not yet announced its Australian distribution arrangements.
Australian business registry records show the trading names HongQi Australia and HQ ANZ have been registered by Greentech Smart EV Pty Ltd, suggesting the company is establishing its local presence ahead of its official debut.
Known as "Red Flag" in Chinese, Hongqi is one of China's most prestigious automotive brands. Established by state-owned FAW Group (First Automobile Works) in 1958, the company is known for producing state limousines used by Chinese President Xi Jinping and other senior government officials before expanding into the premium consumer vehicle market.
Positioned as Hongqi's flagship luxury electric SUV, the E-HS9 features a premium interior that incorporates Chinese design elements, including cloud-pattern motifs, jade-inspired ambient lighting and calligraphy-style accents.
Hongqi began expanding into overseas markets in 2024, entering Norway, Denmark, Germany and several Southeast Asian countries. The brand will enter an increasingly competitive Australian automotive market, where Chinese brands including BYD and GWM have established a growing presence, particularly in the electric vehicle segment. Right-hand-drive versions of the E-HS9 are already being delivered in Singapore ahead of its arrival in Australia.
Hongqi has accelerated its international expansion since 2024, entering Norway, Denmark, Germany and several Southeast Asian countries. Right-hand-drive versions of the E-HS9 are already on sale in Singapore ahead of its Australian debut.
Hongqi will enter an increasingly competitive Australian EV market, where Chinese manufacturers are expanding across both mass-market and premium segments. Alongside established players such as BYD, MG and GWM, newer entrants including Zeekr, Xpeng and Deepal are intensifying competition for Australian consumers.
Australian pricing has yet to be announced. According to German automotive reports, the E-HS9 starts from around €80,000 (approximately A$132,000).
Hongqi's local distribution strategy will also be closely watched. The issue has attracted greater attention following changes to Xpeng's Australian operations. Earlier this year, Xpeng ended its exclusive distribution arrangement with TrueEV after the company entered administration, before establishing its own Australian subsidiary to oversee local operations, according to media reports.
(Image credit: Hongqi official website)