China’s Hongqi lands in Australia as luxury brand ‘HQ’

Chinese automotive brand Hongqi is reportedly launching in Australia under the new name HQ, with its first model scheduled to arrive in January 2027. Distributed by Sydney-based Greentech, the luxury brand aims to establish a national dealer network and achieve 30,000 annual sales locally.

The move marks the passenger car debut in Australia for parent company FAW—one of China’s largest automakers—which previously offered only commercial vehicles in the market, according to CarExpert. As an entry into the local luxury EV and premium segment, HQ is set to compete directly with established and emerging rivals including Tesla, Polestar, Cadillac, Zeekr, and Denza.

Founded in the 1950s as a state limousine manufacturer for high-ranking government officials, Hongqi holds the distinction of being China's oldest car brand. While expanding into global markets with modern luxury vehicles, the brand continues to produce ultra-high-end flagships in its home market, such as the V8-powered Golden Sunflower Guoli sedan, which starts at AU$1.51 million.

Greentech CEO Jim Wu told local media that the HQ brand will blend smart technology with luxury to position itself "above Tesla" in Australia, backed by plans to establish dealership footprints across every capital city.

The distributor is targeting an initial run rate of 500 sales per month before ramping up to an ambitious long-term goal of 30,000 annual units. Reaching that volume would place HQ around 14th overall in Australia's new-car market based on 2025 sales data—ahead of Volkswagen and just behind Chery. It would also see the newcomer surpass established luxury leaders like Mercedes-Benz (27,581 sales) and BMW (26,842 sales).

MARKETING-INTERACTIVE has reached out to Hongqi for a statement. 

Back in July, the Hongqi brand established a presence in Hong Kong, appointing KLM Automobile Group as its official general agent. This strategic cooperation marks a major milestone in the Group’s business development and cements its position as a key partner in Hongqi’s global expansion blueprint. The two parties will work hand in hand to bring the extraordinary appeal of China’s premium automobiles to consumers in Hong Kong.

Featuring Exclusive Golden Sunflower Display Zone Hongqi’s brand-new flagship Experience Centre is located in Taikoo Shing on Hong Kong Island — a prestigious address and prime commercial hub with comprehensive transport links and a solid base of high-end customers, perfectly matching Hongqi’s premium luxury brand positioning.

To demonstrate its strong commitment to the Hong Kong market, Hongqi unveiled an ambitious new vehicle launch roadmap at the event. It plans to introduce three brand-new models to Hong Kong within 2026 with diversified new energy powertrains. These offerings will cater to Hong Kong motorists’ growing demand for high-performance, low-emission and intelligent mobility solutions, supporting the city’s transition to greener transport.

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