Chinese luxury car brand Hongqi set to enter Malaysian market

Hongqi, the Chinese luxury car brand under state-owned First Automotive Works (FAW) Group, is set to enter the Malaysian market through a partnership with Quill Group of Companies.

According to local media reports, the move will be formalised via a memorandum of understanding (MoU) that will see Quill Group appointed as the official importer and complete knock-down (CKD) distributor for Hongqi in Malaysia, as well as the party responsible for appointing authorised dealerships nationwide.

The brand is expected to make its official debut in Malaysia in the middle of this year, with its model line-up and dealership network to be announced in due course.

Quill Group is no stranger to the luxury segment. It previously held the Rolls‑Royce distributorship in Malaysia from 2010 until the dealership was terminated by Rolls‑Royce Motor Cars. Quill Automobiles continues to operate a sizeable BMW dealership network, having been awarded the business in 2009.

Quill Group managing director Jennifer Low said, in comments reported by The Edge, that with Malaysia's robust bilateral relationship with China, it is fitting for them to be chosen as one of the premier right-hand drive markets for Hongqi's strategic expansion.

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FAW Group currently exports Hongqi vehicles to more than 80 countries and regions, including markets in Europe, the Middle East and Southeast Asia.

Hongqi – which translates to “red flag” – is known historically as the official vehicle marque for Chinese state leaders and dignitaries. The first Hongqi model, produced in 1958, is widely regarded as the first passenger car developed independently in China.

The brand underwent a refresh in 2018, repositioning itself as China’s leading luxury car marque and unveiling a pipeline of future models and concept cars. Hongqi has since leaned into a self-described “Eastern luxury” design philosophy, shaped in part by former Rolls‑Royce design chief Giles Taylor, and paired with advanced in-car technology.

FAW has framed Hongqi’s current international push under the theme “Embracing Innovation, Empowering the Future”, signalling ambitions to compete more aggressively in the premium mobility space globally.

In Singapore, FAW recently appointed Eurokars Group as Hongqi’s official distributor, with plans to roll out a full range of models across luxury, premium and mainstream series. The Singapore line‑up will span various powertrains, not just EVs, and targets mid‑ to high‑end customers seeking a mix of sophisticated technology, distinctive Eastern aesthetics and high-end comfort.

The initial phase there includes the E‑HS9, an electric full‑size luxury SUV, alongside newer models such as the G117 premium mid‑size SUV and the E007 electric SUV, first unveiled at the 2024 Beijing Auto Show. A dedicated showroom along Leng Kee Road is slated to anchor the brand’s presence."

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