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An official blog post claiming that Foreign Minister Wang Yi had chosen the new Hongqi H7 sedan as his official limousine has drawn attention to China’s only indigenous luxury car brand.
Despite strong government backing since its inception in the late 1950s, Hongqi（whose name means Red Flag in Chinese） has fared poorly on the auto market since the 1980s due to the influx of more reliable, affordable and desirable imported brands such as Volkswagen, Mercedes, Toyota, Honda, Ford and GM. Despite an early preference for the Hongqi among China’s elite officials, foreign brands have long displaced the former homegrown sedan-of-choice.
Now, the new H7, a high-end marquee claimed by manufacturer FAW （First Automobile Work Group） to “have the edge” over similar-grade Audi and Mercedes sedans, is shouldering the expectations of those who would prefer China to innovate rather than simply import.
“Independently designed and developed by FAW, the H7 series is of a much higher quality than previous Hongqi models,” Xu Xianping, FAW’s general manager, told a press conference on May 30.
According to Xu, FAW has invested over five billion yuan （US$790m） in the development of the H7 series since 2008, and the company will increase this investment to over 10 billion yuan （US$1.6bn） in the coming years in anticipation of more orders for Hongqi sedans.
Thanks to the unofficial endorsement from the country’s foreign minister, the H7 saw a surge in sales even before Wang was photographed riding in one. Zhang Xiaojun, FAW’s sales manager, revealed to the media that they have received over 1,000 orders from various government departments since the blog post first appeared online. Could this 55-year-old brand, long mocked for imitating foreign luxury cars, be on the verge of a comeback?
Car of Honor
In the eyes of the Chinese people, the Hongqi is more an icon than a practical vehicle. For decades, the Hongqi was the only luxury car seen on China’s roads, and only ever carried the most senior government officials.
“Nobody had seen a luxury car then, let alone made one,” remarked retired Hongqi auto engineer Liu Jingchuan in an interview with Auto People magazine. “What we had was enthusiasm and passion as we were answering Chairman Mao’s call.”
That “call” was a quotation attributed to Mao Zedong： “We should have a brandname car of our own.”
“This was during the Great Leap Forward in 1958, when the Chinese people believed nothing was impossible,” Liu told Auto People. China was on the verge of severing relations with the former Soviet Union – its main source of much-needed aid – and about to embark on economic, agricultural and industrial reforms that would wreak havoc across the nation, leading to a catastrophic famine and an almost total collapse of domestic industry. Nevertheless, the Hongqi plant was festooned with banners proclaiming “With the East wind and flying red flags, let’s make a car to go see Chairman Mao.”
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