If we are looking for a "flag" that can unite people's hearts in the history of the Republic, then Hongqi Motors must be the one to do so. As the well-known "eldest son of the Republic", Hongqi has carried the "flag" of the national automobile brand since the official birth of the first domestically produced limousine in New China on August 1, 1958, the Hongqi limousine. Together with China Automobile , wading through thorns and overcoming dangers.
Times have changed, and Hongqi, the "flag" in the hearts of countless people, has grown into one of the leaders of this era, just like Chinese cars. At the same time, Hongqi has not forgotten its "flag" image, and is still moving forward, standing with users in the new era, and using new narrative methods to continue to lead the people who follow Hongqi into the new era and towards a new future. .
On July 17, the "Qi Miao Night" 2024 Hongqi Fan Ceremony and Summer Automobile Culture Festival arrived as scheduled. In this grand ceremony for fans and Hongqi, we saw Hongqi standing together with thousands of users, and we also saw that the "Red Flag" that tells new stories in the new era continues to fly.
No matter how big the waves are in the times, the "red flag" in my heart remains unchanged.
At the Changchun China Railway Expo City, it is difficult not to be affected by the enthusiasm of Hongqi fans and feel how high the word "Hongqi" is in the hearts of Hongqi users and fans.
Whether they are young people with youthful vigor, parents holding or holding their children, or elderly couples coming hand in hand, these seemingly different faces gather together for one thing - to enjoy a party It is a celebration and carnival for Hongqi fans, and from their enthusiastic faces and smiles, it is not difficult to see the deep emotional connection in the hearts of the "Hongqi" brand public. As David Acker, the "father of modern brand marketing", said, "Brand is the emotional link between a company and consumers, which can make consumers resonate and identify." For fans of Hongqi, it is not just a car brand, but also a spiritual symbol that has penetrated into people's lives and hearts.
There is no doubt that Hongqi has unique innate advantages over the "latecomers" in carrying the banner of China's automobile culture, shaping automobile brand culture, and building a user ecosystem. But for a brand with a history of 66 years, how to keep close to the times, understand the needs of users in the new era, and build Hongqi into a car that national leaders and ordinary consumers are willing to buy, the challenges it faces are endless. It's not difficult.
The fan festival on July 17 may represent Hongqi’s attitude and answers to the challenges of the new era.
In this unprecedented event, from the shocking opening of the electronic music party to the soulful performance of the song "Breaking Dawn" co-created by fans, from the vitality of break dancing, an emerging Olympic event, to He Zi, Xing Aowei and Ding Ning With the dazzling appearance of the Olympic champion, Hongqi not only demonstrated its youthful vitality, enterprising brand spirit and rich cultural connotation in an all-round way, but also carefully planned a fan carnival with users as the core, full of interaction and resonance.
Not only that, before the ceremony started, the Qishi car owners and fans at the scene also visited the technology exhibition, prosperous factory and Hongqi cultural exhibition hall one by one along the customization route. They not only felt the Hongqi car manufacturing heritage, but also appreciated the young and progressive brand. Attitude, but also experience the charm of life in car culture. Among the audience at the ceremony, in addition to the older generation of "Hongqi people", there are also "Hongqi second generation" and "Hongqi third generation" figures. Together, they continue to write a glorious chapter of the Hongqi brand.
A fan festival not only allowed car owners and fans to understand Hongqi better and get closer to Hongqi, but also felt the transformation and growth of Hongqi personally in the process. After this grand ceremony, the emotional link between Hongqi and every lover will be like a bright star, crossing the boundaries of time and space, continuing to shine, illuminating a more brilliant future.
Technology is the core and architecture is the foundation, reshaping the new trend of "national cars"
If history and feelings constitute the emotional link between fans and Hongqi, then products are the practical link between fans and Hongqi. Hongqi has been sparing no effort in providing better products and services to the people.
At this fan festival, Hongqi HS3 PHEV made a surprise appearance, continuing to contribute to the "product year" of the Hongqi brand.
As a masterpiece of Hongqi's transformation into the electrification era, Hongqi HS3 PHEV has achieved comprehensive improvements in many aspects. The CATL power battery it is equipped with can provide the vehicle with a pure electric cruising range of 115km, making its comprehensive cruising range more than 1,100km. In terms of safety, Hongqi HS3 PHEV also spares no effort, using a high-strength body structure as a solid cornerstone. , and deeply integrates the comprehensively innovative intelligent assisted driving system, using the power of technology to protect the safe journey of every driver and passenger 24 hours a day; at the same time, with 3.3kW external discharge power and 2.8kW strong vehicle charging capacity, It provides users with unprecedented convenience and freedom for their outdoor adventures.
At a time when new energy vehicle product iterations are accelerating and user needs are constantly changing and upgrading, the arrival of Hongqi HS3 PHEV will, on the one hand, accelerate the implementation of Hongqi's comprehensive shift to new energy strategies. On the other hand, it also represents the "product year" of the Hongqi brand. "The offensive in the second half of the year has already begun.
Since the beginning of the year, Hongqi has launched a number of models. From the Hongqi EH7 officially announced on March 20 to the Hongqi HQ9 PHEV and other models released at the Beijing Auto Show, Hongqi is launching a continuous offensive of new products, and its market performance is also rising. In the first half of this year, Hongqi's sales exceeded 200,000 units, setting a record high. Driven by excellent market performance, Hongqi's user base has continued to grow. At this ceremony, China FAW Chief Accountant Fang Shili announced in his speech, "Our number of users has exceeded 1.5 million."
The ability to achieve such a powerful product offensive is inseparable from Hongqi's own technical foundation empowered by FAW Group. In recent years, China FAW has accumulated breakthroughs in 870 key core technologies, applied for more than 14,000 invention patents, and inventions accounted for more than 75%. The patent quality evaluation of central enterprises has entered the A-level ranks. Driven by the new energy strategy, the Hongqi brand's "new energy offensive" on the product side will become even more intense.
According to previously disclosed plans, by 2028, Hongqi will launch a total of 11 pure electric models and 11 plug-in hybrid models, covering A-class to D-class sedans, SUVs, MPVs and other market segments; achieving the sales target of 1 million , of which new energy accounts for 70%.
Whether it is the new strategy of "ALL in new energy" or the offensive of new products, it is not difficult to see that Hongqi, which has the foundation and strength in manufacturing "national cars", is continuing to adhere to the concept of long-termism, striving to innovate technology, Realize the unification of user and product values, turn "national cars" into "national cars", and allow more people to enjoy the changes in life brought about by technology. It also allows the “red flag” to continue to fly in the new era.
Let the "red flag" fly forever
If feelings constitute emotional links, and products bring real ties, then real communication, interaction and the distribution of rights and interests are Hongqi’s efforts to use new methods to build new “bonds” with user groups in the new era. ".
For example, at the Fan Ceremony, Liu Yigong, General Manager and Deputy Secretary of the Party Committee of China FAW, announced: “At the Olympic Games, every time a five-star red flag is raised, we will present the Hongqi model of new energy to the Honor athletes - Hongqi. An EH7 Honor Edition car, with customized treatment, pays tribute to the moment of glory and the pride of the country!”
This is not the first time that the Hongqi brand has presented rights and interests to Olympic athletes. During the previous Tokyo Olympics and Beijing Winter Olympics, the Hongqi brand had presented Hongqi models to Olympic athletes. At that time, this move not only demonstrated Hongqi’s brand attitude of doing what it preaches, but also simultaneously enhanced the brand’s reputation.
The new rights are not only a tribute to glory, but also a gift to Olympic athletes. Hongqi has also carefully prepared a PLUS version of the "Raise the Red Flag, Give a Red Flag" benefit to all fans who are fully committed to supporting Olympic athletes.
That is, every time a five-star red flag is raised at the Paris Olympic Games, Hongqi will provide a lucky fan with the car rights of a Hongqi EH7. It is understood that during the Olympic Games, Hongqi will set up a registration channel at the National Hongqi Experience Center. Fans can go to the store to test drive Hongqi products and leave information to participate in the lottery and have the chance to become a lucky fan. This not only perfectly combined the feelings of family and country with the brand culture, but also ignited the atmosphere of the scene to a climax.
In fact, whether it is the setting of the fan festival, the form of live performances, or the distribution of product highlights and rights, we can see that Hongqi is promoting the Hongqi brand's pursuit and practice of rejuvenation in a way that young people care about and like. The implementation of Hongqi has transformed Hongqi from a "national car" to a "national car". It can also continue to popularize "Hongqi culture" to thousands of households, becoming the best interpretation of the feelings of family and country for generations after generations.
And we can also believe that Hongqi, whose brand influence, innovative technology capabilities and product strength are constantly rising, has the ability to rise strongly in this new era of unprecedented changes in the automobile market in a century, and to cooperate with Hongqi users who represent the "upward" power. Standing together, achieving development through innovation and achieving win-win through co-creation, we will continue to become the "flag" leading the upward charge of national automobiles.
This bright "red flag" will continue to fly.