FW(SH:600742) Zhong Guo Jing Ying Bao·2025-11-24 12:49Core Viewpoint - FAW Hongqi is undergoing a comprehensive upgrade to meet diverse market demands, establishing a three-brand structure to enhance its market positioning and cater to different consumer segments [2][4]. Group 1: Brand Structure and Positioning - The "Hongqi" brand will focus on mainstream luxury, offering a range of fuel, hybrid, and electric vehicles, representing the brand's most significant and widely covered sub-brand [2]. - "Hongqi Tiangong" aims to attract trendy users with innovative designs and a youthful approach, enhancing the driving experience [2]. - "Hongqi Jinkuihua" targets the ultra-luxury market, positioning itself as a vehicle that embodies Eastern values and identity [2][4]. - The clear positioning and division of the three sub-brands reflect FAW Hongqi's deep understanding of market segmentation and consumer needs [2][4]. Group 2: New Model Launch and Features - The new HS6 PHEV model is a key product in this upgrade, with a pre-sale price range of 178,800 to 228,800 yuan, emphasizing comfort, intelligence, efficiency, and advanced driving assistance features [2][3]. - HS6 PHEV has set a Guinness World Record for the longest distance driven by a plug-in hybrid SUV, achieving 2,327.343 kilometers on a full tank and battery [3]. - The vehicle has undergone rigorous safety testing in extreme environments, aiming to be the first brand to complete all-weather extreme environment testing [3]. Group 3: Marketing and Consumer Engagement - The Hongqi Tiangong sub-brand is launching a "潮改计划" (Trend Modification Plan) to engage younger consumers, offering a 5,000 yuan modification fund for personalized vehicle customization [4]. - The new branding for Hongqi Tiangong features a modern logo and aims for a comprehensive youthful upgrade across product lines, including sedans, SUVs, and MPVs [4]. - Hongqi Jinkuihua is reinforcing its ultra-luxury market position with custom models showcased at the Guangzhou International Auto Show, emphasizing the "National Guest" label [4]. Group 4: Market Challenges - The adjustment of FAW Hongqi's brand structure comes amid pressures from the accelerated electrification and intelligent transformation of domestic brands, as well as competitive pricing from joint venture brands [5].