FAW Jiefang(SZ:000800) Zhong Guo Qi Che Bao Wang·2025-11-27 02:18Core Viewpoint - The Hongqi brand of China FAW has made a significant debut at the 2025 Guangzhou Auto Show after a comprehensive brand renewal, showcasing three sub-brands: "Hongqi," "Hongqi Tiangong," and "Hongqi Jinkuihua," signaling a strategic adjustment to meet diverse user needs in the high-end automotive market [1][3][17] Brand Structure Renewal - The core breakthrough of the brand renewal is the establishment of a new structure with three sub-brands that cater to different market segments, aligning with trends of electrification, youthfulness, and personalization in the automotive industry [3][17] - The "Hongqi" sub-brand serves as the main pillar, covering mainstream markets with a diverse product line that includes fuel, hybrid, and pure electric vehicles, aiming to meet the varied travel needs of mainstream users [5][15] Targeting Young Consumers - The "Hongqi Tiangong" sub-brand is designed to appeal to younger consumers, incorporating innovative design and a youthful concept to connect with trend-seeking users [7][15] - This sub-brand breaks traditional luxury brand stereotypes by integrating vitality and technology into product development and brand expression [7][15] Luxury Market Positioning - The "Hongqi Jinkuihua" sub-brand focuses on Eastern cultural narratives and exquisite craftsmanship, creating exclusive vehicles for discerning customers, thereby injecting new vitality into the luxury car market [9][14] - The three sub-brands complement each other, covering mainstream, youthful, and luxury markets, and allowing for natural upgrades within the brand system as consumer needs evolve [9][15] Comprehensive Upgrade at the Auto Show - The brand showcased a comprehensive upgrade across three dimensions: theme, visual presentation, and product matrix, effectively communicating its renewed identity [10][12] - The theme "New Flag, New Dynamics" resonates with the auto show’s focus on new technology and new lifestyles, highlighting the brand's confidence and commitment to innovation [10][12] Product Matrix and Technological Advancements - The product matrix reflects the collaborative development of the three sub-brands, with the Hongqi HS6 PHEV demonstrating advanced technology and features, including a dual-screen setup and a high-efficiency hybrid system [13][15] - The HS6 PHEV boasts impressive performance metrics, such as a pure electric range of 248 km and a comprehensive range of 1650 km, showcasing its technological leadership [13][15] User-Centric Value Proposition - The collaborative development of the three sub-brands aims to provide users with diverse product and technology experiences, ensuring that different consumer needs are met within the Hongqi brand ecosystem [15][17] - The unified service system enhances brand recognition and loyalty by breaking down barriers between sub-brands, ultimately supporting the brand's long-term development [17]