Written by | Fiesta ST
Edit | Ya Lan
For the Chinese people, Hongqi is not only a car brand, but also a deep feeling and sacred memory. As The oldest car brand in China, FAW Hongqi was once the symbol of China's automobile industry and the inner pride of every Chinese. More than 60 years of history, the inheritance is not only faith, but also a kind of car culture that belongs to the Chinese.
Since the release of a new brand strategy in the Great Hall of the People in 2018, the Hongqi brand has been renewed. From Hongqi H5 to Hongqi E-HS9, this jiaozi, which symbolizes The highest image of China and symbolizes the 70-year history of China's automobile industry, has completed a huge transformation from memory, feelings to return to the mainstream in the past few years, and many new products of cars and SUVs have been put into the market... Hongqi has once again swept the west wind, becoming the responsibility of Chinese car brands in the field of luxury, and even has the confidence to compete with international brands.
The data shows that among the current group of car owners of Hongqi, the proportion of young groups such as post-80s and post-90s has exceeded 70%. The increase in the proportion of individual users + the support of high-net-worth young consumer groups means that the Hongqi brand has really gained a foothold in the domestic luxury car market. The reason why Hongqi can win the hearts of young consumers is not only because Hongqi has a good product force, but also because Hongqi has successfully fit the theme of patriotism and national rejuvenation in brand marketing - today's China is the world's second largest economy, military, scientific and technological, international influence and other aspects are also in the forefront of the world, the pride of young people in the new era is born, and the Hongqi brand provides a channel for patriotic young people in the automotive industry to express their feelings, and its sales are naturally rising.
The combination of the red flag and sports has made the red flag and the patriotic spirit more firmly bonded. During the Tokyo Olympic Games, FAW Hongqi announced that it would give away an H9 flagship car for the Olympic athletes who won the gold medal, the Olympic athletes who won the silver and bronze medals will get the right to use the H9 products, the mainland won 88 medals in the Tokyo Olympic Games, including many team project medals, FAW Hongqi needs to provide nearly 100 H9 cars, which is enough to see the sincerity of FAW Hongqi; and at the beginning of this year, FAW Hongqi not only achieved high-frequency exposure during the 2022 Beijing Winter Olympics. It was once again officially announced that the Athletes of the Chinese Winter Olympics Delegation who won the medals would be given the Hongqi H9 sedan.
On April 16, these red flag H9 cars were handed over to the athletes who won glory for the country at the Beijing Winter Olympics – the delivery ceremony was held in the Beijing Capital Gymnasium, and the ice and snow glory athletes Wu Dajing, Ren Ziwei, Li Wenlong, Fan Kexin, Qu Chunyu, Gao Tingyu, Su Yiming, Xu Mengtao, Qi Guangpu, Sui Wenjing, Han Cong, and Yan Wengang were all present. At the event, the ice and snow glory athletes took over the keys and certificates of the red flag car issued by Chen Xu, general manager of FAW Hongqi Automobile Sales Co., Ltd., and Li Hao, deputy director of the Winter Sports Management Center of the State General Administration of Sports, and officially became the owners of the Hongqi H9 and became the glory members of the Hongqi Riders Association.
The ceremony of presenting the Hongqi senior car to the ice and snow glory athletes is an important measure for the new red flag to support the construction of China's sports power, and it is also a measure for the new red flag to firmly fulfill its commitment since the launch of the red flag luxury car project for china glory athletes on January 19 this year. At the same time, the ice and snow glory athletes have officially become hongqi car owners, injecting a magnificent force into the elite group of the hongqi car friends association, and promoting the brand value of the hongqi brand and the ecology of the users of the hongqi to a higher level.
Chen Xu, general manager of FAW Hongqi Automobile Sales Co., Ltd., said in his speech at the scene that the gift of Hongqi senior cars to all athletes who won gold, silver and bronze medals at the Beijing Ice and Snow Event is a firm implementation of the previous commitment.
At the scene of the event, the red flag also "changed" on the spot, which was quite surprising.
Chen Xu revealed in his speech that the silver and bronze athletes of the Tokyo Summer Sports Event who had previously received the right to use the H9 for one year expressed their love for the Hongqi products and hoped to buy the H9 in their hands after the use rights were over.
Out of respect for the athletes' glory for the country and in response to the athletes' love for Hongqi products, Chen Xu announced on behalf of FAW Hongqi that all the silver and bronze medal glory athletes who have delivered the right to use Hongqi H9 for one year have been upgraded to gift Hongqi H9 luxury cars.
In the future, in important competitions at home and abroad, Hongqi will continue to escort Chinese athletes to compete in the arena. "Where the Chinese team is, the Red Flag car must drive to wherever it goes!" Chen Xu's words were loud.
Chinese short track speed skater Wu Dajing and steel frame snowmobile athlete Yan Wengang said in an interview that as a Chinese athlete, whenever he stands on the field, a sense of mission and responsibility for the glory of the country arises spontaneously. The moment when the five-star red flag rises with the light of glory, it makes every athlete more determined and forges ahead.
The glory of the national brand and the glory of Chinese sports shine together, and the red flag pays tribute to Chinese sports is praised by more Chinese people and enters the hearts of more users. New Hongqi actively shoulders the mission and responsibility of helping the development of China's sports industry, and writes a glorious course for the national automobile brand to help China's sports industry with firm faith, strong support and ultimate innovation.
Since last year, New Hongqi has actively invested in various undertakings to help the development of Chinese sports.
On September 10, 2021, FAW Hongqi signed a contract with the Winter Sports Management Center of the General Administration of Sport of the People's Republic of China to become a strategic partner of the Chinese Snowmobile National Team, the Steel Frame Snowmobile National Team and the Bobsleigh National Team, fully supporting the three national teams to prepare for the Beijing Ice and Snow Festival; on January 19 this year, China FAW strategically signed the "TEAM CHINA" Chinese national team to provide vehicle service guarantee for Chinese athletes in major domestic and international sports events in the next few years; and became a strategic partner of the national shooting team. With true feelings and strength, we will help Chinese athletes create brilliant achievements again.
In terms of helping China's ice and snow sports, FAW Hongqi has joined hands with aerospace science and technology to overcome technical difficulties and support China's sports industry to become more self-reliant and self-reliant.
Last year, the domestic snowmobile developed by Hongqi was officially delivered to the State General Administration of Sport. In this project, FAW Hongqi was responsible for the design and manufacture of the snowmobile chassis, frame and other metal parts. FAW Hongqi and aerospace materials and technology research institute cohesion, breakthrough in the design, process, test link of a number of "card neck" problems, only 169 days to achieve the whole process from project establishment to delivery, from catch-up to surpass, to break the snowmobile equipment long-term monopoly of foreign monopoly situation, with independent scientific and technological strength, support China's ice and snow sports to create good results.
During the Beijing Ice and Snow Festival, FAW Hongqi cooperated with the Zhangjiakou government to provide a support team composed of 120 Hongqi cars for the Zhangjiakou racing area, and successfully completed the vehicle support task during the event. It is worth mentioning that 5 of them are Hongqi H5 fuel cell vehicles built based on the lean construction of the Hongqi H platform - through the hydrogen fuel cell and hydrogen energy engine dual engine drive, China FAW is constantly breaking through the hydrogen energy application card neck technology.
In addition, on the day of the event on April 16, FAW Hongqi and China Ice and Snow joined hands, with the support of Xinhuanet's media, to release the co-creation IP "Ice and Snow Is Just Red", showing the first video featuring The Glory Athlete Ren Ziwei, adding a new highlight to helping China's ice and snow sports and innovative sports marketing communication.
The delivery of The Hongqi H9 premium sedan of China Ice and Snow Glory Athlete shows the new look of the Hongqi brand in the new era, comprehensively opens the prelude to brand innovation, product innovation and technological innovation, and sets a new benchmark for the C+ class luxury flagship sedan in the new era - in the March 2022 sales data just released by the Association of Passenger Vehicles, Hongqi H9 has become the only Chinese brand model on the list of high-end cars, once again defending the honor of "Made in China".
Hongqi H9 is FAW Hongqi's new work of using global resources and integrating forward-looking technology. It adopts the design language of the new red flag "Shang• Zhiyi" and the concept of "Chinese-style new noble refinement", while combining user needs and life scenes, it innovates in the inheritance, and integrates China's excellent traditional culture and art, fashion aesthetic design and cutting-edge technology. In terms of power, it adopts two engines with 2.0T turbocharging + 48V light hybrid and 3.0T V6 supercharged engines, with a 7-speed dual-clutch transmission, reaching the level of the world's mainstream luxury cars. There is a good balance between luxurious stability and light agility. As a masterpiece of FAW Hongqi's flagship products and independent technologies, Faw-Hongqi H9 is worthy of the car that can best highlight the glorious identity of athletes.
With the chinese ice and snow glory athletes becoming the elite owners of Hongqi, the flagship label of Hongqi H9 and the national attribute of Hongqi brand have been further established, once again highlighting Hongqi's national car style as an excellent representative of national brands. This move will undoubtedly continue to strengthen the respected status of Hongqi in the hearts of the Chinese people, shape the image of the times of the Hongqi car owner group "walking with the country", and inject strong national feelings into the vision of "wonderful travel and beautiful life".
In 2021, the annual sales volume of the Hongqi brand exceeded 300,000 units, an increase of more than 50% year-on-year, and the Hongqi H9 and The Hongqi E-HS9, with the annual breakthrough of 40,000 units and 5,400 units, respectively, ranked in the forefront of the same level of products in their respective markets. Chinese consumers' recognition of Hongqi is evident from this - Hongqi is not only a brand, but also a symbol, and even a common sentiment in Chinese hearts. With the grand narrative of China's great rejuvenation as the background, the red flag will have a more eye-catching performance in the future.
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