Hongqi cars may be a common sight across China, but beyond its home market, the brand remains something of a mystery to most car buyers. That may soon change. China’s oldest and most luxurious automaker has set its sights on a sweeping European expansion, planning to introduce 15 electric and hybrid models and bring them to 25 markets by 2028.

Read: China’s Most Luxurious Brand Is Coming For Europe With 15 New Models And It’s A Red Flag

Like many of its Chinese peers, Hongqi sees global growth as essential, and Europe is high on the list. The brand’s plans, however, face a complicated landscape. The European Union has imposed heavy tariffs on Chinese-built electric vehicles, raising both costs and stakes.

In response, Hongqi is said to be exploring local production. Potential manufacturing sites are reportedly under consideration in southern Europe, eastern Europe, and the Nordic region. Building cars within the EU could soften tariff impacts and make logistics smoother, especially as the company works to establish itself in a new market.

Hongqi, a division of state-owned FAW, has sold just 771 vehicles in Europe through October, a modest figure compared with its home market reach. That number, though, may serve more as a baseline than a limit.

Its most significant newcomer is the EHS5, a mid-size electric SUV first shown at the Munich Motor Show. The model runs on an 85 kWh lithium-ion battery and offers a range of 342 miles (550 km).

European specifications haven’t yet been finalized, but in China the EHS5 comes in two versions: a 339 hp rear-wheel-drive model and a 610 hp all-wheel-drive setup. Until now, the EHS7 has been Hongqi’s top seller in Europe, but the new SUV could change that balance.

Pricing will be key to Hongqi’s success in Europe. Fellow Chinese brands, like MG, Chery, and BYD, have been steadily growing their sales across the region thanks to cut-price models.

FAW’s design chief, Giles Taylor, told Auto News that Hongqi’s government ties give it access to technology “at prices that you just wouldn’t believe.” That cost structure could be a powerful advantage.

“We can then leverage that pricing power whether it’s in domestic market or in Europe,” he said. “Do you really want to spend €5 for a Starbucks coffee when there’s a new little startup brand around the corner selling coffee for €1.50?”

Sources: Auto News

One year after introducing the AUDI sub-brand for China, Audi and its joint-venture partner SAIC are already gearing up for their second production model, following the market launch of the E5 Sportback in September.

The momentum continues with the reveal of the new AUDI E SUV concept at the Guangzhou Auto Show, a preview of an electric SUV expected to reach Chinese showrooms in 2026.

More: Of Course, The New AUDI E5 EV Is Ridiculously Cheap In China

The concept feels nearly production-ready, carrying over the same design cues as its low-slung stablemate. Signature styling cues include the wraparound lights on both ends and the clean surfacing with sculpted fenders.

The electric SUV also features short overhangs, flush door handles, and camera-based mirrors, with fin-shaped C-pillars adding a distinctive profile.

The AUDI emblem now sits prominently on the nose, and at 5,057 mm (199.1 inches) in length with a 3,060 mm (120.5 inches) wheelbase, the concept nearly matches the footprint of the combustion-powered Q7.

The company hasn’t revealed the interior, though it’s likely to mirror the E5 Sportback’s layout, centered around a vast 27-inch 4K display stretching across most of the dashboard.

The concept also includes the AUDI 360 Driving Assist System, an advanced driver-assistance suite developed specifically for Chinese traffic patterns and road conditions.

The AUDI E SUV is built on the Advanced Digitized Platform (ADP), developed jointly with SAIC. Power comes from dual electric motors delivering a combined 671 hp (500 kW / 680 PS) to a quattro all-wheel-drive system.

According to the company, it accelerates from 0 to 100 km/h (0–62 mph) in roughly five seconds.

The 800-volt battery pack holds 109 kWh and promises a CLTC range of over 700 km (435 miles). A rapid 10-minute charge can add about 320 km (199 miles), though the figure trails slightly behind the smaller, slipperier E5 Sportback, which stretches to 770 km (478 miles) per charge.

A Stretched A6 e-tron For China

Sharing the spotlight in Guangzhou, the A6L e-tron stretches Audi’s EV presence in the region. This version, built for Chinese buyers, gains 132 mm (5.2 inches) in wheelbase and a subtly revised front end featuring a black trim strip that links the main headlights across a covered grille.

More: Audi’s China-Only EV Deserves An RS Treatment

The cabin features a market-specific infotainment system and enhanced driver assistance features. It runs on an 800-volt electrical system with a 107 kWh battery offering a CLTC range of 770 km (479 miles).

Production takes place in Changchun under the Audi-FAW joint venture, alongside the Q6L e-tron and Q6L Sportback e-tron.

AUDI’s leadership describes this expansion as part of a sweeping realignment in China. CEO Gernot Döllner called it “the largest model initiative in our company’s history,” noting that five new locally built models have already launched in the latter half of 2025.

Audi China President Johannes Roscheck emphasized the brand’s dual strategy of combining two powertrains and two partners to secure long-term growth. In his words, “local innovation is now part of our foundation,” as the company aims to balance its legacy in combustion engines with a steady acceleration toward electrification.

The plan carries through 2026, with several new models already slated to join the China-specific portfolio.