Hongqi Singapore opens its showroom at 19 Leng Kee Road, with an emphasis on the ownership journey, as opposed to chasing sales volumes.
To car buffs, Hongqi (红旗) is China’s "in-the-know" historically prestigious automotive brand that has been elevated to near-cultural heritage status, thanks to its exclusive pedigree and superlative craftsmanship.
It is probably the coolest brand you’ve never heard of and is often regarded as the “Rolls-Royce of the East”!
For the longest time, it was known only to the China domestic market, where it was better associated with prominent dignitaries operating at the upper echelons of the ruling party.
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In Singapore, the brand, which is represented by the Eurokars Group under its Eurokars Elite subsidiary, was showcased earlier this year at the 2026 Singapore Motor Show, with the all-electric E-HS9 luxury SUV and Guoya on display – the latter isn’t for sale unfortunately. Incidentally, the $500k E-HS9 is Hongqi's first right-hand-drive model.
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At the recent opening of the Hongqi showroom at 19 Leng Kee Road in Singapore, we had the opportunity to talk to Wang Yao (pictured above), regional manager, SEA, ANZ of China FAW Group, the automotive group under which Hongqi operates.
“As a luxury marque, Hongqi ensures our clients receive true substance, where every cent spent delivers genuine worth,” Wang tells us.
He continues, “Luxury does not merely signify a high price point, because price is simply one element that reflects value – the essence lies in the overall experience. The way we deliver this seamless journey from purchase to ownership can only be achieved through a local partner who fundamentally understands luxury automotive operations and the expectations of premium clientele. Together, we curate a distinctive experiential value for our clients.”
“This is why we chose Eurokars Group as our partner after a meticulous evaluation. Eurokars Group brings over 40 years of operational expertise, with a proven track record in the ultra-luxury and luxury sphere, alongside a reputation for exceptional client management experience. We are confident that, alongside Eurokars Group, we will deliver Hongqi’s unique, signature value to premium automotive clients in Singapore,” Wang explains.
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Spreading the word about Hongqi won’t even be such an uphill task for Eurokars. Christer Tan (pictured above), general manager of Hongqi Singapore tells us, “Surprisingly, when we previewed the brand at the Singapore Motor Show, there were a lot of people who already knew about Hongqi and came specifically to look for it. I think this is because of how increasingly connected everybody is. Moreover, they are also very curious about such emerging luxury brands with genuine heritage and cultural resonance.”
Unlike some of the other China brands though, Hongqi isn’t only chasing volumes, because its focus is on preserving the emotional and intangible luxurious qualities that have become synonymous with the brand.
“Sales volume represents just one dimension of our goals, as opposed to our sole focus,” Wang says. “Our primary emphasis remains the experience and service our brand delivers to our clients. Thus our partnership with Eurokars Group seeks to elevate the entire customer journey, from the initial vehicle purchase and showroom environment, through to aftersales, so as to ensure we provide superior value and an enhanced retail experience.”
