Hongqi is preparing to enter Australia with unusually direct ambitions for a newcomer in the luxury car market.
The Chinese marque wants to be considered alongside names such as Mercedes-Benz, BMW, Audi and Range Rover, with its first major push led by a large electric SUV.
That alone makes its arrival worth watching, especially as premium buyers in Australia become more open to new badges with strong technology and value-led positioning.
At a glance
- Hongqi is preparing to launch in Australia and wants to win buyers from established luxury brands.
- The E-HS9 large electric luxury SUV is expected to lead the brand’s local rollout.
- Hongqi is targeting about 1,000 monthly sales by June 2027, with first customer deliveries planned for mid-January 2027.
A Chinese luxury marque aims high
Hongqi Australia CEO and managing director Jim Wu has made it clear that the brand doesn’t intend to arrive as a quiet niche player.
Wu said Hongqi hopes to position itself with established luxury brands including Mercedes-Benz, BMW and Audi, while also targeting buyers who might otherwise consider Range Rover.
“We will take market share from Range Rover, that kind of level,” Wu said.
He also expects Hongqi to draw some buyers away from Mercedes-Benz, though possibly to a lesser degree.
It’s a confident pitch, and one that reflects a broader shift in the Australian market as Chinese brands move beyond budget-oriented models and into higher-margin premium territory.
The E-HS9 leads the Australian rollout
The first model to make the strongest statement will be the Hongqi E-HS9, a large electric luxury SUV expected to make its Australian debut in Melbourne in October.
The choice of a large electric SUV is deliberate, putting Hongqi into one of the most visible and competitive parts of the luxury market.
For buyers, the E-HS9 will need to deliver more than badge novelty.
It will be judged on cabin execution, road manners, technology, ownership support and whether Hongqi can create the kind of retail experience luxury customers expect.
Dealerships are set to follow the local debut, with first customer deliveries currently scheduled to begin in mid-January 2027.
Sales targets and market positioning
Hongqi’s near-term goal is around 1,000 vehicle sales per month by June 2027, when all three confirmed models are expected to be available in Australian showrooms.
The longer-term ambition is far larger, with Hongqi targeting 30,000 annual sales.
Those numbers would require more than curiosity from early adopters.
They would place Hongqi in direct conversation with major luxury brands, while also requiring a dealership and aftersales network capable of supporting customers at scale.
The brand’s challenge will be translating awareness into trust, particularly among buyers used to the familiarity of European marques.
Details & Specifications
| Brand | Hongqi |
|---|---|
| Lead model | E-HS9 |
| Vehicle type | Large luxury SUV |
| Powertrain | Electric |
| Australian debut | Expected in Melbourne in October |
| First customer deliveries | Scheduled to begin in mid-January 2027 |
| Confirmed local range | Three models expected by June 2027 |
| Sales target | About 1,000 vehicles per month by June 2027 |
| Long-term sales ambition | 30,000 vehicles annually |
Hongqi’s Australian launch will be one to follow because it tests whether a new luxury badge can quickly earn consideration from buyers who have long defaulted to Europe’s established names.
If the product, retail experience and ownership support match the ambition, the E-HS9 could give Hongqi a meaningful opening in a market that’s becoming more receptive to challengers.
