Chinese luxury auto brand Hongqi unveils its all-electric EHS5 SUV at IAA Mobility, signalling a major expansion into Europe's competitive EV landscape with localisation and safety innovations.
Chinese luxury auto brand Hongqi, which is a part of the state-owned FAW Group, has just revealed its latest all-electric SUV, the EHS5, at the IAA Mobility event held in Munich. This move signals a clear strategic push to grow its presence in Europe's fiercely competitive EV market. The midsize SUV is designed to attract European families, offering a good balance between everyday usability and the ability to cover long-distance trips, all while cutting a pretty handy figure with strong safety features, roomy interiors, and advanced digital connectivity.
Now, traditionally, Hongqi has been well known in China for making official state vehicles powered by combustion engines. But recently, they've made a pretty decisive shift towards electrification and expanding internationally. Since debuting in Europe in 2022 with their flagship E-HS9 electric SUV—initially in countries like Norway and the Netherlands, and later Germany—the brand has been broadening its range. At the Paris Motor Show in October 2024, Hongqi launched the EH7 luxury sedan and the EHS7 premium SUV, both of which have started getting to European customers later that same year.
The new EHS5 is positioned as a smaller, more affordable option compared to the EHS7. Specific pricing isn’t out yet, but industry experts are guessing it'll come at a price lower than the £59,995 starting point of the EHS7. This SUV uses an 85 kWh lithium iron phosphate (LFP) battery, which they say should give a WLTP-certified range of roughly 550 km, and energy consumption around 16.2 kWh per 100 km. When it comes to charging, it supports rapid DC fast charging. Claims are that the battery can go from 10% to 80% in about 20 minutes, although the specifics about voltage and max charging power are still under wraps. Essentially, this setup seems to aim for a good mix of performance and practicality, making it suitable for city driving or suburban trips.
Safety, naturally, is a big deal with the EHS5. The vehicle’s body is built with 78% ultra-high-strength steel to boost crash protection. It’s loaded with advanced driver-assistance systems like predictive emergency braking with multi-scenario detection, a 360-degree environment monitoring system, and front and rear cross-traffic alerts with brake intervention. These features clearly show Hongqi’s commitment to meeting the strict safety standards required in Europe.
Inside, comfort is emphasised with what they call the "Queen’s Seats" up front—offering 18-way electric adjustments, plus heating, ventilation, and even massage functions. Passengers in the back can enjoy reclining seats for those long journeys. The cabin comes equipped with a 15.6-inch 2.5K central display, an augmented reality head-up display projecting over 65 inches, and a premium 14-speaker Dynaudio sound system. For connectivity, it supports Apple CarPlay, Android Auto, and popular streaming apps like Spotify and YouTube, paired with four-zone voice control. Practical features include Vehicle-to-Load (V2L) power export capability, wireless smartphone charging, and significant cargo space—1,611 litres in the rear boot and a 42-litre front trunk—making it quite versatile for different needs.
Hongqi’s plans for Europe go beyond just launching cars. They aim to introduce 15 electric and hybrid models across 25 European markets by 2028—an aggressive growth strategy, no doubt. This includes expanding local sales and after-sales support, as well as partnering with European stakeholders to better cater to regional preferences and driving conditions. Their approach seems to align with a broader trend among Chinese automakers adopting a “for Europe, from Europe” philosophy—something we’ve seen in BYD’s factory in Hungary or Xpeng’s R&D hub in Munich. This local focus underscores a real commitment to the market.
Of course, this expansion faces stiff competition, both from domestic rivals and European brands. Chinese automakers are fighting price wars at home and dealing with increasing regulatory hurdles—such as recent EU tariffs on Chinese EV imports. As a result, they’re actively seeking profitable growth abroad. Hongqi’s entry into various European markets, including Norway, the Netherlands, Poland, Switzerland, Denmark, Iceland, and Sweden, exemplifies this strategy. Plus, their market share in Europe is rising—almost doubling from 2.4% to 4.8% in just a year. Analysts believe that within the next decade, Chinese brands could even rival established Japanese and Korean automakers in the region.
European carmakers aren’t standing still either. At the same Munich show, BMW showcased an updated iX3 SUV, Mercedes rolled out the new GLC EV, and Volkswagen revealed their more affordable ID.Polo EV—signaling a pretty intense "Europe vs. China" battle in the EV space.
While the EHS5 sounds pretty promising for European buyers, its success will depend on more than just the vehicle itself. The company will need to navigate Europe's complex regulations, build out charging infrastructure, and manage how it’s perceived by consumers. Their focus on localised support and development, plus the investments they’ve made in tech and safety, position Hongqi as a noteworthy contender in this changing EV landscape.
Sources:
Source: Noah Wire Services