Hongqi Unveils All-New EHS5 Electric SUV at IAA Mobility 2025, Marking a New Chapter in Its European Strategy
The 2025 IAA Mobility in Munich is preparing to open its doors, once again positioning itself as one of the most influential stages in the global automotive industry. Known for its ability to set future mobility trends, the exhibition provides manufacturers with a premier opportunity to showcase their latest technologies, visionary strategies, and next-generation products. This year, one of the most closely watched stories comes from Hongqi, the flagship brand of Chinese premium automaker FAW Group. The company is set to present the world premiere of its all-new electric SUV — the EHS5 — alongside several of its existing battery-electric vehicles already on sale in Europe.
For Hongqi, this debut is more than just the unveiling of a new model. It symbolizes the deepening of its European strategy, underscoring its commitment to providing localized, customer-centric solutions that balance cutting-edge technology with the everyday needs of European drivers. In a rapidly shifting automotive landscape where electrification, digitalization, and sustainability dominate, Hongqi is leveraging the IAA to demonstrate that it intends to be not only a participant but also a serious competitor in Europe’s premium EV space.
Hongqi’s Global Vision with Local Focus
In recent years, Hongqi has been pursuing an ambitious global expansion strategy, placing particular emphasis on new energy vehicles (NEVs) and intelligent mobility. With a clear roadmap for growth, the company is aligning its vision with the evolving demands of international markets. Central to this vision is the guiding principle: “Rooted in Europe, For Europe.”
This philosophy reflects Hongqi’s recognition that success in Europe requires more than exporting vehicles. It demands a comprehensive strategy that combines product adaptation, localized R&D, robust aftersales support, and partnerships with local stakeholders. At IAA 2025, Hongqi is putting this principle into practice by highlighting not only its latest technologies but also the ecosystem it is building in Europe to ensure customers have seamless experiences from purchase to ownership.
A cornerstone of this strategy is the development of a multi-country sales and service network, designed to deliver reliability and trust. From dealerships and service centers to strategic collaborations with energy providers and mobility partners, Hongqi is laying the foundation for long-term success in a competitive region where customer expectations are exceptionally high.
The World Premiere of the EHS5
At the heart of Hongqi’s IAA showcase is the debut of the EHS5, a premium all-electric SUV positioned as the newest member of the Hongqi NEV family. Built to resonate with European families and lifestyle needs, the EHS5 embodies a product philosophy defined by three core promises:
- A Fortress of Safety for Your Loved Ones
- A Family Camp on the Move
- First-Class Comfort for Every Journey
This holistic approach to product development reflects Hongqi’s aim of delivering not just a vehicle, but a lifestyle experience that combines security, versatility, and luxury.
Safety at the Core
Safety is a central pillar of Hongqi’s brand identity, and the EHS5 builds on this reputation with fortress-level protection systems. Equipped with advanced active and passive safety technologies, including intelligent driver-assistance systems, structural reinforcements, and family-focused features, the SUV seeks to set a new benchmark for secure mobility in the electric era.
For European customers, where safety ratings and standards are particularly stringent, Hongqi’s emphasis on this area is both a competitive necessity and a brand differentiator. The company is signaling that it fully understands European values when it comes to family-oriented vehicles.
Versatility for Modern Families
The second key theme of the EHS5 is versatility. Marketed as a “family camp on the move,” the SUV is designed to serve the diverse demands of modern European households. With an extended driving range optimized for both city commuting and long-distance travel, the EHS5 ensures confidence and convenience for everyday use as well as road trips across Europe.
Its adaptable interior layout provides spaciousness for passengers and cargo, while advanced connectivity features transform the cabin into a mobile hub for entertainment, work, and leisure. This flexibility reflects Hongqi’s awareness of how European families balance busy urban lives with the desire for freedom and exploration.
Premium Comfort and Experience
Completing the trio of promises is comfort. Hongqi has equipped the EHS5 with first-class amenities, from refined cabin materials and ergonomic seating to intelligent climate control and immersive infotainment. The vehicle is not only about moving from point A to point B but about elevating every journey into a premium experience.
In this respect, the EHS5 aligns with Hongqi’s overarching brand spirit: “Great cars for the people who drive us.” This ethos emphasizes respect for customers and recognition of the role that vehicles play in enabling lives, work, and dreams.
Europe as the Natural Stage
Europe holds unique significance for Hongqi’s international strategy. As the birthplace of the automobile and a longstanding hub of automotive innovation, the region presents both immense opportunities and high hurdles. European consumers demand uncompromising safety, sustainability, and sophistication — and competition from legacy automakers and new entrants alike is fierce.
By choosing IAA Munich for the world premiere of the EHS5, Hongqi is making a deliberate statement. It is demonstrating confidence in the maturity of its technology, the readiness of its product portfolio, and its determination to compete head-on in a market that sets global standards.
IAA also provides Hongqi with a platform to connect directly with European consumers, policymakers, and industry partners, reinforcing its localized positioning while showcasing its commitment to long-term collaboration.
Building a Future Together
Looking ahead, Hongqi is making it clear that the launch of the EHS5 is only the beginning of a broader journey. The company plans to continue introducing new models that reflect European preferences, while further investing in local networks and partnerships.
Beyond products, Hongqi envisions building a mobility ecosystem that integrates safety, sustainability, and digital services. This includes supporting the energy transition through partnerships in charging infrastructure, contributing to the circular economy with sustainable manufacturing practices, and offering intelligent connected services that align with Europe’s digital mobility agenda.
By emphasizing cooperation and co-creation, Hongqi hopes to work closely with European users to shape the future of mobility. The brand’s long-term commitment is anchored in its promise to deliver vehicles that are not only technologically advanced but also culturally attuned to local expectations.
