Hongqi to Debut All-New Electric SUV at IAA Mobility 2025, Strengthening European Strategy
The automotive world is turning its eyes toward Munich as the 2025 IAA Mobility prepares to open its doors. Widely regarded as one of the most influential automotive exhibitions on the global stage, IAA is far more than a trade show—it is a proving ground for innovation, a space where manufacturers set the tone for the industry’s future, and a platform for showcasing the convergence of technology, design, and sustainability. This year, one brand that stands out with its ambitions and message is Hongqi, the premium automotive marque from China, which is preparing to unveil its all-new all-electric SUV, the EHS5, in its global debut.
Alongside this much-anticipated reveal, Hongqi will also display several of its battery electric vehicles (BEVs) already introduced to the European market. This combination of a fresh debut and established offerings marks a turning point in the brand’s deepening European strategy, highlighting its commitment not only to global expansion but to a localized approach that addresses the distinct needs of European drivers.
Hongqi’s Expanding Global Vision
Over the past decade, Hongqi has transformed itself from a brand historically known for its ceremonial state limousines into a modern player in the premium new energy vehicle (NEV) market. This transformation is anchored in a clear and ambitious global vision: to become a leader in new energy mobility and intelligent driving, not only in China but across the world.
At the heart of this strategy is the principle of “Rooted in Europe, For Europe.” Hongqi’s participation at IAA is more than a branding exercise—it is an opportunity to showcase how the company is aligning its product development, service models, and customer experience directly with European standards and expectations. From building out a comprehensive sales and service network to forging partnerships with local industry stakeholders, Hongqi is creating an ecosystem designed to resonate with European customers.
Through this approach, the brand reinforces its guiding philosophy: “Great cars for the people who drive us.” This phrase underscores Hongqi’s effort to blend cutting-edge technology with user-focused values, ensuring that its products are not only innovative but also meaningful to everyday life.
The EHS5: A New Chapter in Hongqi’s NEV Journey
The centerpiece of Hongqi’s showcase at IAA 2025 will be the EHS5, a fully electric SUV and the latest addition to the brand’s growing NEV lineup. As an SUV designed with European families in mind, the EHS5 introduces a product philosophy shaped by three pillars:
- A Fortress of Safety for Your Loved Ones – Safety is positioned as the cornerstone of the EHS5’s design. The vehicle integrates advanced intelligent driver-assistance systems, collision-avoidance technologies, and structural reinforcements, ensuring that families can travel with peace of mind.
- Family Camp on the Move – The SUV emphasizes versatility, with adaptable interiors that transform seamlessly between daily commuting needs and leisure travel requirements. Whether for a school run, weekend getaway, or long-distance road trip, the EHS5 positions itself as a mobile living space.
- First-Class Comfort for Every Journey – Beyond safety and practicality, the EHS5 is engineered for luxury and comfort. Premium materials, ergonomic seating, and noise-reduction technologies create an environment that feels closer to a first-class cabin than a conventional vehicle interior.
Together, these elements define the EHS5 as a holistic mobility solution, combining premium design, practicality, and peace of mind in one package.
Localization: A Strategy “For Europe”
Hongqi’s localization strategy is central to the EHS5’s introduction. Unlike a one-size-fits-all approach, Hongqi is investing in region-specific adaptation, beginning with thorough testing and calibration for European road conditions. This ensures that performance, handling, and durability are in tune with the driving environments unique to Europe—from autobahns in Germany to winding countryside roads in Italy.
In addition, the brand is building a multi-country sales and service network designed to give customers seamless access to after-sales care, spare parts, and maintenance support. Hongqi is also working with local partners to strengthen its presence and credibility, signaling its commitment to being more than a foreign entrant—it aims to be a trusted and recognized brand within Europe itself.
The EHS5 will serve as a flagship model in this strategy. Its safety-first engineering and versatile design are tailored to address the expectations of European consumers, who place high value on reliability, sustainability, and premium driving experiences. By positioning the EHS5 as both a family-friendly SUV and a premium lifestyle product, Hongqi aims to carve out a niche in an increasingly competitive European EV market.
A Broader Commitment to New Energy and Intelligent Mobility
The introduction of the EHS5 is not an isolated event but part of Hongqi’s broader efforts in the global transition toward sustainable mobility. The company has consistently increased its investments in new energy vehicles, smart connectivity, and autonomous driving technologies, aligning itself with the direction of the global auto industry.
For Europe, where regulatory frameworks and consumer preferences are strongly aligned with electrification and carbon neutrality goals, Hongqi’s NEV strategy fits naturally. The company is not only providing electric cars but is also building an ecosystem of intelligent services, including smart navigation, over-the-air updates, and advanced driver-assistance systems that comply with European safety standards.
This dual emphasis on technology and user experience positions Hongqi as a forward-looking player ready to compete with both established European automakers and rising global EV brands.
Europe as the Stage for Innovation
There is symbolic significance in Hongqi choosing IAA Mobility in Munich for the debut of the EHS5. Europe is both the historical birthplace of the automobile and the modern hub of automotive innovation. It is here that the transition to electrification is advancing most rapidly, with governments, manufacturers, and consumers all pushing for solutions that combine sustainability, performance, and reliability.
By unveiling the EHS5 at IAA, Hongqi is signaling that it intends to be an active participant in this transformation. It is not simply bringing Chinese-made vehicles to Europe but embedding itself in the dialogue of the European mobility landscape, where issues like energy efficiency, road safety, and intelligent driving solutions dominate the agenda.
Building a Future Together
The debut of the EHS5 marks more than the launch of a new SUV—it represents a commitment to long-term engagement with Europe. Hongqi has made clear that it will continue investing in localized products, expanding service networks, and deepening collaboration with European stakeholders.
As the brand continues to expand, it remains anchored in its spirit of “Great cars for the people who drive us.” For European customers, this translates into vehicles that not only meet technical expectations but also align with lifestyle values of safety, comfort, and freedom of movement.
Looking forward, Hongqi envisions itself as a bridge between Chinese innovation and European tradition, contributing to a shared future of sustainable mobility. With the EHS5 at the forefront, Hongqi’s journey in Europe is just beginning, but it is already clear that the company is committed to building that journey in partnership with European drivers and communities.
