Summary
- Hongqi fell out of favour but has gained new younger Chinese fans
- Has retaken crown of favoured brand for Chinese officials from Audi
- Hongqi seeking to expand in Europe, Mexico and the Middle East
SHANGHAI, (Reuters) – Tired of being driven around in Soviet-built sedans in the 1950s, Chinese leader Mao Zedong wanted China, a rising power globally, to have its own state limousine and commissioned a locally produced car.
The brand, Hongqi or Red Flag, became a national champion and ferried high-ranking officials for decades before it fell out of favour as foreign competitors entered the Chinese market and Hongqi’s gas-guzzling engines became untenable. Continue reading “Hongqi, Mao’s national car, rejuvenates its brand and takes aim at overseas markets”