From conveying dignitaries to catering to the affluent, Singapore is Hongqi’s first ever right-hand drive market

Singapore – Hongqi, the automotive marque of choice among Chinese dignitaries has arrived in Singapore. The oldest automobile brand in China, Hongqi which means “red banner” has a story dating almost 70 years.

The luxury brand will be managed by Eurokars Elite Pte. Ltd, a subsidiary of Eurokars Group. The showroom, which is located at 19 Leng Kee Road, sits in the epicentre of Singapore’s premier automotive belt.

The showroom design is guided by the ‘Shang Zhi Yi’ concept – a philosophy that blends ‘new nobility’, ‘new delicacy’, and ‘new feelings’ to create a sophisticated space. The showroom’s layout is designed to elevate the emotional connection with the brand through an Immersive Experience Flow and Multi-Zone Functionality.

The atmosphere is further enriched by a signature fragrance, bespoke furniture, and digital screens that extend the brand experience into lifestyle and culture.

Ms. Charmain Kwee, Group Executive Director of Eurokars Group, commented: “This showroom transcends a retail space – it serves as a cultural sanctuary where the storied heritage of the ‘Red Flag’ meets a new era of sustainable prestige. Working alongside the visionary team at FAW Group has been a rewarding journey. Together, we have created an environment that honours traditional craftsmanship while pioneering the future of intelligent, purposeful luxury.”

Singapore, which is the world’s first right-hand drive market for Hongqi, will also serve as the strategic launchpad for the iconic Chinese marque’s entry into Southeast Asia. The first model here is the brand’s flagship Hongqi E-HS9 – a full-size luxury electric SUV. The E-HS9, which was first teased at this year’s motor show, is configured with six seats within a spacious cabin. The E-HS9 harmonises advanced technology with cultural depth.

“Our entry into Southeast Asia with Eurokars Group is a strategic alliance between two entities that share an unwavering commitment to automotive perfection. Eurokars Elite has masterfully brought the soul of Hongqi to life in a way that resonates with those who appreciate authentic prestige and innovation. This showroom is a world-class statement of our global ambitions, featuring our flagship E-HS9 as a powerful expression of Eastern design and modern innovation.” said Mr. Chen Bin, Deputy General Manager of China FAW Group Co., Ltd. and Vice President of Hongqi Operation Committee.

At the opening of the showroom, Eurokars Elite announced that the Hongqi E-HS9 would be priced at approximately $500,000 (subject to prevailing COE).

Photos: Clifford Chow & Hongqi