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Hongqi to Enter Australian Market with SUVs in 2027, Flagship Sedan Priced at AU$1.5 Million
Hongqi, the Chinese state-car brand favoured by Mao Zedong, will launch in Australia in the first half of 2027 with three SUVs. Its flagship Guoli sedan costs AU$1.5 million in China, raising questions about the potential arrival of its ultra-luxury models.
By Eleanor Ellington · 4 min read
Hongqi, the Chinese marque long associated with Mao Zedong and the preferred transport for the country’s political elite, is preparing to enter the Australian market in the first half of 2027. The brand will initially offer a trio of SUVs, including an all-electric flagship and a range-extender model, as it seeks to tap into Australia’s growing appetite for premium Chinese vehicles.
The launch lineup will feature the all-electric E-HS9, the mid-size EHS5, and a smaller model powered by a range-extender system. Local pricing has not been confirmed, but the vehicles are expected to compete with models from Denza and Zeekr, the luxury arms of BYD and Geely respectively. These brands have already established a foothold in Australia, where demand for high-end Chinese cars has been robust.
Hongqi’s ambitions, however, extend beyond SUVs. The company’s flagship ‘Golden Sunflower’ series, which includes the retro-styled Guoli sedan, commands a price of approximately AU$1.5 million (US$1.07 million) in China, making it one of the most expensive new cars in the country and placing it well above most other luxury vehicles built in the People’s Republic. That price tag dwarfs the cost of a Rolls-Royce Phantom, raising questions about whether such models could find buyers in Australia.
A Hongqi insider told Drive that the company would welcome the arrival of the Golden Sunflower series locally, though no confirmation was given. “Will the Sunflower series come to Australia? Look, I would love to see it, just because it’ll be something different on the road,” the insider said. “Yes, the styling is going to be a little bit different – but we do have other models that are available to us. Hongqi in China is going to be developing 13 brand-new models in the space of the next two and a bit years, so we do have a raft of other models that we can have access to.”
The potential introduction of the Guoli would mark a bold move for a brand that has historically been reserved for state functions and official ceremonies. While the SUV lineup is likely to attract buyers seeking premium alternatives to established European and Japanese marques, the ultra-luxury sedan would target a niche segment dominated by long-standing players like Rolls-Royce and Bentley. Whether Australian millionaires would be tempted to switch allegiance remains uncertain, given the brand’s relatively low profile outside China.
Hongqi’s entry into Australia reflects a broader trend of Chinese automakers expanding into Western markets, leveraging competitive pricing and advanced electric vehicle technology. The brand’s association with political power and its heritage as the car of choice for Chinese leaders could either bolster its appeal as a symbol of prestige or hinder its acceptance among consumers unfamiliar with its legacy.
For now, the focus remains on the SUV launch, which will test the waters for Hongqi’s broader ambitions. If the initial models perform well, the Golden Sunflower series may follow, bringing with it a level of luxury that could challenge the established order in Australia’s premium car market.
