The Chinese brand Hongqi, owned by the state-owned FAW Group, continues to strengthen its position in the ultra-luxury car segment. While wealthy Chinese previously often chose Rolls-Royce, Bentley, or Mercedes-Benz, more and more buyers are now opting for the domestic brand.

The flagship model Golden Sunflower Guoli, presented at the Beijing Auto Show in spring 2026, has become the main symbol of the new strategy. The sedan's price reaches 1.6 million dollars, which puts it on par with the most exclusive cars from European manufacturers.

At the same time, Hongqi does not rely on record power or sports characteristics. Instead, the company emphasizes Chinese traditions, handcraftsmanship, and national culture. FAW Chairman Qiu Xiangdong called the Golden Sunflower Guoli "a work of art embodying China's cultural confidence."

Special attention is paid to the interior trim. According to the manufacturer, one master spends more than 1,200 hours creating the ceiling embroidery for a special version of the car. It uses about 100 shades of silk threads thinner than a human hair, creating the effect of a cloudy sky above the passengers' heads.

This strategy is already yielding results. According to FAW, the Golden Sunflower line, which debuted in 2024, found 1,400 buyers in 2025. For comparison, MarkLines analysts estimate Rolls-Royce sales in China at approximately 700 cars for the same period, although the British manufacturer itself does not publish separate statistics for the Chinese market.

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