Hongqi, the luxury division of state-owned automaker FAW, is now outselling Rolls-Royce in China by a margin of two to one.
The brand's ultra-luxury Golden Sunflower line, launched in 2024, attracted 1,400 buyers in 2025, according to FAW.
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In comparison, Rolls-Royce recorded only about 700 registrations in China out of its 5,664 global total last year, based on data from industry analysts MarkLines.
Patriotic buying trends are encouraging wealthy Chinese consumers to embrace domestic luxury brands.
Hongqi, best known for building limousines used by Chinese leaders from Chairman Mao to Xi Jinping, has reinvented itself as a serious contender in the premium and ultra-luxury segments.
Flagship Model Embodies Cultural Confidence
Hongqi's latest flagship, the Golden Sunflower Guoli, carries a price tag equivalent to roughly $1.6 million, placing it in the same territory as bespoke European machines.
The sedan was unveiled in April at the Beijing Auto Show.
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FAW chairman Qiu Xiandong described it as “a work of art that embodies cultural confidence,” according to Nikkei Asia.
The brand emphasizes Chinese culture, craftsmanship, and national identity rather than horsepower figures or lap times.
One master artisan spends more than 1,200 hours creating intricate embroidery for the special edition model, using 100 different colored silk threads to create the illusion of clouds above passengers' heads.
Expansion Plans Abroad
Hongqi is now testing whether its appeal can travel beyond China.
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The company is preparing to enter Malaysia and expanding in Russia, where sanctions following the Ukraine war have blocked official BMW and Mercedes sales, creating opportunities for alternative luxury brands.
