Chinese automotive brand Hongqi has entered the Thai market, unveiling the all-electric E-HS9 sport utility vehicle (SUV) as its initial model in partnership with local distributor Metro Group.

The expansion is intended to target Thailand's growing electric vehicle segment through the introduction of a range of new-energy vehicles aimed at consumers in the higher-priced vehicle segment.

Speaking at the launch event recently, Zhang Zhigang, General Manager of the Overseas Business Division at China FAW Group and President of China FAW Group Import & Export, stated that Thailand is an automotive market in Southeast Asia.

Zhang said the brand had completed preparations relating to products and distribution channels and was using the E-HS9 as the initial model to establish its presence in the country.

Hongqi's parent company, China FAW Group Corporation, has appointed Metro Group Co Ltd as its exclusive distributor in Thailand. The company is led by Chief Executive Officer Bodin Boonvisuth following its acquisition of the distribution rights for the brand.

"The key to our success as a Hongqi distributor is our long experience in the automotive sector, making Thailand one of the few countries in the world to launch the right-hand-drive version of the Hongqi E-HS9, with the E-HS9's features and the support of Metro Group and its dealers in every region, I am confident that the E-HS9 will provide an EV option for customers in Thailand," said Boonvisuth.

Metro Group, which has more than 70 years of experience in Thailand's automotive industry, will support the brand's expansion in the country. To mark the launch, the companies recently completed a ceremonial 6,000 km overland drive from the Badaling section of the Great Wall of China through Laos and into Thailand to demonstrate the vehicle's operating range and durability.

To support sales and customer service operations, Metro Group stated that it is establishing a network of showrooms and pop-up locations across Bangkok and key provincial centres. The company is also investing in after-sales infrastructure, including certified technical teams, localised spare-parts inventories, 24-hour roadside assistance, and a mobile service unit designed to provide support directly to vehicle owners.

E-HS9 specifications and pricing

The Hongqi E-HS9 electric SUV is priced at THB 2.99 million (US$ 90,935) for the first 400 units sold in Thailand. Designed by British automotive designer Giles Taylor, who previously worked at Rolls-Royce, the E-HS9 features a chrome front grille and a red line extending down the centre of the bonnet and into the grille.

The SUV measures 5,209 mm in length and 2,010 mm in width and features a three-row seating configuration, with captain's seats in the second row. Additional equipment includes a 16-speaker Bose audio system and other comfort-oriented features.

Power is provided by two electric motors producing 493 horsepower and 606 Nm of torque. The all-wheel-drive E-HS9 can accelerate from 0-100 km/h in 5.5 seconds and has a top speed of 200 km/h. It is equipped with a 120 kWh ternary lithium battery pack, delivering a claimed driving range of 760 km under the CLTC cycle or 623 km under the WLTP standard. The battery supports DC fast charging at up to 140 kW.

Seven driving modes are available, along with an advanced driver-assistance systems (ADAS) package. Exterior colour options include Pacific Blue, Jade White, and Imperial Black, while interior colour choices include Saddle Brown, Graphite Black, and Mysterious Gray/Crystal White.

Future plans

Over the next three years, Hongqi plans to expand its portfolio in Thailand beyond the E-HS9 to include sedans, SUVs, and multi-purpose vehicles in order to address a broader range of consumer requirements.

Meanwhile, industry speculation continues regarding the possibility of the Hongqi brand entering the Indonesian market in the future.