BANGKOK, June 18 (Xinhua) -- Chinese automotive brand Hongqi officially entered the Thai market, unveiling its all-electric sport utility vehicle (SUV) as its flagship model in partnership with local distributor Metro Group.
The strategic expansion aims to capture Thailand's rapidly growing electric vehicle segment by introducing a lineup of premium new energy vehicles tailored for high-end consumers.
Speaking at the launch event on Wednesday, Zhang Zhigang, general manager of Overseas Business Division at China FAW Group and president of China FAW Group Import & Export, emphasized that Thailand is one of the most vibrant automotive markets in Southeast Asia.
Zhang noted that the brand has finalized all necessary preparations regarding products and distribution channels, utilizing the premium E-HS9 as a launching pad to deeply root its operations in the country.
Over the next three years, he said Hongqi plans to expand its Thai portfolio to cover sedans, SUVs, and multi-purpose vehicles to fulfill the diverse, high-quality demands of local consumers.
Metro Group, a veteran of the Thai automotive industry with a history of over 70 years, will serve as the exclusive distributor.
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 long-range reliability and durability.
To support the premium rollout, Metro Group said it is establishing a curated network of flagship showrooms, alongside pop-up locations across Bangkok and key provincial hubs.
The company is also heavily investing in after-sales infrastructure, which includes certified technical teams, localized spare parts inventories, 24-hour roadside assistance, and a comprehensive mobile service unit designed to provide premium concierge support directly to customers. ■
