Chinese car maker Hongqi to build a Rolls-Royce

AutoExec Summary
Former Rolls-Royce design boss Giles Taylor is set to lead the development of a million-dollar-plus luxury car to compete with the world’s best under the new Hongqi brand in China. The brand aims to appeal to the growing Chinese desire for local luxury and patriotism, using Chinese traditions and craftsmanship to create an innovative and elegant flagship vehicle. The brand’s focus will be on content and innovation rather than undercutting Rolls-Royce on price. While the brand may be accepted in China, breaking into the international market will be challenging due to Rolls-Royce’s established 114-year brand legacy. Hongqi is intent on carefully crafting its brand persona outside of China to make it aspirational and desirable.

Brands mentioned: BMW, Mercedes-Benz, Rolls-Royce, Hongqi, FAW Group, Geely.