Singapore’s luxury automotive belt along Leng Kee Road has a new arrival — and it is one carrying the weight of history, ambition and a distinctly Eastern interpretation of luxury. Chinese luxury marque Hongqi has officially opened its new Singapore showroom under Eurokars Group, marking a significant milestone not just for the brand, but also for the region’s evolving premium automotive landscape.
Located at 19 Leng Kee Road, the 4,521-square-foot facility serves as Hongqi’s strategic Southeast Asian launchpad. More significantly, Singapore becomes the first right-hand-drive market globally to commercially launch the Hongqi E-HS9, the marque’s flagship all-electric luxury SUV.
For Eurokars Group, which has built its reputation representing some of the world’s most coveted automotive brands, the partnership signals confidence in the growing appetite for Chinese luxury brands on the global stage.
A Different Interpretation of Luxury
Step into the showroom and it quickly becomes clear that this is not designed as a conventional car dealership. Instead, the space leans heavily into storytelling and cultural immersion.
The showroom is guided by Hongqi’s “Shang Zhi Yi” (尚致意) philosophy, which blends concepts of “new nobility”, “new delicacy” and “new feelings” into a contemporary luxury environment.
Visitors move through curated heritage walls, modern oriental displays and lifestyle-focused zones before arriving at the vehicle showcases themselves. Boutique-style sections, new car delivery suites, bespoke furniture and even a signature scent all work together to create a hospitality-driven experience rather than a purely transactional one.
It is a deliberate move — one that mirrors how luxury itself is evolving. Increasingly, affluent buyers are no longer simply purchasing a product; they are buying into a worldview, a philosophy and an emotional connection.
Hongqi, whose name translates to “Red Flag”, appears keenly aware of that shift.
Singapore’s role in Hongqi’s global ambitions is not accidental. By launching its right-hand-drive E-HS9 here first, the brand is effectively using Singapore as both a testbed and gateway into Southeast Asia. Eurokars Elite, a subsidiary of Eurokars Group managing the brand locally, will spearhead Hongqi’s regional expansion strategy.
The timing is notable too. Chinese automotive brands, once viewed largely through the lens of affordability, are increasingly pushing into premium territory with serious design, technology and electrification credentials.
Hongqi, in particular, carries substantial heritage. Established in 1958, the marque has historically been associated with Chinese state limousines and political prestige. Today, it is repositioning itself as a global luxury player combining Eastern cultural identity with modern innovation.
Its momentum appears strong. In 2025 alone, Hongqi sold 460,063 vehicles globally, marking its eighth consecutive year of growth and surpassing two million cumulative users — a milestone that makes it the first Chinese luxury automotive brand to do so.
The E-HS9 Takes Centre Stage
Naturally, the star of the showroom is the Hongqi E-HS9.
The all-electric full-size luxury SUV is difficult to miss with its imposing proportions, bold grille and commanding road presence. Yet beyond aesthetics, the E-HS9 also represents Hongqi’s attempt to define what modern “Eastern luxury” could look like in an increasingly electrified future.
Configured with six seats, the SUV focuses heavily on spaciousness and ceremonial comfort, positioning itself as equally suitable for executive transportation and family use.
Indicative pricing is expected to hover around S$500,000 before COE, placing it firmly within Singapore’s premium luxury segment.
Design-wise, Hongqi also benefits from the influence of Giles Taylor, the renowned automotive designer best known for his work at Rolls-Royce. The marque’s signature red emblem, imperial-inspired grille and stately proportions aim to convey what it describes as “cultural luxury” — a blend of heritage and refinement intended to resonate with sophisticated global buyers.
For Singapore consumers, the arrival of Hongqi offers something increasingly rare in the luxury automotive market: a genuinely different point of view.
Rather than replicating Western luxury tropes, Hongqi is attempting to carve out its own space by leaning unapologetically into Eastern identity, cultural storytelling and hospitality-driven experiences.
Whether Singapore’s discerning luxury buyers embrace that vision remains to be seen. But one thing is certain — Hongqi’s arrival signals that the conversation around luxury cars is becoming far more global, nuanced and culturally diverse than ever before.
