Hongqi Golden Sunflower Premium Center Opens in Changchun at FAW's Changqing Plant
FAW opened its Hongqi Golden Sunflower Premium Center in Changchun on August 14, blending brand experience, high-end customization, and exclusive delivery under a factory-store integration model.
- 1953
- 70+ years
- 3 million+ units
What Happened
On August 14, FAW Group held the opening ceremony for its Hongqi Golden Sunflower Premium Center in Changchun. Liu Yigong, President of FAW Group and deputy secretary of its Party Committee, presented the key and a delivery gift to the center's first vehicle owner. The center is located within the Changqing Plant of the FAW Hongqi Manufacturing Center.
- Brand experience
- High-end customization
- Exclusive delivery
The center operates on a 'factory-store integration' model, leveraging FAW's heritage and industrial culture to establish a benchmark for Chinese ultra-luxury services. It covers the full service chain for high-intent customers, delivery owners, and bespoke clients, building the brand's core differentiation with state-guest-level hospitality and underscoring FAW's commitment to the ultra-luxury market and its discerning clientele.
More than 70 years of FAW development have forged a solid national-marque foundation for the Hongqi Golden Sunflower brand. Looking ahead, the brand says it will uphold Eastern etiquette, continuously refine its service system, upgrade the full-chain premium experience, and polish every detail with consummate craftsmanship so every distinguished visitor can savor the unique state-guest hospitality. After the ceremony, guests toured the center for an immersive appreciation of national-car craftsmanship and Eastern etiquette.
FAW is a leading global manufacturer of quality passenger cars, trucks, and buses. Established in 1953, it is China's oldest and largest automotive group, with annual sales exceeding three million units.
Previously from FAW Group
Hongqi has been expanding its international presence, introducing its first right-hand-drive models at the 2026 Hong Kong Auto Expo and opening a new showroom in Singapore for the right-hand-drive E-HS9. The Singapore launch marked Hongqi's first right-hand-drive market entry.
- Hongqi Unveils First Right-Hand-Drive Lineup at 2026 Hong Kong Auto Expo
- FAW Hongqi Launches Right-Hand-Drive E-HS9 in Singapore, Opens New Showroom
Background drawn from MotorClaw's earlier coverage of FAW Group's official releases.
Why this matters
The new center signals FAW's commitment to China's ultra-luxury market by combining factory heritage with a full service chain for customization and exclusive delivery. High-intent buyers and bespoke clients get a dedicated space with state-guest-level hospitality. The model could set a benchmark for Chinese ultra-luxury services.
Terms in This Story
- Factory-store integration
- A retail model that places a brand showroom or customer experience center on or adjacent to the factory, using the production site as part of the customer brand experience.
- State-guest-level hospitality
- The high standard of formal hospitality reserved for official state guests, characterized by ceremony, personal attention, and exclusivity.
- Bespoke clients
- Customers who order fully customized, made-to-order products, typically in the luxury segment.
Summarised from the linked release; details can be imperfect — always verify against the original source.