Who they are & what they wanted
HONGQI is a luxury electric vehicle manufacturer and one of China’s most prestigious automotive brands. With a legacy rooted in innovation and elegance, the company aimed to establish a strong presence in Europe, one of the most competitive and mature EV markets globally.
In 2024, HONGQI set its sights on launching its all-electric EH7 and EHS7 models to UK and European audiences through high-profile appearances at the Goodwood Festival of Speed and the Paris Auto Show. The objective was to generate widespread media interest, build brand credibility, and position HONGQI as a serious contender in the luxury EV space.
Organisational objectives
- Establish market presence in the UK, France, and Germany
- Build brand awareness and affinity among European luxury consumers
- Position HONGQI as a premium EV manufacturer on par with global leaders
- Drive early-stage consumer interest and demand
- Support long-term sales growth and brand loyalty
- Attract dealer and distribution partners across Europe
- Showcase technological and design innovation on a global stage
Communications Objectives
- Generate widespread, high-quality media coverage in key markets
- Introduce EH7 and EHS7 models as flagship representations of the brand
- Position HONGQI as a premium, design-led electric vehicle brand
- Secure influential media and influencer endorsements
- Build credibility through appearances at prestigious events
- Drive online conversation and share of voice in the luxury EV category
- Amplify digital visibility through high-authority backlinks and social coverage
The campaign centred on a bold, high-visibility launch strategy that placed HONGQI on the automotive world stage.
By unveiling its EH7 and EHS7 models at two of Europe’s most iconic motoring events — the Goodwood Festival of Speed and the Paris Auto Show — HONGQI gained instant access to elite audiences, industry insiders, and global media.
Each activation was designed not just as a product showcase, but as a brand-defining moment. Immersive experiences enabled journalists and influencers to engage directly with the vehicles’ advanced technology and sleek design. PR Agency One crafted compelling narratives around innovation, heritage, and craftsmanship, positioning HONGQI as a unique fusion of Eastern luxury and future-focused performance.
Key tactics included
- High-impact media launches at Goodwood and Paris Auto Show
- Test drives and product immersions for influencers and journalists
- Media outreach across automotive, national, and lifestyle titles
- Storytelling that emphasised innovation, design, and brand heritage
- Regional and pan-European media engagement (UK, France, Germany)
- Digital content amplification and influencer collaborations
What We Did
We delivered a cross-market PR campaign blending elite event positioning with sharp media relations. Coverage was driven across traditional automotive press, national news titles, and digital platforms.
A carefully curated influencer programme added further reach and credibility, while onsite experiences delivered content and sentiment that helped spark buzz across social channels.
All activity was designed to drive not just awareness, but perception — helping an unfamiliar brand break through in one of the world’s most crowded EV sectors.
Our Campaign
By anchoring the launch to Goodwood and Paris, the campaign created a cascade of earned media opportunities across every key market.
Stories appeared in Top Gear, Auto Express, Autocar, Car Magazine, Le Figaro, Die Welt, and The Telegraph — firmly inserting HONGQI into the European EV conversation.
The events became a catalyst for deep consumer and media engagement, fuelling both short-term buzz and long-term brand recognition. The integrated strategy ensured visibility across automotive, luxury, and tech audiences — all aligned with HONGQI’s target customer base.
The results
Campaign results
- Achieved blanket media coverage across the UK, France, and Germany
- Featured in Top Gear, Le Figaro, Die Welt, Auto Express, Autocar, and The Telegraph
- Significantly boosted brand awareness among European luxury EV audiences
- Created high-value engagement with journalists and influencers at launch events
- Positioned HONGQI as a credible premium EV brand in new markets
- Generated strong digital traction, amplifying share of voice and brand discoverability
Final Thoughts
This campaign marked a critical first step in HONGQI’s European expansion, combining strategic event placement with high-impact storytelling to achieve immediate market cut-through.
By pairing immersive experiences with strong editorial control, the strategy elevated an unknown brand into a legitimate luxury EV player — one capable of competing with Europe’s most established names.
It was a textbook example of how precision-led PR can introduce a brand, shape its story, and spark lasting momentum in a new market.
