HONGQI, China’s oldest and most prestigious luxury car brand, made its much-anticipated European debut at the 2024 Goodwood Festival of Speed and turned to PR Agency One for PR support.
The Goodwood Festival of Speed is an annual motorsport event held in West Sussex, England, which celebrates the history and future of motoring, including some of the world’s most iconic vehicles.
It is a prestigious gathering where automotive enthusiasts, manufacturers, and racers come together to display and witness the latest innovations, classic cars, and motorsport legends.
The event includes a famous hill climb, where vehicles are tested on performance, agility, and design, and also serves as a platform for brands to showcase their latest technologies and models to an international audience.
Showcasing its pioneering electric vehicles (EVs) at the event, the EH7 and EHS7, HONGQI sought to impress the European market and build momentum for its planned expansion across the continent.
PR Agency One led the brand’s PR campaign, strategically emphasising media engagement and delivering compelling messaging around HONGQI’s unique blend of Eastern craftsmanship and cutting-edge EV technology.
Campaign overview
PR Agency One’s objective was to elevate HONGQI’s profile in the European luxury market, generating media buzz around the brand’s debut EVs and securing high-profile coverage in both specialist automotive and lifestyle publications.
The campaign’s KPIs were clear:
- Secure attendance from 3-5 top-tier media and achieve coverage from at least 12 leading automotive journalists.
- Generate extensive coverage with a focus on the unique design elements, technical innovations, and safety features of the EH7 and EHS7 models.
- Maximise exposure through targeted online, print, and broadcast media outlets, while establishing strong media relationships for HONGQI’s continued expansion in Europe.
Execution and strategy
- Key messaging and storytelling At the core of PR Agency One’s strategy was positioning HONGQI’s debut EVs as a perfect fusion of luxury, innovation, and performance designed for European consumers. Key messages were crafted around:
- Pioneering EV Technology – The EH7 and EHS7 models were highlighted as groundbreaking electric vehicles with an industry-leading range of up to 690 km per charge and rapid charging capabilities, making them highly suitable for the European market.
- Design Excellence – Unique design elements, such as the Rialto Bridge-inspired curvature, Gabriel’s Wing taillights, and Sword of Saint Roland headlights, were emphasised to convey HONGQI’s commitment to blending Eastern craftsmanship with Western tastes.
- Cold climate performance – The cars’ superior performance in cold climates, including retaining 50% range at -20°C and 30-minute charging at -10°C, were key differentiators for European buyers, particularly in colder regions like the UK, Norway, and Sweden.
- Safety and innovation – Advanced safety features, including E-NCAP five-star body standards, fire-resistant battery systems, and top-tier driving dynamics, positioned HONGQI as a leader in electric vehicle safety and luxury.
- Exclusive media engagement PR Agency One curated a premium experience for attending journalists at the Goodwood Festival of Speed. Key features included:
- Hill Climb Event – Journalists were invited to test-drive the EH7 and EHS7 in the world-famous Goodwood hill climb, providing hands-on experience with the vehicles’ impressive acceleration and handling capabilities.
- Interviews with Executives – Media attendees were given exclusive access to HONGQI’s senior leadership, allowing for in-depth interviews and deeper insights into the brand’s global expansion strategy and product innovation.
- Media outreach and post-event follow-up PR Agency One targeted key publications in both the automotive and lifestyle sectors, ensuring wide-reaching media coverage. Post-event, the agency continued to provide journalists with additional resources, such as high-quality imagery, videos, and technical specifications, to support comprehensive reviews and features.
Results
PR Agency One’s campaign exceeded expectations, generating significant coverage across top-tier media outlets and cementing HONGQI’s position as a major player in the luxury EV market.
- Media coverage and attendance
- A total of 31 articles were published across prominent automotive and lifestyle publications, including Autocar, Top Gear, Bloomberg UK, Reuters, Daily Express, and EV Powered.
- Coverage emphasised the technical innovations, luxury features, and design elements of the EH7 and EHS7, with special attention to HONGQI’s plans for European expansion and its focus on cold-climate performance.
- Media features
- Autocar described the EH7 and EHS7 as some of the “hottest new cars” at the Goodwood Festival, noting their standout design and impressive performance.
- Top Gear highlighted HONGQI’s swift acceleration and luxurious design, positioning the brand as a serious competitor in the UK luxury market.
- Daily Express and Bloomberg UK focused on HONGQI’s strategic entry into the European market, emphasising the vehicles’ cold-weather capabilities and advanced safety features, which are critical for European consumers.
- Reach and audience engagement
- The total media reach was over 620 million, with publications such as MSN UK (123 million reach), Daily Mail Online (70 million reach), and Reuters (31 million reach) delivering extensive exposure across Europe.
- High engagement on social media from journalists and influencers covering the event further amplified HONGQI’s visibility, creating additional buzz around the brand’s entry into the European market.
Key media mentions and articles
- Autocar (1,560,000 reach) – Detailed coverage on HONGQI’s standout presence at the Goodwood Festival, spotlighting the EH7 and EHS7’s luxury features and design.
- Daily Express (25,660,000 reach) – Coverage included an in-depth review comparing HONGQI’s EH7 to Tesla, with particular praise for its affordability and cold-climate performance.
- Top Gear (1,289,100 reach) – Featured HONGQI’s swift entry into the UK market, with a focus on the vehicles’ acceleration, safety, and design excellence.
- Bloomberg UK (19,610,000 reach) – Explored HONGQI’s strategy for winning over European consumers with its blend of luxury and performance.
Measurement and evaluation
Using the OneEval tool, PR Agency One tracked the campaign’s success against key metrics outlined in the AMEC Measurement Framework. The results indicated:
- Widespread coverage – Coverage was achieved across both specialist automotive and broader lifestyle media, highlighting the success of the campaign in reaching diverse audiences.
- SEO Benefits – While none of the articles contained backlinks to HONGQI’s official website, the volume of coverage in high-domain-authority publications greatly enhanced the brand’s SEO footprint, improving visibility across Europe.
Conclusion
The 2024 Goodwood Festival of Speed marked a pivotal moment in HONGQI’s European expansion strategy. PR Agency One’s expertly executed campaign not only generated significant media attention but also positioned HONGQI as a leader in luxury electric vehicles tailored for European markets.
The successful launch of the EH7 and EHS7, coupled with targeted media engagement, showcased PR Agency One’s ability to blend creative PR strategies with measurable outcomes, reinforcing HONGQI’s position in the competitive EV market.
Through this campaign, PR Agency One demonstrated its capacity to craft compelling narratives around innovative technology and luxury, ultimately driving HONGQI’s success in its first foray into the European market.
