Zhiyu Auto News In the early years, wealthy people in China looking to purchase top-tier luxury cars would basically focus on overseas legacy brands like Mercedes-Benz, Bentley, and Rolls-Royce, thinking driving them out showed status. However, the market trend has completely changed. Now many high-net-worth buyers are turning to our local super-luxury brand Hongqi. Market data vividly reflects this shift.

Hongqi's Gold Sunflower series, positioned at the pinnacle, was officially launched in 2024. In just one year, it secured 1,400 owners. In comparison to industry statistics showing Rolls-Royce domestic sales of approximately 700 units in 2025, this domestic top-tier luxury car from Hongqi reached twice that volume. The local super-luxury segment has finally established a firm foothold in the high-end market.

This flagship model, the Gold Sunflower Guoya, made its official debut at this year's Beijing Auto Show. The top-specification custom version is priced at over 11 million RMB, directly entering the price bracket of top custom luxury cars like the Rolls-Royce Phantom, displaying strong pricing confidence. Hongqi attracts customers not by stacking horsepower or competing on track performance, but by highlighting unique Chinese aesthetics and handmade craftsmanship. Even the interior headliner embroidery is highly sophisticated. Artisans spend over 1,200 hours hand-stitching it, using hundreds of colored silk threads finer than hair to weave auspicious cloud patterns. The level of intricacy is no less than the starry roof design of overseas top-tier luxury cars.

Inside the vehicle, Chinese carvings, fine leather, and high-end wood trim are visible everywhere. The two-tone body, imposing vertical grille paired with the retractable Gold Sunflower hood ornament exudes maximum presence. Many entrepreneurs and collectors are willing to pay for this national-style luxury. Patriotism and local craftsmanship have become key factors in persuading wealthy buyers. FAW executives also stated directly that the Gold Sunflower Guoya is not merely a sedan but a work of art carrying cultural confidence, precisely hitting the selection preferences of the current high-end consumer group.

Nowadays, Hongqi not only aims to defend its domestic market but also looks overseas. It has already prepared to enter the Malaysian market while expanding its layout in Russia. Affected by the international situation, official channels for brands like BMW and Mercedes-Benz are restricted there, which just happens to leave development space for domestic luxury brands like Hongqi. The plan is to push Chinese-style luxury sedans to more overseas high-end consumers.

Many netizens have also commented on the shift in consumption concepts. In the past, the top tier pursued overseas luxury cars, but now more and more wealthy people actively choose Hongqi. Domestic luxury is no longer just a transportation tool; it has become a new choice to showcase local taste and status. Going forward, the Hongqi Gold Sunflower series will continue to launch more custom versions. The competition in the domestic super-luxury sector will only intensify.