Red Flag Rises in the Heart of Leng Kee: Eurokars Group Unveils the Future of ‘Eastern Luxury’ with New Hongqi Singapore Showroom

Eurokars Group, the leading purveyor of luxury automotive experiences in Singapore, has officially opened the doors to the new Hongqi Singapore showroom. Situated at 19 Leng Kee Road, in the epicentre of Singapore’s premier automotive belt, the 4,521-square-feet facility serves as the strategic launchpad for the iconic Chinese marque’s entry into Southeast Asia.

 

Managed by Eurokars Elite Pte. Ltd. (“Eurokars Elite”), a subsidiary of Eurokars Group, the facility’s opening establishes Singapore as the first right-hand drive (RHD) market globally to commercially launch the Hongqi E-HS9. By leading the market debut of this configuration, Eurokars Group provides the critical momentum and local expertise required to spearhead Hongqi’s expansion into the Southeast Asian market.

A Sanctuary of ‘Shang Zhi Yi’

The showroom design is guided by the ‘Shang Zhi Yi’ (尚致意) concept – a philosophy that blends ‘new nobility’, ‘new delicacy’, and ‘new feelings’ to create a sophisticated space. The layout is meticulously planned to elevate the emotional connection with the brand through an Immersive Experience Flow and Multi-Zone Functionality.

 

The spatial journey is designed to transition from heritage walls and modern oriental displays of artefacts to product showcases, boutique sections, and dedicated new car delivery suites. This clarity ensures a seamless blend of brand storytelling and operational excellence. The atmosphere is further enriched by a signature fragrance, bespoke furniture, and digital screens that extend the brand experience into lifestyle and culture.

A Partnership of Global Excellence

 

Eurokars Group’s hallmark hospitality finds a new expression here through a Chinese ethos of respect, generosity, and attentiveness. The showroom is a place where warmth is felt through a quiet anticipation of every intention – a delicate harmony that ensures every visitor feels valued. This coveted sanctuary, featuring a curated refreshment lounge and welcoming rest areas, allows guests to engage with Hongqi’s craftsmanship in complete comfort.

 

This local commitment to excellence mirrors the extraordinary global momentum for Hongqi. In 2025, the brand sold 460,063 vehicles, marking its eighth consecutive year of growth and making it the first Chinese luxury automotive brand to surpass two million cumulative users.

 

Ms. Charmain Kwee, Group Executive Director of Eurokars Group, commented:

“This showroom transcends a retail space – it serves as a cultural sanctuary where the storied heritage of the ‘Red Flag’ meets a new era of sustainable prestige. Working alongside the visionary team at FAW Group has been a rewarding journey. Together, we have created an environment that honours traditional craftsmanship while pioneering the future of intelligent, purposeful luxury.”

 

Mr. Chen Bin, Deputy General Manager of China FAW Group Co., Ltd. and Vice President of Hongqi Operation Committee, noted:

“Our entry into Southeast Asia with Eurokars Group is a strategic alliance between two entities that share an unwavering commitment to automotive perfection. Eurokars Elite has masterfully brought the soul of Hongqi to life in a way that resonates with those who appreciate authentic prestige and innovation. This showroom is a world-class statement of our global ambitions, featuring our flagship E-HS9 as a powerful expression of Eastern design and modern innovation.”

The Flagship: Hongqi E-HS9

 

The RHD E-HS9 leads the brand’s entry into Singapore as an all-electric, full-size luxury SUV. Beyond its commanding presence, the E-HS9 harmonises advanced technology with cultural depth. Configured with six seats within a spacious cabin, its ceremonial proportions make it a versatile statement of prestige for both executive travel and family comfort. With an indicative pricing of approximately S$500,000 (subject to prevailing COE), it represents the vanguard of Hongqi’s vision for eco-mobility.