China’s FAW Group has appointed Thailand’s Metro Group as the official distributor for its premium Hongqi brand in the country, as the state-backed automaker accelerates its push into Southeast Asia.
The agreement was signed through FAW Group Import & Export Co., Ltd. (FAWIEC), the company’s wholly owned subsidiary responsible for overseas operations. Metro Group already represents several international carmakers in Thailand, including Toyota Motor, Mitsubishi Motors, Honda Motor, and Mercedes-Benz, and also operates dealerships for the Chinese electric brand Zeekr.
FAWIEC had initially considered managing Thai operations directly but opted for a distributor model, which it also uses in Europe, citing administrative complexity for a largely state-owned enterprise establishing overseas subsidiaries.
The first model to be introduced will be the Hongqi E-HS9, a full-size electric SUV scheduled for launch in March, with deliveries expected to begin around mid-year. The company aims to sell about 100 units in Thailand during 2026.
At a later stage, FAW plans to introduce its mass-market Bestune lineup, beginning with a D-segment model priced from roughly one million baht (about €27,000). The automaker is also evaluating the possibility of establishing local vehicle assembly in Thailand, a regional manufacturing hub for the automotive industry.
Beyond Thailand, FAWIEC is expanding Hongqi’s presence in right-hand-drive markets. In Singapore, it has appointed Eurokars Group as distributor and showcased the E-HS9 at the Singapore Motorshow 2026, with a commercial launch planned around April. Additional markets under consideration include Australia, Malaysia, and the United Kingdom later in 2026.
Hongqi has been one of FAW’s fastest-growing brands. The company reported sales of more than 460,000 Hongqi vehicles globally in 2025, up 11.7% from the previous year and marking eight consecutive years of growth. New energy vehicles accounted for about 149,000 units, rising nearly 30% year on year. FAW has set a target of 550,000 Hongqi sales in 2026.