In recent years, the global new energy vehicle market has shown explosive growth, and major auto brands have accelerated their layout to seize market share. In this context, on May 18, 2025, China's FAW Hongqi brand held the launch event of two pure electric new energy models, Hongqi EH7 and Tiangong 08, at the St. Regis, Landmark Hotel in Amman, Jordan, officially opening its new layout in the new energy field in the Middle East and challenging international new energy giants such as Tesla.
1. The technical advantages of Hongqi new energy vehicles
Hongqi EH7 and Tiangong 08 show the strong strength of Hongqi brand in terms of technical performance. The size of the 2025 Hongqi EH7 pure electric sedan is 4980×1915×1490mm, the wheelbase is 3000mm, the CLTC range is 600-820 kilometers, and the price starts at 208,800 yuan, and the Hongqi Tiangong 08 medium and large SUV provides a variety of configurations, with a CLTC range of 520-730 kilometers, and the price starts at 215,900 yuan. In comparison, the Tesla Model 3 has an EPA range of 339-402 km, and the Model Y has an EPA range of 253-330 km.
Pictured: Hongqi EH7 electric sedan
Picture: Hongqi Zhizhi luxury pure electric SUV, Tiangong 08
The battery technology of Hongqi new energy vehicles is one of its core competitiveness. According to the official information of China FAW, Hongqi EH7 uses a high-energy density ternary lithium battery, with an energy density of more than 180Wh/kg, and is equipped with an advanced battery management system, which can achieve accurate temperature control and energy recovery, effectively prolong battery life and improve battery life. Tiangong 08 is equipped with a large-capacity lithium iron phosphate battery, which ensures battery life and has higher safety and stability at the same time. In contrast, although Tesla has been leading the way in battery technology, its recent exposure of battery life decay has caused some consumers to worry.
In terms of intelligent driving, Hongqi EH7 and Tiangong 08 are equipped with advanced automatic driving assistance systems, with automatic parking, adaptive cruise, lane keeping and other functions. Among them, the Hongqi EH7's autonomous driving assistance system adopts multi-sensor fusion technology, which can achieve more accurate environment perception and path planning through the coordinated work of cameras, millimeter-wave radar and lidar, and provide drivers with a safer and more convenient driving experience. This technical route is different from Tesla's vision-based autonomous driving solution, and is expected to show better performance in complex road conditions.
2. The Middle East market: opportunities and challenges
As one of the more fully developed markets for electric vehicles in the Middle East, Jordan provides broad opportunities for Hongqi's new energy vehicles. According to the Jordan Automobile Dealers Association, Jordan's electric vehicle sales will increase by 35% year-on-year in 2024, and the proportion of total vehicle sales will increase from 3% in 2023 to 4.5%. In order to promote the development of new energy vehicles, the local government has introduced a series of preferential policies, such as exemption from customs duties and consumption taxes on imported new energy vehicles, and subsidies for consumers who purchase new energy vehicles, which has created favorable conditions for the listing and promotion of Hongqi models.
However, the Middle East market also faces a number of challenges. First of all, Tesla already has a first-mover advantage in the Middle East market, and its brand awareness and market share are high. Taking the UAE as an example, Tesla's market share will reach 18% in 2024, ranking first among new energy vehicle brands. Secondly, special climatic conditions such as high temperature and sand and dust in the Middle East have put forward higher requirements for the performance and reliability of new energy vehicles. Hongqi needs to make further optimization in terms of product adaptability to meet the needs of local consumers.
3. Hongqi's strategic layout and market prospects
The launch of Hongqi EH7 and Tiangong 08 is an important step for Hongqi to improve its strategic layout in the Middle East. This listing event is not only a product promotion, but also a key measure for Hongqi to build brand recognition and reputation in the Middle East market. According to China's FAW plan, Hongqi will establish a comprehensive sales and service network in Jordan, including the construction of brand flagship stores, service centers and charging facilities, etc., to provide consumers with a full range of car buying and using experience.
From the perspective of market prospects, Hongqi's sales ranking in Jordan has risen to fourth, showing its strong market competitiveness. With the addition of EH7 and Tiangong 08, Hongqi is expected to further increase its market share. According to market research forecasts, the new energy vehicle market in the Middle East will grow at an average annual growth rate of 28%, and the market size will reach $15 billion by 2030. If Hongqi can seize this market opportunity, it is expected to occupy an important position in the new energy market in the Middle East.
4. Hongqi challenges Tesla's strategy and prospects
In the process of challenging Tesla, Hongqi adopted a differentiated competitive strategy. On the one hand, Hongqi models have differentiated advantages in terms of cruising range and space size to meet the diverse needs of different consumers; On the other hand, through the localization strategy, Hongqi strengthens cooperation with local governments and enterprises, actively participates in the construction of the local new energy vehicle industry, and enhances the brand's localized image and competitiveness.
However, Tesla still has significant advantages in technology research and development, brand influence and global industrial chain layout. It has the world's leading battery R&D laboratory and autonomous driving algorithm team, and has established a complete supercharging network and service center in the Middle East. Hongqi needs to continue to make efforts in technological innovation and brand building in order to stand out in the long-term competition with Tesla.
To sum up, the listing of Hongqi EH7 and Tiangong 08 in Jordan marks the in-depth layout of Chinese new energy vehicle brands in the Middle East market and a strong challenge to international new energy giants. With its technical advantages, precise product positioning and clear strategic planning, Hongqi is expected to achieve remarkable results in the new energy market in the Middle East. But at the same time, in the face of strong competitors such as Tesla, Hongqi still needs to continue to work hard to cope with market changes and challenges, and achieve the brand's sustainable development and internationalization goals. The evolution of this competitive landscape will not only affect the competitive landscape of the new energy vehicle market in the Middle East, but also have a far-reaching impact on the development of the global new energy vehicle industry, which deserves continuous attention from inside and outside the industry.
