Hongqi, a Chinese luxury car brand, launched in Europe with a Slovenia showroom, as demand grows due to affordability and value.

Chinese luxury car brand Hongqi opened its first European sales center in Ljubljana, Slovenia, marking its market entry. The center, run by Slovenia’s largest Chinese car retailer Plan-net Avto, saw retired trader Bozidar Arnsek become the first buyer of a Hongqi HS3, praising its comfort and features. Chinese vehicles like Hongqi are typically 20 to 30 percent cheaper than European equivalents, offering modern design and long-term warranties. Sales of Chinese cars in Slovenia tripled in 2025 compared to 2024, reflecting growing European consumer interest driven by affordability and value.