After a 15-month vacancy, Nie Qiang returns to Hongqi as CEO.

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After a vacancy of 15 months, the CEO position for the Hongqi brand has finally been filled.

On July 27, according to the latest personnel changes at China FAW, Nie Qiang, former Deputy General Manager of FAW Toyota, Secretary of the Party Committee and General Manager of FAW Toyota Sales Company, has been officially transferred to become CEO of the Hongqi brand. He will be fully responsible for Hongqi's marketing, terminal channels, brand operations, and user system development.

This transfer happened about seven months after Nie Qiang took his new post at FAW Toyota. On December 31, 2025, he succeeded Dong Xiuhui as the top Chinese executive of FAW Toyota; prior to this, Wang Shengli, General Manager of Hongqi Brand Sales Company, was transferred in April 2025, resulting in a vacancy in Hongqi’s "leader" position for around 15 months.

Nie Qiang was born in 1979, graduated from the School of Business Administration of Jilin University, and joined FAW in August 2001.

In his early career, Nie Qiang worked at FAW Trading Corporation and FAW Jiefang Automotive Sales Co., accumulating experience in commercial vehicle channel management.

In January 2019, he joined FAW-Volkswagen as Deputy General Manager of the sales limited liability company, overseeing Volkswagen brand network and training, sales planning, and other areas.

In January 2021, Nie Qiang was transferred to Deputy General Manager of the Marketing Center of China FAW, concurrently Director of the Southern Division, and participated in the operation of the Hongqi brand.

At the end of 2022, he returned to FAW-Volkswagen, serving successively as General Manager of the sales company, Party Secretary, and Deputy Party Secretary and Head of the labor union at FAW-Volkswagen.

On December 17, 2025, FAW-Volkswagen Jetta Automotive Technology (Sichuan) Co., Ltd. was established, with Nie Qiang as legal representative and chairman. That same month on the 31st, he was transferred to FAW Toyota as Deputy General Manager and Party Secretary and General Manager of the sales company.

His experience covers the three main passenger car sectors of FAW-Volkswagen, Hongqi, and FAW Toyota, so this is not his first time at Hongqi.

Nie Qiang's return to Hongqi is also a continuation of a series of personnel changes within FAW Group over the past year or so.

On December 31, 2025, FAW announced a series of personnel adjustments: Chen Bin would no longer concurrently serve as General Manager of FAW-Volkswagen and would return to the Group; Dong Xiuhui took over as General Manager of FAW-Volkswagen; Nie Qiang was transferred to FAW Toyota. In January 2026, Zhang Xiaofan, former General Manager of Dongfeng Commercial Vehicles, was named a standing committee member and Deputy General Manager of the China FAW Party Committee.

According to sales data, Hongqi brand sales for the whole year of 2025 exceeded 460,000 vehicles, an increase of 11.7% year-on-year, achieving positive growth for 8 consecutive years.

In the first half of 2026, Hongqi's cumulative sales were about 137,800 vehicles. China FAW has set an annual sales target of 550,000 for the Hongqi brand, meaning about 412,200 need to be completed in the second half, roughly three times the sales of the first half.

The Hongqi organization is also being reshaped.

In October 2023, the Hongqi Brand Operations Committee was established; on May 13, 2026, the Hongqi Tiangong Division was formally established to promote independent operation of related sub-brands. At present, Hongqi has formed a brand matrix of three sub-brands: Hongqi, Hongqi Tiangong, and Hongqi Jinkuihua.

What Nie Qiang has taken over is not a single sales position, but a brand that is expanding its product and organizational boundaries.

Next, Hongqi must sell new energy products to a wider personal consumer market and also handle the coordination and channel execution of the three sub-brands. For Nie Qiang, the real test is not just filling the CEO position, but establishing a new stable growth mechanism for Hongqi after organizational adjustments.

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