FAWCAR, the passenger car brand of Chinese group FAW, officially entered the Italian market on 20 October with a launch event in Milan. Our Italian correspondent Federico Romeo from RecensioneSmart attended to see the full range, which is built entirely around SUVs and covers three types of powertrain: petrol, battery electric and plug in hybrid.
FAW presents the move as the result of seventy years of car making experience, applied to Italian mobility needs and lifestyles. The group says the range is adapted to local use rather than simply exported.
The five models on show
Three petrol models carry the Bestune name. The Bestune B70S is the sporty one, aimed at younger buyers who care about handling and looks. The Bestune T77 is compact and space efficient, pitched at city driving and everyday family use. The Bestune T90 is the largest, with a roomy cabin meant for long family journeys and travel between cities.
The new energy side is under the JOYEE name. The JOYEE S04 is a battery electric SUV designed for urban mobility, and FAW highlights its low energy use and access to limited traffic zones (like the new 0 emissions zone to come in Copenhagen).
The JOYEE S08 is a plug in hybrid with extended range, positioned as a family car for mountain roads and mixed use, and as an answer to range anxiety.
What it could mean for Scandinavia
This is where the Milan launch matters for our readers. According to what we gathered on site, almost the entire range could also reach Sweden. Denmark and Norway look set to be more selective and may consider only the electric models.
That narrows the field quickly. The JOYEE S04 is the only fully electric model among the five, and Italian reports place its arrival in 2027. Both Denmark and Norway have markets that lean heavily towards battery cars, so a single electric SUV would carry the whole offer there.
FAW in Scandinavia so far
FAW is not new to the region, but its presence has come through Hongqi, the group’s premium brand, rather than the mainstream Bestune line. In Norway, Hongqi worked with importer Motor Gruppen, and deliveries of its electric flagship SUV, the E-HS9, began in January 2022.
In Sweden, Hedin Mobility Group was appointed importer and retailer in September 2022. In June 2024 Motor Gruppen signed a further agreement covering the Hongqi EH7 and EHS7 in Norway.
FAWCAR would be a different proposition: more conventional bodies, broader price positioning and a mix of powertrains rather than a premium electric focus.
We have not found any announcement of a Scandinavian importer for FAWCAR. In Italy the brand relies on a local importer, so the same route is likely elsewhere. The key unknowns are importer choice, pricing, WLTP figures and timing for each market. NordiskBil will follow the story as details emerge.
