The word "本家" in Chinese means "people of the same clan", which is a very cohesive and warm word. Recently, Dongfeng Honda officially released a new user brand "Benjia", which has an extra meaning in Dongfeng Honda owners, that is, "Benjia".
From December 2nd to 3rd, Dongfeng Honda held the first user ecological conference and user brand conference, and the user brand of "Benjia" was officially released"Home" not only echoes the concept of "the same clan" in traditional Chinese culture, but also means that Dongfeng Honda will be user-centric and go all out to become a companion and witness on the road of pursuing love.
On the first "Home Day", Dongfeng Honda arranged 10 creative areas, including Lingxi Block, Electric Camp, Track Hurricane, Tide Change Party, Home Market, E-sports Players, etc., and set up rich prizes, so that the "Family" can feel the extraordinary brand charm of Dongfeng Honda's "technology, wisdom and love" in these interesting projects.
For today's car companies, building a good car is the foundation, and winning the hearts and minds of the people is the key. Dongfeng Honda's ability to release user services in the form of a new brand shows that the concept of "user-centered" has risen to the core strategic level of the enterprise, and while accepting more supervision, it also shows that Dongfeng Honda is willing to coexist, build and create with users.
This summer, Dongfeng Honda ushered in its twentieth birthday, and it is also an absolute veteran among domestic joint venture car companies. In the past 20 years, Dongfeng Honda has gained the favor of 8 million car owners, and in these 20 years, it has also brought many classic models to Chinese users, including Dongfeng Honda CRV, the originator of urban SUVs, and the representative of sports sedans - Civic, and their various generations of models can still be seen galloping on the road in various places.
At the previous Dongfeng Honda 20th anniversary event, Dongfeng Honda released a new strategy of "Creating the Future 2030", with the vision of "tens of millions of homes", and made every effort to promote the transformation into a "value-creating enterprise". Subsequently, the three major technology brands of strong electric intelligent hybrid, Lingxi, and e:NS were successively released, and the brand image was comprehensively renewed.
As the New Year approaches, Dongfeng Honda held the "Home Day" for the first time and released the "Home Day" user brand, which can be regarded as a re-practice of improving the quality of user service and a new departure. It jumps out of the traditional communication mode between car companies and users, and shortens the distance between car companies and users, between users and users through the concept of "home", and uses a more open and free offline activity such as a fan festival party to make the communication between everyone more relaxed and fun.
At the party site, Dongfeng Honda invited the 8 million car owner to the scene and shared the owner's story, Mr. Wang was very excited and said: "The choice of plug-in Yingshipai probably starts with appearance, loyalty to performance, I like it to do much better than I say, and I can accompany me to any place I want to go!."”
Pan Jianxin, executive deputy general manager of Dongfeng Honda Motor, also presented the "8 million user" commemorative medal to the owner of the company, marking the historical achievement of Dongfeng Honda to achieve a total of 800 users. Wu Yanzu, the top star driver representing Dongfeng Honda in the 2023 CTCC Super Cup TCR China Series, also came to share his love for racing.
The conference officially ended with the song "Blind Date and Love Family", which also sang the deep friendship between Dongfeng Honda and thousands of users and fans.
As Gou Tiansheng, deputy general manager of Dongfeng Honda Motor Co., Ltd., said: "This brand is Dongfeng Honda's adherence and continuation of the user-centered creed, on the one hand, to explore new communication models, on the other hand, to insist on not forgetting the original, through new forms of communication, to build a good user relationship, understand each other, shorten the distance, and depict the appearance of Dongfeng Honda's family with love and companionship."
In order to create a more advanced service experience for users, Dongfeng Honda's "Home Brand" will accompany users to grow together and set sail from four aspects: "Home Experience", "Home Service", "Home Community" and "Family Growth", and carry out changes and optimizations around all contact points of the whole life cycle of the family, so as to build a complete user ecosystem and create a new travel experience.
"Home Experience" will continue the concept of "home" from space design to service mode, aiming to create a "home" all-round experience and communication platform for users, "home service" aims to bring a more comprehensive service experience to car owners and car owners and their families through six home services such as "all-round housekeeper, full-speed maintenance, comprehensive transparency, full quality, full-time guarding, and wholehearted selection".Dongfeng Honda will also build an online and offline "family community" through the Dongfeng Honda APP online platform to bring more interesting companionship to the "family", and at the same time, for the growth of users, Dongfeng Honda's "family growth" can allow the "family" to exert its own creativity and realize the co-creation between the brand and users.
Having the common values of pursuing individuality and exploring love is the core of 8 million Dongfeng Honda users to gather to become "this family", and it is also the original intention and intention of Dongfeng Honda in brand concept and products.
The first 20 years were accumulation and development for Dongfeng Honda, and the second 20 years are about to begin, and I think Dongfeng Honda already knows where to go. Attacking the new era of intelligent electric is the core of Dongfeng Honda's persistence and development in product technology, with the release of the three major brands of strong electric intelligent hybrid, Lingxi and e:NS, as well as Honda Connect 4The full rollout of 0 intelligent connection technology and Honda Sensing intelligent driving assistance technology will help Dongfeng Honda launch more new energy models that meet the needs of Chinese consumers, and will also lead Dongfeng Honda to walk out of its own new energy road.
With the entry of a new era of smart electric, Dongfeng Honda will continue to adhere to the "user-centered" with the endorsement of 8 million car owners and the full implementation of the "home" user service brand, actively build a bridge and platform for communication with users, and firmly promote the real commitment of "change, rebirth and future" to the family, and make every Dongfeng Honda car a "home space" with digital drive and electrification transformation The joy continues, and in the growth journey of living together with the family, we will work together to create the joy of thousands of families.
Dongfeng Honda has gained a firm foothold in China in 20 years, and has gained the trust of 8 million car owners in 20 years, which is enough for this car company to be proud of, but in the face of market changes and the transformation of the company itself, it still needs to maintain an enterprising and firm mentality, and in the next 20 years, it will burst out with more vitality, and also look forward to more and more friends with common pursuits and ideals to become "this family".