20 years, 8 million units!This is the highlight moment of Dongfeng Honda. From the first owner to 8 million users, Dongfeng Honda has overcome obstacles all the way and created its own development path with "Dongben speed". Dongfeng Honda, which has witnessed the first era and become the leader of the times, is now standing at the crossroads of the times, what choice will it make?
Looking back on the past year, the competition in China's automotive industry has intensified, the wave of new energy has become more and more turbulent, and in the face of the new era of joint ventures opened by the electrification revolution, Dongfeng Honda has taken the initiative to seek change, keep integrity and innovation, and actively participate in the new track while sticking to its traditional advantages, and continue to write a legendary chapter belonging to Dongfeng Honda on the occasion of its 20th anniversary.
In 2023, Dongfeng Honda will continue to promote brand innovation, product stability, and marketing innovation, and carry out changes from all fields with the value orientation of "customer first, quality first", and is accelerating its transformation into a "value-creating enterprise" with brand warmth, product electrification, and management digitalization.
Break the old and create the new, and seek a new chapter in 2023
In the past year, China's auto market has entered a new stage of stock competition, with the acceleration of electrification and the rapid changes in market and user demand putting pressure on joint venture brands with fuel vehicles as the main product, and the industry has entered a "new joint venture era" driven by new energy transformation. In the face of the changes of the times, Dongfeng Honda has made great efforts to promote new brand changes in the past year, and released a new strategy of "Creating the Future 2030" with the joy of "tens of millions" as a new vision, opening the prelude to reconstructing Dongfeng Honda's electrified brand.
Focusing on the strategic declaration of "Change, Rebirth, and Future", Dongfeng Honda renews the brand value proposition of "Stay Ahead Technology, Wisdom, and Love", builds the user brand of "Stay Ahead", and releases a new service brand slogan of "Trust Accompaniment", and strives to create an extraordinary brand experience for 8 million users while polishing the brand label of young and intelligent technology. At the same time, Dongfeng Honda continues to explore the "new model" of joint venture brand transformation, and launches a new new energy brand Lingxi, with a new concept, technology, design, service and channel to match the individual needs of young consumers, and join hands with the strong electric intelligent hybrid technology brand and the e:NS pure electric brand to jointly build Dongfeng Honda's new energy brand camp.
Adhering to the development concept of technology, Dongfeng Honda focuses on the first-class i-MMD hybrid system, Honda Sensing 360 safety super sensing system, and Honda Connet40 and other leading technologies, continue to promote technology-driven product upgrades, and open a big year for electrified products. From the all-new C-V E:HEV e:PHEV, to the Honda H-RV e:HEV, the all-new Inspie e:PHEV, to the M-NV, e:NS2, etc., there are more than 10 electrified products, covering the mainstream technology routes of EV, HEV, PHEV, covering the whole category of SUVs, MPVs, and sedans.
In addition, Dongfeng Honda is also constantly exploring a new marketing narrative model, which can be said to have achieved the effect of "blooming everywhere". This home day weekend boldly breaks the thinking mode of traditional user activities, brings users together in the form of carnival parties, and establishes a deep link between users and brands in entertainmentThe "Hurricane C Guest" series of activities throughout the year has built a resonant "spiritual front" for millions of car owners and the Civic familyAt the same time, Dongfeng Honda has also launched a diversified attempt to digitally market, and by opening up omni-channel touchpoints and direct connection with users, users will enjoy a high-quality car experience throughout the life cycle.
Take advantage of the momentum and go all out for the "electric moment" in 2024
The times are always reshaped in fission, and every enterprise that tries to be at the forefront of the times and be the leader of the industry must answer the future. In the face of the irreversible trend of electrification, the road ahead will inevitably usher in more stringent challenges, and for Dongfeng Honda, this is also an opportunity for transformation and innovation. In 2024, Dongfeng Honda's transformation and development is destined to be a milestone, and the company will fully open the "electric moment", through digital drive and electrification transformation, so that each product will become a continuation of the 'home space', bringing more happiness and joy to every "family".
Next year, Dongfeng Honda will continue to deepen the transformation of product electrification, and launch three pure electric products to the market: e:NS2, Lingxi L, and SUV sequence, accelerate the pace of electric vehicle launch, and further improve and enrich the pure electric product lineup. Among them, the e:NS2 has been successfully unveiled at the 2023 Guangzhou Auto Show, as the first "hunting coupe" in the pure electric market in the same class, the e:NS2 inherits Honda's always reliable quality and dynamic driving fun, and adopts a unique "hunting aesthetics" new design, equipped with a simple and exquisite "hunting cockpit", for young people who adhere to pragmatism and pursue individuality.
In the era of rapid development of intelligence and digitalization, continuous optimization of user experience is becoming a magic weapon for car companies, and Dongfeng Honda has been very clearly aware of this, and will implement marketing reform around the value concept of user first, and build an integrated marketing system pyramid. Next year, the fully renovated franchised stores, service brands, and digital and intelligent new energy factories will be gradually implemented, bringing users a new travel experience that exceeds expectations, and helping Dongfeng Honda accelerate its transformation into a user-centric "value-creating enterprise".
In the changing tide of the times, no one can stay out of things, and there is no comfortable pure land. As an automobile brand that has been deeply involved in the Chinese market for 20 years, Dongfeng Honda has never changed its original intention of sticking to the market and consumers, bravely shouldering the responsibility of the times in the face of the great wave of change, opening up opportunities in the changing situation, and striding towards a new era of intelligent electronics.
In 2024, a new and vibrant Dongfeng Honda is quietly being born!