Recently, Dongfeng Honda released its annual sales data for 2023 - the cumulative sales of terminals for the whole year exceeded 610,000 units, a year-on-year decrease of about 59%, which is the third consecutive year of decline.
Dongfeng Honda mainly relies on the CR-V and Civic. In 2023, the cumulative sales of Dongfeng Honda CR-V will be 213515 units, and the Civic will be 177721 units, and the combined sales of the two models will account for 64% of Dongfeng Honda Group's sales.
Among other models, the cumulative sales of XR-V terminals were 55,995 units, the cumulative sales of HR-V were 32,963 units, the cumulative sales of the all-new Yingshipai were 56,981 units, and the cumulative sales of Elysian were 30,197 units.
Once upon a time, Dongfeng Honda's hot-selling models also had the spirit of "no price increase is already a discount". Even so, Dongfeng Honda's sales are still rising.
However, under the wave of electrification and independent brands, Dongfeng Honda's good days seem to be coming to an end.
In 2020, Dongfeng Honda sold more than 850,000 units, breaking the historical record and ushering in the peak of sales, and since then it has begun to decline.
In 2021, Dongfeng Honda's annual sales fell to 7930,000 units, the first annual decline in many years.
In 2022, Dongfeng Honda's annual sales fell to 6520,000 units, down 1778%。
In just three years, Dongfeng Honda's sales have fallen rapidly from the peak, and many of the once best-selling models have also disappeared.
As a benchmark model among the compact SUVs of the joint venture brand, the Honda CR-V used to be a hard to find car, and it has repeatedly rushed to the top five positions in the SUV sales list.
It's just that after the generational change, the new Honda CR-V has lost the previous situation of stars holding the moon, and under the impact of new energy vehicles, Honda CR-V can only reduce the price**.
At present, in all regions of the country, the market discount of Honda CR-V is generally about 3-40,000 yuan, and the landing ** of medium and low configuration is 16-180,000 yuan.
At present, all popular models under Honda have large market discounts, and the Honda Civic now has a maximum discount of 30,000 yuan, and the lowest starting price ** is 9990,000.
If the once popular CR-V, Civic and other models have to rely on price reductions and volume exchanges, then the situation of Dongfeng Honda's other models can be imagined.
The price reduction did not significantly increase Dongfeng Honda's sales, but caused great damage to dealers.
Some Dongfeng Honda dealers revealed that due to continuous losses, some dealers have sought to sell stores, but no one has taken over for half a year.
In addition, Dongfeng Honda's models have had many quality problems in recent years, such as "throttle", "brake door" and "stall door", and a series of collective rights protection incidents of car owners, which are also overdrawing Dongfeng Honda's reputation.
Although Dongfeng Honda announced a new energy development strategy very early, it still lives on fuel vehicles, and the pace of transformation of new energy vehicles has never been really taken.
In July 2023, Dongfeng Honda announced that it would electrify more than 50% by 2025, no more new gasoline vehicles after 2027, and launch more than 10 pure electric models by 2030.
However, with Dongfeng Honda's current situation, such a loud slogan may only stay in words.
A few more words
Whether it is the "price for volume" in the previous ** war, or the follow-up "gasoline and electricity at the same price" strategy on plug-in hybrid models, it has failed to help Honda reverse the decline.
In the era of joint venture car dominance, Dongfeng Honda tasted the development dividend of the joint venture brand. Nowadays, in the face of the ever-changing automobile market, Dongfeng Honda has a lot to change.