Have you ever loved Dongfeng Honda's models? Ever marveled at its performance and quality? However, in recent years, Dongfeng Honda's sales have been declining, showing a downward trend for three consecutive years. Dongfeng Honda mainly relies on two models, the CR-V and the Civic, and the combined sales of the two models account for 64% of the Dongfeng Honda Group's sales. However, under the wave of electrification and independent brands, Dongfeng Honda's good days seem to be coming to an end. Honda CR-V used to be a hard to find car, repeatedly rushed to the top five positions in the SUV sales list, but after the replacement, the new Honda CR-V lost the previous star-studded situation, under the impact of new energy vehicles, Honda CR-V can only reduce prices**.
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 recent years, Dongfeng Honda's models have frequently had quality problems, triggering a series of collective rights protection incidents of car owners, which has seriously damaged Dongfeng Honda's reputation. Although Dongfeng Honda has announced a new energy development strategy earlier, it still mainly relies on fuel vehicles to survive and has not really taken the step of new energy vehicle transformation. Although in July 2023, Dongfeng Honda announced a high-profile future electrification plan, including achieving an electrification ratio of more than 50% by 2025, stopping the launch of new gasoline vehicles in 2027, and launching more than 10 pure electric models by 2030. However, in the current state of affairs, these ambitious plans may be nothing more than rhetoric. In addition, Dongfeng Honda's previous strategy on the first battle and plug-in hybrid models has also failed to reverse the decline.
In the era of joint venture car dominance, Dongfeng Honda once tasted the development dividend of the joint venture brand, but now, in the face of the ever-changing automobile market, Dongfeng Honda needs to make significant changes.