Time flies, time flies, and in the blink of an eye, another year is in a hurry. For Dongfeng Honda, 2023 is a year in which the fragrance of plum blossoms comes from the bitter cold, a year in which heroes forcibly cross the Dadu River, and a year in which the light boat has crossed the Ten Thousand Mountains.
Looking back on 2023, the "* war" will run throughout the year, and the market competition will become more and more fierce. In the face of the increasingly volatile automobile market, car companies have shown their swords, rolling technology, products, and services ......The ubiquitous involution and pervasive involution make you and me in the torrent of the times immune, and we are coerced to face the battle, and the starting gun of the industry knockout tournament has really begun.
It was a gamble without a dealer, and everyone settled their chips and sat down. Whether you can win this gamble or not, you don't care about one or two studs, the key is who can survive to the end. For Dongfeng Honda, which has been in the Chinese auto market for 20 years and has experienced strong winds and waves, it is the level that the ultimate player should have, such a stud as calm judgment, hard work, free sending and receiving, planning layout, facing the future, and accumulating steadily.
Empty cup mentality
Is Dongfeng Honda a light boat?The answer is clearly not. It has 20 years of brand history;Four factories;8,000,000 base disk users;With a full spectrum of fuel, hybrid, and pure electric products, Dongfeng Honda says that it is a light boat, and no one dares to call itself an aircraft carrier.
The so-called light boat is more in line with the current mentality of Dongfeng Honda people. In the past 20 years, Dongfeng Honda has developed from one factory to four factories today, launched many classic models such as CR-V and Civic, and gained the trust of more than 8 million users. However, Dongfeng Honda did not lie on the credit book and slept soundly. In the face of challenges and dilemmas, Dongfeng Honda continues to explore the 'new model' of joint venture brand transformation with an "empty cup mentality", fully embraces industrial transformation, and accelerates the transformation process of electrification and "value creation" enterprises.
In July last year, the new strategy of "Creating the Future 2030" was released, officially announcing the transformation of Dongfeng Honda into a user-centric "value-creating enterprise". Immediately after September, the new brand logo was released, and the flat design follows the current design trend of simplifying the complex, and caters to the aesthetics of young consumers. The brand proposition "stay ahead" is empowered with "technology, intelligence, and love", and opens the "electric moment" with a new look.
Travel light
Due to factors such as internal constraints, transformation costs, technical challenges, and industrial chain adjustments, we often use the term "elephant turn" to describe the difficulty of mainstream car companies embracing electrification. Dongfeng Honda broke the old and established the new, breaking the shackles and accelerating the "electric shock". In September, it launched a new new energy brand "Lingxi" and its first new energy concept car "Lingxi L", becoming the first independent new energy brand launched by a joint venture car company.
In fact, as early as 2016, Dongfeng Honda introduced Honda's immd strong electric intelligent hybrid technology based on electric drive, and in the past two years, it has successively launched Inspie e:PHEV, CR-V e:HEV, CR-V e:PHEV, 11th-generation Civic e:HEV, Honda HR-V e:HEV and other models. In the field of DHT electric hybrid and plug-in hybrid, Dongfeng Honda has accumulated a lot of technology.
In ancient times, when the decisive battle was approaching, every army had to be cleaned up in advance, discarding unnecessary things in order to "travel lightly". Obviously, Dongfeng Honda knows it well. The electric intelligent car competition has entered the second half, and only by practicing its internal skills will it be able to stand out in the tide of industry reshuffle.
The Lingxi series models are produced on the new "Lingxi" intelligent electric platform, and are differentiated from the existing e:ns pure electric brand in terms of product positioning, target users, and market pricing. From the intelligent driving system, intelligent cockpit, new electric drive system, and all-round high-rigidity safety platform, Lingxi L will be a new experience.
Dongfeng Honda will focus on the three major segments of strong electric intelligent hybrid, e:NS electrification brand, and Lingxi, and comprehensively transform to the direction of new energy, realize the electrification of 50% of its products by 2025, and launch more than 10 pure electric models in 2030. Tomoto's determination to "turn the elephant" is as solid as a rock.
Pengyou said:
Do you think that's the end of it?Nope!In 2023, Dongfeng Honda has too many remarkables, and the user brand "Benjia Day" will be released, and "user-centric" will be put on the groundAll kinds of competitions, awards, and awards are soft;Actively participate in public welfare, repay the society, etc. Looking back, in 2023, the light boat has passed the Wanzhong Mountain. Looking forward, 2024 is a long and brilliant road!