In the "Chinese Inventory 2023" jointly sponsored by the National Language Resources Monitoring and Research Center, the Commercial Press, and Xinhuanet, Wei, Zhen, ChatGPT, and High-quality Development were respectively elected as the international word, domestic word, international word, and domestic word of the year.
In fact, compared with the "volume" and "difficulty" that everyone talks about, I think that in addition to ChatGPT, the "danger", "revitalization" and "high-quality development" are also the truest portrayal of the development of China's auto market in 2023.
In 2023, free from the interference of the epidemic and the obstacle of chips, China's auto market will enter a new stage of "fighting bayonets and grabbing the market".
It's a danger, but it's also an opportunity.
Some companies are in a crisis of collapse in the first war, some companies are regaining confidence in the technological war, and some are seeking high-quality development in the crisis.
Among them, Dongfeng Honda, as the head player in the joint venture, will still deliver a report card of more than 600,000 units in 2023, with a cumulative sales volume of more than 8 million, even in the face of the double attack of luxury and autonomy, and simultaneously "break the old and create the new", complete the brand renewal and product iteration, and realize the first step in the transformation from a product-centric "traditional manufacturing enterprise" to a user-centered "value-creating enterprise".
The brand was renewed, and Dongfeng Honda was fully transformed.
2023 is the twentieth year for Dongfeng Honda to enter the Chinese auto market.
It spans two decades of rapid development of China's auto market, and also witnesses the first decade of the new energy transformation of China's auto market.
Now, in the face of new development difficulties, Dongfeng Honda is facing the challenges, fully embracing industrial transformation, and constantly exploring "new models" for the transformation of joint ventures in the process of accelerating electrification and "value creation" enterprise transformation.
To this end, Dongfeng Honda has successively released a new strategy "Create the Future 2030", a new brand logo and image "stay ahead", a new new energy brand "Lingxi", a new service brand slogan "Trust Accompanying", and a new user brand "Benjia", taking brand value as the source to promote the comprehensive transformation of the whole value chain of products, sales, services, and users.
Among them, the new energy brand "Lingxi" will form the three major new energy technology brands of Dongfeng Honda together with Qiangdian Intelligent Hybrid and e:NS, and contribute to Dongfeng Honda's new energy transformation together.
The new service brand slogan "Trust Accompanying" is based on the service brand of "Substantial Trust", and puts forward six service commitments: all-round butler, full-speed maintenance, comprehensive transparency, full quality protection, full-time protection, and wholehearted selection. At the same time, in order to provide users with high-quality services, Dongfeng Honda will accelerate the renewal of brand channels, and on November 29, 2023, the first joy space has been established in Taiyuan, and the pace of channel renewal will be accelerated in the future.
The new user brand "Benjia" is the identity created by Dongfeng Honda standing at the starting point of 8 million to "tens of millions".
Nowadays, user operation is not uncommon, and how to make differentiation is where the competitiveness of enterprises lies. In this regard, Dongfeng Honda's "home" brand will build a complete user ecosystem from the four dimensions of "home experience", "home service", "home community" and "family growth", so as to create a new sample of joint venture link users.
Product iteration, Dongfeng Honda three lines go hand in hand.
According to incomplete statistics, more than 800 new cars will be launched in China's auto market in 2023. These include the 600,000 ideal MEGA, the 700,000 tank 10,000 NIO ET80,000 look up to U8 ......Netizens joked: If you don't work hard, you can only buy BBA.
Putting this "stalk" here, in fact, I just want to say that the Chinese auto market is a fertile ground where dreams can "sprout". Here, as long as the product is competitive enough, it can gain enough fans.
With 20 years of experience in the Chinese auto market, Dongfeng Honda knows this well. Therefore, in the critical period of the brand's comprehensive transformation, we have always focused on products, focusing on the first-class i-MMD hybrid system, Honda Sensing 360 safety super sensing system, and Honda Connet40 and other leading technologies, a variety of new vehicles have been intensively launched into the market, covering three types of power: fuel, hybrid and pure electric, so as to strengthen product competitiveness and meet the more diversified travel needs of users.
First of all, the launch of the all-new CR-V e:PHEV and HEV models is particularly important, making it the first three-engine model of the joint venture brand. In 2023, it will sell more than 210,000 new cars with its excellent product strength, and in the recent winter extreme test, it successfully completed many project challenges such as energy saving, performance, and thermal management, and won four certificates in one fell swoop, proving that it is really an "all-round SUV".
Secondly, the all-new model HR-V of Dongfeng Honda's R-V family, which is also another global car introduced by Honda to China, will officially meet consumers in April 2023. It is equipped with two types of power, fuel and hybrid, and combines Jinmei styling, Jinjie power, cutting-edge technology and excellent driving control, and has been widely loved by users since its launch.
Then, there is the all-new Inspie, which will be launched in July 2023, which is the first Dongfeng Honda to be equipped with both the i-MMD hybrid system and the Honda Connect 40. The Honda Sensing 360 model has opened a new chapter in the battle of Dongfeng Honda's hybrid series products in China.
In addition, the three models of UR-V (fuel version), M-NV (pure electric version), and Elysian (hybrid version) will also be upgraded in 2023, continuing to deepen Dongfeng Honda's strategic plan for parallel development of three lines.
Finally, I have to mention the Civic, which sells more than 170,000 units a year. In 2023, it has won the name of "Hurricane C Guest" many times with hot marketing events. In March, the new generation of Civic Type R officially arrived at the port of Shanghai, and was sent to the hot search together with No. 01 owner Xie Xinzhe;In April, the "Hurricane C Guest" Civic Family Hurricane Journey opened in Foshan, and the Civic "Hurricane C Guest" tour successively drove into Luoyang Baiyun Sky Road, Lanzhou Luojiu Highway, Anji Tianhuangping ......While fully demonstrating the charm of the product, it shortens the distance between the user and the user.
e point of view. The brand is the base, and the product is the key.
In the past year, Dongfeng Honda has not only completed a brand refresh, but also comprehensively upgraded its products.
Up to now, Dongfeng Honda has more than 10 electrified products, including the new generation CR-V E:HEV e:PHEV, H-RV e:HEV, all-new Inspie e:PHEV, and M-NV, to combat the impact of the new energy wave. At the same time, Dongfeng Honda also has a number of classic fuel vehicles such as CR-V, UR-V, and Civic to maintain the market fundamentals.
In the face of the coming 2024, Dongfeng Honda is also calm, continues to deepen the transformation of product electrification, and simultaneously promotes the layout of channels and factories: the first "hunting coupe" e:NS2 in the pure electric market of the same level has been unveiled;Lingxi's first model, Lingxi L, will also be launched this year;The fully renovated franchise stores and service brands are gradually landing;The industry-leading digital and intelligent new energy plant is also under construction......Everything is moving in the direction of a more competitive advantage.
In 2024, let's see Dongfeng Honda take another step towards "user-centric" to benefit more Chinese users.