Japanese joint venture brands, which are cautious by nature, do not seem to be doing well in 2023, when Chinese car companies are making bold moves.
Honda is even more so, how to maintain the previous sales and decency has become the top priority.
On January 4, Honda China released its 2023 sales volume, which shows that the cumulative sales volume of Honda's terminals in China in 2023 will be 123420,000 units, down 101%。
Among them, Guangqi Honda's cumulative terminal sales in 2023 will be 62050,000 units, down 137%；And it has been 3 consecutive years of declining sales; Dongfeng Honda's cumulative terminal sales in 2023 will be 61370,000 units, down 6% y/y.
You see, all the above decline data reminds us that Honda is no longer the Honda of the year. Honda needs to clearly understand that today's Chinese market no longer provides a comfortable development greenhouse for joint venture car companies, and the first era of joint venture brands is gone.
In the past, there was a difficult gap between Chinese car companies and mainstream joint venture car companies - brand value.
At that time, Chinese car companies seemed to have no other way than to arm themselves with the product strategy of "low price and high configuration", but time has passed, and now Chinese car companies are prosperous because of "electricity" and have studied the core technology of three electric vehicles to the extreme. Honda, on the other hand, is still immersed in the admiration of Chinese users and the rich dream of the Chinese market. Perhaps it is only today that it realizes the seriousness of the problem.
In fact, we take a closer look at Honda's sales of more than one million, or in the last dividend period of eating fuel vehicles, new energy sales can be said to be a mess, at present, only domestic E:NP1 E:NS1, the cumulative sales in the first 11 months were 7042 and 4471 respectively, far from breaking 10,000.
Epilogue. Of course, the existence of Honda is just a microcosm of the joint venture brand, and in addition to the fact that Chinese consumers are becoming more and more sober to understand that Honda in the pure electric era is really mediocre and not worth chasing, but also because the "fist" of Chinese car companies is a bit hard. If Honda does not adjust its electrification strategy, Chinese consumers will have to say "yes, next time" to Honda.
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