With the rolling forward of new energy vehicles and the strong stability of fuel vehicles, the auto market has completed the competitive moment in 2023. The feat of both production and sales successfully exceeding 30 million units is undoubtedly the best way to witness the entire automobile market "rolling" to the extreme and comfort the car people.
Based on the evolution of the times and the treacherous nature of competition, many car companies have completed their transformation by virtue of lane change and overtaking on the new energy track, leading the car market. There are also many car companies that rely on the basic disk of fuel vehicles to hold their advantages and complete the declaration of "what is the strongest"; Of course, among them, those who hold the two cards of new energy and fuel are like trees in the forest and cranes in the dragon car market, becoming the darling of the times.
Dongfeng Honda, as a veteran enterprise that has been deeply involved in China's auto market for 20 years, has accurately grasped the pulse of the times in the face of the new joint venture era opened by the electrification revolution, while launching products that are more in line with market demand and technological accumulation. On the one hand, from the earth foundation to the high-rise building, the brand renewal is completed; Even in terms of user co-creation and social responsibility, promote the upward development of brand value.
Thanks to positive and comprehensive measures, Dongfeng Honda will achieve domestic terminal sales of more than 610,000 units in 2023, and the cumulative production and sales will also successfully exceed 8 million units, becoming an existence that is not only full of sound in the traditional track, but also has a strong foothold in the new track.
Not only that, it coincides with the 20th anniversary of the establishment of Dongfeng Honda, and the trust of more than 8 million users also makes Dongfeng Honda close to the new vision of "the joy of thousands of families". It can be said that Dongfeng Honda has completed a gorgeous turn in dancing with the times.
Breaking the old and creating the new, the results are revealed
At the beginning of the millennium, China successfully joined the World Organization (WTO). This move ushered in fairer and more transparent market rules after easing market access restrictions, removing barriers and protectionist measures, and these policy reforms attracted more foreign investment and cooperation opportunities.
In this context, Dongfeng Honda was also established in a thriving Chinese economy, and since then it has quickly gained a firm foothold and become an important presence in China's auto market.
In the years that followed, from the CR-V to the Civic, a high-end MPV, from the XR-V, a high-end MPV, to an XR-V, a high-quality electric SUV, to an all-electric SUV, the M-NVIn the past 20 years, Dongfeng Honda's product line has expanded from 1 model to 12 models, and has been trusted by more than 8 million customers from its first customer.
It can be said that Dongfeng Honda has witnessed the rapid development of China's auto market for 20 years, and is a witness and fighter of the times.
Time has passed, when the tide of new energy is coming, under the coercion of the times, the auto market has ushered in great changes unseen in a century in the reshaping of the pattern and the establishment of business formats. When China's auto market has entered a new stage of stock competition, many car companies have also encountered unprecedented impacts.
Standing at the crossroads of the times, Dongfeng Honda actively promotes change, breaking the old and creating the new to find new breakthroughs.
In July 2023, at the 20th anniversary event, Dongfeng Honda officially released the new strategy of "Creating the Future 2030", with the joy of "tens of millions" as a new vision, opening the prelude to rebuilding Dongfeng Honda's electrification brand. Focusing on the strategic declaration of "Change, Rebirth, and Future", Dongfeng Honda renews the brand value proposition of "Stay Ahead Technology, Wisdom, and Love", builds the user brand of "Trust", and releases a new service brand slogan of "Trust Accompaniment".
This move indicates that Dongfeng Honda will transform from a product-centric "traditional manufacturing enterprise" to a user-centric "value-creating enterprise".
In September of the same year, Dongfeng Honda officially released the new brand logo and image of "STAY AHEAD", and under the brand renewal, Dongfeng Honda completed the construction of a new new energy brand Lingxi, a new service brand slogan of "Trust Accompaniment" and a brand matrix of a new user brand "Benjia".
Dongfeng Honda will also take this brand value as the source to promote the image of the whole value chain from technology to products, from marketing to sales.
In terms of technology, Dongfeng Honda has released the "Strong Electric Intelligent Hybrid Technology Brand", which is synergistic with the i-MMD hybrid system, Honda Sensing 360 safety super sensing system, and Honda Connect 40 and other technologies, Dongfeng Honda has built a technical framework from new energy to intelligence.
Relying on this series of technologies, Dongfeng Honda has released a new generation of CR-V e:PHEV e:HEV, a new model HR-V, a new Inspie e:PHEV, 2024 Elysian, M-NV and other new models. In particular, the new generation CR-V E:PHEV and HEV have been launched one after another, and the company continues to lead the competition trend in the joint venture SUV market with "one vehicle and three power".
This also shows that in order to strengthen the competitiveness of products and meet the increasingly diversified needs of users, Dongfeng Honda has made efforts to develop three technical routes of fuel, hybrid and pure electric at the same time, proving that it adheres to the strategic plan of "troika" from fuel to hybrid and then to pure electric while keeping the basic plate of fuel vehicles.
Based on this, Dongfeng Honda will usher in a double harvest of fuel vehicle camp and new energy track in 2023.
In terms of fuel vehicles, the cumulative sales of CR-V for the whole year were 2140,000 units, Civic's annual terminal sales were 1780,000 units, both of which continue to lead joint venture models in their respective market segments.
We all know that with more and more new products in the new energy market, the competition is becoming more and more fierce, and the impact on the traditional fuel vehicle market is very huge. Many fuel vehicles have begun to decline for the first time, and classic evergreen models such as CR-V and Civic have achieved stability in the competition, which further proves the excellent strength of Dongfeng Honda's products and the tenacity of the brand.
In terms of new energy, Dongfeng Honda has also successfully launched related models. Up to now, Dongfeng Honda has more than 10 electrified products. According to the plan, in 2024, Dongfeng Honda will also build a digital smart factory for the production of future new energy models. In addition, the first model of the Lingxi brand, the Lingxi L, will also be officially launched this year.
This means that in 2024, Dongfeng Honda will also accelerate the transformation around new energy and intelligence, and accelerate the enrichment of the product matrix. In this way, Dongfeng Honda is undoubtedly expected to rely on fuel and new energy two-wheel drive, and achieve "steady progress" in the transformation process through the idea of fuel, hybrid and pure electric three-line parallel.
The brand is forward, the value is upward
Obviously, the sequential promotion of new products is Dongfeng Honda's bargaining chip for the new era of joint ventures. Through the renewal and upgrading of product strength and the improvement of service quality, Dongfeng Honda won the first place in the three-year value retention rate list of joint venture brands in the 2023 China Automobile Retention Rate Billboard.
In the ranking of the value retention rate of major market segments, Dongfeng Honda's 6 models are on the list, and 4 items are the first on the list. Among them, the Civic, CR-V, XR-V, Elysian and other models ranked first in the value retention rate of their respective market segments; UR-V and Inspie both won the second place in their respective subdivisions.
Not only that, on the basis of the first value retention rate, the new generation CR-V also won the "Best SUV" award at the 3rd China Automobile Festival, and in the evaluation of the 2023 IVISTA China Smart Car Index, the new generation CR-V also won the highest rating of all excellence.
Looking at the evolution of the compact SUV market over the years, the CR-V has always had its place. Based on its long-standing evergreen performance, when the news of the launch of the new generation of CR-V spread on the global Internet, it triggered an exclusive memory that has lasted for 28 years of CR-V fans.
The summit of the value retention rate and the evaluation of the "best SUV" have once again confirmed the market argument that "classics never go out of style".
Whether it's a technology fan or a performance endorsement, CR-V has been synonymous with this market for many years. The CR-V is one of Dongfeng Honda's many representative models, and it is the tip of the iceberg of Dongfeng Honda's brand resilience.
Over the past 20 years, Dongfeng Honda has created a number of classic models, which has not only witnessed and enriched the development of China's auto market, but also met the needs of 8 million consumers. Now, at the crossroads of the rapid changes of the times, Dongfeng Honda has made an important statement on driving into the future by renewing the brand through the old and new.
If the product launch and brand renewal interpret Dongfeng Honda's brand forward, then a series of user-centered activities such as marketing, service and social responsibility promote Dongfeng Honda's value.
In April last year, the "Hurricane C Guest" Civic Family Hurricane Tour was successfully held. During the event, Dongfeng Honda led users, fans and friends to visit the Honda supplies factory, communicated and experienced Honda's car culture on the spot, and held many interactive activities such as fan parties and band live, so that many Civic users could feel the diversified charm of the Civic brand and even Dongfeng Honda.
Since then, Dongfeng Honda's major regions have set off a nationwide upsurge with C-class customers in the early summer of 2023, carrying out user experience activities with the same theme, forming a "factory-district-store" full-linkage marketing front and expanding the volume of activities.
In order to continue the extensive attention accumulated in the early stage of Hurricane C, Dongfeng Honda officially joined the competition of the CTCC Super Cup TCR China Series with the new generation Civic Type R, opening a new stage of "Hurricane on the track". In the current six rounds of competition, Dongfeng Honda Racing Team has won the driver, team and model championships.
A series of activities not only let users deeply feel the unique charm of automobile competition, but also enhanced the brand identity of many Civic fans and Dongfeng Honda owners, which reflected the value of Dongfeng Honda at a glance.
At the end of last year, Dongfeng Honda's first user ecological conference and user brand conference [Home Day] was opened. As Dongfeng Honda's largest user event so far, [Home Day] not only reflects Dongfeng Honda's determination to implement the brand concept of "user-centric" and promote the rapid implementation of the company's new strategy, but also marks another step forward for Dongfeng Honda to build a new type of user relationship, and will also promote the brand and user relationship to enter a new chapter of development.
From product innovation to brand renewal, from marketing innovation to intimate service, facing the new era, Dongfeng Honda aims to achieve brand forward and value upward through all-round changes, and then witness the prosperity of China's auto market.
In 2024, Dongfeng Honda will also fully open the "electric moment" and sail towards the surging and surging sea of stars of new energy with a more intense and rapid attitude. Through digital drive and electrification transformation, Dongfeng Honda is confident that each product will become a brand symbol with sincerity, strength and future - with the debut of the e:NS2, the Lingxi L and the "E:N SUV sequence" will be launched this year, Dongfeng Honda will accelerate into the "pure electric era".
The future is here.