In 2023, China's auto market will be stable and improving, with the industry's production and sales exceeding 30 million units, and the export of automobiles moving towards 5 million units, inspiring the confidence of every market participant. The gradually expanding market offensive and defensive battles and knockout rounds have also spurred independent and joint venture car companies to compete for the current.
At the intersection of the new era of automobile joint ventures, Dongfeng Honda has released a new strategy of "Creating the Future 2030" with the joy of "tens of millions" as its new vision, fully devoting itself to the wave of "electric moments", continuously promoting brand and product innovation, consolidating the core value orientation of "customer first, quality first", and opening the transformation of a "value-creating enterprise" featuring brand warmth, product electrification and management digitalization.
Dongfeng Honda, which is gradually grasping the direction of transformation and moving forward steadily, will usher in 2024 with more than one breakthrough.
Facing the tide of the times and achieving a comprehensive renewal
In the face of increasingly fierce competition, Dongfeng Honda kicked off its transformation as early as last year through "brand new transformation, stable product development, and marketing innovation".
At the brand level, focusing on the strategic declaration of "Change, Rebirth, and Future", Dongfeng Honda renewed the brand value proposition of "Stay Ahead Technology, Smart Fun, and Love", and released a new new energy brand "Lingxi", forming a synergy with the strong electric intelligent hybrid technology brand and the e:NS pure electric brand to reshape the Dongfeng Honda electrification brand. Create a "home" user brand, and release a new service brand slogan of "trust and companionship".
At the product level, in 2023, Dongfeng Honda will launch more than 10 new cars such as the all-new Inspie, the new generation CR-V, and the Honda HR-V, including diversified power forms such as fuel, gasoline-electric hybrid, plug-in hybrid, and pure electric, covering the full category lineup of SUVs, sedans, and MPVs, and is one of the few car companies in the industry that can meet all the needs of users.
In terms of sales, Dongfeng Honda achieved a cumulative sales volume of 610,000 units and a market share of 3%, and ushered in the milestone of cumulative sales of 8 million units, embarking on a new journey of brand development. At the same time, with the continuous expansion of overseas market layout, Dongfeng Honda has exported a variety of models overseas, with a total of 18,695 units exported throughout the year, and the situation is improving. In addition, the CR-V and Civic, two popular models, lead the market segment, and other main models are also continuing to make efforts, and sales are steadily increasing.
In the new era of joint ventures opened by the electrification revolution, Dongfeng Honda is responding quickly to the market with vigorous vitality, and through the construction of a complete brand system, it has achieved new and long-term development in all fields.
Win the future with value and embrace electric intelligence
Facing 2024, which is full of challenges and opportunities, Dongfeng Honda will focus on the three directions of "stabilizing the sales base of fuel vehicles", "improving the brand awareness of electrification" and "expanding the whole journey experience of users", promote the high-quality development of the brand, and accelerate the development of the brand into a "value-creating enterprise".
Linking users with warm marketing methods, Dongfeng Honda has built a diversified service platform with "user operation" as the core, and built Dongfeng Honda vehicles covering six major scenarios, including home, people, city, finance, retail and entertainment. Ecology, so that the disruptive technological innovation and intelligent and extraordinary experience services can penetrate into the multi-dimensional car life of users and maximize the needs of users in the whole cycle.
As an important part of Dongfeng Honda's efficient production system empowered by leading technology, the new energy smart factory will be officially put into operation this year, and three blockbuster pure electric models of E:NS2, Lingxi L and H brand SUVs will also be launched one after another, and Dongfeng Honda's "electric moment" has begun.
Offline franchised stores will also be upgraded to comprehensive 4S stores covering multi-brand products, providing six service commitments: all-round butler, full-speed maintenance, comprehensive transparency, full quality protection, full-time protection, and wholehearted selection, and create a real-time companionship, smart and worry-free travel experience with high-quality services covering the whole life cycle of the car.
Dongfeng Honda will continue to make efforts in brand innovation, product power-up, high-quality transformation and other dimensions with the trend of seeking progress while maintaining a stable market shareOn the basis of 0%, the sales of electrified models will account for more than 20%, the brand awareness of electrification will increase by 5%, and the development strategy of "multi-line simultaneous development" covering diversified power forms such as fuel, diesel-electric hybrid, plug-in hybrid and pure electric will be implemented, so that the brand image of "electrification" will gradually take root in the hearts of the people.
Standing at a new historical starting point, a more open mind, a more pragmatic style, and a more innovative thinking will be the key for all car companies to meet future challenges and opportunities. Under the accelerated electrification strategy, the pain of transformation is inevitable, but from the perspective of long-termism, Dongfeng Honda, which actively embraces change, also embraces a more open future, and may become a new model for the transformation and development of joint ventures.