China Fortune Network News A few days ago, Guangqi Honda's new sedan model was officially listed, and the official guidance price was 129,900-166,900 yuan. This means that Honda has added a set of "double-car" products in the Chinese market, namely GAC Honda Style and Dongfeng Honda Civic, after Accord and Yingshipai, Guandao and UR-V, Haoying and CR-V.
In recent years, in the booming 150,000 yuan family car market, Guangqi Honda has been suffering from the lack of a young A-class sedan product. The advent of the model allows GUANGC Honda to finally "give it a go" in the A-segment car market.
From the perspective of the product itself, the difference between the type and the Civic is very subtle, which is an unavoidable situation under the strategic framework of the two-car. But this subtle difference can also be seen in the efforts made by GUANGC Honda for the type and the deliberate product strategy.
In 2016, Dongfeng Honda launched the 10th Generation Civic. Thanks to civic's "performance" label, this product has sold well after its launch and has become a "topic model". However, after five years, the new eleventh generation Civic has made many compromises in terms of performance, such as providing a low-power version of the engine, eliminating the manual transmission model and so on.
At the same time that the Civic gave up the performance route, guangqi Honda model took over the performance label. As can be seen from the product configuration, the entire model is a 240TURBO model, which is equipped with a high-power 1.5T engine with 182 horsepower, and an exclusive MT version with a 6-speed manual transmission is also available.
In addition, the problem often criticized by the tenth generation of Civic is the sense of cheapness, and the shortcomings in comfort and texture have also become the reason for some consumers to reject Civic. In contrast, Guangqi Honda has more cleverly labeled the style with a new label of "style movement", giving the type more "style" connotation in the limited differentiation space of the dual-vehicle strategic framework.
The model is equipped with a 12-speaker BOSE speaker, which is not available with the top Accord. The card keys and 18-inch wheels are also not available to Civic. The difference in these configuration details is enough to open a substantial gap between the model and the Civic, and more importantly, it will affect the consumer's feelings and cognition of the two models.
Once, Honda's strategy in the Chinese market was relatively conservative, and one model was only given to a joint venture. As a result, the joint ventures with strong sales capabilities were unable to achieve sufficient growth due to product limitations. After the implementation of the dual-vehicle strategy, Honda can achieve the expansion of the overall market share under the premise of differentiated competition of the joint venture, and also give the joint venture more room for development.
The type makes up for the lack of an important link in the product lineup of GUANGC Honda, and the more diversified product camp also allows GAC Honda's marketing advantages to be further exerted. (Baichuan)
(Picture from Guangqi Honda official)