There is no doubt that 2021 is the first year for major automakers to lay out MPVs in market segments. In terms of joint venture brands, new MPV models such as Kia Jawa, Hyundai Kustu and Toyota Xena have been released. In terms of independent brands, Trumpchi M6, M8, etc. have also achieved good performance in the market. The mid-to-high-end MPV market, which was originally based on the Buick GL8 as "a monopoly", suddenly became hot.
Of course, in addition to the above-mentioned new and old MPV players, honda odyssey is also a player favored by consumers in the market. At the end of 2021, GAC Honda Odyssey also ushered in a restructuring. There are 5 versions of the new car, priced at 235,800-328,800. There are also two versions for welfare, which are sold on an order-to-order basis and are priced at 340,800-350,000-480,000. From the release of the new Odyssey at the Guangzhou Auto Show earlier, it can be seen that the popularity and attention of the car are still rising.
Since last year, Odyssey has taken the lead in achieving 100% hybrid sales, leading the MPV market into the "full hybrid era", which has the advanced significance of change and greatly enhanced the corporate image and brand value of GUANGQI Honda. At the same time, thanks to the blessing of Sharp Hybrid, Odyssey sold 39,830 vehicles from January to November this year, an increase of 7.1% year-on-year.
The changes of the new Odyssey are several points, first of all, at the design level, we can see that the new Odyssey directly adopts the design style of the Japanese version of the model, which is unnecessary for the owners who love JDM, eliminating the need for the front face of the later dress-up. And through the larger size of the wheel hub, sports black design, so that the new car has a more youthful and fashionable. At the same time, a new color scheme was also introduced, all in order to attract the attention of more young consumers. After all, MPVs can also become very fashionable.
In addition to following Honda's third-generation i-MMD hybrid system, the Honda Connect 3.0 is also installed on the new car. "Hello Honda, play music". Presumably this sentence of voice control is a long-awaited feature for many Honda car owners. With the access of intelligent networking, not only Odyssey, but also the entire Honda brand, means that it has achieved innovation in this field.
Judging from the production and sales data in November, although the MPV model fell the most, reaching 24.8%. However, after further investigation, it can be found that it is not that the MPV charm is no longer there, but that there has been a structural adjustment. On the one hand, the sales of low-end models represented by the tool type have accelerated their decline, such as Wuling Hongguang, Baojun 730, etc., which is also the main reason for the sharp decline in MPV sales. Among them, Wuling Hongguang sold about 16,000 vehicles in November, down 32.5% year-on-year; the cumulative sales volume from January to November was about 226,000 units, down 9.7% year-on-year, down nearly 70% compared with its 650,000 units in 2016.
On the other hand, mid-to-high-end MPV sales are the opposite. Among them, Trumpchi M8 is a strong entry into the top three with a gain of 49.9%. Although the sales of Buick GL8 in November have declined, its hegemonic strength is still strong, with cumulative sales of about 147,000 vehicles from January to November, an increase of 8.2% year-on-year, ranking first in the high-end MPV list. It can be seen that the decline of the MPV market is not due to the lack of attractiveness of the vehicle category, but due to the change in the structure of consumer demand, consumers are more inclined to buy high-end MPV models.
As one of the first high-end home MPV to enter the Chinese market, Odyssey has always maintained accurate insight into the needs of Chinese consumers and continuously met the aspirations and pursuit of new middle-class families for higher travel quality. From the use of space, riding experience, driving texture and other aspects of the all-round consideration, and finally become the consumer's home MPV is the best choice.
The pricing of 200,000-300,000 also makes the Odyssey occupy the consumption range of the middle and high classes. In order to be able to dig deep into the resonance point with the target consumption circle, pay attention to the product function, but also pay attention to the emotional value of the product and the brand, and give the product a personified charm.
In the new phase of the Ministry of Industry and Information Technology's new car declaration information, we also found the figure of the Odyssey four-seat version of the model, and the pricing will naturally be higher. It can be speculated that Odyssey is trying to change from a home scene to a business travel scene, or it may indicate that Odyssey has opened a high-end road.
As mentioned above, the MPV market structure is developing towards the middle and high-end. At the same time, a survey shows that in the current MPV market, 44.4% of users can accept the mid-end price of 150,000-200,000 yuan, and 42.0% of users can accept the mid-end price of 250,000-400,000 yuan. In this way, Odyssey has achieved "two hands" in the market of 200,000-400,000 yuan.
National public opinion: If Odyssey is GAC Honda's insistence in the field of MPV, then Odyssey has entered the "era of all-mixing", which means that GAC Honda has launched an attack and competition to a higher market. Standing at the new starting point of the new Odyssey, GUANGQI Honda will also take this opportunity to open the door to the new world of the MPV market, promote the development of the MPV market in the direction of high-quality and high-quality, and push the MPV market to a higher level of competition pattern.