IAUTO
Speed Depth Attitude
Introduction |
2021/12/28
Every year, the total sales volume of the Odyssey is so much. The situation has become so tense that Guangqi Honda has no reason to slacken off.
Author 丨 Cao Jiadong
Responsible editor 丨 Yang Jing
Edited by 丨tian lanthanum
Some people sell MPV with brand premium plus money, and some people promote the landing of new products after a good assessment of market acceptance. Yes, in contrast, Guangqi Honda's attitude towards the Odyssey is very telling.
No matter how consumer trends change, the MPV market has never been a place where too many players can be accommodated. Guangqi Honda understands it too well. In this period when the market is becoming more diversified and all kinds of cross-border products are emerging, overconfidence is not advisable, and savvy Chinese consumers need a product that can perfectly meet their own needs, rather than a "flower shelf". MPV is especially true.
The new Odyssey is not a completely new model that has undergone a complete replacement. As early as 5 years ago, this generation of Odyssey entered China. In the years of this upgrade, sales have shifted from the previous flatness to a normal monthly sales of more than 3,000 vehicles, but it is clear that in the face of the Buick GL8's strong monthly sales of more than 10,000 at every turn, GAC Honda has always been cautious about every upgrade of the Odyssey.
When the fourth-generation Odyssey, which has undergone a second iteration, appears in front of us, I think that this is no longer a fresh feeling that Honda has brought to the Chinese MPV market again, but also indicates that the Chinese MPV market needs Honda to continue to maintain the order of change in this field. After all, this is only a year before the redesigned Odyssey is listed in Japan.
The market has changed dramatically, and the strength is beyond doubt
To be fair, in the non-mainstream automobile market of MPV, from the Stream that briefly entered China to the first generation of Alisson, and then to the Odyssey of several generations, Honda has long fully expressed its position at the level of establishing its own advantages. For the joy of the broadest number of consumers, it has always insisted on using the most profound technical means and cultural construction level to complete the interpretation of each model.
Since the introduction of the second-generation model into China in 2002, after two outright transformations, the Odyssey, which has been deeply cultivated here for nearly 20 years, has become the best witness to Honda's move.
I always think that after undergoing a facelift, there are very few places for this generation of Odyssey to be improved. The only thing Guangqi Honda could do was to complete a small cosmetic surgery inspired by the Japanese version of the Odyssey. It seems that the new Odyssey really wants to impress potential consumers with its more fresh "face".
Who would have thought that those superficial changes would be just the beginning. Because, when a clearer value embodiment, combined with the charm of Odyssey's consistent products, brings people a warmer emotional resonance, I know that every Odyssey change is from the heart.
Even looking back on every change in the past 20 years, Odyssey has had the helplessness to cater to the market, and has been confused about its own revolution. Especially in the years of the existence of the third and fourth generation models, in the face of the booming SUV heat wave and the blockade of the Buick GL8, the weakness of the Odyssey was visible to the naked eye. However, that was the Odyssey.
In each renewal cycle, while retaining the characteristics of the Honda brand, it is not a superficial change brought about by the iteration of the model. The new Odyssey will reshape the image of China's mid-to-high-end MPV market again. Then, from the earliest "gentleman's car" to the "hot dad" image, Odyssey is digging deep into the resonance point with the target consumption circle: pay attention to product function, and pay more attention to the brand proposition conveyed by the product.
Therefore, the hybridization of the whole series is only the sense of high-grade revealed on its indication, and the Honda Connect 3.0 intelligent mutual guidance system, inductive electric side sliding door, electric rear tailgate and other equipment are added at the same time, which is a response of the new car to kia-Ka Wah, Toyota Xena and other strong enemies.
Again, and in line with the true narrative reflected by many current Odyssey owners, the Odyssey has always been the most maneuverable model in its class. This is not only due to the fact that this generation of Odyssey itself has a more reasonable body size, but more importantly, as mentioned above, the Odyssey has always been a "Honda car". Honda's dedication to vehicle handling comes with it.
At this point, all of Guangqi Honda's new cars this year have appeared. Perhaps the sales contribution value of Odyssey in Guangqi Honda is much weaker than core models such as Accord and Haoying, and in the market competition, it also has to face the provocation of Dongfeng Honda Alishen. Affected by the "lack of core", the growth trend of GAC Honda's sales this year has indeed slowed down, but in any case, from the perspective of the renewal and expansion rhythm of existing products, tomorrow's sprint to the annual sales of one million vehicles is far from difficult for GAC Honda.
Crises abound, and the only way to do is to take the initiative to seek change
According to the wholesale data recently released by the Association of Passenger Vehicles, under the leadership of the Buick GL8, Trumpchi M8/M6 and Honda Odyssey, the total sales of MPV in the first 11 months of this year increased by 4.2% year-on-year to 964,000 units, only 107,000 units less than the 1.071 million units in the whole of last year. Not surprisingly, the MPV market will grow this year for the first time since 2016.
It seems that the arrival of the new Odyssey is very timely. In addition, the consumption upgrade and the landing of the three-child policy, the MPV market is a good prospect, destined to be such a deep participant as Odyssey, will be the first to get the favor of potential users.
In such a big environment, you can not understand the changes brought about by the change of consumption habits and the change of life scenes. At least, the business needs dominated by the Buick GL8 are not the value that MPV should embody, which should be the consensus of everyone. The upgrade made by Odyssey to cut through the pain points of consumption is actually the right medicine.
However, the market trend refers to the fact that GUANGQI Honda is not exclusive to it. 2021 is another year for China's auto market to meet the outbreak, and it is inevitable that there will be more spoilers at all levels of the market. Since the middle of this year, in addition to toyota Xena's domestic production, hyundai Kustu, Kia Kahua and other new cars have entered the game one by one, and almost from all dimensions have surrounded the MPV market.
To say that the Odyssey is surviving in the cracks is not enough. But the arrival of these opponents really forced Guangqi Honda to come up with new means. What's more, only the Trumpchi M8, a domestic MPV, after completing the full model matrix, is enough to pose a threat to others.
In other words, although there is a certain price difference with GL8, it is bound to have an impact on the subsequent play of Odyssey in view of its own unique features in texture shaping and space design.
Therefore, guangqi Honda's introduction of the new odyssey to China so quickly seems to be a simple operation to maintain freshness. In fact, in order to strengthen the defense of the sudden change of the pattern, this move is necessary. Even to some extent, the reputation accumulated by Japanese cars in China in recent years will not embarrass GUANGQI Honda, and for Odyssey, it is also advisable to prevent problems.
Every year, the total number of odysseys is so much. The situation has become so tense that Guangqi Honda has no reason to slacken off. What's more, under the increasingly arrogant attack of medium and large SUV, the 300,000-yuan MPV is already suffering from the enemy. Odyssey, which abandons the need for business reception, needs to have enough sincerity to cater to today's Chinese consumers if it wants to maintain market share.
Even if the Chinese market changes repeatedly, it always needs a car company that can hold the pulse tightly. Previously, Guangqi Honda, which was deeply rooted in this, did indeed do it. Under the transformation of the market, I learned to interpret "China" in the most correct way. The current odyssey has also been supported since 2016 after years of dormancy. It is only to say that the strength of the new generation is too strong, and the Odyssey can only face it with a more sincere attitude. Maintaining a high level of product is not enough, then the only way to start from intelligence and brand value is to add confidence.
| Cao Jiadong |
Gasoline running in the blood,
Only fast is not broken!