Today, Guangqi Honda released a poster: the number of orders exceeded 10,000 units.
On December 16, the model was launched, and it is exactly two weeks today. At that time, there were many public opinion analysis between the type and the civic, how to choose? Will the listing of the genre steal the limelight of the Civic? Judging from the current market performance, there is no suspense in the monthly sales of the type grid, the monthly sales of 15,000 vehicles are normal, and the monthly sales impact of 20,000 vehicles is not without opportunities. After all, as a sister model, Civic achieved a monthly sales of 27,000 units in the past November (CCIS data).
Next, will the genre sing all the way and steal the limelight of the Civic? Answering this question mainly depends on the product strength of the two. Here, we may wish to analyze it horizontally.
First of all, from the perspective of model distribution, Civic and Model are 6 models, and the price range is very close, even the starting price is 129,900 yuan, and the top matching gap is only 3,000 yuan. So, from a budget perspective, consumers have almost the same options between the two.
From a configuration point of view, consumers begin to "divert" from the entry model.
When the eleventh generation of Civic was listed, many people exclaimed that "faith no longer exists" because the entire series canceled manual transmission. In fact, this game has already been foreshadowed as early as the launch of Fit. Until the type of grid is listed, many people suddenly realized that Honda is waiting for everyone here. The price of the entry-level model is the same as that of the Civic, which is 129,900, the difference is that the power configuration is high-ended, and it also makes up for the regret of the Civic manual. However, Civic's strategy is also very clear, weakening the power, but giving you automatic gear, taking care of consumers who have no demand for power.
You have to ask Yipinjun which of the two chooses? In fact, I don't want to recommend it, unless you have a really limited budget and want to powder Honda. Because the headlights on the entry-level models are all halogen, the intelligent driving is almost zero, and the 7-inch LCD instrument ... These are really shabby.
When it comes to the Chinese model, there are two models with exactly the same price point, and the configuration is almost the same. However, from the naming of the model, we can feel a slight difference, such as the Civic main performance, and the type of the main technology and design.
However, it should be reminded here that the so-called performance of these two models of Civic is only blackened and highlighted in the color of the door handle, the color of the wheel hub, the shark fin antenna, etc., which looks more dynamic, not in terms of power parameters, mechanical structure, brake performance and other aspects of the improvement. On the contrary, the technology version of the model has really increased the configuration, such as the rear USB interface, brake auxiliary lights, rear seat air outlet, etc. Therefore, on the whole, in the middle of the model, the type is more affordable.
In high-end models, the difference between the two will become more and more obvious. For example, the top-of-the-line model is priced at 166,900, and the other two are slightly lower than the "same level" Civic. However, in terms of configuration, the type is relatively in place, also taking the top as an example, the type is equipped with 18-inch tires (Civic 17-inch), BOSE audio, inductive wipers, which are not available in Civic.
On the two models equipped at the top of the sub-top, the model is less front-row wireless charging, LED fog lights, bluetooth keys than the Civic, although the price is also less than about 6,000 yuan, but these configurations are indeed liked by young consumers, so in terminal sales, users can easily be biased towards Civic.
After reading the above analysis, it is easy to draw a conclusion: in the entry-level model mid-size and Civic have their own characteristics, the former is mainly power, love (shou) huai (dong), the latter focuses on comfort; in the middle of the model, the type and the Civic are basically the same; in the high-end model, the type is worthy of the title of "exclusive", and the Civic is partial to the technology configuration.
However, the market is like a battlefield, although the product is important, but the power of marketing, channels, brand recognition can not be ignored, for example, in terms of brand recognition, Civic occupies a great opportunity. However, at the marketing level, it can be seen that Guangqi Honda is more active in fighting, searching for the keyword "Dongfeng Honda" on Baidu, the first three are advertisements of competitors, and the intention of "intercepting the flow" of the type is very obvious.
Comparison of Sales of Honda's "Sister Models" in China from January to November:
Through the above table, we can find that in the past, the sales of Honda's sister models in China basically followed the principle of "preconceptions", such as the sales of Accord, Fit and Guandao have always been ahead of Yingshipai, LIFE and UR-V, but the sales of CR-V have always been ahead of Haoying. In the future, it is difficult to judge whether the type can grab the Position of the Civic, but it is already a fact that the limelight of the Civic can be grabbed.