Guangqi Honda is still very strong, but it is not far less appealing than in the past, and the current strength is only because of Honda's appeal in the hearts of consumers.
If I had to pick one of the most successful non-luxury midsize sedans of the 21st century, it would be accord. Since entering the Chinese market, Accord has been successful and quite stable in the face of changes in consumer groups or changes in the face of market consumption upgrades. In the past ten years, its competitors such as Magotan and Camry have more or less fluctuated in the market, only the Accord, steady and rising.
From January to November this year, the Accord sold a total of more than 180,000 units, although the sales of the mid-size car look like the Sales Volume of Tesla Model 3 and Camry is higher than that of the Accord, but the problem is that Tesla has the halo of a luxury brand, and Camry has come up with the biggest offer of Toyota's full range this year, and the sales value is far from being comparable to that of the Accord.
However, from the perspective of manufacturers, the stronger the Accord, the more bulky the pace of GUANGQI Honda's progress. In November, the Accord sold 25,000 units, Guangqi Honda sold a total of 77,000 units, accounting for about 1/3, and the other one sold well was Binzhi, 17,000 units, except for these two cars, the rest of the models are basically a number. From the sales volume from January to November this year, Guangqi Honda sold 690,000 units, and the Accord car was 180,000. If it's another brand, it's Honda!
It's not that Honda should be more comprehensive than other brands, but such a high proportion of single models must say something.
Dongfeng Honda sold a total of 84,680 cars last month, Yingshipai Inspire won 10,000 units, Civic 27,000 units, CR-V and XR-V 15,000 and 18,000 units respectively, and cars and SUVs bloomed in full bloom, which is what Honda should look like. And you know, Hiromoto's product line is thicker than Tomoto's product line.
Guangqi Honda can continue to sell well by relying on Honda's strong appeal, but it is clear that when it comes to a certain product, it is difficult to find a car that can be hit in addition to the Accord. Seeing this situation, I can't help but ask, what happened to Guangqi Honda?
Guangqi Honda has not upgraded its products in the past two years, and has launched several very important strategic models, the new Lingpai and the new Fit are the replacements, and haoying and the type are really new cars for Guangqi Honda. The model has just been listed and can not see good or bad, but the rest of the models have not come up with the performance they should have, Lingpai used to be the main seller of nearly 20,000 yuan per month, the latest November was just over 10,000, and earlier it was only a few thousand or even hundreds of units; Haoying was just launched with CR-V sister cars and younger designs can also get 20,000 sales in a single month, but after the 25% bias collision of Zhongbao Research Institute, people's trust in GAC Honda is not so high.
Zheng Heng, executive deputy general manager of Guangqi Honda, once said that it is necessary to impress customers with the best products. But it seems that in the end, it is not the product that impresses the customer, but the means.
Originally, each release of the Crash Test was the hottest spot for Chinese consumers, and a Haoying directly pulled it off the altar, just because the statement it released was too appealing. Although the perspective of professional practitioners may be different for most consumers, what they see is what they get, the badly bent A-pillar and the almost detached car door are simply naked "humiliation" for fans who choose GAC Honda, and GAC Honda's approach at that time is even more chilling, closing the comment area of the social platform and not commenting on this matter.
In the past two years, although Guangqi Honda looks stronger and stronger, it is becoming more and more virtual. This may be related to Zheng Heng, the head of Guangqi Honda, who shouted that he would achieve Guangben's million sales target in 2020 as soon as he took office, in fact, there may be personnel changes since last year. In the first half of last year, Guangben's sales fell by 17.1% year-on-year under the impact of the epidemic, while the sales of GAC Toyota, a gac brother, increased by 5.6%.
In fact, from January to November this year, GAC Toyota surpassed gahic Honda with 696517 vehicles with 729477 vehicles, becoming the internal sales king of GAC Group, and this position, in the current year when gac group sales data can be found, has been sitting firmly for 10 years by GAC Honda.
As Zheng Heng's flagship, Guangqi Honda's sales have indeed achieved an increasing trend, from 660,000 vehicles in 2016 to 730,000 vehicles in 2017, 740,000 vehicles in 2018, 770,000 vehicles in 2019, and 800,000 vehicles in 2020. However, in the face of risks and market changes this year, sales have shown negative growth, while gaz toyota, the same brother, still maintains a growth trend. Toyota and Honda are both very attractive brands in the terminal market, one up and one down, and the problems on the broad product may be just the tip of the iceberg.
In fact, the overall retreat of Guangqi Honda can be seen from Zheng Heng's several speeches that he has established the Broad Honda values: respect for people and three joys. Respect for people means fairness, independence and trust; the three joys refer to the joy of customer purchase, the joy of market sales and the joy of creation.
These words sound good, but they don't have much substantive significance, especially when this value is linked to sales and product quality, it seems a bit vague. And to put it bluntly, if we continue like this, the million sales target that Hiromoto failed to achieve in 2020 will only get farther and farther away.
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