The river of years in 2021, carrying warmth and love, hope and exploration, flows to a more anticipated 2022. For the automotive industry, 2021 is a year of change that accelerates the transformation of old and new kinetic energy. Looking back on this year: the automotive industry pattern has accelerated its reconstruction, and the "double carbon target" has promoted the electrification process; the emergence of automotive technology innovation, the prospect of intelligent technologies such as human-vehicle interaction and smart driving is unlimited; the upgrading of automobile consumption has accelerated, the rise of the young Z era and the opening up of the three-child era have brought new consumption stimuli... In the face of the rapidly changing industry environment, GUANGQI Honda insists on creating a user-centered full-value ecology of car life, and has made remarkable achievements in the four major areas of commodity value, experience value, retention value and co-creation cultural value, and greeted 2022 with a "changemaker" attitude. Guangqi Honda will have sold 780,266 vehicles in 2021, of which 78,402 in December, achieving high-quality and stable development.
In the 23 years since its establishment, Guangqi Honda has focused on brand building and system drive, and strived to build a harmonious pyramid of coexistence and progress between brands, special stores and users, harvesting nearly 8.9 million users, and the scale of business operation and the quality of operation go hand in hand.
Accelerate intelligence and electrification to empower commodity value
Go in the right direction and evolve at every step. Guangqi Honda has always adhered to creating a full-value ecology of car life, adhered to the product strategy of "all models are boutique", and continued to strengthen the value of goods, bringing 4 new models and 3 new models. In the face of the wave of electrification and intelligence, Guangqi Honda takes 23 years of high-quality growth as the foundation and takes full value as the driving force, takes the lead in seeking change, actively introduces new models and new technologies, comprehensively accelerates the transformation of electrification, deeply completes the intelligent advancement, and advances at full speed in the new era of smart electricity.
The "All-Star" lineup is high-quality and renewed, condensing the competitiveness of the high-end matrix
In 2021, a number of star models of Guangqi Honda will be renewed and upgraded, consolidating the existing market with an intensive product offensive and opening up a wider market segment. Among them, the new Accord (NEW ACCORD) with a comprehensive upgrade of intelligent configuration with sense of listing, the construction of "intelligent networking, intelligent security, intelligent power" as the core of the intelligent system, leading the high-end car market upward breakthrough, October listing so far to harvest 100,000 orders, December sales reached 20,460 vehicles, an increase of 5.7% year-on-year, boosting the Accord brand with a year-round sales of 201,301 vehicles, set up a perfect evolution model for middle and high-end cars. New CRIDER has achieved a comprehensive upgrade of intelligence and sports charm, and continues to provide SPORT TURBO Rui · T Ande and SPORT HYBRID, two Honda aces, the cross-level hospitality experience is unique in the mid-level car market, and since its launch in 2013, the CRIDER brand has gained the trust and recognition of nearly one million car owners. The ODYSSEY brand sold 43,366 units for the full year, up 2.6% year-on-year. On December 27, 2021, the new ODYSSEY (NEW ODYSSEY) positioned in the "high-quality multi-enjoyment MPV" was re-launched, and the new car evolved on the basis of inheriting the original home MPV value, and the whole series was equipped with the third-generation i-MMD hybrid system as standard, and each version was greatly increased, with texture evolution, intelligent advancement, and comfortable advancement, successfully realizing the perfect transformation of high-end home MPV, bringing users higher quality and higher-end car value, and refreshing the high-end home MPV value benchmark again.
The constant renewal of value charm makes GUANGQI Honda always maintain the vitality of competition. As THE FIRST HONDA BRAND NEW ENERGY MODEL, BREEZE SHARP HYBRID e+ provides users with a new energy option that is more in line with current needs, and sets a new model for PHEV environmental protection technology in the new energy market. The launch of GUANGQI Honda's strategic mid-level vehicle integra not only presents a more enthusiastic and youthful GUANGQI Honda, but also means that GUANGQI Honda has achieved early occupancy in the A+ class sedan market, circled young performance players, and brought new possibilities for the future development of GAC Honda.
In order to improve the matrix to cover all areas of the market, GUANGQI Honda has built two major product matrices of "sedan + SUV" to stabilize the market highland with stronger competitiveness. The car field is the earliest layout and deepest rooted market of Guangqi Honda, and since its inception, cars such as Accord and Fit have become benchmarks in their respective market segments. With the intensification of competition in the market, Guangqi Honda Car has maintained its industry leadership with the trend of clustering. In 2021, the GUANGQI Honda sedan matrix continued to accumulate sales of 348,467 vehicles throughout the year, represented by the fourth generation Fit (FIT), a representative of the Honda spirit, and achieved cumulative sales of 96,326 vehicles throughout the year, an increase of 53.8%; and with the launch of the all-new grid (INTEGRA), the GUANGQI Honda sedan matrix achieved full coverage from the A0-class, A-class, A+-class to B-class market, and will sprint towards a higher market share in 2022 with stronger competitiveness.
In recent years, the popularity of SUV models has remained high, Guangqi Honda has seen the rapid layout of the trend, and the SUV matrix has risen strongly with a unique value charm, with cumulative sales of 382,671 units in 2021, an increase of 5.8% year-on-year. Among them, the cumulative sales of the small SUV market "Model Student" VEZEL reached 173,870 units, an increase of 15.6% year-on-year; the cumulative sales of the BREEZE brand reached 166,240 units, an increase of 6.4% year-on-year, and the strong harvest of 300,000 units on the second anniversary of the listing was strong, and the hot sales trend was unabated; the cumulative sales of the flagship luxury large five-seat SUV Guandao (AVANCIER) reached 40,048 units. The unique luxury value brings more consumers a beautiful experience with abundant hearts.
From small cars to large SUVs, from enthusiastic sports to pioneering intelligence, from enjoying life, natural strength to unique luxury, each model of GUANGQI Honda has its own unique charm of high-value products, to meet the needs of different ages, different groups of people, and with the trend of coordinated development, fully occupy the market segments.
Ride the wind and waves in the industry change and comprehensively lay out electrification
Accurately grasp the rhythm and timing, in order to ride the wind and waves in the wave of change, Guangqi Honda with accurate insight, in response to the times, with a firm determination to transform, orderly electrification route, become the "tide" of the electric wave. As the core layout of GUANGC Honda's electrification strategy, the technical route of the i-MMD hybrid system "mainly electric drive" has been recognized by the market, and the four members of the Sharp Hybrid Alliance equipped with the third-generation i-MMD hybrid system will achieve a new system in 2021, covering the four major market segments of intermediate cars, mid-to-high-end cars, SUVs and MPVs, with cumulative sales of 117,642 vehicles throughout the year. Since the introduction of the i-MMD system in 2016, the cumulative sales volume of the Rui Hybrid Alliance has exceeded 300,000 vehicles, of which the cumulative sales of the "Honda Hybrid First Car" Accord (ACCORD) Have exceeded 150,000 units, ranking No.1 in the mid-to-high-end hybrid sedan market. At the same time, GUANGC Honda actively explores the field of plug-in hybrid, based on the i-MMD hybrid system extended from the i-MMD PHEV technology, for the new energy market to set a new model of PHEV environmental protection technology, GAC Honda's first PHEV model Haoying Rui hybrid e+ since its launch, has been recognized by the market.
Relying on Honda's more than 70 years of car manufacturing experience and more than 20 years of electrification technology accumulation, Honda released a new pure electric vehicle brand e:N at the 2021 Electric Strategy Conference, and unveiled a number of future pure electric vehicle models. As Honda's first joint venture in China, Guangqi Honda will help Honda's electrification dream land in China, fully introduce the e:N brand, and bring its first pure electric vehicle model e:NP1 of its e:N series at the Guangzhou Auto Show. e: NP1 is the new force of GAC Honda's electrification camp and will become the strongest force in the overall acceleration of GAC Honda's electrification strategy, and the new car will be launched in the first half of 2022.
The "e" of e:N means energy (power) and electric (electric energy), and the e:N series models will continue the Legend of Honda Power and further expand the possibilities of people's movement and life; "N" stands for New (new) and Next (evolution). e:N series models will continue to innovate and bring a new value experience of "movement", "wisdom" and "beauty" with unique charm.
At the same time, with the transformation of electrification, Guangqi Honda's new electrification system has entered a rapid construction stage, not only will explore the channel model of building a new era of electrification, through online and offline linkage, including increasing offline marketing contacts, and building a new digital platform to provide customers with a more transparent and efficient car buying experience, will also build a Guangqi Honda APP electric zone around e:N series products to create a more colorful life experience with users; the new pure electric factory will also be put into production in 2024.
Different from the sudden transformation of other brands, GUANGQI Honda has accumulated profound technical and market experience in the field of pure electric. The ve-1 pure electric SUV and the pure electric sedan EA6, which will be launched in 2021, as the two major electric exploration pioneers of GUANGC Honda, have sufficient momentum for the electrification strategy of GAC Honda. Now, in the face of the upcoming electrification trend, GUANGC Honda is ready for a comprehensive transformation, will fully enter the new track of electrification, and embrace the wave of electrification with electric products with unique Honda charm.
Empower with advanced intelligence to enhance the competitiveness of future development
The future competition is a full range of competition, facing the future intelligent era, users buy cars from just need consumption to enjoy consumption, they are eager for a smarter, higher value, more convenient car experience. With accurate insight into the needs of intelligence, Guangqi Honda empowers high-value models with advanced intelligence, and continues to increase research and development efforts in intelligent networking and intelligent assisted driving to create a stronger intelligent mobility ecosystem. In 2021, GUANGQI Honda introduced Honda's latest Honda CONNECT 3.0 intelligent guidance interconnection system, and successively installed in the new ACCORD, new CRIDER, integra and new odyssey (NEW ODYSSEY) and other models, the system to make the car a good partner for users as the vision, "more facet interconnection", "more intimate assistant", "more intelligent growth", to achieve voice assistant, New features such as car-to-home interconnection, remote control of mobile phones and online OTA upgrades further accelerate the process of car intelligence, making mobile travel safer, more convenient and more fun.
The Honda SENSING Safety SuperSensitive System has further enriched its functions by adding the new TJA traffic congestion assist technology to further reduce the driving load of users and improve driving safety. For the safety of all, Guangqi Honda continues to expand the scope of application of honda SENSING safety supersensitive system, such as the new Accord (NEW ACCORD) sharp hybrid model has been equipped with this technology as standard, so that more users can enjoy the new ecology of safe travel.
Next, Guangqi Honda will continue to bring new intelligent technologies, such as the e:NP1 listed in the first half of this year will be equipped with the e:N OS full-stack intelligent control ecosystem, the Honda CONNECT 3.0 pure electric vehicle special version, Honda's latest all-round safe driver assistance system Honda SENSING 360, and the intelligent digital cockpit based on the over-the-top HMI system.
Diversified services enhance the value of the experience, and high-quality word of mouth creates strong retained value
In the new era, consumer cognition has been comprehensively upgraded, and the consumption upgrade of a single product has become a thing of the past, and users are eager for all-round consumption upgrades, including looking forward to having the full-cycle service experience value of the car after purchasing a car, and the appreciation of the retention rate brought by the vehicle. Guangqi Honda car life full value, directly hit the user's pain points, give users the full cycle of car care, to provide users with excellent service and peace of mind.
Channels are the core bridge connecting user experience, and Guangqi Honda continues to improve the experience value, innovate sales and service channels, and extend the special store into a gas station that users can trust with peace of mind. In 2021, the value of the new service brand "Fun Link Chuangxiang Car Life" will be further implemented to achieve a better life with more car owners. The cloud showroom service upgrade is carried out for more models, providing consumers with one-stop car viewing, consultation, car purchase quality services, and more than 2.7 million users have experienced online car viewing services in the cloud showroom. The number of members of the membership platform "FUN Club" exceeded 3.52 million, while the Guangqi Honda APP was launched in August, and the number of registered users of the APP exceeded 1.4 million. With years of joy created for users, GAC Honda has been crowned J.D. Power SSI (Sales Satisfaction), CSI (After-Sales Service Satisfaction), IQS (New Vehicle Quality) and DAS (Dealer Satisfaction) ranking No.1 Grand Slam. The excellent service quality has been recognized by the authority again, and Guangqi Honda won the "2021 China Automotive Golden Wrench Award - Customer Trust Award".
Word-of-mouth is a solid pillar for building user confidence, and GUANGQI Honda continues to improve the retained value of its cars. In the 23 years since its establishment, Guangqi Honda's models have a well-known reputation, accord (ACCORD) has been deeply engaged in the domestic high-end car market for 22 years, with cumulative domestic sales of more than 2.8 million vehicles; Fit (FIT) domestic loyal fans have exceeded 1.3 million, VEZEL (VEZEL) with the charm of fine life, the domestic 7 years to harvest 1 million "wisdom powder"; Lingpai (CRIDER) brand has received nearly one million car owners recognition and trust. With a huge user base and a deep product reputation, high retention rate has become the label of Guangqi Honda models, accord (ACCORD), Fit (FIT), VEZEL (VEZEL), Guandao (AVANCIER), ODYSSEY and other models, perennially dominate the list of major car retention rates. The high retention rate is the value of the model retention, which in turn forms a stronger fan power of the model circle, attracts more users, further broadens the user base, and stabilizes the competitiveness of the enterprise. Guangqi Honda has also upgraded the "Joy Used Car Official Website" to provide users with one-stop new and old car solutions, and "Joy Used Car" has provided 120,000 users with peace of mind and trust in the sale and purchase of used car services.
Innovative gameplay surprises abound, and brands and users create cultural value
At present, "user thinking" is not only to think of what users think and create what users need, but also to truly win the hearts of users, and to have "user thinking +" that meets Maslow's top-level "self-realization" needs is a powerful weapon to maintain a leading edge in the future stock market. Through its strong brand power, Guangqi Honda continues to cultivate and create cultural values, enriches "pet powder" activities and fancy marketing initiatives, links with users' desires and dreams, and creates cultural values with unlimited love.
In the third year of the Guangqi Honda Dream Festival, the "strongest on the surface" and "love gravitational field" jointly created by the brand and the user have become a phenomenon-level automobile culture carnival in the industry, and Guangqi Honda and the owners and fans have stimulated unlimited "love energy", and the unique fan culture envies others. Guangqi Honda also established the "Dream Peer Club", an automotive culture organization, to work with local automotive culture opinion leaders, car owners and fans who are keen on automotive culture to promote the development of local automotive culture.
Earlier, Guangqi Honda created an exclusive base for Fit fans - iFIT CLUB. From June to October 2021, GUANGQI Honda joined hands with local Internet celebrity car wash shops in Guangzhou to create a late-night car wash CLUB, create a trend culture of car life, and start an infinite fun life with young people.
Guangqi Honda has built a platform to communicate with users, built a fan relationship with the same frequency resonance, communicated with users with fancy marketing such as empirical evidence, pet fans, and play, and created extraordinary excitement with users!
Maintaining a leading position with high-quality growth power, constantly evolving to cope with diversified changes, in the face of a new round of consumption boom of intelligence and electrification, Guangqi Honda has opened a second accelerated development, insisting on creating a full-value ecology of car life, bringing the joy of purchase with high-quality products, bringing the joy of using a car with leading service experience and retention value, and bringing emotional joy with dreams and love to create cultural values. By transforming the joy of users into the driving force of enterprise growth, GUANGQI Honda will anchor the future and move forward towards the "infinite possibilities of enjoying mobile life for your wisdom" in 2030 with a more confident posture and a more powerful pace, so that the dream will go further!