Maybe it's because something is gradually "disappearing" that more people will be more interested.
In the last few days of 2021, Guangqi Honda model grid was listed, when several exhibition cars on the scene were most watched by the media, not the top gear with extremely rich configuration functions, but the lowest manual gear car; even if a month later, at the test drive meeting of the type, the participating media preemptively asked, "Is there a manual transmission test drive?" Help me arrange it! ”
This kind of attention is not the media nitpicking to show personal skills, or to experience the so-called fast passion, the key is that the modification potential of the manual gear is huge, and it also confirms Honda's "buy engine and send the car" sentence.
It is easy to understand that things are scarce and expensive, but it will not be a reason to give a gold body. In addition, the type does not need such a reason, it is already too much of a topic in itself.
I don't want to discuss such a thing as the "resurrection of the god car", after all, there are many products that have come alive and died in the market, most of them sell stories, and the products have no body and no soul, which is a pity. But to be sure, Guangqi Honda is a good "soul injector".
A few days ago, Guangqi Honda released the 2021 sales report card, and the warm red electronic poster can brush three pages of computer screens. The annual sales of 780,000 yuan is less than 30,000 in 2020, but at the previous Guangzhou Auto Show, Guangben has announced: Challenge the million target in 2022!
The market background in 2021 is not good, it is the epidemic again, and it is a lack of core, under the year-on-year flat, it will rise by 200,000 units in 2022, which is bragging? Maybe this bullish spirit is pressed on the type.
I don't know if you have noticed that Haoying has been listed for 2 years, with a cumulative sales of 300,000 vehicles. You know, Haoying was listed at the end of 2019, experienced the sudden epidemic in 2020 and the chip shortage in 2021, in this case, the sister car of CR-V also achieved an average annual sales of 150,000 units.
Obviously, Guangben still has an idea to sell cars, give it a "Chinese special supply" Lingpai can also guarantee the bottom to sell 100,000 units, and in the face of a "Civic sister car", the global standard compact car type, the annual sales of 100,000 is basic, 150,000 is a normal performance, and no matter how much should be the ability online.
Let's talk about the back grid.
The meaning of the type in the product camp is a bit similar to haoying in the product camp, which is a mainstay product that has been "long awaited" and can cut into a large market segment. Even though SUVs are now the market celebrities and new energy is emerging, compact cars are still the fuel vehicle market that has not been shaken. Although the current electric vehicles and new forces on the Internet are hot, but in terms of car purchase terminals, more than 100,000 family cars are still fuel vehicles like Xuanyi, Langyi, and Corolla. The type is considered to join this rank, and the capital of the close blood shopping can be said to be almost the same as the Civic.
From the perspective of difference, the type of the Civic, the shape is more sporty, more manual transmission, less low-power version, high-priced start, and more BOSE audio such a configuration. It is expected that from the difference in shape, the type is more able to win the favor of young consumers, the contribution of manual blocks to "reputation" and "topicality" is greater than sales, and the absence of low-power versions will screen out some groups with insufficient budgets. Coupled with the fact that Civic has a deeper reputation foundation, it may be difficult for the genre market performance to surpass Civic, but it should not be a problem to stay in the range not far from Civic. Guess with a pinch of your fingers, the annual sales of the type will be more than 150,000 units, and if it is good, it can go to 180,000 units.
With the premise of 150,000-180,000 vehicles, Hiromoto's million target this year does not seem to be so difficult. The important thing is to stabilize the base first, and then dig a small growth, and each product of Guangben must contribute. It is said that There are still 4 new cars to be launched in 2022, and it seems that the increase of 50,000-100,000 is not a problem.
At present, hiromoto's sales of each sedan product are at the forefront of the market segment, and they do not seem to urgently need a pure volume model, but a product that can sharpen the brand image. Choosing a "sport car" is a relatively minority decision, after all, there is still a Civic in the same market.
The biggest affirmation of the type to Hiromoto comes from the ultimate love. It is true that the choice of sports cars is indeed a relatively small minority, but they do not buy cars out of complete functional needs, but more out of love. Many Fit owners spend a lot of money to make their car a "car on the road", which is a kind of love.
Love is never one-way, love the user's love, so there is a style. The launch of the model is obviously not purely for commercial reasons (otherwise the MT version should not be pushed), but also the satisfaction of a purer, more extreme, more advanced Honda sports sedan. Even if only a few people have this desire.
Xiaoxiang Morning News reporter Mao Chuan
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