It is time to hand in the "report card" once a year, from the different types of sales data in 2021, SUVs still account for the largest proportion, and the so-called SUV boom has not decreased for many years. Among the hot-selling models in the family car market, the small SUV is one of the most popular segments, and in this category, the Dongfeng Honda XR-V once again leads the sales list and has become the most popular model in this level of the market.
According to the official data released by Dongfeng Honda, dongfeng Honda XR-V has reached 191417 terminal sales in 2021, and as of November 2021, it is still in the first position of joint venture small SUV sales, and such market performance has become accustomed to XR-V.
Looking back at the domestic small SUV market in 2014, whether it is the number of models or terminal sales, China's independent brands occupy more local advantages, and naturally they are better in market share. In addition to the Dongfeng Honda XR-V, the brother model of the Honda family, Guangqi Honda Binzhi, as well as Dongfeng Peugeot 2008, Beijing Hyundai ix25, Dongfeng Citroen C3-XR and other models, have also entered the Chinese market in 2014, officially opening the joint venture battle of the SUV market segment.
In November 2014, Dongfeng Honda XR-V was officially listed, in the domestic joint venture small SUV market, Dongfeng Honda is not the earliest beneficiary, but with XR-V's own excellent product strength, sales exceeded 100,000 vehicles in the first year of listing, not only did not form internal friction with the front and rear foot listing of GAC Honda Binzhi, but also led to the boom in the joint venture small SUV market.
Since 2017, Dongfeng Honda XR-V has won the sales king of small SUVs for five consecutive years, achieving perennial dominance, with an average annual sales volume of more than 165,000 vehicles. The strong market performance allowed XR-V to achieve a cumulative sales volume of more than 1 million vehicles in the Chinese market in June 2021, which is also the first model in this level of market segment with cumulative sales of more than one million, which shows the popularity of XR-V in China.
Behind the high sales, it is inseparable from Dongfeng Honda's publicity of XR-V, through accurate capture of target user groups, personalized product positioning of products, and in recent years, "I am a singer", "Chinese restaurant" and other variety shows, soon let XR-V bring young, personality, fashion labels, for the gradually young development trend of the automobile market, it is very good to attract the attention of 80 and 90 groups.
There is a "big brother" CR-V market foundation for many years, laid a good user reputation at the brand level, to a certain extent, for XR-V to bring a relatively high degree of recognition in the early stage of listing, but only relying on enough communication is not enough, the real customer to pay or the product itself. Face value is the first door to open the favorability, Dongfeng Honda XR-V has a very highly recognizable shape, the use of diversified lines, as well as bright body color, etc., very good aroused the appetite of young people, after the mid-term redesign, it will be further enlarged by such distinctive features. The atmosphere of the interior was absolutely unique in that year, with an asymmetrical layout, a highly integrated central control system, and even an all-touch design for the air conditioning panel, XR-V can be said to have predicted the current design trend.
After the initial establishment of favorability, for the owners of XR-V, easy to use and worry-free must be their deepest experience of the car. Honda is known as the "space master", XR-V is also the design of the space squeezed to the limit, whether it is riding or carrying, have reached the level of leapfrogging, while the layout of the space, as well as flexibility, a good way to meet the multi-scene of family cars, interpreting the multi-purpose attributes of SUVs.
Dongfeng Honda XR-V initially equipped with 1.8L and 1.5L engines, matching the CVT stepless gearbox, a very mature power system, after the adjustment of engineers, in the power performance and fuel economy, have a good performance. In the mid-term redesign, in order to cope with the new emission regulations and improve the competitiveness of the vehicle's products, the XR-V replaced Honda's latest Earth Dream 1.5T engine, and further improved its power performance to meet the younger automobile market.
Dongfeng Honda XR-V has obtained good market performance and user reputation, new car sales are on the one hand, and the retention rate of used cars is also the embodiment of the value of models. The vast majority of consumers, when buying a new car, the focus is basically on the brand, price, product strength and other aspects, and will not care too much about the retention rate of second-hand cars. However, with the growth of second-hand car transaction volume in recent years and the shortening of the user replacement cycle, more people will pay attention to the problem of vehicle retention rate, and the level of vehicle retention rate has also become a reference factor for many consumers when buying a car.
So what does the retention rate mean for vehicles and users, and why more people have joined the car purchase considerations. The retention rate can be said to be the comprehensive performance of the product, the user's car experience, the recognition of the follow-up owner, etc., which is the embodiment of the comprehensive acceptance of a product at the market level. For consumers, the most intuitive in addition to the use of products, the price of second-hand car transactions is also a reflection, so the high retention rate to a certain extent, will directly affect the user's comprehensive car cost in the vehicle use cycle.
According to the retention rate data presented in the "2021 China Automobile Retention Rate Research Report", among the retention rates of different model segments, the overall retention rate of small SUVs is not high, the retention rate is only 49.07%, while among the models in this class, the retention rate of Dongfeng Honda XR-V has reached 58.7%, which is higher than the average level of the market segment, and it has also won top 1 for many consecutive years.
In order to better reflect the impact of the retention rate on the price of used cars, we chose the same list, which was also launched in the same year as the Dongfeng Honda XR-V, and the most direct competitor Beijing Hyundai ix25 was compared. On an official second-hand car website, two new cars with similar prices, similar years and kilometers are found, and the retention rate is compared. It can be intuitively seen that the two models are similar in the number of kilometers, even if the number of years is not dominant, the retention rate of the second-hand car of XR-V for three years is still as high as 84.65%, while the ix25 is only 67.01%, which means that in the same year, the use of similar costs, the purchase of ix25 users, than the purchase of XR-V users, three years later when selling the car loss of more than 20,000 yuan, the average to the annual cost of the car, for this level is a big expense.
In addition to XR-V, Dongfeng Honda's CR-V, Civic, and Alexon models also won the first place in the ranking of the retention rate of their respective market segments, and the UR-V also ranked third in the neutral SUV list, which also created the manufacturer ranking, and Dongfeng Honda once again topped the list with a three-year retention rate of 63.4%.
Editor's comments: Market segment sales champion, retention rate champion, the choice of more than one million users, for Dongfeng Honda XR-V product strength has no need to say more, so convincing data, enough to prove its market position and user reputation, and behind these outstanding results, it is also the consideration of brand manufacturing, product quality control, after-sales service quality and other standards. The hot sales of a variety of models are the embodiment of Dongfeng Honda's brand value, with consumers as the core to create products and provide services, so that XR-V and other models can obtain high enough user recognition, and through the market to confirm their own strength.
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