Lack of cores, transformation, technological innovation, in 2021 the global automotive industry has undergone changes, these changes are not only difficult but also challenging and opportunities. The automotive industry is reshuffling, and every car company is reshaping its own brand to stand out in the new track, but how to find a breakthrough in the changing situation, every company is groping forward. However, in the face of severe challenges, there are always some competitors who have already seized the opportunity and handed over the report card of high-quality development, of which Dongfeng Honda, which is a steady "wild run", is one of the best.
"Running" in Change
In 2021, Dongfeng Honda sold 793,200 units and 761,900 units for the whole year. This year, the global auto market is affected by the supply of chips and other components, and it is not easy for Dongfeng Honda to maintain sales at a high level under this dilemma.
And standing out in the face of adversity is not achieved overnight. Dongfeng Honda not only pursues the ultimate performance experience for products, but also maintains the traditional ingenuity of the car manufacturing process, and pays more attention to the quality of the product. The high retention rate of the model in the market is the direct embodiment of the value of the product, and it is the best proof of the brand power. In the "2021 China Automobile Retention Rate Research Report" recently released by J.D.Power and 58 Automobile, Dongfeng successfully won the No.1 of the manufacturer ranking with a three-year retention rate of 63.4%.
Behind the firm retention rate is derived from Dongfeng Honda's strict management of quality, always putting product quality management in the first place, and formulating strict quality management standards for its models. Dongfeng Honda formulated the "three noes" principle of not receiving, not manufacturing, and not flowing out, from spare parts to the whole vehicle, from production to manufacturing, from formulating rules to inspecting products, Dongfeng Honda's control of quality is almost specific to every detail.
The strict management of product quality and the high retention rate of the firm have made Dongfeng Honda vehicles widely recognized. Judging from Dongfeng Honda products, there is a main model in almost every market segment. Among them, CR-V became the "Joint Venture SUV Sales Champion" in 2021, and XR-V won the "Joint Venture Small SUV Sales Champion" in 2021.
High value output
Under the high sales volume, Dongfeng Honda has a huge fan base. However, Dongfeng Honda did not stop there, and it is its unchanging original intention to create more good cars to help users find a better life.
It is reported that Dongfeng Honda is accelerating the electrification layout, and has built the industry's first "all-field" electrification family with HEV, PHEV and EV three new energy powertrains, covering SUVs, MPVs and cars, becoming a sample of traditional car companies to turn to electrification. At the same time, in 2021, Dongfeng Honda has launched a number of new cars such as CR-V PHEV version, eleventh generation Civic, XR-V Black version, new INSPIRE and new Alexand. Among them, the mid-to-high-end sedan INSPIRE sold more than 10,000 vehicles in the first month of listing.
"Those who get the B-class car win the world" is the common understanding in the automotive industry, and the B-class car is particularly important for the car companies, so the importance of the Yingshi party to Dongfeng Honda is self-evident. This honda's mid-to-high-end flagship model is the responsibility of Dongfeng Honda's continuous upward pursuit of breakthroughs, and also reflects the brand spirit of Dongfeng Honda's continuous upward movement. It is understood that INSPIRE was born in 1989, was introduced into the Chinese market in 2018, and after the 2021 re-listing, the name of the Chinese was set as "Yingshipai", which is to give the new car a more vivid personality charm. "Ying", that is, the enterprising spirit of wisdom and wisdom and the pursuit of excellence; "Shi" means the realm of steadfastness and spare strength, true knowledge and great talent; "Pie" refers to the intellectual action group with common ideas.
It is not difficult to see from the name that "Yingshipai" represents a kind of character, a kind of internal and external cultivation, transparent and enterprising attitude of life, which coincides with the current wise, rational and positive and enterprising crowd, and "Yingshipai" is connected to this "commonality", and this elegant and intelligent model is also born for this part of the user. Compared with other homogeneous products, the current intellectual action faction needs more tasteful and high-value products, and "Yingshipai" is the "transparent choice" they need.
A game-breaker
However, the transparency, wisdom and elegance of Yingshipai are not only in the naming, but also in the product itself.
As one of the mainstream joint ventures, Dongfeng Honda has not been repelled by the inherent market situation, but has repeatedly sought ways to differentiate competition. As a modified model that has been passed down and "refined" for five generations, Yingshipai does not simply add a Chinese name, but focuses on highlighting the elegant and intelligent product characteristics.
From the perspective of styling design, compared with before, the new Yingshipai adopts a new front bracket design, the opening area is slightly reduced, the front face is more tense, the overall body size is 4924 * 1862 * 1449 mm, the wheelbase is 2830 mm, and the body length is 14 mm, which is longer than the same level of Accord, Tianlai and Camry.
In the mid-to-high-end sedan market, the young coupe style has become the mainstream, while the Yingshipai has a touch of elegance. In order to show sincerity, Yingshipai also focuses on strengthening the improvement of comfort and technology configuration. The new car is equipped with a unique ventilation circulation system, which enhances the temperature adjustment ability of the seat surface, and matches the rear cup holder atmosphere light and 10.25-inch DA screen added by the new car, which highlights the sense of technology.
In Dongfeng Honda's view, the car is not only a cold means of transportation, but also a spiritual companion that accompanies the left and right, and it is necessary to establish an interactive bond between the user's "personality" and the product "car personality" to trigger emotional resonance. Therefore, Yingshipai is not only a high-configuration model, but also a pursuit of the spiritual world, and is the choice of the wise who combine knowledge and action.
From the analysis of book strength, Yingshipai and the Japanese three strong Camry, Tianlai, Accord can be said to be between Bozhong, and even have more advantages in terms of space and driving texture. Compared with the Accord, Yingshipai has more practical functions than the Same Gear model in each gear, including reversing images to ensure driving safety, blind spots on the side of the car, and mood lights to enhance the riding experience and convenience of use, which are more practical than the sister models.
From the name to the product positioning, the Yingshipai audience points to the intelligent, rational, proactive and intellectual action faction. Yingshipai not only meets the travel needs of B-class car consumer groups, but also highlights their attitude of both internal and external repairs and transparent and enterprising attitudes. As a flagship model, Yingshipai also reflects the brand belief that Dongfeng Honda needs to express, the new era must have a new personality, and only by providing products suitable for the times can we be based on the present.
In 2021, Dongfeng Honda adheres to the original intention of adhering to the belief, highlighting the strength of the brand that has been precipitated for many years, and comprehensively improving its product technology and services. In 2022, the flagship model Yingshipai shouldered the heavy responsibility of Dongfeng Honda in the B-class car market, broke through the situation, and promoted Dongfeng Honda to move towards the million mark, becoming a new growth driver for Dongfeng Honda in the stock era.