2021 is an extraordinary year, standing on the development direction of Dongfeng Honda, it is also a year for Dongfeng Honda to run. This year, Dongfeng Honda firmly developed confidence, maintained strategic determination, adhered to the principle of "maintaining output and promotion volume", and took the word "stability" as the head to ensure high-quality development.
Just after New Year's Day, the Association released the retail sales data of automobile manufacturers in 2021, and under the dilemma of lack of core production faced by the automotive industry due to the global epidemic, the sales volume of new car-making forces has repeatedly reached a new high, the domestic independent brands have risen strongly, and the pressure on the old joint venture brands is unprecedented. The intensification of competition in the industry further tests the determination and wisdom of enterprises.
The lack of core in 2021 can be said to be an unavoidable topic, in the severe environment, Dongfeng Honda produced 761879 vehicles throughout the year, and the terminal sales volume 793272. Although slightly lower than in 2020, its sales remain stable at 800,000 units. In the face of the lack of core environment, Dongfeng Honda can be said to be all "stable" to ensure the production development in 2021.
The word "stable" is the head, and the star models continue to flutter red
Of course, Dongfeng Honda's stable pace of development is inseparable from the star models created before, and the sales performance is still strong in various market segments. They have soared and achieved one breakthrough after another. The joint venture SUV "Evergreen" CR-V won the first place in the sales rate of compact SUV with 222325 units in the whole year and an average monthly sales of nearly 20,000 units.
At the beginning of 2021, in order to comply with the changes in the era of electrification, Dongfeng Honda launched the CR-V Sharp Hybrid e+. The car is Honda's first PHEV model in China. The launch of cr-V Sharp Hybrid e+ makes CR-V the first urban SUV to cover three power systems of "fuel, hybrid and plug-and-mix", further consolidating cr-V's market benchmarking position. The rich choice of power coupled with its inherent space, configuration and other advantages make cr-V continue to bloom with vigorous vitality.
As the leader in the joint venture small SUV market, Dongfeng Honda XR-V has achieved cumulative sales of more than 1 million units in less than 7 years since entering the domestic market. In 2021, the XR-V sold more than 191417 vehicles in the whole year, and won the 2021 joint venture small SUV sales champion. XR-V continues to lead the trend of small SUVs, last year's XR-V Obsidian Limited Edition with personalized black paint design, leading the cool young SUV style, condensing millions of trend partners, releasing the charm of millions of trends.
As a benchmark model for domestic sports aesthetic design, Civic has gained the favor of nearly 1.8 million Chinese users since it entered China in 2006. In September 2021, Honda's first model in China equipped with Honda CONNECT 3.0, the 11th Generation Civic, was officially launched, and it evolved on the benchmark, bringing the ultimate and smooth driving experience to the "glamorous new generation" who are active and pursuing quality with a comprehensively renewed aesthetic design, fully optimized power performance and comprehensively upgraded intelligent technology. At the same time, it will help Civic's annual sales reach 166127 vehicles in 2021, continuing to lead the trend of sports aesthetic cars.
In the MPV segment, in 2021, major car companies will frequently launch new cars, and competition will become more and more fierce in the face of various opponents. To this end, Dongfeng Honda's new Alexander "hospitality upgrade" at the end of 2021, in the appearance, interior, technology and other aspects of more than 40 evolutions, with excellent comfort and excellent fuel economy recognized by consumers. In 2021, Alexon sold 52,214 vehicles for the whole year, continuing to lead the high-end MPV market. In the market of 300,000 high-end MPV, Alexand has become one of the best choices for high-end business MPV.
In 2021, Dongfeng Honda's flagship sedan Yingshipai stepped into the 10,000-vehicle club. The newly revamped Yingshipai officially launched the Chinese, and once the sales volume soared, it broke through 10,000 in only one month, officially entering the mainstream ranks of high-end cars. As the flagship sedan of Dongfeng Honda, the new Yingshipai makes up for the shortcomings of Dongfeng Honda in the market of middle and high-end cars, shoulders the heavy responsibility of brand upwards, and shoulders the important mission of revitalizing the sales volume of the B-class market, laying down an important cornerstone for its comprehensive and high-quality development.
Steady and firm Electrification transformation accelerates
In the field of new energy, Dongfeng Honda is accelerating the electrification layout, and has also achieved good results. Its electrification family sold a total of 137341 vehicles throughout the year, an increase of 47% year-on-year; Honda's first pure electric model in China, the e:NS1, has been unveiled at the Dongfeng Honda booth at the Wuhan Auto Show; and Dongfeng Honda plans to launch a number of new pure electric vehicle brand e:N models in the next 5 years, taking the lead in building a very attractive product matrix. This not only fully demonstrates the brand's attitude and determination to fully embrace electrification, but also will continue to increase the electrification family of Dongfeng Honda.
As Honda's first pure electric vehicle model in China, Dongfeng Honda e:NS1 integrates "action", "wisdom" and "beauty" in one, aiming to provide users with unprecedented new value and new experience. "Moving" refers to the intelligent and efficient pure electric architecture "e:N Architecture" equipped with e:NS1, which can provide "e:N Architecture F" and "e:N Architecture W" intelligent and efficient pure electric architecture with two different drive modes by integrating high-efficiency, high-power drive motors, large-capacity, high-density batteries, exclusive frames for pure electric vehicles, so that drivers and occupants can get silky and delicate control of each instantaneous power output. Enjoy the joy of driving and riding in one person and car.
Following the trend of intelligence, e:NS1 is also equipped with a full-stack intelligent control ecosystem "e:N OS" that integrates Honda SENSING, Honda CONNECT, and intelligent digital cockpit. Thanks to this, Dongfeng Honda e:NS1 defines the new value of travel with "intelligence", makes safe and comfortable mobile experience a reality, and makes vehicles evolve from passive intelligence to active intelligence. Equipped with a 15.2-inch HIGH-definition ultra-thin bezel central control screen and a 10.25-inch color full-LCD digital instrument panel, the car will also create a very intelligent and futuristic digital cockpit.
Compared with the control and intelligent configuration, e:NS1 adheres to the design concept of "one touch of the future", and the impact of the aesthetic experience created by the one touch that can perceive the future is more intuitive. The sharp body lines bring a strong visual impact and also make the design of the whole vehicle full of sharpness. The appearance of the lighting system, the addition of Heart beat heartbeat interactive lamp language, in the process of charging with a wealth of light expressions, so that users can see the charging status at a glance.
e:NS1 not only represents the future development direction of Honda's electrification, but also undertakes the shaping mission of Honda's new pure electric vehicle brand e:N, but also is the accelerator and booster of Dongfeng Honda's full electrification. According to the plan, Honda will use the pure electric brand "e: N" to complete the goal of 40% of global pure electricity and fuel cell vehicle sales in 2030, and the proportion will reach 100% in 2040, helping Honda's 2050 carbon neutrality target.
High and stable User reputation continues to improve
Taking the user as the core, through high-quality products and retention rate, users have a sense of brand belonging and pride, and bringing value to users is the core idea of Dongfeng Honda's user operation. Its star models can not only bring sales to car companies, but also bring excellent product reputation to consumers. In the past 18 years, the cumulative users of Dongfeng Honda have reached 6.85 million+. The retention rate is an important indicator to measure the value of a brand and a model. In the second-hand automobile market, Dongfeng Honda's cars are in short supply, and the retention rate of almost all its models is in the leading ranks of the market, and many models rank first in the retention rate industry.
In the "China Automobile Retention Rate Research Report" released in October 2021, Dongfeng Honda won the first place in the retention rate of automobile manufacturers with 63.4%, while the four "star models" of Civic, XR-V, CR-V and Alexon won the first place in the retention rate of models of the same level, winning a total of five "laurels" and becoming the biggest winner, which can be said to be unique among car brands.
Dongfeng Honda's ranking first in the retention rate not only reflects the value of many of its products in the second-hand car market, but also a comprehensive embodiment of dongfeng Honda's car ownership and product strength. The higher the retention rate, the more reliable the quality of the model, the goodness of the word of mouth and the influence of the entire brand. It is precisely because of the good reputation of nearly 10 million car owners that Dongfeng Honda has won a number of honors with the first retention rate, and the title of the first retention rate is well deserved!
summary
Dongfeng Honda not only ensures the renewal and iteration of the market in terms of products, but also ensures the advantages of Dongfeng Honda in terms of retention rate, and at the same time, in the face of closer and closer electrification, Dongfeng Honda has also laid a good foundation and prepared for a comprehensive transformation. From the initial reliance on CR-V models to "make a large share in the small market", 18 years later, Dongfeng Honda has developed into an important car company that is fully leading in the car, SUV or MPV market, and the power covers fuel, hybrid, plug-in hybrid and pure electric. In 2021, Dongfeng Honda, facing the challenges of the market and the environment, unremittingly improves itself, not only strengthens its leading edge in technology and products, but also actively creates a pioneering lifestyle with consumers, relies on the support of star models and the majority of users, achieves high-quality comprehensive development, and is ready for the next step of take-off.
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