From Generation Y to Generation Z, as the automobile consumer group becomes younger and younger, brand image "preservation" has become a problem that many established car companies have to face. Therefore, in recent years, we have frequently seen brand changes, new design languages, references to small fresh meat spokespersons, and even two-dimensional cartoon brand images, etc., in fact, to cater to the preferences of young people.
Compared with these sincere "one-way rushes", Dongfeng Honda, who is over 18 years old, seems to have a natural "tacit understanding" with young consumers, and you rarely see it deliberately "overtures", but in the young population, this brand can always be associated with the words "sports", "advanced" and "trend".
Coming together with young people, how does Dongfeng Honda do it?
Targeting the young consumer market
If you want to do something good, first use it. For car brands, products are the best tool to introduce brands to consumers.
In Dongfeng Honda's huge product lineup, most models position user groups in different types of young consumers. There are XR-V for the trendy crowd, Civic that set off a modding boom, enjoy the domain for young families, and life laifu sauce for the most youthful and energetic.
Launched in 2020, this boutique small car tailored for "Generation Z" users, LIFE Laifu Sauce leads the trend of small car boutique with its sweet and salty appearance, exquisite and flexible space, advanced and rich configuration and efficient and powerful power. It is unreservedly said that LIFE Laifu Sauce is not only a signal for Dongfeng Honda to enter the field of small cars, but also another beginning of Dongfeng Honda's strategic layout to accelerate rejuvenation.
For existing models, Dongfeng Honda is also constantly trying to rejuvenate the product, with cumulative sales of XR-V models exceeding one million, and at the end of 2021, it ushered in the family's first "black model" - XR-V Obsidian Edition. Compared with the current model, in addition to a large number of black paint, the new car has also added the exclusive BLACK STYLE logo of the obsidian version of the model, and the "youthful" logo has been further strengthened.
The appearance of the XR-V Obsidian Edition can not only further enrich dongfeng Honda's product lineup, but also allow the brand to have stronger competitiveness in the field of small SUVs that young people are concerned about.
Keep up with young people's travel scenes
In the life scenes of young people, the intelligence and networking of travel scenes will inevitably become the mainstream.
In order to allow young consumers to experience the temperature of intelligent interaction, models such as the 11th generation Civic and the new Insign pipe have upgraded the Honda CONNECT 3.0 intelligent guidance interconnection system on the basis of the previous version.
From the actual experience point of view, in addition to the operation fluency and UI logic have been improved, similar to the voice assistant, car home interconnection, mobile phone remote control and OTA online upgrade and other new functions also have a high degree of playability, greatly improving the entertainment experience of young users in daily car use.
Along with intelligence, in addition to connected technology, intelligent driver assistance systems are also worthy of attention. Relying on the newly evolved Honda SENSING safety super sense, the model equipped with this configuration also has a variety of intelligent driving assistance functions such as LXAS lane keeping assist system, RDM lane offset suppression system, CMBS collision mitigation braking system, TSR traffic sign intelligent recognition, etc., combined with a full range of passive safety protection, which can be described as "safety" armed to the teeth!
New energy products entered the market
With lower car costs and more cutting-edge technological experiences, more and more young people are eyeing new energy vehicles. According to the data, in 2021, the annual sales of the Dongfeng Honda electrification family reached 137341 vehicles, up 47% compared with the same period in 2020. This also means that the Dongfeng Honda electrification family is ushering in a new "golden development period".
In February last year, with the listing of Honda's first PHEV model in China, CR-V Sharp Hybrid e+, Dongfeng Honda became the first brand in the industry to achieve comprehensive coverage of the four power technologies of "fuel, oil-electric hybrid, plug-in hybrid and pure electric"! The appearance of CR-V Sharp Hybrid e+, in addition to enriching the product matrix of the CR-V family, also further enhances the strength of Dongfeng Honda's electrification matrix.
2021 is a key year for Dongfeng Honda to accelerate electrification, in addition to the cr-V sharp hybrid e+, which young people have been looking forward to for a long time, Dongfeng Honda also officially released a new pure electric vehicle brand "e: N" at the electrification strategy conference held in October, and brought the brand's first pure electric model - e:NS1 to the domestic market.
E:NS1, which integrates "movement", "wisdom" and "beauty", not only shows Dongfeng Honda's attitude of catering to the needs of young people like the industry, but also represents Dongfeng Honda's determination to fully embrace electrification.
All-round efforts to rejuvenate marketing
Today, when major changes have taken place in the consumer market, "wine is also afraid of deep alleys" has long become the consensus of the industry. As the earliest brand in the industry to propose a rejuvenation strategy, Dongfeng Honda also closely follows the general trend of the industry in terms of marketing, connecting online and offline, and three-dimensionally seizing the young audience market.
In May last year, Dongfeng Honda Laifu Sauce LIFE made its online debut with CCTV host Sabine with a young live broadcast. With the sweet and salty wall-breaking dimensional positioning, Laifu Sauce LIFE once unveiled, it pushed the live broadcast to a climax, the highest number of online people in the live broadcast room reached 13.74 million times, setting a new record for online marketing.
Prior to this, the Dongfeng Honda Beautiful Car Purchase Festival also successfully held a dealer PK contest, as well as a special live broadcast of big coffee, directly contacting up to 10 million + private domain layers, successfully interpreting the youthful road of Dongfeng Honda.
A month later, with the successful conclusion of the million partners trend journey with the theme of "Witnessing Millions, Exploring More Than Ever", Dongfeng Honda also officially ushered in the brand's third "million model" - XR-V! In the view of Pan Jianxin, deputy general manager of Dongfeng Honda, "one million is by no means a simple number, it means 1 million real money and silver trust, 1 million young hearts for the car life vision, but also 1 million hand in hand responsibility." ”
Not only that, the eleventh generation of Civic on "The Voice of China" is also memorable, with brave, confident and fearless product positioning, the eleventh generation Civic with a glimpse of the game has become the "strongest voice" in the arena!
The self-cultivation of a gentleman must not only cultivate his appearance externally, but also cultivate his heart internally.
The issue of brand image rejuvenation should not only rely on bold changes from the outside, but also have innovation from within. With the transformation of full electrification and the investment of new intelligent and electrification technologies, it is believed that Dongfeng Honda will also get closer and closer to young people.