2022 has arrived, looking back at 2021, under the multiple challenges of chip supply shortage and rising raw material prices, China's auto market has gone through a very extraordinary year.
On January 12, 2022, data released by the China Association of Automobile Manufacturers showed that in 2021, domestic automobile production and sales were 26.082 million units and 26.275 million units, an increase of 3.4% and 3.8% year-on-year, ending the three consecutive years of decline since 2018.
Under the background of the positive development of the industry, the "report card" handed over by many car companies is also quite bright. In the past year, Dongfeng Honda has actively cultivated "internal strength", multi-dimensional forging system competitiveness, overcome multiple challenges in the industry, and sold nearly 800,000 vehicles throughout the year.
Not only that, Dongfeng Honda's CR-V ranked first in sales of joint venture SUVs in 2021; XR-V ranked first in sales of joint venture small SUVs in 2021; and the electrification family sold 137341 units in the whole year, an increase of 47% year-on-year.
Eye-catching sales
Looking back at the development of the automotive market in 2021, "lack of core" is one of the topics that cannot be avoided. The China Association of Automobile Manufacturers has previously said that in 2021, due to the shortage of chips, the domestic automobile market sales are expected to decrease by 1.3 million to 1.4 million units.
In the case of chip supply shortage, Dongfeng Honda is also inevitably affected.
"The company has been actively responding as much as possible by adjusting the production rhythm and optimizing business processes." Dongfeng Honda said, "Thanks to the support of all sectors of society and the trust of customers, as well as the efforts of the company's entire industry chain, in the whole year of 2021, the company's specific sales volume is 793272 vehicles." ”
Specifically, the annual sales of Dongfeng Honda CR-V in 2021 are 222325; the annual sales of Dongfeng Honda XR-V in 2021 reach 191417.
At the same time, the sales of The Civic, another star model of Dongfeng Honda, reached 166127 units in 2021, especially the eleventh generation Civic adhering to Honda's new design concept, which has become a trend of sports aesthetics.
In addition to the increase in sales, Dongfeng Honda's user loyalty has also increased to a large extent. Up to now, Dongfeng Honda has gained the approval of 6.85 million+ users in China.
Among them, Dongfeng Honda CR-V has gained the recognition of more than 2.2 million users in the 17 years since it was introduced into China. Dongfeng Honda Civic entered China in 2006, and after 15 years of hard work, it has so far gained the favor of nearly 1.8 million Chinese users. In less than 7 years since Dongfeng Honda XR-V entered the domestic market, its cumulative sales have exceeded 1 million vehicles.
In Dongfeng Honda's view, the brand spirit is the traction of the company's development. "In the future, Dongfeng Honda will be guided by the spirit of 'Stay ahead.' (aiming to be the first), and communicate information and emotions with users at the first time, so that the brand can become the user's choice of mind."
Dongfeng Honda's market recognition has also ushered in a new height. As we all know, the retention rate is an important indicator to measure the value of a brand and a model. On October 19, 2021, in the 58 cars joint J.D. In the "Research Report on China's Automobile Retention Rate" (October 2021) released by Power, the retention rate of Dongfeng Honda brand and many of its models ranked among the best.
Specifically, Dongfeng Honda ranked among the top automakers in 2021 with 63.40%, CR-V with 62.90%, Civic with 66.30%, XR-V with 58.70%, and Alissen with 69.80%, respectively, in the compact SUV level retention rate, compact car level retention rate, small SUV level retention rate and MPV level retention rate at the forefront.
Product expansion
As one of the representatives of domestic joint venture car companies, Dongfeng Honda was established on July 16, 2003 with a registered capital of 950 million US dollars. After the growth period from 2003 to 2010 and the storage period from 2011 to 2014, from 2015 to 2017, Dongfeng Honda achieved a "triple jump" in its career development, and its annual production and sales scale jumped from 300,000 to 700,000 vehicles.
At present, Dongfeng Honda's products on sale include CR-V, Civic, XR-V, Yingshipai, Alishen, Xiangyu, UR-V, M-NV and other more than 10 models, and the product matrix covers the market segments of "SUV + mid-level car + high-end car". Behind the excellent performance in 2021, it is inseparable from the many new cars launched by Dongfeng Honda.
In the past year, Dongfeng Honda has launched CR-V Sharp Hybrid e+, Dongfeng Honda 11th Generation Civic, Dongfeng Honda flagship sedan Yingshipai, Dongfeng Honda XR-V Obsidian Edition, and high-end MPV new Elite. Behind the new car being favored by consumers, it reflects Dongfeng Honda's accurate grasp of market consumer demand.
In February 2021, Honda's first PHEV model in China, the CR-V Sharp Hybrid e+, was officially launched, with a new car subsidy guidance price of 273,800 to 299,800 yuan. The launch of the CR-V Sharp Hybrid e+ has made the CR-V the first urban SUV covering three power systems of "fuel, hybrid and plug-and-mix".
Dongfeng Honda said, "The listing of CR-V sharp hybrid e+ not only further consolidates the market leading position of CR-V, but also boosts Dongfeng Honda to enter the hybrid 2.0 era of oil-electric hybrid and plug-in hybrid." ”
On September 24, 2021, Honda officially launched the 11th generation Civic of Dongfeng Honda, which is the first to carry Honda CONNECT 3.0 in China, and launched a total of 6 models of new cars, with a market guidance price of 129,900 yuan to 163,900 yuan. In addition to adopting a completely renewed aesthetic design, Dongfeng Honda 11th Generation Civic also has a comprehensively optimized power performance and a comprehensive upgrade of intelligent technology.
On November 12, 2021, Dongfeng Honda's flagship sedan Yingshipai was officially launched, and the new car provided fuel and hybrid power options, and the official guidance price was 179,900 to 255,900 yuan. Not only that, the Yingshipai flagship has carried out more than 30 upgrades in terms of appearance, intelligence, and power.
Then, on December 10, 2021, Dongfeng Honda XR-V Obsidian Edition was newly installed and sold nationwide, of which the 1.5T EXI BLACK market guidance price was 159,800 yuan and the 1.5L LXI-H BLACK market guidance price was 140,800 yuan. The new car has a personalized black paint design in appearance, which is more fashionable and young.
On December 30, 2021, the new Elite Gentleman model of the high-end MPV was launched. The new Alexand has launched a total of 4 models with different configurations, and the new car has undergone more than 40 upgrades and evolutions in terms of appearance, interior, technology and so on.
Dongfeng Honda has launched a variety of products at the same time, but also timely and moderately planned a series of marketing activities. These include the LIFE Car Buying Festival; XR-V Million Partners; CIVIC Champions Road; Dongfeng Honda 18th Anniversary Celebration, and more.
In the face of the advent of the digital era, Dongfeng Honda also said: "The company is already carrying out digital transformation, from marketing digitalization to digital intelligent manufacturing and other active exploration of the whole value chain, the future will create a super digital management system, so that digital empowerment of all aspects of the enterprise." ”
Layout electric
Under the industry wave of "new four modernizations", new energy vehicles, as an important part of strategic emerging industries, are also constantly ushering in new development. According to data from the China Association of Automobile Manufacturers, in 2021, the production and sales of new energy vehicles reached 3.545 million units and 3.521 million units, respectively, an increase of 1.6 times year-on-year.
At the same time, the China Automobile Association also predicts that in 2022, new energy vehicles will reach 5 million, an increase of 42% year-on-year, and the market share is expected to exceed 18%. In the face of the general trend of the industry as a whole to electrification, Dongfeng Honda takes the electrification of products as an external presentation, takes marketing digitalization as the core advantage, and takes brand warmth throughout, and fully promotes the process of "three modernizations".
Time back to 2018, Dongfeng Honda released the "Looking to the Future" new energy brand strategic plan at the Guangzhou Auto Show, which officially opened the historical curtain of Dongfeng Honda's new energy development.
In September 2019, the hybrid family composed of CR-V, Yingshipai and Alexand was completed, becoming the first hybrid family in the industry to cover the entire "SUV + sedan + MPV" series. In October of the same year, Dongfeng Honda's first pure electric vehicle X-NV officially debuted, opening the company's first year of electrification.
Then, in September 2020, the fourth product of the Dongfeng Honda hybrid family, the HeV equipped with the 1.5L i-MMD hybrid system, was officially launched, making the Dongfeng Honda hybrid family lineup continue to grow. At the Guangzhou Auto Show in the same year, Dongfeng Honda's second pure electric vehicle M-NV was listed, further expanding the company's new energy product matrix.
On October 21, 2021, Dongfeng Honda and Honda's first pure electric model in China, the e:NS1, appeared at the Wuhan Auto Show. "The arrival of e:NS1 will lead to the upgrading of Dongfeng Honda's electrification strategy." Dongfeng Honda said, "e:NS1 is the latest landing of Dongfeng Honda electrification, in the next 5 years, the company plans to launch a number of new pure electric vehicle brand e:N models." ”
As a newly developed pure electric vehicle, Dongfeng Honda e:NS1 adopts a new intelligent and efficient pure electric architecture "e:N Architecture F", and is equipped with a full-stack intelligent control ecosystem "e:N OS" that integrates Dongfeng Honda SENSING, Dongfeng HondaCONNECT 3.0 pure electric vehicle version and intelligent digital cockpit.
At the same time, with the unveiling of the e:NS1 strategic model, Dongfeng Honda also said, "In the future, through comprehensive innovation in the field of e:N series products and production, marketing and service that surpass the times, we will provide users with a higher quality electrified vehicle experience with a richer electrification product matrix and services."