Recently, Cui Dongshu, secretary general of the National Passenger Car Market Information Joint Association, made a guest appearance in the "Xianliao" column of 58 Automobile, bringing knowledge related to the retention rate of automobiles, and one of the news caused great interest to the author. Secretary General Cui said in the program, "In the 2021 China Automobile Retention Rate List, Dongfeng Honda won the first place in the manufacturer's retention rate with a retention rate of 63.4%, and its four star models such as CR-V, Civic, XR-V, and Alishen won the first place in the retention rate of models of the same level. ”
It is not easy to know that it is not easy to win a number of retention rate awards, because the retention rate is not measured by a single dimension like quality, design, control, etc., but includes comprehensive indicators such as market ownership, real vehicle condition, product performance, maintenance fees, brand influence, etc. It can be said that the retention rate is one of the criteria for measuring the comprehensive ability of a car type, and it has a very high reference value for choosing a car and buying a car.
Some people may wonder why Dongfeng Honda has such a high retention rate? Let's take a look.
The benchmarking status of star products is the premise
As we all know, Dongfeng Honda's star products are its "troika" CR-V, Civic and XR-V, which have undoubtedly set benchmarks in their respective market segments.
CR-V needless to say, I believe that consumers who know a little about cars have heard of its big name. Since entering the Chinese market in 2004, it has opened up the urban SUV segment with the characteristics of comfort, fuel saving and strong power. Since then, CR-V, with its advantages in power, technology, space and safety, has become a model that users "use it and say it is good, and buy an SUV cannot be bypassed".
At the beginning of 2021, CR-V launched a sharp hybrid e+ model equipped with plug-in hybrid system in line with the market trend, making CR-V the first urban SUV covering three power systems of "fuel, hybrid and plug-in hybrid", once again leading the industry. With a wide choice of three power forms, coupled with reliable durability, the space advantages brought by the MM concept, and a rich intelligent configuration, CR-V's hard power and soft power are called the same level NO.1, no wonder it can occupy the throne of the market segment retention rate champion for many years.
When it comes to Civic, "blood, passion, performance of small steel cannons, as exciting as the roar of the engine" is its indelible symbol. Yes, as Honda's global strategic model, civic with its ultimate power performance is admired by Honda fans around the world and sought after by the market wave after wave. Since entering the Chinese market in 2006, in the past 16 years, Civic has also maintained a very high degree of popularity, whether in terms of word of mouth, sales, user viscosity, it has become a benchmark for the sports car market, and the retention rate is naturally in the same level NO.1 all year round.
As a leader in the small SUV market, XR-V has gained the trust of 1 million users in less than 7 years after entering the domestic market with its keen insight into young consumer groups and highly dominant product advantages, becoming a veritable "sales king". At the same time, the appearance, power, space, fuel consumption, and control are ahead of their peers, casting its status as the "king of the tide" and the "king of word of mouth". The strength of winning the crown of the market retention rate for five consecutive years has made it gain the title of "King of Value Preservation".
In fact, the retention rate of automobile manufacturers is closely related to the retention rate of their products, which can be said to be a "comprehensive factor" of the retention rate of each model. The benchmarking and leading role of STAR products such as CR-V, Civic, XR-V, and the strength of the perennial screen retention rate list have undoubtedly brought good help for Dongfeng Honda to win the first place in the manufacturer's retention rate.
Strong brand power and market share is the endorsement
As we all know, brand influence and market ownership are a very important factor affecting the retention rate. After all, most users like to "conform to the crowd" to choose products with good reputation and high sales, which also makes these cars become the "fragrant food" of the second-hand car market, and the retention rate is naturally excellent.
When it comes to the brand influence of Dongfeng Honda, there are "one Japanese field, lifelong Honda", "buy engine and send car", which shows that Dongfeng Honda has a very high status in the minds of consumers. It is worth mentioning that Dongfeng Honda is a well-deserved king in addition to the era of internal combustion engines, and in the era of electrification, it performs equally well. At present, Dongfeng Honda has built the industry's first electrification family covering all categories of SUVs, cars and MPVs, including hybrid, plug-in hybrid and pure electricity. No wonder many consumers have the impression of Dongfeng Honda: big brands are trustworthy, buy it I am assured!
When it comes to market ownership, Dongfeng Honda has more say. In 2021, the entire economic chain is sluggish, with rising raw material prices, chip shortages, and uninterrupted epidemics affecting the development of the entire automotive industry. In such a difficult environment, Dongfeng Honda still achieved a remarkable sales volume of 793272 vehicles in the whole year.
Among them, cr-V annual sales exceeded 222,300 units, with an average monthly sales of nearly 20,000 units, ranking first in the annual joint venture SUV sales. The benchmark Civic of the A-Class sports model, with annual sales of more than 166,100 units, leading a new trend in sports aesthetics. The XR-V, the king of small SUV, sold more than 191,400 units in the whole year and won the title of 2021 joint venture small SUV champion. The high-end flagship MPV Alexand sold more than 52,200 vehicles in the whole year, continuing to lead the high-end MPV market. It has to be said that such a huge user base, coupled with a strong brand influence, has laid a good foundation for the retention rate of Dongfeng Honda models.
Write at the end
Behind the analysis of Dongfeng Honda's high retention rate, it is not difficult to find that the high ownership of the market, strong brand power, the benchmarking position of star products, the deep reputation of the world, and the low cost of use are not only important reasons for its repeated retention rate awards, but also the "exclusive secret" loved by consumers. It can be seen that users choose Dongfeng Honda's products, not only to preserve value, but also to increase value!
Source: City Evening News all-media reporter Zhang Dawei
Editor:Liu Yanbing Editor-in-chief:Zhao Shuangxue Reviewer: Wang Shaozhong