Japanese cars that "take the top spot" in the fuel vehicle market are "paying tribute to the last seat" in the field of pure electricity. In the top 10 of the world's best-selling electric vehicle brand sales list in 2021, there is not a single Japanese car company.
At present, the performance of joint venture brands in the field of pure electricity is quite controversial. Some people accuse the joint venture brand of "oil to electricity" in the "first round" electrification competition is sluggish; others say that the joint venture brand base plate is larger "elephant turn" takes time, and it is the "second round" competition that really determines the market pattern of electric vehicles.
At present, the joint venture brands that have gone through the path of "oil to electricity" have begun to launch exclusive pure electric platforms. It can be seen that after volkswagen launched the MEB pure electric platform, Honda from the Japanese system also has a new action.
"Pole, Moving Real", this is the theme of Guangqi Honda's new electric brand launch on March 29. Its intention has been obvious, after hibernation, GUANGC Honda will swear "sovereignty" in the domestic new energy market.
From VTEC to i-VTEC to the earth dream, Honda engine has a transcendent position in China, and even the rumor has been circulating that "buy Honda engine and send a car". So, in the new energy era, can Honda still lead the way? In the release of the new electric brand, Guangqi Honda showed a bit of landscape?
Polar Pan 1 debut evolved from passive intelligence to active intelligence
At the press conference, the first model e: NP1 Polar 1 officially debuted, and released the Chinese name Polar 1.
e:NP1 polar 1 adopts the new intelligent and efficient pure electric architecture e:N Architecture F, which integrates a three-in-one high-power drive motor, a high-capacity and high-density battery, a high-rigidity pure electric vehicle exclusive frame and a chassis platform.
Guangqi Honda said that from planning to design and development, to the whole process of manufacturing, according to the user's daily actual use scenarios, e:NP1 pole 1 best set the motor, and finally integrated more than 20,000 scene algorithms in the electronic control program.
Due to the instantaneous high torque output characteristics of the motor drive, which cause the occupants to easily cause vertigo, e:NP1 Polar Pan 1 by constantly adjusting the pedal response and power output characteristics, as well as repeated adjustments to the seating system and suspension system. To maximize the experience, the e:NP1 Polar Pan 1 also adds Honda EV sound to the Sport mode, allowing users to create a better driving experience through accelerated sound.
Based on the e:N OS full-stack intelligent control ecosystem, e:NP1 Polar 1 realizes the evolution from passive intelligence to active intelligence.
e: N OS integrates the Honda SENSING safe driver assistance system, the Honda CONNECT 3.0 exclusive version of pure electric vehicles, and the intelligent digital cockpit based on the over-the-top HMI system to build a new intelligent control ecology.
In addition, the e:NP1 Polar 1 is also equipped with Honda's first DCC driver state perception system, which further enriches the driving experience by recognizing user expressions and interacting with the driver.
In terms of product appearance, e:NP1 Polar Pan 1 adopts Honda's new design language e:N Design.
Interior and exterior design and CMF design, showing the futuristic sense of e:NP1 Polar Pan 1; emphasizing the extremely sporty body structure, combining the front and back of the body body; clean and smooth body curved surface and sharp lines to match; the front of the car using a luminous H mark, and the rear of the new Honda text; charging port into the front face.
Every year, we push 1 electric model and integrate innovation in four fields
Guangqi Honda said: "Guangqi Honda products will continue to be released, and by 2025, it will continue to launch a new brand series of electric vehicle models at a pace of one model per year; carry out innovative integration in the four major areas of product research and development, manufacturing, sales channels and service models, and use the system of upgrading to help promote the comprehensive layout of Auto Honda to the electric era." ”
In terms of product research and development, Guangqi Honda will pay more attention to the advantages of localized resources.
In the era of electrification, China's research and development capabilities and experience in pure electric models rank among the best in the world. Facing the world's largest electric vehicle market and the users who understand electric vehicles the most, Guangqi Honda will exert 24 years of localization precipitation, integrate Honda's more than 70 years of car manufacturing experience, and rely on China's unique advantages in the fields of "electrification" and "intelligence" talents and partner resources.
Guangqi Honda said that in order to develop electric products that lead the world and are more suitable for China, the R&D team of Guangqi Honda has traveled all over every road in China in the past few years.
Honda Technology (China) Co., Ltd. and Guangqi Honda Automobile Research and Development Co., Ltd. have carried out countless grinding and debugging; at the same time, they have built a strong and open localized circle of friends, developed hand in hand with the battery industry leaders, and cooperated with domestic leading intelligent enterprises to finally develop high-end pure electric products that adapt to more than 20,000 road scenes, helping China to become honda's global electric leap engine.
In terms of manufacturing, Guangqi Honda will highlight the advantages of personalized products and make good use of the inherent word-of-mouth advantages of the brand.
Facing the more personalized electric era, GUANGQI Honda has blessed personalized products with global "quality manufacturing".
It is understood that the new new energy exclusive factory will be completed and put into operation in 2024. In addition to the full application of 5G technology and the introduction of a number of advanced intelligent equipment and systems, the new factory also builds flexible manufacturing capabilities for products through "intelligent" innovation at the production end such as parts inventory, assembly site and logistics correspondence, realizes rapid response to personalized product needs, and creates a benchmark for Honda's "smart" and "low-carbon" factories.
At the same time, in the past 24 years, GUANGQI Honda's pursuit of manufacturing quality has a base of more than 9 million users. The quality standards of "extreme environment" + "extreme working conditions" double limit verification and other extremes have achieved the excellent reputation of Guangqi Honda's "global quality manufacturing".
In terms of sales channels, Guangqi Honda focuses on the four major scenarios of "seeing, selecting, purchasing and using" to create an online and offline dual-channel integration model.
Guangqi Honda's newly upgraded cloud showroom can provide real-time 3D interactive car viewing and audio explanation services; e:NP also adopts an online sales model, and users can order through the Guangqi Honda APP to achieve a transparent and efficient car purchase experience.
At the same time, Guangqi Honda has also created a new offline electric sales service store and supermarket system. The electric sales and service store integrates comprehensive functions such as product display, new car delivery, and after-sales service, and creates an experience space for users to have both shopping and social interaction.
Guangqi Honda said that this year, the electrified sales and service stores will be accurately built for double-limited cities and key cities, and the supermarket model will be fully laid out in major cities across the country. Online car viewing, offline experience, online booking, offline delivery. Through the seamless connection of online and offline scenarios, e:NP brings users a convenient, efficient, and easy and free purchase experience.
In terms of service model, Guangqi Honda continues to cultivate and create cultural values. The "Fun Link Car Life" was launched nationwide, and activities such as space sharing and cross-industry cooperation were held.
With the Guangqi Honda APP as the platform, through the circle, car owner co-creation and other content sections, combined with the membership point system and the riders' association, etc., interest in co-creation in breadth, offline, based on the living area of the electrified sales service store, community operations around fans, city associations, etc., in terms of depth.
Can Honda electrify again lead the way?
Honda formally unveiled its vision of "achieving carbon neutrality" and "zero fatalities" by 2050 last year.
Its electrification targets, as can be seen, are: by 2030, Honda will increase the proportion of electric vehicles and fuel cell vehicles in overall sales to 40%, to 80% by 2035, and then to 100% by 2040.
At the same time, in order to quickly and stably implement these goals, Honda plans to not launch any new gasoline-powered models in China after 2030, and will electrify all new models (such as HEVs and EVs) on the market.
Objectively speaking, the current performance of Guangqi Honda in electrification really needs to be improved.
Although GUANGQI Honda has a relatively complete layout in the fields of hybrid, plug-in hybrid and electric, many new energy products such as Haoyingrui hybrid e+, VE-1, and Xuanle have been listed. However, in terms of market performance, the performance of these early electrified models is not ideal.
Of course, this is the pain faced by almost all joint venture brands at present.
We see that although the penetration rate of new energy vehicles continues to grow, it shows a "dumbbell" trend. In December 2021, the domestic retail penetration rate of new energy vehicles was 22.6%, of which the penetration rate of new energy vehicles in independent brands was 39% and the penetration rate of new energy vehicles in luxury vehicles was 32.7%, while the proportion of mainstream joint venture brands was only 3.3%.
To some extent, the technical advantages of the joint venture brand in traditional energy sources for several years have "hindered" the pace of its electrification transformation to a certain extent. However, under the general trend of global energy conservation and emission reduction such as new energy and "carbon neutrality", the joint venture has to accelerate the pace of transformation.
For Guangqi Honda, the new e:NP electric brand will open a new page in its electrification development process.
The analysis believes that from the perspective of the enterprise itself, guangqi Honda, as a traditional car company and a new car manufacturer, is different from the car-making background of the big brand, and does not have to make every effort to develop, debug and test the model like every car. Guangqi Honda has a more efficient R&D, manufacturing system and brand heritage to respond to the product needs of new brands.
From the perspective of market prospects, the domestic joint venture brand giant "North and South Volkswagen" has made certain achievements in testing the waters of new energy. In 2021, he preemptively spent his first year of electrification. Despite the high hopes of volkswagen ID. The family did not meet its annual sales target, but compared to other joint venture brands, it performed well in the new energy market. According to the data, Volkswagen China's sales of new energy vehicles exceeded 70,000 units last year. This year, Volkswagen plans to target 140,000 vehicles, doubling from 2021.
In addition, from the perspective of the external environment, the penetration rate of the domestic new energy vehicle market continues to increase.
According to the data of the Federation of Passenger Vehicles, the cumulative sales of domestic passenger cars in 2021 were 20.146 million units, an increase of 4.4% year-on-year, while the cumulative sales of new energy vehicles were 2.989 million units, an increase of 169.1% year-on-year. That is to say, in the whole year of 2021, the penetration rate of new energy vehicles reached 14.8%, an increase of 9 percentage points over the penetration rate of 5.8% in 2020. At the same time, the Federation expects that the penetration rate of domestic new energy vehicles will reach about 25% in 2022.
Che Yun Summary:
After 24 years of growth in the domestic market, GUANGQI Honda has gained more than 9 million users. Nowadays, the arrival of the new energy era has pushed Guangqi Honda to a new starting point.
The advantages that have been established in the field of traditional power will be the valuable wealth of GAC Honda, and there is no shortage of customers in the traditional market of GAC Honda terminal market, and the enthusiasm of car companies to make electric power is further mobilized, and it may only be a matter of time before GAC Honda takes the lead without a roar.