The naming and packaging of the automotive industry is often unexpected. Some automakers like to use strange nouns, some like to use awkward ones, but the number of favorite car names this year is the RECENTLY RELEASED INTEGRA model by Guangqi Honda. Today, when the wishful thinking of the two-car strategy is cracking, how to differentiate your own car from each other's sister cars is actually a science. As the sister car of the Civic, Guangqi Honda chose the INTEGRA that fans like to hear, Chinese and even restarted the famous Hong Kong translation "style", paying tribute to the classic, but also giving this new car a different sporty attribute.
It just so happens that the recently renewed eleventh generation civic, because it is not radical enough and quite criticized, the type of this time to play the brand of feelings + sports, the future market performance will surpass the predecessors?
<h1 class="pgc-h-arrow-right" data-track="3" > Broad-type grid and Higashimoto Civic</h1>
Born out of the eleventh generation of the Civic's broad personality, the broad personality is almost indistinguishable from the former in terms of body design and body proportions. However, in view of the fact that this generation of Civic adopts the design philosophy officially known as "refreshing CIVIC", the complex and exaggerated lines are greatly reduced, and the whole vehicle returns to the form of the people-friendly car of the 90s, and fans also exclaim that "no longer ghost fire". Searching for the information of new Civic on the Internet, many netizens have left messages saying that they have no feeling for the new shape, but as far as xiaobian is concerned, he still appreciates this simple design style.
(11th Generation Honda Civic)
Due to the removal of multiple layers of chrome decoration and shiny black trim on the front face of the New Civic, its sense of attack is much weakened, and the semi-enclosed upper grille even has some of the original Japanese fit of the "Shiba Inu" cute feeling. Perhaps it is precisely for this reason that the position is reserved for Guangqi Honda, so we can see it filling the position of "not moving enough" on the type, for example, the front face adopts a slender and regular hexagonal grille, which forms a front-shovel vicious expression with the beaded LED headlights, and the black trim plate in the fog lamp position becomes an extremely short L-shape, leaving a large area of white space with the same color as the body, which is more advanced. In addition, the official also focuses on two colors, emerald blue and hot yellow, which are not available in the new Civic, sharp design + colorful color, it seems that as soon as it appears, it will give the "Congliang" Civic a lot of dazzling.
(Although today's automakers are keen to scare the audience with their mouths, the use of inward-leaning thin lights + forward-leaning small grilles like the type can also bring a vicious aura, which reminds xiaobian of Mitsubishi Golan in 1996. ）
The body size of the two is almost identical, with only a difference of 4.2cm in length. As mentioned above, the "refreshing CIVIC" design philosophy adopted by this generation of Civic contains a tribute element to the Civic in the 80s, that is, the waist line and the lower edge of the window line are maintained at a straight level to create a more transparent carriage. Therefore, it is difficult to be too arrogant on this set of shells, and the sides of the two can be highly consistent. However, in the official picture, we can see that the designers of GAC still try their best to make some articles, so that the type has a more visual 18-inch double five-spoke wheel, and the texture does not have the taste of auto parts city, which is more outstanding in the creation of a sense of sport.
(11th Generation Civic)
The most significant difference in appearance between the two is the tail design. The tail light group shape of the type adopts a "barb" shape, the night lighting effect is fully recognizable, and the license plate area also uses richer polylines to make the look less monotonous, quite a bit of the feeling after the Ten Generations Civic has been squashed. In addition, the rear surround has also added a black decorative imitation deflector design, with the exhaust shape of the bilateral single, further enhance the sports atmosphere, which is indeed more eye-catching than the new Civic.
(11th Generation Civic)
In terms of interior design, the shape remains mysterious. Referring to the carriage style of the New Civic, it is estimated that the design features and layout are also inseparable. At the time of the release of the New Civic, the official said that the interior was committed to giving people a "refreshing and pleasant morning" feeling, so the interesting mesh through the air outlet and higher texture details can give a simple and not simple feeling. If the style wants to carry out the sports atmosphere to the end, it is likely to provide a more sensory interior color.
The power is also unambiguous, although the model is equipped with the same 1.5T turbo engine as the Civic, but the entire series is a high-power version, the maximum horsepower reaches 182 horses, the peak torque is 240N·m, in addition to matching the CVT transmission, GAC Honda also provides a manual version for the model. For driving fans, this should be a more happy thing, after all, the MT transmission has been cancelled on the new Civic, and the arrival of the type can make up for this part of the regret and bring more pure driving pleasure.
<h1 class="pgc-h-arrow-right" data-track="48" > the positioning of the INTEGRA type / pit of the two-vehicle strategy</h1>
In the 100,000-150,000 yuan joint venture car market, Civic has been introduced by Tomoto since 2006 and has become a popular model with long-lasting popularity, sales volume and topic popularity. The eighth generation of Civic of that year inherited the avant-garde design of the contemporary Honda cars, and played the slogan of "advanced neighbor", washing away the old atmosphere of the domestic car market of the same level. Coming to the tenth generation, because of its exaggerated and eye-catching shape and good power performance, it became the first car of many young people, and the sales volume even reached more than 28,000 at the highest, especially in Guangdong, the degree of seat sales is beyond imagination.
Although the major brands are hot in the dual-car strategy, Guangqi Honda, which has no corresponding products on the other side, has not had a corresponding product to fill the gap in civilian sports cars. Born in 2013 and has gone through two generations of Lingpai, although the price overlaps with the Civic, the combination of mediocre design + large space + three-cylinder fuel engine / four-cylinder hybrid is obviously completely for the cost-effective family car, most buyers are not interested in the appearance and personalization, fuel saving and practicality is the first priority. However, the second generation of Lingpai has gradually lost its allure, and the cake of the compact car is so big, at this time, the introduction of a type similar to the power of Civic products can just complete the puzzle of this piece.
Guangqi Honda has officially said that the type will take a differentiated route with the Civic, focusing on more high-end, sports and professional. Over the years, Civic has long been in the civilian sports car circle has an unparalleled appeal and topic, the new generation of Civic has become homely and mature, with its fame believes that at least can promote its sales to a number that is not lost, but in case, this generation drops a lot of powder, the advent of the type can also well undertake the personalized, sporty needs of Honda fans, and every market gap can be filled, so that the biggest beneficiary is probably not Dongben or Hiromoto, but Honda China.
(Hiromoto Lingpai)
Xiaobian believes that It is quite clever for Guangben to put the Civic sister car on the name of the car with rich historical feelings, and then package it into a sporty and refined positioning. Whether it can fill the gap in the market segment is not to say, the precise positioning alone has first found the corresponding target consumers and topics for the type, after all, in the dual-car strategy, the predecessors have not suffered. Accord's sister car, inspire, is a stark example.
The car was launched in 2018 with the Accord, and the differences between the two are minimal in design, power formulation and driving experience, both inside and out, but consumers don't seem to buy it. It is common for the Accord to often hit the top 10 of the car sales list, while the monthly sales of INSPIRE can only be maintained at a few thousand, and the sales volume in September this year is 4734 units, ranking 20th, while the Accord ranks first in the same class with 16253 units in the same period.
Why is INSPIRE not easy to sell? Many people blame the main reason on the name of the car. We all know that in the early 90s, The Accord has been imported into The Country, and the sixth generation of accords in 1999 officially opened the domestic curtain with the title of "Guangzhou Honda", so that until now, many middle-aged people will see the Accord and will call "Guangben" affectionately. In the face of a huge mass cognitive base, INSPIRE, which was born from the Accord but only appeared in the Japanese market, has almost zero popularity in China, and the pressure of confrontation with the Accord is very large, but there is no catchy car name like "Accord", and only uses "INSPIRE", which is difficult for many consumers to read clearly, the English name to publicize, the sense of intimacy is greatly reduced, and it is difficult to spread widely. Recently, Higashimoto officially announced Chinese name to THE SPIRITE official, although it is still not smooth, but at least it ends the so-called "King accord" and other ridiculous folk titles.
(INSPIRE was born out of the Accord, in the past has only been sold in the Japanese market, the early positioning is much higher than the Accord, from the size and design even have the momentum of leapfrogging to the flagship sedan mileage, to the seventh generation of accord corresponding to the 03 model began, it looks exactly like the Accord, to 2012 in Japan announced the summary.) ）
In the two-car strategy, Dongfeng Honda's Yingshipai, Xiangyu and the corresponding Fit's LIFE Laifu Sauce are not very successful, for many years the main force or CR-V and Civic these products and reputation are excellent products, and Civic is currently in the new and old handover, the new word of mouth has not yet formed the stage, and there is also Xuanyi, Langyi, Corolla, Leiling these "Changsheng Generals" firmly sit in the top position of the sales list, and now usher in a historical story and a broad reputation of the type, the future eleven generation of Civic can retain its position?
Although the starting point of the type is not low, its opponents are not vegetarians. Looking at this year's car market, Nissan Xuanyi continues to leave behind with the results of 378232 vehicles, which is also the first time Xuanyi has not known how many times it has been in the first place, and the new Langyi has a strong mass base in the north, and has steadily maintained the sales volume of 319046 vehicles in second place. Of course, Corolla and Leiling need not say much, ranking in the top ten is commonplace. Don't forget that there is also the "muffled and rich" Buick Yinglang, although the topic is not as good as the Japanese counterparts, but it also has more than 20,000 sales, ranking among the top five.
<h1 class="pgc-h-arrow-right" data-track="49" > the petty bourgeoisie of the original INTEGRA/bubble economy/interesting Hong Kong translation</h1>
Regarding the history of INTEGRA, I believe that you have already read a lot in various articles that study the history of JDM, but I would like to talk about two more sentences. In addition, many people who are not familiar with Cantonese are also a little confused about the name "type" at the beginning, so please allow xiaobian to talk about its cultural background.
If you pay attention to short video platforms such as Xiaohongshu or Douyin, it is not difficult to find that whether it is a dress guide or a shop strategy, the terms "retro" and "feelings" often become elements of traffic passwords, and many car manufacturers also like to play retro sentiment cards, similar to Suzuki Jimney and Tank 300 are successful examples. However, there are also some brands that are the name of the car, resulting in the name originally used in the elegant car being diverted to the bulky medium and large SUVs, which is slightly far-fetched. The reason why the resurrection of the name "type" has not heard much objection is largely because it is closer to the original intention of the birth of the original model.
The INTEGRA was originally published in 1980 as the Honda Quint, positioned between the Civic and the Accord, and was originally intended to provide customers with a model that combines excellent practicality and sporty driving performance. However, due to the vague positioning of THE QUINT, sales did not achieve the expected results, so in 1985, Honda developed the original INTELGRA based on the contemporary Civic, because it was still part of the QUINT car series at that time, so the full name was QUINT INTEGRA, the name is derived from the English "Integrate", with the meaning of "integration" and "make it complete".
Unlike the QUINT, INTEGRA put more emphasis on sporty performance, using the front face of Honda's most popular flat flip lamp at that time, and also using the most acclaimed in-line four-cylinder DOHC engine at that time... Honda injected countless thoughts into it, but this time I didn't want to talk about the data in a flat and straightforward way, but I wanted to talk about the famous TV campaign in INTEGRA at that time.
1985 Japanese TV Commercial (Ancient Picture Quality, Please Forgive Me)
In 1985, shortly after the start of Japan's bubble economy, social materials were abundant, young people had money and leisure, and the depot developed countless classic Showa cars, and the citypop music trend that has been praised to this day was born in popular culture. In the TV commercial of the original INTEGRA, the famous song "Wind Corridor" by The representative figure of Citypop - Yamada lang was used, with young people driving INTRACA out to swim, play, ride horses, fall in love and other scenes, laying a casual, dashing and petty bourgeois atmosphere for the car. Based on the Civic, but higher in style than the Civic, today's Broad-based Personality seems to be back to this taste.
(1986 Hong Kong TV commercial)
At that time, Hong Kong, which had just become an international metropolis, was also very efficient in introducing new cars. In 1986, Hong Kong Hequn Automobile introduced the first generation of INTEGRA, and combined with the pronunciation to translate it as "type", this Cantonese term used to describe people dressing handsome, has since been given to a generation of famous car bodies, and immediately turned it into a prize for the Miss Hong Kong Award, incidentally marketing a wave.
Looking back at the 1980s, Hong Kong agents translated honda new cars into often combined with Cantonese pronunciation and catchy. The "Civic" that has been used until now is pronounced exactly like the English "CIVIC" in Cantonese, in addition to BALLADE "Boldness", PRELUDE "Disclosure" and so on (CONCERTO "Xiongcai" can be regarded as an exception). Arcard "Yakuo" is different from "Accord" in Mandarin, but the Cantonese pronunciation is actually nearly the same.
Pulling the eye back to the Chinese mainland market in the past two years, or because the fans in Guangdong are too large, Hiromoto used the Cantonese slogan of "by you to pick fit" in national advertisements when it released the fourth generation of Fit. The word "FIT" was previously commonly used in the Hong Kong films of the Gu QiuZai type, with the meaning of responsibility, control and final decision-making power, and was used in FIT Fit, which not only flattered consumers, but also integrated the English name FIT, without any sense of violation. In the editor's view, this measure has quite the flavor of the year, and is also full of expectations for the future PUBLICITY OF THE INTEGRA style.
<h1 class="pgc-h-arrow-right" data-track="50" > and slow! There is also an INTEGRALGRA ready to be resurrected</h1>
Don't be impatient, this type is not another type. Although guangqi Honda in this side compartment has just released the model of the Civic's sister car, it does not prevent Acura of North America from having its own exclusive INTEGRA. Don't forget, when INTEGRA was sold to North America in the early 80s, it was hung with the Acura logo. A few days ago, fans have captured the latest INGE SPY photos, although the new car is wrapped in heavy camouflage, you can also see the typical Acura design style, the front face is very close to the same door TLX. The rear of the car is consistent with the trailer, which is a sneaky coupe style, which is quite expected.
Acura INTEGRA will be released in the spring of 2022, as to whether it will enter the country in the future, in view of Acura's poor performance in the Chinese market, coupled with the collision with the Broad Ben type, I believe there is a high probability that it will not enter China.
<h1 class="pgc-h-arrow-right" data-track="51" > written at the end</h1>
Although INTEGRA has so many halo blessings and is exciting to talk about, it is always just the "self-high" of car fans. Because INTEGRA has never entered the domestic market, in the eyes of most consumers, it is just a change of skin Ofs, and the latter's accumulated fame in the past 30 years in China is still incomparable to INTEGRA. As mentioned at the beginning of the article, how to differentiate and how to tell a good story is also a science. How to pack without taking the detour of INSPIRE and make consumers feel that buying a model car is indeed a stylish thing? It depends on whether the configuration and pricing of the new car given by Hiromoto are sincere enough, and whether the storytelling method is moving enough. (Photo/Text/Photo: Yang Jiazhen, Pacific Auto Network)