Follow the tide, and the brave lead the changes

Lead

Introduction

Polar Turbulence is a new starting point, but also the origin of GUANGC Honda with 9 million dreams to start again, in the new era of electrification in China, GUANGQI Honda boldly set out to explore a new path for the future of Chinese automobile joint ventures.

Author 丨Wei Jinqiao

Responsible editor 丨 Yang Jing

Edit 丨 Chic

"The ultimate contains our inner desire for the unknown; surging means the collision of inspiration and ideas." On the evening of March 29, Zheng Heng, executive deputy general manager of Guangqi Honda, explained the declaration of a new species under the company, "e:NP" (extreme turbulence).

For nearly 100 years, behind every great name, there are countless brave people leading the way, with dreams to drive the future of Honda, of course, will not stand idly by in this huge electrification revolution, from the unity of knowledge and action to the leadership first, Honda boldly tried.

At Honda's China Electrification Strategy Conference in October 2021, Honda launched its electrification pledge in China. Half a year later, GUANGC Honda's new electric brand e:NP polar turbulence came with the trend, under the rapid development of new energy changes in China, and any previous dare to lead and change, GAC Honda once again opened a joint venture in China's precedent, starting from The Pole 1, the polar pan brand around the electrification of a complete set of ecosystems is gradually clear.

"Breaking the boundaries of Guangqi Honda's previous business, taking the user as the center, carrying out vertical integration in all fields, and leaping to the comprehensive layout of the electric era in the four major areas of product research and development, production intelligence, sales channels and service models." At the press conference where Ji Pan 1 was unveiled, Zheng Heng concisely explained the original intention of the birth of Ji Pan and the determination of Guangqi Honda to invest in the wave of electrification.

There is no doubt that Ji pan is a new starting point and the origin of GAC Honda's 9 million dreams to start a brilliant future; in the new era of China, where electrification is in the ascendant, GAC Honda boldly set out to explore a new path for the future of China's automotive joint venture.

Break the boundaries and storm new tracks

From the full introduction of "sharp hybrid" in 2017, to the launch of the pure electric SUV model VE-1 in 2019, the introduction of the PHEV Haoying in 2021 and the launch of the new exploration of the pure electric car EA6 Xuanle, GUANGQI Honda has been looking for the future in the process of electrification.

This time, with the help of the appearance of polar turbulence, "Polar Movement Zhenge" has become the label of Guangqi Honda's practice of itself in the era of electrification. Guangqi Honda has vigorously attacked the new track of electrification, resolutely broken the boundaries of the past business, achieved user-centric, vertical integration of all fields, and launched a general mobilization to the electric era in the four major areas of product research and development, production intelligence, sales channels and service models.

Follow the tide, and the brave lead the changes. From 2016, when it borrowed i-MMD to build the advantages of new energy products, to today so confidently showing the world the first model of e:NP, The Extreme Pan 1, GAC Honda has written the future with the most authentic side.

"Unbounded by you!" Entering a new era of electric power with increasing competition, combining Honda's 70 years of car-making wisdom and its own 24 years of heritage, GAC Honda gave a clear answer when thinking about "how to advance to the next mobile dream".

As China becomes the world's largest electrification market, the demand of Chinese users has become the internal driving force leading the leap in electric products. All along, Guangqi Honda advocates creating joy for the broadest number of consumers, therefore, it firmly believes that under the rolling tide of electrification, it still needs some witnesses of the century-old automobile industry to keep the underlying logic belonging to the iteration of the automotive field for this era: "car" is "car" only because it carries the bits and pieces of industrial progress. The power laid out from the starting point of "driving" is more worth remembering.

Therefore, the comprehensive renewal from the core technology to the operating model, from self-innovation to product first, is another sword that GUANGQI Honda has focused on and penetrated the Chinese new energy vehicle market for a long time. This time, Guangqi Honda has chosen the e:NP brand as a new contact point to build a more powerful and open service ecology, which will once again radiate more powerful vitality as in the past 24 years.

Just as in 1999, GUANGC Honda's "four-in-one" service model gave the sixth-generation Accord domestic production a platform that could show its strength to Chinese consumers, and opened a new round of market expansion for the joint venture brand. Today, 23 years later, GUANGQI Honda focuses on the four major scenarios of "see-select-buy-use" to create an online and offline dual-channel integration model for the sales of e:NP1 Polar Pan 1, which is the carrier for GAC Honda to show muscle in the era of electrification and open a new track for joint venture brands in the Chinese market.

In the process of channel innovation, 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, based on the living area of the electrified sales service store, community operations are carried out around fans, city associations, etc., and emotional co-creation in depth.

From products to services, from models to ecology, Guangqi Honda relies on e:NP1 Polar Pan 1 to continuously upgrade the "value concept" that has been precipitated for 23 years. At the press conference, Katsuyo Moriyama, general manager of GUANGC Honda Automobile Co., Ltd., said: "Because we always pursue high-quality Mono-zukuri (creating product value) / Koto-zukuri (creating experience value), GAC Honda has the honor of becoming a brand loved by the public. ”

Under the afterglow of the fuel era, Guangqi Honda has never given up the pursuit of dreams. In order to break through the shackles of the electrification development of traditional car companies, Guangqi Honda has faded its previous greenness, ensuring that Honda's electrification strategy in China is perfectly implemented and can lay a solid foundation for the future position. After the new track, the e:NP pole, which is walking side by side with the "red-headed" Honda, stands shoulder to shoulder.

How can it be amazing without subversion?

The end of one era is often the beginning of another.

In 2021, the penetration rate of new energy vehicles in the domestic market has reached 14%, and under the background of a new high sales volume in January and February 2022, it is the trend of the times for traditional car companies and emerging forces to build an industrial ecology with electrification as the core development direction.

Although in the early stage of electrification development, the subversive and even destructive offensive made by the new car-making forces make the automobile companies that have lived in the Chinese auto market for more than 20 years feel anxious, but the traditional car companies control a wider range of customer resources, which provides more opportunities and possibilities for new tracks and new starting points.

This time, GUANGQI Honda took the lead in exploring the electrification brand strategy in the joint venture, which is not only its determination to try to lead the change, but also regards the Chinese market as the main front of the decisive electrification, which is far more determined than the japanese companies that are waiting and wandering, because GAC Honda has opened up a unique path with the model of branding and introducing extreme turbulence, and explores new tracks for all traditional car companies.

Whatever the power that dominates the needs of the new era, the first-mover advantage and the determination to be righteous are equally important, which Guangqi Honda feels and believes. Guangqi Honda can work out a set of detailed iterative logic in the shortest possible time, and promote the joint venture brand to drive to a new track, is it not the most powerful background color in this era?

Tesla's sales in China last year reached 322,300 vehicles, and the sales volume of "Wei Xiaoli" also exceeded 90,000 vehicles, and the changes in the market are indeed beyond the cognition of ordinary people. Some people believe that new forces are snatching away the market share that belongs to them from traditional car companies, and the era will be divided from now on.

But in fact, the century-old history of the automobile can help all those in the game to remove the dross and reach hope. Achieving channel resonance with each generation of consumers has always been an unchanging topic for GUANGQI Honda, not to mention the huge Chinese market, the huge market size of 25 million yuan per year, and the diversified consumption situation, which provide excellent opportunities for Guangqi Honda's new track. The last time was no exception, and this time, it was no exception.

As early as last year's release of the electrification strategy, in the implementation of the Honda spirit of the promotion, Guangqi Honda pure electric brand "e: NP" has been bred with a unique brand value as a support, "moving", "wisdom" and "beauty" are its value core.

When GUANGQI Honda here chooses to insist on returning the "car" to "driving fun", grafting all the links with the Chinese market to a large number of Chinese technology companies such as Baidu, so that the channel can be opened up with the future on the basis of the past, on the one hand, you can indeed see the realism of GAC Honda's attachment to "Honda"; on the other hand, it is undoubtedly GUANGC Honda's hope to complete a self-leap again under the construction of e:NP pole turbulence, in the hesitation of opponents. It is also like shouting "In China, for China" 23 years ago.

The competition in the future is not only the competition of products, but also the competition of value. In addition to entering the era of full matrix electrification, GUANGQI Honda has also transformed the electrification, intelligence and networking brought about by the transformation of the industry into a real competitive advantage for the future of the enterprise. Guangqi Honda firmly believes that the advent of the extreme turbulence is the supreme sincerity and ultimate determination of Guangqi Honda to bravely face the new era.

"Use the preparation to subvert the limits to amaze the world, and use the efforts of the amazing world to subvert the boundaries." Guangqi Honda uses e:NP Polar 1 as its sword, determined to create its own first-mover advantage and challenge all opponents.