The fusion and transformation of faith, look at the appearance of guangqi Honda e:NP in the era of electrification

In 2021, China's new energy vehicle market sales reached 3.52 million units, production and sales increased by more than 160% year-on-year, accounting for more than half of the total sales of 6.75 million new energy vehicles in the world, which is the seventh consecutive year that China has won the world's first new energy vehicle production and sales. The increasing recognition of electric vehicles by consumers, as well as the penetration rate of new energy vehicles of 13.4% last year, also revealed the future development potential of China's new energy market.

When this potential is transformed into a driving force, it directly accelerates the era of electrification in the country. New forces are emerging in an endless stream, striving to get a piece of this change. Traditional car companies are accelerating the electrification transformation and want to achieve brand transformation by changing lanes and overtaking.

In the face of this fierce electrification competition, in the fuel era with excellent driving fun, and 24 years of consistent quality and service, won more than 9 million user support and recognition of Guangqi Honda, in order to bring users a new personality mobile life and car life, Honda's 70 years of car wisdom and its own 24 years of heritage are integrated into the new electric brand e:NP. On the basis of not forgetting the original intention, we have evolved a new intellectual interest and driving control, and opened the way to the advancement of gazc's Honda electric era.

Each new brand, in fact, at the beginning of its birth, needs to enter the "run-in period" and get market recognition through the verification of time. As the first brand in the domestic Japanese camp to officially enter the electrification era, e:NP Although it has the brand blessing of Guangqi Honda, it is easier to get the trust of the market in the early stage, but if you want to achieve some achievements in the era of electrification, you still need to think about two questions: What can it bring to the market? And how to give back to consumer expectations?

Thick and thin, deep understanding of the joy of driving control

Known as the "technical school", Honda has never stopped exploring electrification, and since the development of the 1990s, Honda has accumulated more than 20 years of technical precipitation and market verification in hybrid systems. Since the introduction of the i-MMD hybrid system in 2016, Guangqi Honda has quickly won the favor of consumers with its characteristics of taking into account both power output and fuel economy, and has been trusted by more than 300,000 users so far.

Long-term exploration and testing have given Guangqi Honda a deep foundation in the technology of three electrics. Therefore, the launch of a new electric brand e: NP, more like quantitative change to produce qualitative change, is a manifestation of thick accumulation and thin hair, but also conforms to the times and market demand.

Compared with the new forces that are still in the nascent stage, the 24 years of car-making experience and technical background condensed by e:NP are not available in the former. The advantages of strong brand endorsement, well-known product quality and dense service outlets will also become the booster for the e:NP brand to move forward.

However, in my opinion, what really distinguishes e:NP from the new forces is the driving pleasure it embodies in the product, which is also the shortcomings of many new forces products. Good acceleration performance, although it can bring good sensory stimulation, but this can not be equated with driving pleasure, handling, chassis comfort and other aspects of the experience, many times can not be replaced by speed.

As Honda, which is named "buy an engine and send a car", when the engine is replaced by electrification, it does not show too many regrets, because the new pure electric architecture "e: N Architecture" allows Honda's driving control gene to be inherited and continued in the era of electrification, and its electrification products will not appear "heavy intelligence, light driving control" bias phenomenon.

The e:N Architecture architecture has three advantages: high scalability, high performance and high intelligence. Among them, in addition to bringing brisk acceleration power, high performance also has the characteristics of smooth cornering, precise and flexible steering, etc., which brings a certain sense of pushback while not making passengers sitting in the back row feel dizzy due to acceleration, and truly realizes the driving pleasure of silky precision and no motion sickness. And the motor control program under this architecture integrates up to more than 20,000 scene algorithms, which is more than 40 times that of ordinary pure electric vehicles, and can easily adapt to different driving scenarios.

And Guangqi Honda e: NP brand's first pure electric model e: NP1 polar turbulence 1, in the sport mode also added Honda EV sound, passionate acceleration sound with a light and fast driving experience, so that users enjoy double joy.

In the eyes of many people, many joint venture brands are limited by excessive brand baggage on the road of electrification, resulting in most of them tending to be conservative in design and intelligence. This forward-looking behavior makes it difficult for electrified products to stand out in the tide of the times.

Although e:NP implements the driving experience of the fuel era, it does not follow the rules in intelligence. The full-stack intelligent control ecosystem e:N OS gives the e:NP brand the ability to evolve from passive intelligence to active intelligence. With the interactivity brought by honda CONNECT 3.0 intelligent guidance interconnection system and the security provided by honda SENSING safety supersensitive system, as well as the intelligent digital cockpit based on the HMI system, a new intelligent control ecosystem can be built to bring users a more active and comfortable driving experience. e: The DMC driver state perception system equipped with NP1 Polar Pan 1 can further enrich the driving experience by identifying user emotions and interacting with the owner with temperature.

Honda's new design language, e:N Design, makes the e:NP brand present a sense of technology and sporty beauty. It not only maintains the simple and avant-garde characteristics of new energy models, but also cleverly integrates with the family design language of Guangqi Honda, bringing a sense of visual sense that is full of futurism while also giving people a sense of intimacy. This familiar and unfamiliar feeling precisely shows the integration of the e:NP brand in inheritance and innovation.

Eliminate boundaries and reinvent the extreme

Not only inheriting the driving pleasure and quality standards of the fuel era, but also having the appearance and intelligence of not losing new forces, integrating the advantages of both sides into one, no longer appearing to choose one of the two entanglements, forming a new product that can bring joy to users, this is the embodiment of the e:NP "Boundless by You" brand declaration: breaking the boundaries of fuel vehicles and electric vehicles, setting no limits, bold exploration.

This kind of compatibility with the characteristics of "two longs" at the same time also makes e:NP have different characteristics from other electric brands, which in turn creates the unique value of the e:NP brand "Prime". There is no need to make trade-offs, both driving fun and intellectual fun can be obtained, which is in line with the diversified car needs of young consumers of Generation Z who "all want", which has a high degree of compatibility.

It is worth mentioning that the "boundless" of the e:NP brand will no longer be limited to the product level, e:NP also breaks the barrier between virtual and reality, opens up electrified sales service stores/supermarkets, and creates an online and offline dual-channel integration model around the four major scenarios of "see-choose-buy-use". The cloud showroom allows consumers to easily watch cars online, and one-click ordering can be realized through the APP. In the past, the gap between online services and offline processes will be eliminated with the advent of the new marketing model, and everything can be done by simply taking out the mobile phone, bringing users a new car purchase experience with ease and convenience, and also pulling in the sense of distance and space between the brand, reflecting the concept of easy car purchase and easy driving of Guangqi Honda.

summary:

From the fuel era with 9 million users, to the era of electrification. e:NP, by breaking the shackles and restrictions between the rules, integrates the advantages of new forces and traditional car companies, and turns the two-choice one-choice question in front of many young consumers into a single-choice answer without conditional constraints. Among them, there is an affirmation and inheritance of Honda's driving control genes, and there is also a new thinking on intelligence and marketing models. This inheritance and integration allow e:NP to not only continue the spirit of the fuel era, but also maintain a fully thoughtful and unique and innovative concept in the era of intelligent electric.