Another mainstream joint venture car company to power electric vehicles! Not long ago, Guangqi Honda launched a new pure electric brand e:NP, which Chinese interpreted as "extreme turbulence".
In China, guangqi Honda's history is legendary, since its establishment in 1998, it has accumulated 9 million users in 24 years, and is recognized as a star car company.
Guangqi Honda's fuel vehicle products are praised for their strong power and excellent handling, and there is a saying of "buying an engine and sending a car".
The excellent technical advantages have deepened the brand loyalty of Guangqi Honda users, and "one Japanese field, lifelong Honda" has said the voice of many car owners.
So, can the word-of-mouth advantage accumulated by Guangqi Honda be continued in the era of electric vehicles and the legend of innovation?
Honda's electric heritage and e:NP's brand connotation
Chinese consumers generally believe that electric vehicles are "immature new things", so they naturally think that "everyone is a novice". This is not friendly to the joint venture car companies that have just entered the pure electric track, and the continuation of the brand value is indeed a big test.
However, Honda began to dabble in electric vehicle research and development as early as 1988, and in 1997 launched the first mass-produced electric vehicle EV Plus in the United States. Therefore, Honda's new pure electric brand e:N is still supported by technical background, and the e:NP brand created by Guangqi Honda after the introduction is naturally not a starting point.
Moreover, in the 24 years of Guangqi Honda in China, whether it is R & D and manufacturing, or sales and service, it has a wealth of experience, and the launch of pure electric e:NP is the result of going with the flow and water, which is obviously different from the cross-border entrepreneurship of new forces. Therefore, everyone's worries about e:NP, GAC Honda has long wanted to be in front of it, and has carried out targeted solutions.
Taking the quality control problems that everyone is most concerned about as an example, relying on the mature manufacturing system, on the first model e: NP1 Polar Pan 1, a variety of strict tests have been carried out for a long time and ultra-long distance, and multiple high-specification safeguard measures have been taken especially for battery safety. In addition, Guangqi Honda is building a more professional electric vehicle manufacturing plant, which is scheduled to be put into operation in 2024, integrating high efficiency, intelligence and low carbon.
In terms of brand building, it can also be seen that there is innovation and inheritance, from the literal point of view of e:NP, "e means "energize(power)", "N" means "New (new)" and "Next (evolution)", and "P" means "Prime (extreme)", which means "exciting driving pleasure" and "experience the value of co-creating car life".
Obviously, Guangqi Honda e: NP brand in the positioning of the choice of unique ideas, not simply from the fuel into pure electricity, to achieve the level of traditional fuel vehicles, nor to transform the means of transportation into a mobile intelligent terminal, subvert the concept of traditional cars, but in the continuation of the driving control experience of fuel vehicles at the same time, in terms of intelligence also closely follow the trend of technology, to achieve a balance of different user demands. Therefore, although it is a pure electric vehicle, Guangqi Honda e: NP1 Pole Pan 1 fully takes care of the habits of fuel vehicle users, improves driving comfort through algorithms, avoids the problem of motion sickness of electric vehicles, and simulates the sound wave to meet the "small stubbornness" of fuel vehicle enthusiasts, and the grasp of these details is undoubtedly easier for mainstream users to accept electric vehicles.
Moving wisdom and beauty in one, driving fun and wisdom fun do not make multiple choice questions
So, how does the brand connotation of e:NP land on the product? It is understood that based on the e:NP brand, Guangqi Honda will have continuous product launch, from this year to 2025, will continue to launch new models at a pace of 1 model per year. The first model was the e:NP1 Polar 1. Guangqi Honda will implement the brand connotation of e:NP from the three aspects of "Moving Wisdom and Beauty".
First of all, the so-called "movement" is to highlight Honda's excellent performance in driving control. Through the exclusive e:N Architecture F's new intelligent and efficient pure electric architecture, GUANGQI Honda integrates a three-in-one high-power drive motor, a high-capacity high-density battery, a high-rigidity exclusive frame for pure electric vehicles and a chassis platform, ensuring excellent performance and handling level at the root.
Here we should mention in particular the e: NP1 polar turbulence 1 motor, its control assembly has become up to more than 20,000 scene algorithms, which is more than 40 times that of ordinary electric vehicles, making this car adapt to a wider range of driving scenarios, and each instantaneous power output is silky and delicate, achieving the driving control experience of human-vehicle integration.
Secondly, electrification and intelligence are not separated, so the second highlight of e:NP1 Polar Pan 1 is a "wisdom" word, which is not inferior to the driving fun at the same time. Through e:N OS, Honda SENSING safety driver assistance system, Honda CONNECT 3.0 pure electric vehicle special version, and the intelligent digital cockpit based on the over-the-top HMI system are integrated into one to build a new intelligent control ecology, and through continuous growth through learning, create a new story of "car understanding people". Whether it is for old Honda fans or new fans of electric power, they can find the points they value more.
In addition, the e:NP1 Polar 1 is also equipped with Honda's first DCC driver state perception system, which recognizes user expressions, and the car-machine system interacts with the driver with temperature, bringing more growth intelligent value to e:NP1.
Finally, e:NP1 Polar Pan 1 adopts a new design language e:N Design, with the design concept of "one touch of the future", to create a pure electric vehicle aesthetic experience that is fascinating at first sight and can perceive the future at one touch, and I believe that even the most demanding face value control will be impressed by the "beauty" word it transmits.
User experience is supreme, and the integration of online and offline makes communication more warm
With a good product, but also to let users recognize and accept, in the automotive industry is becoming more and more serious today, communication with users is crucial.
China is the world's largest electric market, and data shows that global electric vehicle sales reach 6.5 million in 2021, while the Chinese mainland market sells 3.2 million, so no one knows more about electric vehicles than Chinese users.
From the initial fresh "big toy", to now gradually return to the original value of the car, such as: driving experience, riding comfort, ease of use and so on. Chinese users' perceptions and needs for electric vehicles have become more mature as market penetration has increased.
This also means that electric vehicles have begun to truly enter the family, and ordinary home users and early adopter users, in the purchase logic and use of appeals are different, in addition to the product itself, the supporting marketing service system, the requirements will be more detailed.
In the past two years, the concept of "user enterprise" has become very popular, which is not only an exclusive means for new forces to achieve differentiation, but also Guangqi Honda is also well versed in this way. As the earliest car company in China to introduce the 4S shop model, GUANGQI Honda has precipitated the service strategy of "GUANGQI Honda Car Life Full Value" after 24 years of accumulation.
At present, Guangqi Honda's 4S store system has evolved to the 3.0 era, that is, Fun Link Chuangxiang car life. At the same time, it is constantly advancing with the times and enriching this system. For example, for electric vehicles, special service stores, including supermarkets, have been created to adapt to the consumption habits of users in the new energy era.
In the car purchase process, realize the integration of online and offline. This year, Guangqi Honda Cloud Showroom service upgrade, for more models to carry out, to provide consumers with one-stop car viewing, consultation, car purchase quality services.
In terms of brand culture construction, it is also online and offline synchronization. Online, at present, on the membership platform "FUN Club", the number of members has exceeded 3.5 million. Offline, Guangqi Honda organized the "Dream Peer CLUB" and held the "Dream Festival" for three consecutive years, really "playing" with fans, and sharing more value and fun with car owners and fans.
In short, the wisdom of all families, the integration of customer maintenance, Internet thinking, online and offline access, etc., to form a unique Guangqi Honda play. Guangqi Honda's soft power in channels and services will also provide strong support for the development of the e:NP pure electric brand.
Write at the end
Entering the pure electric track in all aspects is tantamount to a second venture for Guangqi Honda. The pure electric e:NP brand is not a simple power change from oil to electricity, but a DNA revolution. In research and development, it breaks the boundary between global and local resources, breaks the boundary between "quality manufacturing" and "intelligent manufacturing" in manufacturing, breaks the boundary between physical offline and virtual online in channels, and breaks the boundary between customers and partners in service.
It is believed that with the word-of-mouth effect accumulated over the past 24 years, coupled with targeted innovation in electrification and intelligence, GUANGQI Honda hopes to activate the enthusiasm of mainstream automobile user groups for new energy vehicles and change the current situation of the imbalance in the market performance of traditional joint venture car companies relative to new forces such as Tesla.