Lead
Introduction
"A brand story is not a repetition of a story, but a story that renews in the experience."
Author 丨 Cao Jiadong
Responsible editor 丨 Cao Jiadong
Editor 丨Zhu Jinbin
When the development of the new energy industry is carried out to this day, I believe that no one will question the iterative logic of the automotive industry. The industrial deployment and established planning that everyone has done around "electrification", if not how convergent, at least in the general direction is no different.
Perhaps, in the past few years, emerging car companies represented by Tesla and Weilai have indeed built up the survival mode of this industry in their own language. The resulting industry tsunami is still burying many fringe companies that died of stubbornness, hunting those who are still wavering about the future.
From 2021 onwards, in this storm that has swept the world, with Eurasia as the hinterland, the traditional auto giants have taken a step that belongs to this era, hoping to face this early war with a calm attitude.
In April last year, Honda's new president, Toshihiro Mibe, announced Honda's electrification strategy at a press conference, planning to use 40% of its sales volume for pure electric or fuel cell models by 2030, reaching 80% in 2035 and 100% by 2040, officially discontinuing fuel models.
Since then, Honda has not hesitated to increase investment in the development of "electrification". From improving the layout of the global market to the product planning of the Chinese auto market, all of them have exposed the ambitions of this car company.
If you say that you just shouted to the world on April 12, the release of plans including R&D investment, organizational structure adjustment, electric vehicle launch plan, strengthening global battery procurement, and strengthening software and networking areas is Honda's interpretation of the future.
Then, since the announcement of China's electrification strategy in October 2021, to a few days ago, GAC Honda has successively officially announced the new pure electric brand e:NP, and the future rearrangement of the existing GAC Acura, presumably it is an increasingly resolute expression of Honda's expansion of the boundaries of electrification in China.
Resource integration is imperative
Indeed, in the face of the radical European and American car companies and the new Forces of China, the promotion and layout of the current car companies in the electrification business are always too cautious and calm, which will mean that Honda, which has the advantage of initial construction of hybrid technology, is still some distance away from awakening. Increasing investment in electrification may implicate existing survival models.
But at this point, reality seems to be telling us that Honda is still the follower of the "dream as a horse". Just from the planning settled by Guangqi Honda, from tentative growth to comprehensive deepening of transformation, a new measure is enough to prove that the doubts and speculations held by the outside world are gradually being erased.
Especially with the process of GAC Acura entering the electrification of Honda, I believe that behind all this, it is far from what the market believes.
In the official announcement, GUANGC Honda said that the company will fully integrate the resources of the GAC Acura brand and join the electrification business. From 2023 onwards, GAC Honda will no longer produce and sell GAC Acura's existing products; in the future, GAC Honda will continue to provide services to GAC Acura owners through GAC Acura special stores that have joined the electrified sales service network, as well as GAC Honda's related channels.
In the eyes of many people, the change of gagabi acura will be the epitome of acura brand exiting the market. After nearly 7 years of market development, GAC Acura needs to give way to Honda's choice to completely promote electrification in China.
However, is this really the case?
Following the fermentation of Guangqi Honda's new electrification strategy, these overly superficial interpretations are obviously not advisable. Electrification has always been a protracted battle. In the same system, there is no forced escape, there is no voluntary abandonment, there is and only will be, waiting for the opportunity to lay the groundwork for themselves and tomorrow before the advent of the new era.
You could argue that the key to competing in the EV era is to bet with money and footnotes with good stories. This is why the new car-making forces can get out of the mud. In this way, for the traditional car companies that have accelerated their transformation, winning capital injection is almost the development path that everyone must do at this moment.
But in fact, we have always ignored the point that compared with "burning money", the importance of effectively allocating resources and actively maintaining the optimal state of system operation in the process of the industry has risen to a new dimension.
Since GAC Acura has a sufficiently mature channel network and a sound after-sales service system, THERE IS NO REASON FOR GAC HONDA NOT TO BUILD IT INTO A POWER SOURCE FOR FULLY EMBRACING ELECTRIFICATION. This is the new life that GAC Acura is about to usher in, and it will use this as a contact point to provide solid support for the future of GAC Honda.
In other words, with the expectations of 9 million Chinese users, GUANGQI Honda needs to build a fortification in its own way in this extraordinary period before other traditional car companies enter the market on a large scale.
Nowadays, it is learned from the inside that some of the special stores of GAC Acura have joined the electrified sales service network through store renovation, and all employees in the brand system have gradually adjusted their positions within the company. Therefore, no matter what kind of attitude the outside world holds towards the electrification process of traditional car companies, the transformation of GAC Acura is just like gac honda's toast to the future, and it is targeted.
Seek transformation without hesitation
To be fair, in this era of emerging car companies, too many people are no longer obsessed with the historical accumulation behind the automobile industry. With the increasing tide of development of electrification, the new forces of car manufacturing have harvested the dividends that continue to burst out of the new energy market. This has led to the mistaken belief that the shocks brought about by industrial transformation will make traditional car companies unable to follow.
In the past two years of market competition, the disorder of development has indeed caused anxiety among car companies led by Volkswagen. In a large number of market tests, many practical factors restrict the pace of confrontation between everyone and the new car-making forces.
But at the same time, when Guangqi Honda changed the past style of Japanese car companies and transformed so quickly and resolutely, the direction of the story was no longer the same.
First, from 2022 onwards, Guangqi Honda will continue to launch the e:NP brand series of electric models at the pace of one new car per year, providing users with more low-carbon and environmentally friendly travel options.
Secondly, with the commissioning of a new pure electric plant in 2024, GUANGQI Honda will build a more efficient, intelligent, low-carbon and environmentally friendly production base. Until 2030, GUANGC Honda's product line will be fully electrified, and all new models launched will be hybrid, plug-in hybrid, pure electric and other electrified vehicles in order to provide consumers with services that exceed expectations.
Looking at the new energy vehicle market in 2022, the production and sales of new cars have achieved a year-on-year increase of nearly half, and the market share is close to 20%. Helping to achieve the goal of "double carbon" has become a general consensus in the industry. Guangqi Honda can take the current plan as the landing of electrification, not to say that it is the result of self-judgment of the future, but also enough to be regarded as the trend of the times.
In this context, GAC Acura fundamentally chooses to change, which is undoubtedly a chip for the determination of GAC Honda, and where does it come from the "delisting"?
"A brand story is not a repetition of a story, but a story that renews in the experience." I believe that this sentence is now used in GAC Acura, which is most appropriate.
Moreover, since its establishment in 2016, GAC Acura has been to broaden its influence and market share in the Chinese auto market for GAC Honda.
At that time, the rapid growth of the luxury car market and the fission of diversification made GAC Acura shoulder the heavy responsibility of the GAC Honda brand. Naturally, when the new energy industry can link the past and future of GAC Honda, GAC Acura has more reasons to stand up again and use the vast resources it has accumulated to quickly switch identities to continue to support GAC Honda's new mission of "China, China".
Those who are good at playing the game seek power, and those who are good at planning go far. Under the declaration of the times that "Honda will no longer be an automobile company", GAC Honda is becoming more and more courageous in the upsurge of electrification, always full of courage and blood, but in the final analysis, GAC Honda can keenly seize the opportunity for development, use its whole body to take the user as the center, and fully integrate the existing resources of GAC Acura to break the previous development logic, which is the most needed background color in this era.
Take the dream as a horse, and live up to Shaohua. Guangqi Honda's original intention has never changed.
| Cao Jiadong |
Gasoline running in the blood,
Only fast is not broken!