"We will not be satisfied with this victory, but will always study the reasons for the victory and actively apply this successful technology to new cars."
This is the bold words left by Honda Motor's founder Soichiro Honda when he led Honda to F1. It is not difficult to see that the soul of Honda is never satisfied, constantly innovating.
Honda's joint venture in China, Guangqi Honda, also inherits this spirit. Since its inception in 1998, GUANGC Honda has been climbing steadily. In February 2022, Guangqi Honda achieved a cumulative production and sales of 9 million vehicles.
Of course, GUANGQI Honda will not be stuck in this victory.
They want the next victory.
Where will the next competition begin? There is no doubt that the main arena is the electrification market.
Therefore, on March 29, we saw that Guangqi Honda launched a new electric brand - e:NP Jipan, to launch a charge towards the era of electric vehicles.
The launch of the electric brand e:NP Pole Is another venture of Guangqi Honda. The difference is that Honda has often led the way with amazing engine, transmission and hybrid technology. This entrepreneurship is carried out in the era of great changes in the integration and innovation of the "four modernizations" of automobiles, what should Honda do?
01
e: NP breaks boundaries
Honda will not stop at the second and fourth wheels, but as a company that provides "personal travel", it will continue to develop products in various new fields.
Katsuyo Moriyama, general manager of Guangqi Honda, elaborated on Honda's strategy at the electric brand e:NP conference - Honda will not stick to the field of motorcycles and gasoline vehicles, and will launch travel products in the field of electric vehicles to meet the needs of consumers.
e:NP is a new electric brand launched under this strategy.
e: NP brand connotation
The e:NP brand that Guangqi Honda hopes to create will be a brand that eliminates boundaries, crosses all boundaries, and provides a unique electric full-value experience.
e:Each letter in NP has its own unique meaning.
The "e:" in "e:NP" stands for "electric" and "energize", implying that Guangqi Honda is facing the era of electrification and providing energy for people who are loyal to their own initiatives. The letter N is a sign that embraces the "New/Next" next generation, implying the creation of new value.
The letter P, which stands for Prime, means the "exhilarating (extreme) driving pleasure" that the car brings.
GUANGQI Honda e: NP brand is the representative of Guangqi Honda's consistent pursuit of high quality Mono-zukuri (creating product value) / Koto-zukuri (creating experience value). Through the launch of the e:NP brand, GUANGQI Honda will cross the boundaries between people and cars, provide a better driving experience, cross the boundaries between users and car companies, and provide the best quality car purchase and user experience in both the real world and the virtual world.
Breaking the boundaries is not just breaking the boundaries between brands and consumers, between fuel vehicle technology and electric vehicle technology. The boundary broken by GUANGC Honda is the boundary of entrepreneurship, not only in the field of fuel vehicles and hybrid vehicles, but also in the field of electric vehicles, GUANGC Honda will integrate entrepreneurship into the field of electric vehicles.
E:NP brand is a re-venture of Guangqi Honda in the field of electrification, Guangqi Honda will apply the wisdom accumulated in the field of fuel vehicles and hybrid vehicles to the field of electrification, but most importantly, Guangqi Honda is confident in the field of electric vehicles, providing as powerful products as fuel vehicles and hybrid vehicles.
02
e: Unbounded methodology of NP polar fins
How can we land the brand spirit of e:NP breaking boundaries?
The first is to break the sense of distance between the brand and consumers, so Guangqi Honda launched Chinese name for the e:NP brand - Ji Pan. Extreme boundless, surging by you.
Extremely turbulent brand connotation
Pole, representing the heart's desire for the unknown. Pan means the collision of inspiration and ideas. E:NP is extremely turbulent, breaking the boundary between brand and consumer cognition, and is undoubtedly a brand that is more easily accepted by consumers.
But e: How to land NP polar turbulence is what the industry is most concerned about. Zheng Heng, executive deputy general manager of Guangqi Honda, elaborated on the unbounded methodology of e:NP polar panning at the press conference.
Guangqi Honda will break the boundaries of the past business, take the user as the center, carry out vertical integration in all fields, and leap 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.
From this point of view, Guangqi Honda's re-entrepreneurship in the field of electric vehicles will be as Zheng Heng said: "In the electric industry, we have been accumulating strength for a long time, and we are prepared. ”
The unbounded methodology will revolve around unbounded research and development, unbounded manufacturing, unbounded channels, and unbounded services.
In terms of boundless research and development, GUANGQI Honda will make the ultimate use of two major technology incubation bases, Honda Technology (China) Co., Ltd. and GUANGQI Honda Automobile Research and Development Co., Ltd., to develop electric products with high-end driving interests. At the same time, e:NP Jipan has also built a strong and open localized circle of friends, jointly developed with leading enterprises in the battery industry, and jointly laid out with domestic leading intelligent enterprises to build China into the engine of Honda's global electrification jump.
Guangqi Honda New Energy exclusive plant planning map
In terms of boundless manufacturing, Guangqi Honda has prepared a new new energy exclusive plant for the e:NP polar market brand, which is expected to be completed and put into operation in 2024. Through the application of 5G network technology, the new factory will introduce a number of advanced intelligent equipment and systems, and realize the rapid response to personalized product needs through "intelligent" innovation at the production end such as parts inventory, assembly site and logistics correspondence.
In terms of unbounded channels, e:NP Polar Pan will adopt an online and offline dual-channel integration model. Through the GAC Honda APP, consumers can realize one-click ordering and enjoy a transparent and efficient one-stop car purchase experience. In terms of channel layout, Guangqi Honda will build a new offline electrified sales service store and supermarket store.
The goal of e:NP Jipan is to achieve online car viewing, offline experience, online car booking, and offline delivery, to achieve seamless connection of all scenarios, and to break the channel boundary between virtual and physical.
Guangqi Honda e: NP brand experience store
In terms of unbounded services, e:NP polar pan will realize the transformation from "customer service" to "smart partner".
Relying on the new electrified sales and service stores and more than 600 special stores across the country, e:NP Jipan will make full use of digital platforms such as the Guangqi Honda APP and the on-board intelligent guidance interconnection system to intelligently perceive the needs of the car in advance, and create a full-scenario service experience for users through worry-free and convenient means such as picking up and delivering cars and door-to-door service vehicles. In the GAC Honda APP, by setting up content sections such as circles and co-creation by car owners, combined with functions such as membership points and riders' clubs, GAC Honda will carry out Internet community operations and offline interactions around fans and the same city, and achieve in-depth co-creation with fans.
03
Re-start the business in the second hondo year
Founded 24 years ago, GUANGQI Honda has been continuously innovating.
In 1998, Guangqi Honda was established, and according to Chinese cultural traditions, 2022 is the main life year of Guangqi Honda. In the first honten year, GAC Honda's cumulative sales reached 2 million units, while in the second honten year, GAC Honda's cumulative sales reached 9 million units.
Starting from the sixth generation of Accord models produced at the time of its establishment, GUANGQI Honda has successively launched Models such as Fit and Odyssey, and has achieved leadership positions in their respective segments, which is the embodiment of GAC Honda's innovative spirit and entrepreneurial ability.
What GUANGQI Honda is good at is to enter a new field and gain a leading edge through continuous technological innovation.
Entering a field, constantly carrying out technological innovation, and finally gaining an advantage is a process of running a marathon with a long-distance running mentality, and GUANGC Honda has continued this process since its inception.
Taking accords as an example, in 1999, the sixth generation of accords rolled off the production line at Guangqi Honda. At that time, the Accord was a luxury car with a high price, priced at 300,000 yuan. Today, accords have been introduced to the tenth generation, with cumulative sales of 3 million units.
Sixth Generation Accord
The first domestically produced sixth-generation Accord, directly using the front double wishbone, rear five-link chassis suspension structure, was an epoch-making upgrade compared with the McPherson and torsion beam structures of European rivals at that time. Since then, each upgrade of accords has been beyond itself: i-VTEC engine, earth dream engine, i-MMD hybrid technology, etc., which embodies Honda's brand spirit of continuous innovation.
Today, the Accord has become synonymous with mid-to-high-end cars.
Guangqi Honda has not stayed on top of success. Since then, Fit's cumulative sales have exceeded 1.3 million units, becoming a well-deserved hegemon in the field of small cars. Even, Fit's success has surpassed the car itself, and Fit no longer represents a car, but a young spirit.
Maintain an entrepreneurial mentality, continuous innovation, because of this, GAC Honda can ensure continuous success, e:NP pole of the launch, is another entrepreneurship of GAC Honda.
This time, Guangqi Honda broke the norm and used a deeper unbounded methodology to start a business, which is innovation and challenge.
04
Polar turbulence will be even more intense
The Polar 1 will be the first model launched by the e:NP Polar 1.
e: NP1 Polar 1 real car
e:NP1 Polar Pan 1 adopts a new intelligent and efficient pure electric architecture e:N Architecture F, which integrates a three-in-one high-power drive motor, a high-capacity high-density battery, a high-rigidity pure electric vehicle exclusive frame and a chassis platform, which can bring consumers an unprecedented dynamic experience.
The Ji pan 1 is the first new model launched by Guangqi Honda's new electric brand, which is different from the old competitors of Guangqi Honda.
Volkswagen, holding high, launched the ID. series of models. Toyota has yet to come up with a clear electrification strategy. Honda is the most explicit posture among the traditional giants.
With the launch of Polar 1, e:NP Polar Pan entered the landing stage, marking the opening of a new venture by GUANGC Honda. But this time, Guangqi Honda will no longer only face old rivals, but also face the competition of new forces car companies.
e: NP1 Polar 1 interior
Guangqi Honda has a continuous spirit of innovation and rich experience in continuous success. What GUANGQI Honda does not have is the new marketing experience of the automotive market under the new situation.
With boundless boundaries, GUANGQI Honda has created a new electric brand e:NP Polar Turbulence, and used the unbounded methodology to cope with new challenges brought by players from outside the automotive industry.
For e:NP Polar Pan, it will be a tough battle, but GAC Honda is good at it.
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