Honda China officially announced the brand declaration of the new electric brand "e:N" and the brand slogan of "Reinventing EV Driving Fun" last night (April 26).
At the same time, the first mass production model of the e:N brand: Dongfeng Honda e:NS1 was officially launched for sale today, and Guangqi Honda's e:NP1 will start pre-sale in May.
That's less than two weeks after Honda unveiled its global electric strategy.
On April 12, Honda Motor held an electrification business briefing and announced that it would invest 5 trillion yen in R&D and investment in electrification and software over the next decade – accounting for 64% of all 8 trillion yen of R&D expenses in the next decade. R&D expenses accounted for 3.5 trillion yen and investment expenses amounted to 1.5 trillion yen.
Under the premise that the funds are guaranteed, Honda has embarked on a big step towards the electric age.
Specific to the Chinese market, Honda Will introduce 10 new pure electric models by 2027. At the same time, it will also strengthen cooperation with battery suppliers of core components of electric vehicles, including CATL, and cooperate with GAC Group and Dongfeng Group to establish manufacturing plants for new pure electric models in Guangzhou and Wuhan respectively.
According to the global sales target released by Honda Motor President Toshihiro Mibe when he took office, for the Chinese market, Honda Motor's sales share of the entire new energy model (including EVs and FCVs) will increase to 40% by 2030, 80% in 2035 and 100% in 2040.
The goal is clear, the money is in place, and then there is the problem of specific implementation.
In fact, as early as last October, Honda China, together with Dongfeng Honda and Guangqi Honda, launched the pure electric brand e:N. But at that time, Honda only determined the goal in place, and the question of what to do and how to do it was left to this brand night.
Katsushi Inoue, Honda China Minister, said with great confidence: "Since its inception, Honda has always adhered to the concept of "respect for people" to create its own ideal car. In the EV era, Honda's original intention has not changed, still adhere to the technology people-oriented, not relying on simple parameter stacking, aiming to continuously present the unique value that exceeds customer expectations, and unique mobile fun. ”
Driving pleasure is the core of the next e:N brand to be shaped. Specifically, it is necessary to focus on the three aspects of "movement", "wisdom" and "beauty".
"Moving", as the name suggests, is to make a fuss about the driving control experience. "e:N Architecture F" front-drive pure electric architecture will integrate high-efficiency high-power drive motors, large-capacity high-density batteries, exclusive frames for pure electric vehicles and chassis platforms, and integrate more than 20,000 control scenario algorithms on the electronic control program, so that the driving environment can be more abundant.
"Humanistic care", as the characteristics of the e:N brand that distinguishes it from other brands, is also reflected in the "movement" aspect - through delicate and accurate motor control, the pedal response and power output characteristics are constantly adjusted, and the vertigo caused by electric vehicles is easily resolved.
In addition, the Honda EV Sound acceleration sound wave is added in sport mode, providing a more exciting acceleration experience for the driver.
Almost becoming the "smart" aspect of the current electric vehicle standard, Honda has created an intelligent digital cockpit through "e:N OS" and the integration of Honda SENSING and Honda CONNECT. The external HMI system includes a 15.1-inch high-definition ultra-thin bezel central control screen, a 10.25-inch color full-LCD digital instrument cluster, and a streaming media rearview mirror, etc.; while the Honda CONNECT 3.0 exclusive version of the pure electric vehicle integrates more than 20 functions such as AI voice assistant, car home interconnection, energy management, OTA online upgrade, etc.
The DMC driver status perception system, which is equipped for the first time, can effectively identify the driver's state, and even detect emotional changes to actively remind, with AR accurate intelligent navigation and panoramic automatic parking and other functions, taking into account the intelligent and safe driving experience.
Dongfeng Honda e: NS1
GAC Honda e: NP1
In terms of "beauty", the e:N brand mainly adheres to the design concept of "one touch of the future", in e:NS1 and e:NP1, the first to enable the e:N series symbolic hair light H mark and the tail "Honda" letter mark, and added a full sense of life "Heart beat heartbeat interactive lamp language", in the charging process so that users can see the charging state at a glance, both practical and design aesthetics.
In addition to the new brand core, Honda's production and sales model in the electric era will also be upgraded.
The production side includes the new pure electric model manufacturing plants established in Guangzhou and Wuhan that have been mentioned earlier; the sales side will combine online cloud showroom experience stores and offline physical stores.
At present, GUANGQI Honda will first launch electrified sales service stores and supermarket stores in Beijing, Shanghai, Guangzhou and other places, and Dongfeng Honda will set up an "e:N brand zone" in the existing special stores.
At this brand night, toyota china minister more to see only play a role in the point of the point, he said Honda's brand focus in the electric era, but the real interpretation and interpretation, Honda handed over to the young engineers.
In fact, this is also another core of Honda in addition to "moving", "wisdom" and "beauty", that is, the question of who to face.
These engineers from the development, product planning and product control and other aspects, tell their story with e: NS1 and e: NP1, in their story, the protagonist is still young people, that is, fit, Civic and other word-of-mouth works of the main user group, but also Honda is better at, or to complete the "one Nichitian, lifelong Honda" ambition, the most need to pay attention to the group.
In short, as Honda concluded, in the electric era, they are to "take innovative measures to let more young Chinese consumers feel and experience Honda's unique EV driving pleasure." ”