With 2.8 million units in 23 years, the pace of Accord's impact on 3 million sales does not seem to have slowed down.
Author 丨 Michel
Edited by 丨 Dahua
Produced 丨 Automan Media
If you're looking for a product that represents the history of China's joint venture cars, the Accord is clearly one of the most convincing options.
Since its launch in 1999, the Accord series has sold more than 2.8 million units in China, and Guangqi Honda has created the first climax of its business by relying on the Accord. In the nearly 23 years that followed, Accord cut through thorns and thorns, creating one sales milestone after another for Guangqi Honda.
In the first quarter of 2022, the current 10th Generation Accord (now known as the new Accord) sold another 54,856 units, an increase of 20% compared to the same period last year. The popularity of accord is still continuing, and the pace of impacting 3 million total sales has not slowed down.
As the annual joint venture car sales champion, Accord has undergone many generations and remodelings in China, unreservedly bringing the top Honda technology and the latest scientific and technological achievements to Chinese consumers - which is the meaning of the flagship model.
1
Convergence of technology milestones
Looking back at the more than 40 years since the Advent of the Accord in 1976, it is clear that Honda has equipped almost all of the most cutting-edge technology projects with the Accord for the first time.
The first generation of Accord
At the beginning of the advent, the first generation of Accord entered the market as an economy sedan, and Honda did not hesitate to equip it with the most advanced CVCC technology of the brand at that time, ensuring that the technology of the first generation of Accord in terms of power was crushed.
CVCC is an abbreviation for Composite Vortex Controlled Combustion. It is characterized by ensuring the fuel economy and energy-saving and environmental protection performance of the engine without reducing the power output level. This technical feature caters to the needs of people during the oil crisis.
Honda relied on CVCC technology to build its popularity, smoothly opened the US market, and also laid the foundation for the company's future development and growth in overseas markets.
Fifth Generation Accord
A few years later, the fifth generation of accords was launched, and this generation of accords was equipped with the famous Honda VTEC system for the first time.
Friends who know a little about the history of the car may know that the Honda VTEC, that is, the Portable Valve Timing and Lift Electronic Control (Variable Valve Timing and Lift Control System), is the world's first valve control system that can control both valve opening and closing time and lift time.
Honda VTEC technology can be divided into two broad categories: DOHC (Dual Overhead Camshaft) VTEC and SOHC (Single Overhead Camshaft) VTEC, providing a variety of power upgrades for models with different needs.
8th Generation Accord
Soon after, the eighth generation of Accord began to be equipped with the i-VTEC that is still in use today, that is, a new VTEC system with the addition of a VTC (Variable timing control) "variable timing control" device. Compared with the VTEC system, the i-VTEC expands the variable gas distribution phase applicable speed range, further improving engine performance and reducing energy consumption.
In addition, some of the eighth generation accords are also equipped with ACM variable cylinder management system, the engine can automatically switch between 3-cylinder, 4-cylinder and full-6 cylinder working modes according to different situations, creating a smooth, quiet, economical and powerful compatibility, power and fuel economy at the same time.
2
i-MMD came into being
Since the ninth generation, Accord has led the Honda model matrix into the "Earth Dreams Technology" era, and Honda, which continues to explore the HEV field, has finally begun to carry i-MMD hybrid technology on the ninth generation and a half Accord.
This new hybrid technology, which takes into account both fuel economy and power performance, was not well known at the time, but after Honda's full promotion and good product experience in recent years, everyone has begun to accept and love the Honda i-MMD, and is willing to give it real money.
Third-generation i-MMD
In the Chinese market, Guangqi Honda took the lead in equipping the third generation i-MMD on the 10th generation Accord Rui Hybrid, and gradually radiated a number of Sharp Hybrid models from accord, forming a unique "Sharp Hybrid Alliance".
Whether in terms of performance or fuel saving and environmental protection, HEV has always been an underrated technology model. Honda i-MMD, a hybrid technology with an electric motor as the main power source, is actually the highest quality "junction" between the traditional fuel vehicle ecology and the pure electric vehicle driving experience.
After years of market validation, Honda's i-MMD hybrid model has indeed conquered a large number of consumers.
3
Complete product force evolution
In addition to having a self-confidence built up over many years in the field of engine technology, Accord has also been given an absolute first-mover position by Honda in quasi-core technology routes such as safety technology and interconnection technology.
In terms of safety technology, the seventh-generation Accord was equipped with Honda's newly developed G-CON (G-Force Control Technology) compatible body technology when it was launched.
G-CON not only hatched a complete set of body design concepts based on massive real accident data as a hotbed, but also strengthened it in terms of "improving self-protection performance" and "reducing the harm to the other vehicle", and was reflected in related technologies such as body collision technology, airbag technology and pedestrian protection.
G-CON soon began to cover the entire product line of GUANGC Honda, completing the entire series of applications.
Honda SENSING Safety Supersensory System
After the completion of a comprehensive upgrade of passive safety technology, the Accord model ushered in a major active safety technology leap when it developed to the ninth generation. In 2015, Honda announced the Honda SENSING safety supersensitive system, and began to install the product matrix in GUANGQI Honda from the ninth generation of the domestic Honda Accord.
Many car fans and friends may not know that the world's first true car navigation system comes from Honda.
In 1981, the Electro Gyrocator navigation system landed on the second generation of Accord, an ancient system with gyroscopes as the source of function, although inefficient and cumbersome to operate, but laid the foundation for the development of future navigation systems.
Later, on the fourth generation of the Accord, Honda began to equip the GPS satellite navigation system that is widely used today.
Honda CONNECT 3.0 Intelligent Guide Interconnection System
In 2015, Honda's first vehicle networking system, the first generation of Honda CONNECT (Intelligent Guide Interconnection) system, also allowed Honda products to quickly move towards intelligence. After the experience accumulated in the extensive use of the second-generation Honda CONNECT system, Honda's most powerful vehicle networking system, Honda CONNECT 3.0 Intelligent Connect, was officially released in 2021 and quickly deployed on top of the 10th generation Accord.
Honda CONNECT 3.0 Intelligent Guide Interconnection realizes innovative performance such as "AI Intelligent Assistant", "Daily Life Interconnection", "Remote Control", "OTA Online Upgrade", etc., and also comprehensively upgrades advanced functions such as accurate navigation and online entertainment.
In this way, the 10th generation accord has jumped into the first echelon of the joint venture car with the highest level of interconnection intelligence.
Whenever Honda's new technology is introduced, Accord is always the best display platform, which clearly declares its absolute flagship status in the Honda family.
4
The new Accord is as powerful as ever
The Accord, which has evolved to the tenth generation, completed the last redesign so far in 2021, and gave birth to the highest level of intelligence so far: the new Accord.
In addition to continuing to be co-powered by i-VTEC and the third-generation i-MMD-centered SPORT TURBO and SPORT HYBRID in terms of power technology, the new Accord also focuses on enhancing driving performance.
The new Accord in sport TURBO features a new engine control logic that improves accelerator pedal responsiveness and smoother acceleration and deceleration control. On the other hand, the new Accord has optimally adjusted the load characteristics of the brake pedals, particularly improving the braking maneuverability at low deceleration speeds. The new Accord has also adjusted the engine tone to provide owners with more fun to sport.
The SPORT HYBRID version (the new Accord Sharp Hybrid) has enhanced the power output level in SPORT mode by adjusting the torque of the motor, achieving better acceleration performance. In addition, the new Accord Sharp Hybrid also adjusts the engine sound effect to better match the vehicle's driving state.
The previously mentioned Honda CONNECT 3.0 Intelligent Guide Interconnection System and the latest Honda SENSIN Safety SuperSensitive System have been the most complete features on the new Accord.
If the 10th generation of Accord relied on the successful young transformation of design to win the love of a new generation of consumer groups, then the intelligent upgrade of the new Accord can further consolidate the foundation for rejuvenation laid by the previous game.
The new Accord continues to promote a youthful and sporty style in terms of exterior design, and has added a new night version of the sports kit. According to the market performance after the listing, the phantom night version of the model has indeed successfully conquered the wallets of many young consumers, and the average age level of the users of the Accord model has continued to show youthfulness in the recent past, and the proportion of post-90s car owners has risen to 54%.
5
Unique marketing campaign
After the listing of the tenth generation of Accord, it quickly conquered the market, entered a strong period, and even won the sales championship for many years, which can be called another phenomenon-level sales performance of Accord since entering China.
Maintaining strong momentum after entering the fourth year of the product life cycle reflects the strong product resilience of the 10th generation Accord and the effective operation strategy of Guangqi Honda.
In addition to strengthening the youthful image of the new Accord, Guangqi Honda has placed more emphasis on the concept of two-way interaction.
First of all, through online and offline all-dimensional contact, in-depth communication with consumers, we have achieved the co-creation value of the industry.
Secondly, through the continuous promotion of the "Rui Hybrid Alliance" brand in a hierarchical and planned manner, the new Accord Rui Hybrid models are also increasing their share, so that more users can experience beyond the traditional driving experience. Well-planned, imaginative and engaging fun activities such as the Extreme Fuel Saving Challenge, the Accord Curious Creation Exhibition, and the Accord Sharp Hybrid Curiosity Night have also contributed to the popularity of the 10th Generation Accord to a considerable extent.
At present, GUANGQI Honda is no longer far away from the sales target of 3 million for all Accord series in China, and according to the current trend, it will be possible to achieve it in the next year.
The reality is that the global automotive industry is undergoing a huge change that has never been seen since the birth of the automobile, and Honda, which started with traditional fuel engine technology, has also followed the situation and carried out a revolutionary technological transformation.
So far, Honda has made different models of electrification attempts in major regional markets, and has also released a very heavy e:N series of electric products in China.
However, in the B-class sedan section where the flagship car Accord is located, Honda has not yet disclosed the specific pure electric layout process, and still relies on the third-generation i-MMD to support the electrification route. Of course, there is no doubt that the Accord relies on excellent HEV models, and its electrification road has been ahead of many joint venture cars.
Based on GAC Honda's consistent technology "preference" and marketing preference for Accord, we can fully believe that the next revolutionary innovative technology will still be promoted with Accord as the core product platform. Will the 3 million sales milestone be erected first or will the electric Accord plan be disclosed first? This is actually a very interesting question.
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