Sales fell sharply, Dongfeng Honda finally couldn't sit still, and the official subsidy was up to 20,000 yuan, trying to save the decadent situation. According to data released by Oda China on April 3, the cumulative terminal sales from January to March this year were 206,907 units, a year-on-year decrease of 6.11%, compared with 390,000 units in the first quarter of 2020, a decrease of nearly half. Among them, Guangqi Honda sold 108361 vehicles, down 8.11% year-on-year, and Dongfeng Honda sold 98,546 vehicles, down 3.8% year-on-year. In the face of a sharp decline in sales, Honda has no power to resist except for price cuts.
At the same time, it can be calculated that Honda China sold 60,449 vehicles in March, a year-on-year plunge of 26.32%, with an average monthly sales of more than 60,000 units, no longer in its former glory. The overall poor sales of Honda vehicles in China are reflected in the two major brands, and the same is true for Guangqi Honda and Dongfeng Honda. The monthly sales are all in the early 30,000s, which is an increase from February, but this performance is not as good as before.
Taking Dongfeng Honda as an example, the sales volume in March was 30,331 units, a year-on-year decrease of 24.6%, you must know that the sales of a single CR-V model at the peak were more than 20,000 units, and now the entire brand sales are 30,000 units. However, according to the sales volume announced by Dongfeng Co., Ltd., Dongfeng Honda's sales in the first quarter were 136,000 units, a year-on-year increase of 25.6%. One is a big decline, the other is a big increase, whose data is real?
Now the problem comes, there is a gap of nearly 40,000 units in the official data released by Honda China and Dongfeng Co., Ltd., which is really incredible. The only thing that can be explained here is that Dongfeng announced wholesale sales, while Honda China released terminal sales, but 40,000 new cars are in the hands of dealers, which can be imagined Alexander.
As we all know, at the end of February, BYD set off a new round of price war, the price of the Glory version has been lower than that of oil cars, at the same time, Changan, Geely, Chery and other brands have followed up with price cuts, and many joint venture oil car space has been further compressed. Of course, joint venture brands such as Beijing Hyundai have also followed up with price cuts, and many joint venture models that cost more than 100,000 yuan have also dropped to the range of 70,000 or 80,000.
However, as the main brand of the joint venture, Dongfeng Honda has been relatively passive, neither a decent model on the market, nor a follow-up price war, such an act can only be wiped out and forgotten in the pull of the price war, and it has been really fed back to the terminal sales. Entering, in April, Dongfeng Honda could no longer sit still and began to cut prices. Officially, it is called a "subsidy", and the price reduction is generous, and the subsidy is also subsidized!
From April 1st to April 19th, Dongfeng Honda launched a limited-time preferential policy, involving all models such as CR-V, CIVIC, INSPIE, HR-V, XR-V, Elysian, UR-V, etc., with a maximum subsidy of 4,000-20,000 yuan for car purchases. CR-V fuel version/e:HEV model trade-in 0 down payment, up to 16,000 yuan subsidy policy, CR-V e:PHEV can enjoy trade-in 0 down payment, up to 20,000 yuan subsidy policy, HR-V fuel version/e:HEV model trade-in 0 down payment, up to 4,000 yuan subsidy policy.
At the moment when car companies are increasingly involuted, the car companies represented by the Japanese are relatively passive, and they are still running blindfolded on the original track in the model, and the new energy models lack novelty and have been left behind by domestic brands. Under the bombardment of multiple rounds of price wars by car companies represented by new energy, brands such as Honda, Toyota, and Volkswagen can only passively face the battle, and the prices have fallen again and again, and the profit margins have been continuously compressed. Corresponding to the decline in sales, the brand effect accumulated by Honda over the years will gradually be lost.