The pressure on joint venture car companies is getting bigger and bigger, April was originally the traditional off-season for car sales, but now it is different from the past, from February to wave after wave of price cuts, new energy car companies led by BYD started a promotion war in the off-season, so that unprepared joint venture car companies have to follow the price reduction, but after losing the first-mover advantage, the rhythm can only follow the opponent.
Honda China's terminal vehicle sales in April 2024 were 73,831 units, while cumulative sales from January to April reached 280738 units, a decrease of 10.9% compared to the same period last year. In the face of challenges, Honda maintained a stable performance in the Chinese market, but the poor performance of its new energy models dragged down the overall performance.
Among them, Guangqi Honda's cumulative terminal sales in April were 33,510 units, of which the newly replaced Accord model performed the most prominently, with stable product reputation and good discounts, and the monthly sales volume successfully exceeded 10,000. Dongfeng Honda's cumulative terminal sales in April were 40,321 units, with the monthly sales of the star CR-V model exceeding 15,000 units, and the monthly sales of the Civic model also reaching more than 10,000 units.
At present, Guangqi Honda Automobile Co., Ltd. has 141871 cumulative sales of terminal vehicles from January to April 2024, while Dongfeng Honda Automobile Co., Ltd. has 138867 cumulative sales in the same period. Although Honda's sales in China declined year-on-year, considering the challenges of the overall market environment, this achievement shows that Honda's market appeal is still there. Strong sales of models such as the Accord and CR-V show that Honda remains strong in the mid- to high-end sedan and SUV markets.
However, after entering 2024, the penetration rate of new energy vehicles (including pure electric and plug-in hybrid) has exceeded 50%, and Honda, as a traditional powerhouse in the era of fuel vehicles, has gradually turned into a disadvantage. Although the price of the "Ye" brand "Pole 2" and other products listed during the Beijing Auto Show is relatively close to the people, it is at a disadvantage compared with mainstream new energy products in terms of battery life, power and intelligent performance, and it is difficult to support the sales banner in a short period of time.
There is a text that says:
The year-on-year decline was close to 10%, sounding the alarm for Honda China. According to the sales data, although Honda has won the trust of consumers with its high quality and reliability, the decline in the new energy market has dragged down the sales of the entire brand. Honda wants to hold its ground and maintain its current market position. It is also necessary to come up with new energy products with longer battery life, stronger performance and reliability as always. (The car has a culture Uncle Wen/Wen)