According to the latest data from the China Passenger Car Association, in the first quarter of this year, there was a sales gap of 1.17 million units between mainstream joint venture brands and independent brands. Delving into the reasons for the rapid development of domestic brands, the increment in the new energy vehicle market is the key factor. In this context, joint venture brands urgently need to work hard to catch up.
However, in China's new energy vehicle market, where "everything is rolled", this is not an easy task. As an early multinational car company to enter the Chinese market, Honda did not back down, but chose to forge ahead bravely.
On April 16, Honda China officially unveiled the all-new electric brand "Ye", and three new models "Ye S7", "Ye P7" and "Ye GT CONCEPT" made their world premieres. According to the plan, "Ye S7" and "Ye P7" are planned to be launched at the end of 2024; The "Ye GT CONCEPT" concept car is scheduled to go into production in 2025.
In the eyes of Masayuki Igarashi, Executive Director of Honda Motor Co., Ltd., General Manager of Honda Motor Industry (China) Investment Co., Ltd., and General Manager of Honda Motor Technology (China) Co., Ltd., the "Ye" brand is "a symbol of Honda China's electrification revolution". Facing the future, Honda will go all out to actively respond to the rapidly changing market environment in China, and the "Ye" brand is undoubtedly an important starting point.
Create a car that Chinese consumers "want to drive after driving"
According to the latest data from the China Association of Automobile Manufacturers, in the first quarter of this year, the domestic production and sales of new energy vehicles were 2.115 million and 2.09 million respectively, an increase of 28.2% and 31.8% year-on-year respectively, and the market share reached 31.1%. However, it should be pointed out that since the beginning of this year, the competition in the mainland new energy vehicle market has intensified, a large number of new cars have been listed, and major auto brands have adjusted prices to further consolidate their market share, so that the passenger car market has experienced a new round of price competition.
This background suggests that the new energy vehicle market space is still promising, and new entrants still enjoy opportunities. However, in order to achieve a breakthrough, it is necessary to take root in user needs, directly hit user pain points, and win with excellent product strength and innovative technology.
Honda, which has been deeply involved in China for more than 20 years, has a user base of 18 million, and not only has the conditions to understand the needs of users in the Chinese market, but also has the ability to meet the needs of Chinese users. The advent of the "Ye" brand can be described as a matter of course.
It is reported that the "Ye" brand contains the meaning of "bright and shining", which was launched specifically for the Chinese market, inheriting Honda's long-term "people-oriented", "driving fun", "handling fun" and "MM concept" car manufacturing philosophy, aiming to "let drivers enjoy the fun of driving, release their inner desires, so that everyone's personality can shine and stimulate their authenticity". By 2027, Honda will launch six new models under the "Ye" brand in the Chinese market, providing Chinese consumers with "cars that they still want to drive" with further sublimated electric driving pleasures.
It can be seen that unlike many car companies that choose to launch pure electric product series, Honda chooses to meet the competition in the form of a new brand, conveying a more thorough determination and attitude. Moreover, the Chinese naming and Chinese interpretation of the "Ye" brand are also closer to China's local habits.
This kind of upgrading move that is more Chinese and understands China better is not only reflected in the naming of the "Ye" brand. With the goal of "driving a car that Chinese consumers still want to drive", the "Ye" brand is the first in the world to use the new "H" logo exclusive to the new generation of pure electric vehicles, and adopts a new intelligent and efficient pure electric "Architecture W" architecture (Architecture W) specially designed for Chinese consumers.
On the one hand, the "W" architecture is equipped with a "three-in-one" high-power drive motor and an integrated die-cast all-aluminum shell for large-capacity and high-density batteries, and a specially designed split isolated battery cooling system is used to protect the battery safety from the inside to the outside. On the other hand, the "W" architecture offers two drive forms: single-motor rear-wheel drive and dual-motor four-wheel drive, and the chassis adopts a suspension form with double wishbones in the front and 5-link in the rear overhang with a high degree of freedom of setting.
Another highlight worth mentioning is that the "W" architecture offers a highly scalable FoD service, which can be selected from a variety of different driving modes or exclusive functions according to personal preferences. For example, the FoD services provided by "Ye S7" and "Ye P7" include R super mode and V exclusive mode. Among them, the R Super Mode greatly improves the vehicle's acceleration, handling and braking performance; The V-exclusive mode offers a high degree of freedom of function options, making it more interesting and personalized.
Honda has always been committed to providing "the joy of free movement" through its products. Thanks to the "W" architecture and the support of a series of high-dimensional technologies introduced by Honda, the "Ye" brand products can achieve the three core value experiences of "better driving", "more interesting" and "more stylish", and truly implement the goal of "driving a car that Chinese consumers still want to drive" with passionate driving pleasure, intelligent space full of "vitality" and "touch the future".
On the first two products, "Ye S7" and "Ye P7", the appearance design of the breakthrough sense has achieved a dynamic aesthetic upgrade; The interior is equipped with high-grade soundproofing materials and technologies at the level of luxury cars to create a highly quiet driving environment. In terms of intelligence, in addition to OTA online upgrades and highly expansible FoD services, Honda has also integrated "Honda SENSING 360+" and "Honda CONNECT 4.0" into the intelligent digital cockpit, combined with advanced active AI intelligent technology, to provide consumers with a safe and secure driving experience and considerate personalized services. In addition, on the "Ye GT CONCEPT", Huawei's light field screen is installed for the first time in the passenger seat of the car, which can be linked with sound, light, and aroma devices to create a "more interesting" high-quality private space.
Rooted in China
Honda accelerates its embrace of the electric revolution
A closer look at Honda's electrification transformation path is inseparable from China's electrification technology and resources.
Over the past 20 years, Honda has continuously introduced a series of innovative technologies to China, such as e:PHEV, e:HEV, Honda SENSING, and Honda CONNECT, and has accumulated a solid moat advantage, which has been recognized by more than 18 million users.
Now, in the face of changes in the Chinese market, Honda is actively responding to the changes in the Chinese market based on its own accumulation, and on the other hand, it is strengthening its electrification strategy in China through "strong alliances" with Chinese partners.
The reason for this is that China is currently a global pioneer in intelligence, electrification and other related technologies, and Honda's transformation in China will also be ahead of other markets in the world in terms of time. According to previously disclosed information, Honda plans to increase the ratio of BEVs and FCEVs sold globally to 100% by 2040. In China, this target is expected to be achieved by 2035, five years ahead of other regions.
For this reason, Honda is accelerating the construction of an EV product lineup in China and is promoting the further implementation and development of its electrification business. Honda has strengthened its ties with China in the fields of R&D and intelligent manufacturing, and demonstrated its importance and emotional connection with the Chinese market and Chinese users with its diligent and in-depth efforts.
Taking the "Ye" brand as an example, in the process of brand building, Honda gathered the world's leading Chinese technology and superior resources to push the Chinese team to the front of the stage. It is understood that the "Ye" brand is independently designed by Honda's young R&D team in China, and the average age of the team is only 32 years old. This means that the "Ye" brand will capture the needs of Chinese users, especially young users, more intuitively than ever before, and provide them with more suitable and personalized electric mobility solutions.
At the same time, Honda's "circle of friends" in China has also been expanding, and more Chinese suppliers and partners have been introduced. For example, in the field of power batteries, Honda and CATL have joined forces to carry out joint project development; In the field of intelligence, Honda has cooperated with local companies such as Huawei, Hangsheng, and iFLYTEK.
Tetsuya Miyahara, Executive Vice President of Honda Motor Industries (China) Investment Co., Ltd. and Executive Vice President of Honda Motor Technology (China) Co., Ltd., said that Honda is the first car company in the industry to install L3 autonomous driving technology on production vehicles, and Honda also has a deep technical accumulation in solid-state batteries. For advanced technologies in the fields of autonomous driving and power batteries, Honda will actively cooperate with very good professional manufacturers in China. This is because Honda's goal is to "increase efforts and speed up the process to create better products based on the needs of users in the Chinese market."
It is not difficult to see that Honda has a clear rhythm and plan from various dimensions such as strategy, brand, and product. After years of accumulation and hard work, Honda has continuously introduced innovative technologies, high-quality products and services to China, and has achieved considerable and steady development while gaining the favor of Chinese users. It can be said that Honda and Chinese users have always been a "two-way race".
At present, in the face of the rapid changes and fierce competition in China's auto market, Honda has once again "emerged" to show its sincerity to the Chinese market and users with the new pure electric brand "Ye", as well as its confidence and determination to embrace changes and start to the "new", and also inject new momentum into China's electric vehicle industry with a new value experience that exceeds expectations. In the hustle and bustle of the market, Honda, which is rooted in China, has stepped on the rhythm and accelerated the change, which will surely build a solid advantage, provide demonstration and reference for enterprises and industries, and contribute to the healthy and orderly development of China's new energy vehicle market.
Text/Wang Niannian