In the first half of this year, affected by the epidemic, the automobile industry was hit hard, especially Dongfeng, which is headquartered in Wuhan, was affected by the suspension of production. However, after the lifting of the ban in Wuhan, enterprises with strong system strength quickly recovered themselves, including Dongfeng Honda.
Since the beginning of this year, Dongfeng Honda has been fully launched? A number of new cars, including the brand-new CR-V, Civic hatchback and domain hybrid version, have not been greatly affected by the new rhythm, and sales are gradually picking up. In September this year, Dongfeng Honda's terminal sales volume was 87,203 vehicles, accounting for 120.2% in the same period, setting a historical monthly terminal car sales data for three consecutive months; From June to September, it sold 55330 1 vehicle, accounting for 96% of the same period.
At this year's Wuhan Auto Show, Dongfeng Honda brought a brand-new model LIFE, which was named "Frye Sauce" in Chinese on the eve of the auto show. After its debut at Wuhan Auto Show, it is expected to be officially listed in June+February this year.
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Shota Life Strike.
This time, life is just a bright picture. The official didn't disclose much information, and the interior was not open. There is not much information that can be determined at present. However, judging from the press conference full of personality, cute and funny Chinese names and fashionable and interesting design, LIFE is a model for young people of generation Z and an important strategic model for Dongfeng Honda to further explore the young market and realize brand rejuvenation.
Life is a model launched by Honda in 197 1, and it is also the first four-door sedan in Honda's history. Domestic consumers may not be familiar with the name LIFE, but in fact it is a classic model of Honda, with a history of five generations and 50 years. Dongfeng Honda introduced it to China, restarted the name of life, and upgraded it according to the needs of the new era.
Dongfeng Honda LIFE has a round and lovely design, and will launch two different versions, which are expected to be the normal version and the sports version. The two versions are mainly different from the fog light area and wheel hub of the front face. Both cars adopt sleek headlights and honeycomb mesh, and the overall style is playful and lovely. However, the most eye-catching design is the double A-pillar design, and the triangular window is enlarged. The camera on the front windshield can effectively identify the vehicles in parallel lanes on both sides, which makes the driving vision wider and reduces the blind area of A-pillar.
Although the interior has not been made public, according to the on-site information, it adopts a relatively flat central control design, and the LCD instrument and the larger central control screen bring some sense of technology.
The official did not disclose the powertrain of life, but judging from the current market information, it is expected to be equipped with 1.5L Earth Dream engine. After the release of Wuhan Auto Show, Gu Ge speculated that Dongfeng Honda would release more information about life at Guangzhou Auto Show in June 5438+065438+ 10.
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Competition is fierce, how to break through in life?
Life is Dongfeng Honda's first foray into A0 market. Its launch has strengthened the competitiveness of Dongfeng Honda in the field of cars, especially in the face of Guangqi Honda, forming a more balanced lineup of car products.
From the known information, life is a very pleasing model, with fashionable and eye-catching appearance, enough space and high practicability. Coupled with the young and innovative marketing interaction, I believe it will cause some waves in the young consumer market. But despite this, its future still needs to face competitive pressure from all directions.
The first pressure is Guangqi Honda Fit, which has been sold in China for many years and has a mature and huge market base. Previously, even though there were only five models in the whole department, sales still led the small car market. Fit was upgraded in August this year, and its competitiveness was further enhanced. Therefore, as a car of the same class, life inevitably needs to face up to adaptation. Besides, there are Volkswagen Polo and yaris? L family, Nissan Tiida and other powerful models are surrounded by experts, and the life pressure of new recruits in the market is not small.
In addition, under the trend of consumption upgrading, the market share of small cars is declining year by year. Even the predecessor models such as Fit and Polo can't resist the market downturn, and it is difficult to make a big breakthrough in sales. There is less meat, but more prey. In such an environment, how to break through in life?
Finally, as a brand-new model, both life and Frye sauce are unfamiliar to domestic consumers, and it is not easy to open the market quickly. Dongfeng Honda may need to work harder on marketing innovation next.
After the restart, Dongfeng Honda was in full swing, constantly updating its product lineup, upgrading existing models and actively adapting to market demand to launch new models. Civic hatchback and today's life are among the representative models. LIFE is a brand-new model built by Dongfeng Honda with insight into the needs of Z generation young people. Whether it is product strength or product concept, it is easier to attract these young people who love to play and pursue individuality.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.