You can't blame the environment for poor sales.
The decline of Guangqi Honda actually started from 202 1. According to the sales data released by Honda China, Guangqi Honda sold 768,000 vehicles in 20021year and 720,700 vehicles in 2022, down 6 19% year-on-year. In 2023, the decline in sales further expanded.
Interestingly, Honda's China data shows that Guangqi Honda's terminal sales in March were 465,438+0865,438+03 vehicles, while Guangqi Honda's official sales were 7,065,438+065,438+00 vehicles, a far cry.
Honda China's data is "terminal sales", that is, actual sales, while Guangqi Honda's sales refer to "wholesale volume". In other words, 28,297 new cars were sold to dealers.
There is a knowledge in the industry, and Honda's marketing ability has always been very strong. The reason why it sells well depends on the strength of products and drives sales with high-quality products. 2022 is the product year of Guangqi Honda, and many new cars are replaced vertically. After months of capacity climbing and marketing, the market performance of new cars in 2023 should be worth looking forward to.
Contrary to expectations, Guangqi Honda products almost collapsed across the board. Including a new generation of Pentax, a new generation of Hao Ying, e:HEV, e:NP 1 Supreme School 1, these models bear the great dream of Guangqi Honda to compete in the new energy market, but these new models failed to promote the sales recovery of Guangqi Honda in the China market.
Guangqi Honda attributed the sluggish sales to weak consumption during the Spring Festival holiday in the first quarter of this year, as well as industrial problems such as blocked supply of parts and components and "lack of cores". When is there no Spring Festival holiday in the first quarter? The supply of spare parts only affects your Guangqi Honda family?
Similarly, faced with the influence of spare parts supply, the sales of many auto companies with independent brands in China are soaring. Guangzhou Automobile Toyota, whether it is a Japanese car company or Guangzhou Automobile Group, sales are also rising. Therefore, it is obviously one-sided to attribute the decline in sales of Guangqi Honda to "spare parts supply".
Whether Guangqi Honda or Dongfeng Honda, Honda's two major production and marketing channels in China have lost momentum. Therefore, the continuous decline of Honda's sales in China is not a matter of Guangqi Honda, but a strategic issue of Honda brand as a whole. In the domestic market, fuel vehicles began to decline, the acceptance of hybrid market (plug-in hybrid) was low, and the new energy market was constantly eroded by China brands.
In this respect, Honda's lack of technical reserves and ambivalence make its new energy products lag behind the domestic development, resulting in the original advantages of the brand, and the continuous downturn of the products aggravates the problems of brand and word of mouth. In addition, continuous product quality problems occur frequently, which in turn affects the benign development of the brand. Fortunately, the market share of Honda and even Japanese cars "ceded" is basically occupied by our China brand.
The main model fell and the SUV products were completely killed.
The decline in sales of Guangqi Honda is more due to its own reasons, especially the poor product strength. The platform architecture of new products iterates synchronously, but the core technology has not advanced to a new height, especially the power system that Honda is proud of, and it is even retrogressive.
The previous generation of Binzhi and Hao Ying are the main sales force of Guangqi Honda. As the first generation models, they can be said to be an instant hit. The monthly sales volume is easily over 10,000, before the monthly sales volume of SUV 10. But why can't Binzhi and Hao Ying be sold after replacement?
Brand-new Binzhi, priced at 132900- 152900 yuan, is a small SUV with 1.5L naturally aspirated engine and the maximum power is only 124 horsepower. 1.3 million arrivals, no reversing radar, reversing images, sunroof, steering wheel or plastic, and leather seats are forgotten.
For the brand-new Binzhi price range, it is suggested to give our China brand a chance. At the same price, you can buy a compact SUV from by going up one flight of stairs. The performance and all-round configuration of the "three big pieces" completely crush the new Binzhi, and driving comfort is not a level of enjoyment.
As a global model of Honda, the elite version of ZR-V with a price of 6.5438+0.599 million yuan, front and rear parking radar, sunroof, leather steering wheel and seat, full LCD instrument panel, zone air conditioning and rear air outlet are also unavailable. Plug-in hybrid e:HEV version, starting price 179900 yuan.
The flagship SUV Guandao 20 16 has been on the market for seven years. Guandao is a product specially designed for China market, but its product strength has fallen behind. Moreover, many strong products of China brand have emerged in the "Big Five" SUV market, such as BYD frigate 07 and Ideal L7.
For the new energy field, Nissan has technical reserves, Toyota has a positive attitude, and Honda has no core technology and a bad attitude. Polaroid 1, euphemistically called "oil-electricity isomorphism", is actually Binzhi's "oil-to-electricity" and is the replacement model of Guangqi Honda concept VE- 1.
The starting price of a pure electric small SUV is175,000 yuan. Please give me a reason not to buy BYD or AION. The market also gave direct feedback. In 2022, Guangqi Honda E: NP/KOOC-0/POLARPAI/KOOC-0/last year, the cumulative sales volume was 27/KOOC-0/9, and in 2023/KOOC-0/0 and February, the cumulative sales volume was only/KOOC-0/46.
Now Guangqi Honda can only rely on the car product line to support it. Fit dominates the sales of small cars all the year round, but it will soon be replaced by new energy vehicles in China; 1.0T three-cylinder Lingpai is a flash in the pan; Accord has "ceded" the title of the joint venture B-class car crown to Camry, and the upcoming 1 1 generation Accord is quite controversial; Car sales are ok, but they can't become mainstream.
Product advantages are no longer, and quality problems are frequent.
When users always believe that "Honda buys an engine to send a car", when users always shout the slogan of "Honda for life", Honda will always slap consumers in the face. Guangqi Honda is selling a new generation of products The kingpin version is 1.5T power, matching CVT continuously variable gearbox. This kind of power system has no novel and ostentatious capital to use.
In 2022, Honda ranked seventh in the world automobile sales list with 3.74 million vehicles, while the cumulative sales of terminals in China market was 137.3 1 10,000 vehicles, accounting for 3,675,438+0% of Honda's global sales. Honda sells well in China because its brand personality is obviously better than that of Toyota and Nissan, and its manufacturing is stable, fuel-efficient and economical.
However, with the application of various new technologies and the construction of new architecture platform, Honda's product quality problems frequently occur. Since 20 18, Honda has experienced an increase in engine oil, and various quality problems have occurred frequently, with frequent recalls. Among them, nearly 6.5438+0.6 million crown roads troubled by braking problems were recalled; 6,543,800 Guangqi Honda hybrid models including the Accord were recalled.
Guangqi Honda recalled 220,000 vehicles of the 10 Accord twice, mainly because of the frequent occurrence of "flameout doors", which did not include the problems of gearbox oil leakage, various abnormal noises and "eating tires" reflected by the owners. 1 1 the first-generation accord went on sale this year, mainly promoting plug-in and hybrid models. Moreover, this plug-in hybrid system is specially designed for China, and its practicability is poor. This level of mixing gave me a reason not to buy BYD Korea DM-I.
Write it at the end
Li Jin, the new executive deputy general manager of Guangqi Honda, said that it is one of Guangqi Honda's countermeasures to tap the increase of young people after 1995, which has to think of the car modification culture that Guangqi Honda has always advocated. The rhapsody festival held by Guangqi Honda officially put the modified car on the big stage, and the scene was almost entirely the Honda modified car of the owner. But personally, it is irresponsible to mislead consumers. When "code 1087" appears in front of you, when you are ordered to restore the car, will Guangqi Honda pay for you?
This article comes from Fei Changshijie, the author of Che Yi, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.