Xing Rui
This year is different from previous years. Due to the impact of the epidemic, the strategic layout and product launch of major automakers have been delayed. However, GAC Honda has overcome the epidemic period with its stable system strength and completed a new strategic layout - the establishment of the "Rui Hybrid Alliance", which is another important layout after the dual core of "sedan + SUV".
is more than that. At the Beijing Auto Show, in GAC Honda camp, which has a new look with multiple main models of Honda, Acura and Concept, two heavy-duty derivative models were jointly launched: the tenth-generation Accord Starry Sky Limited Edition and the replacement pure electric model VE-1+. The addition of the two models further enriched GAC Honda's product line. As a result, GAC Honda has formed two camps, "sedan + SUV" and "SPORT TURBO + SPORT HYBRID" with more distinctive characteristics and stronger competitiveness, and its development context is clearly visible.
The tenth generation Accord evolved again
took root since the first domestic Accord. Accord served as the sales pillar of GAC Honda , and is also the core support for GAC Honda's corporate brand image. In recent years, with the promotion of more advanced technologies, its sales have been rising steadily. Less than three years after the tenth-generation Accord was launched, the cumulative sales exceeded 500,000 vehicles. The strong growth momentum of
further stabilized Accord's position in the mid-to-high-end sedan market, but Accord did not stop there, but achieved a "restart" based on its original brand value and characteristics: on the one hand, Accord perceives the arrival of youth with keen insight and maximizes the personality in terms of products; on the other hand, Accord also uses leading technologies such as SPORTTURBO and SPORT HYBRID to promote the strong brand value.
's 10th generation Accord Starry Sky Limited Edition is a practitioner of value-oriented practice. This limited edition model conveys brand charm with younger and more personalized products. It is reported that the Starry Sky Limited Edition offers two power versions, the SPORT TURBO series luxury starry sky limited edition (priced at 203,800 yuan), and the SPORT HYBRID series Ruizhi starry sky limited edition (priced at 239,800 yuan), and a limited sales of 10,000 units.
The biggest highlight of the Accord Starry Sky Limited Edition is the "added configuration".
first "color-enhancing". The Starry Sky Edition has added a new "Starry Sky Blue" car color, which makes it more high-quality. The front face is matched with the exclusive decoration of the electroplated black front grille, highlighting its sporty personality. In addition, Ruizhi Starry Sky Limited Edition uses 18-inch glossy black wheels, paired with clean and neat side design and dynamic sloping back lines, which has a very sporty visual beauty.
is followed by "sensitivity". The Starry Sky Limited Edition has added new functions such as LED welcome pedals, wireless charging, etc., which adds convenience and sense of value. At the same time, an ionic air purifier has been added, which can effectively remove odors and bacteria in the car and block PM2.5 particles. In addition, Ruizhi Starry Sky Limited Edition also has a new suitcase sensing opening function.
Starry Sky Limited Edition also has many "plus points", such as a spacious and comfortable riding space created with the MM design concept; Honda SENSING safe driving assistance system (MVC 360° panoramic image display system, CTM rearview dynamic reminder system, etc.), which also provides drivers and passengers with multiple safety guarantees. The arrival of the Starry Sky Limited Edition of
has not only empowered the Accord brand with a new value, but also further consolidated and strengthened Accord's benchmark position in the mid-to-high-end sedan market.
"electrification" continues to advance and will not change
Recently, some experts said that hybrid technology has been "recognized by industry authorities" and will put forward phased hybridization goals.
will benefit this time from Toyota and Honda, which have been deeply involved in the hybrid market for many years. Currently, Toyota has six hybrid models in China (excluding the Lexus brand), while Honda has up to eight hybrid models in China (excluding the Acura brand). But this will not affect the electrification strategic deployment of Toyota and Honda.
"BEV (pure electric) will definitely expand." A relevant person in charge of Honda China said that in order to demonstrate Honda's determination in electrification layout, at the Beijing Auto Show, Honda debuted two new energy models, the pure electric concept car, the Honda E:concept and the plug-in hybrid model CR-V SPORT HYBRID e+.
is different from Honda's "high-level view", GAC Honda pays more attention to practical combat.Previously, GAC Honda broke the ice with its pure electric SUV model VE-1, and with Honda's advanced EV technology and GAC Honda's high-standard manufacturing system, it quickly became one of the first pure electric models of consumers' choice. At this auto show, GAC Honda officially launched the evolutionary version of VE-1 - VE-1+. It is reported that the range of VE-1+ models can reach 470km (NEDC operating conditions), and at the same time, a new VE-1 S+ sports model has been added. The market guide price of the car (selling price after subsidy) is 159,800 yuan to 183,800 yuan.
It is understood that VE-1+ continues to be equipped with Honda's unique SPORT EV technology, which further improves driving stability and steering accuracy through tuning and optimization of the chassis. At the same time, the car also provides four driving modes, which can achieve better acceleration and sensitive handling, increasing the user's driving pleasure.
In addition, the new car also adopts ACE high-rigid body structure and is equipped with VAS vehicle stability control system, BOS brake priority system and other safety configurations. GAC Honda has done a lot of protection and preparation work in terms of three-electric safety, battery protection and charging convenience. In addition, WOW STATION, the exclusive value-added experience platform for VE-1 car owners, and the "e-road worries-free" service package have also been upgraded simultaneously.
will further deepen and strengthen GAC Honda's electrification business with more reliable product performance, better service experience, and richer applicability.
"dual core and double action" work together
GAC Honda can recover quickly this year, which is inseparable from the support of system strength. At present, GAC Honda has formed a distinct product matrix: two major camps: the product matrix of "sedan + SUV" and the power matrix of "SPORT TURBO + SPORT HYBRID".
is first of all "sedan + SUV".
From January to September this year, GAC Honda's cumulative sales reached 548,879 units. Among them, the cumulative sales of sedans reached 258,407; the sales of SUV matrix reached 251,691.
The tenth-generation Accord is still the mainstay of GAC Honda. Sales volume reached 143,133 from January to September this year, and continue to lead the market for mid-to-high-end sedans. The new generation of Lingpai was launched in June, and its monthly sales continued to stabilize at more than 10,000 vehicles. The fourth-generation Fit will also become the main increase in the fourth quarter. It is reported that since its launch in August, the cumulative orders of the fourth-generation Fit have exceeded 30,000 units.
2020 Binzhi , Haoying, and the new Guandao "Three Musketeers" bring a super popular combination. Guandao firmly defends the high-end SUV market, Binzhi focuses on the compact SUV market, and Haoying quickly becomes an important force in the mid-level SUV market.
is followed by the dynamic matrix.
SPORT TURBO is the main driving force for GAC Honda's sales. From January to September this year, the camp achieved a total sales of 316,031 vehicles, with a good growth momentum. In terms of product composition, this camp includes five heavyweight models, Haoying, the 10th generation Accord, the new generation Lingpai, the 2020 New Binzhi, and the new Guandao. Their product levels cover A-class, B-class sedans and SUV fields.
and SPORT HYBRID is another driving force that GAC Honda is focusing on promoting. In June this year, the camp added another new force - with the launch of Lingpai Rui Hybrid and the establishment of the "Rui Hybrid Alliance", GAC Honda further strengthened its hybrid status.
It is reported that from January to September this year, the four hybrid models of the Honda brand under the alliance (Accor Rui Hybrid, Odyssey Rui Hybrid, Haoying Rui Hybrid and Lingpai Rui Hybrid) have achieved a total sales of 82,284 vehicles. Industry insiders believe that hybrid has become another new business card of GAC Honda, "it has effectively promoted GAC Honda to achieve its goal of upward brand value."
focuses on marketing younger
Due to the impact of the epidemic, car companies have to change their playing style - shift from traditional offline activities to online releases with a wider audience. This transformation of
has also allowed car companies to face the scrutiny of the new generation more directly. At present, the post-95s and even the post-00s have gradually become the main consumer force. They pursue personality and advocate themselves. What they need is "suitable reasons" and "valued" choices. Therefore, "younger marketing" has become a topic that car companies cannot avoid in brand marketing.
For GAC Honda, which is based on technology, keeps up with the trend of youth with keen insight. For example, the personalized design of the tenth-generation Accord is becoming more and more distinct, which clearly points to the young consumer group, so it has the feeling of "get close to it, you will feel young". This is just one aspect of GAC Honda embracing youth. Nowadays, GAC Honda hopes to talk to young people and achieve "emotional resonance" between brands and users through "younger marketing". Taking the launch conference of the fourth generation Fit as an example, GAC Honda has created the industry's first online 3D interactive game launch conference - FIT VIRTUAL WORLD Fit virtual world, allowing users to experience the diverse fun it brings from a first-person perspective. In addition to innovation in marketing model,
, GAC Honda has also continuously strengthened its customer experience in terms of service. The value of the new service brand "Fun Link Enjoy Car Life" allows more people to appreciate the new car life experience brought by the new service brand. In terms of channels, GAC Honda has established a new "transparent service e-integration" system, with only one purpose, which is to improve customer satisfaction with the highest level of service.
22 years of experience, in the blink of an eye, on the basis of having over 7.8 million large base users, GAC Honda can still actively seek change, face innovation, and embrace "young". I believe that such a GAC Honda with strong technological genes will "leave dreams further" under the guidance of the 2030 vision of "making the infinite possibilities of mobile life for you intelligently."
