According to the market practice, a brand and a model start the promotion mode of substantial price reduction, the fundamental reason is poor sales, and it is necessary to enhance competitiveness by price. According to the sales data released by Honda, the terminal sales of Dongfeng Honda in 2023 was only 62,265,438+09 vehicles, which was 48.8% lower than the 65,438+0,265,438+0,575 vehicles in the same period last year. According to the data released by the Federation, the total sales volume of CR-V in the first two months of this year was only 265,438+0,690 vehicles, down 45.6% year-on-year.
Like many brands, the price reduction of Dongfeng Honda is out of control. After Hubei Province sent a maximum discount of 68,000 yuan, Dongfeng Honda's maximum discount in Sichuan and Chongqing reached 80,000 yuan, and there was also a maximum discount of 70,000 yuan in Shanghai. Judging from the preferential margin, it is really difficult for Dongfeng Honda to increase sales.
Bian Xiao specially carefully checked the quotations of Dongfeng Honda in many areas. The previous generation CR-V plug-in hybrid model is the most favorable model; In Hubei, its comprehensive subsidies are 60,000 yuan, 80,000 yuan in Sichuan and Chongqing, and 70,000 yuan in Shanghai. A model with an official price of 299,800 can give such a big discount. The fundamental reason is that the sales volume is very poor. According to the traffic insurance data, the total sales volume of CR-V plug-in hybrid vehicles in 2022 was only 8,995 vehicles, down 18.5% year-on-year, and the market performance was in sharp contrast with the new energy market trend in 2022. Maybe it's because the sales volume is really poor. When the new generation of CR-V plug-in hybrid models have not been listed, Hubei has already offered a discount of 20,000 yuan, and the new car has not been listed yet. This was indeed very rare in the past. In addition to the previous generation of CR-V plug-in hybrid models, the new generation of CR-V 1.5T models just listed can also have a discount of1.6 ~ 20,000 yuan, which is a huge contrast with the previous price increase sales.
It's not just CR-V that has a hard time. Civic, another pillar model of Dongfeng Honda, was also forced to start the price reduction mode, with a discount of 20,000 yuan in some areas. For a compact car with an official price of 65,438+02.99 ~ 65,438+087,900 yuan, the discount range of 20,000 yuan is not small, but there are also many discounts for similar models such as Volkswagen Sagitar and Toyota Corolla/Lei Ling. XR-V, which has just completed the replacement, has not been spared, and the discount can reach 654.38+0.6 million yuan. Anyone who knows Dongfeng Honda knows that the above three models are the main sales models of Dongfeng Honda. If their sales drop sharply, Dongfeng Honda will face a big crisis.
In Dongfeng Honda's product line, there are also models such as Yingshipai, UR-V and Ailishen. Because the Accord is in the front, the Yingshi School is more likely to impress consumers by cutting prices more sharply, but even so, its sales volume is far less than that of the Accord. UR-V is not a global model of Honda, and its market performance has never been outstanding. In 2022, the total number of compulsory insurance vehicles was only 25,224, a year-on-year decrease of 22.64%. As the sister model of Odyssey, after the listing of Guangzhou Automobile Toyota, Alice God was obviously under pressure in sales. In the future, we can only save ourselves by drastically reducing prices and promoting sales. This time, the discount range of Ailishen can reach 54,000 yuan in Hubei and 40,000 yuan in Sichuan, Chongqing and Shanghai.
In the case of declining sales, launching new models is an effective means for car companies to save themselves. A new generation of Honda CR-V plug-in hybrid models was officially launched on March 10, and * * * offers three models with a price range of 245,900-289,900 yuan. In order to enhance its competitiveness, Dongfeng Honda also gave it some official benefits, including 5,000 yuan insurance subsidy for car purchase, up to 60 financial car purchase schemes, annual interest rate as low as 1.99%, replacement of 2,000 yuan subsidy+free basic maintenance for 6 times in 3 years (including the first insurance), car purchase portable charging line and car purchase charging pile to provide free installation service for the whole vehicle for 3 years or 10.
In terms of design, the new CR-V plug-in hybrid vehicle is basically the same as the new fuel version CR-V, but there are some differences in details to highlight its identity as a new energy vehicle. The front face adopts a hexagonal air intake grille, the interior is a diamond-shaped mesh structure, and the Honda LOGO is decorated in blue. Headlights are blackened, with bright black grille and low surround trim, which makes people feel more sporty.
Compared with the fuel version, the side of the car body has not changed much. A charging interface is added at the front fender of the main driver's side, and a black rearview mirror shell and a 19-inch five-spoke wheel hub are also used. There is also a small gap between the rear design and the fuel version. Except for the different tail labels, the fuel version adopts a bilateral * * * double exhaust layout. In terms of body size, the new CR-V plug-in hybrid models are 4703mm, 1866mm and 1680mm respectively, and the wheelbase is 2701mm..
In terms of interiors, the new CR-V plug-in hybrid model has not changed much compared with the fuel version. Equipped with 10. 1 inch floating central control panel, built-in Honda CONNECT 3.0 intelligent interconnection, supporting OTA upgrade. The key shifting mechanism is the biggest difference between it and the fuel version, and the black and white seat color matching has a strong visual impact.
In terms of power, the new CR-V plug-in hybrid vehicle is equipped with the fourth generation i-MMD dual-motor hybrid technology. The system consists of a 2.0L Atkinson cycle naturally aspirated engine and motor. Maximum engine power 1 10 kW and maximum torque183 nm; The maximum power of the driving motor is 135kW, and the maximum torque is 335nm. In terms of power output, it is slightly improved compared with the old model. As for the battery, the ternary lithium battery of contemporary Amperex Technology Co., Ltd. is adopted, with a capacity of 17.7kWh and a pure battery life of 73 kilometers under WLTC conditions. The transmission system is an E-CVT continuously variable gearbox. In terms of fuel economy, the comprehensive fuel consumption of the new CR-V plug-in hybrid electric vehicle is1.610L/100 km, and the minimum fuel consumption in the charging state is 5.5L, which is lower than that of the previous generation. However, compared with the 4.9L of the previous generation hybrid model, it has no advantage; Simply put, if it is not charged, the fuel consumption of CR-V plug-in hybrid vehicles is higher than that of ordinary hybrid vehicles. Toyota RAV4, the main competitor of CR-V plug-in hybrid car, has a minimum fuel consumption of 5.26L, which is equal to that of the two cars. BYD Tang DM-i, with a price threshold of only 209,800 yuan, has a minimum fuel consumption of 5.5L In terms of chassis structure, it adopts front McPherson independent suspension and rear multi-link independent suspension.
The poor sales performance of the previous generation makes Dongfeng Honda more pragmatic in the pricing and configuration of the new CR-V plug-in hybrid vehicle. Although its price threshold is lower than the old model, its configuration level is not low, even if it is the leading version of the entry-level model with 245,900 yuan. It also comes standard with front/rear head airbags, knee airbags, lane departure warning system, lane keeping auxiliary system, lane centering, road traffic sign recognition, active braking, frontal collision warning, reversing radar, reversing image, full-speed adaptive cruise, suspension soft and hard adjustment, panoramic sunroof, remote start, adaptive far and near LED headlights, automatic air conditioning, etc. For most consumers, this entry-level model is enough. Unfortunately,
The version of 269,900 yuan is 24,000 yuan more expensive than the original version, including parallel assistance, front parking radar, 360-degree panoramic image, car-side blind spot image, reversing car-side early warning system, inductive trunk, HUD head-up digital display, electric adjustment of main/co-pilot seats, front and rear seat heating, exterior rearview mirror heating/automatic reversing, etc. The 289,900-yuan version is 20,000 yuan more expensive than the 2000-yuan version, which includes rear-end warning, automatic lane change assistance, automatic parking, steering wheel heating, built-in driving recorder, front seat ventilation, driver's seat electric seat memory, BOSE audio, steering assist light, flow rearview mirror, etc.
Write it at the end
In the traditional fuel vehicle market, Japanese brands such as Honda and Toyota performed well, but with the change of domestic market demand, Japanese brands also experienced a sharp decline in sales. In the impression of many people in China, fuel economy is an important label of Japanese cars. However, compared with plug-in hybrid or pure electric vehicles, the cost of using Japanese fuel vehicles has no advantage, which is also a real problem faced by Japanese brands.
According to the data, Honda's performance in China market in recent two years is average. In the first two months of this year, Guangqi Honda sold 76,654,380+million vehicles and Dongfeng Honda sold 62,200 vehicles, almost halved. In fact, Honda's sales decline in China began at 202 1, and its total sales in China was 202 1.562 million, down 4% year-on-year; In 2022, it was 1.373 million vehicles, a year-on-year decrease of 12. 1%. Facing the new energy boom in China, Honda's plug-in hybrid and pure electric vehicles have not performed well in sales, and the sales of its hybrid models are much lower than that of Toyota.
The slight thinness of product line is an unavoidable problem for Honda in China market. In order to balance the relationship between the two joint ventures, Honda also sells one car and two cars in the China market. The advantage is that it can cover more markets, and the disadvantage is that internal cannibalism is inevitable. From the perspective of future development, Dongfeng Honda may face a great crisis if the sales of CR-V and Civic drop sharply. In the mid-level car market, it is difficult for the British faction to pose a threat to the Accord, and the model can seize the share from the Civic by relying on the advantage of cost performance, because the potential customers of compact cars pay more attention to price and cost performance, while the users of mid-level cars will consider brand factors. In addition to the above problems, oil emulsification is also a difficult problem for Honda Cr-V. On the car quality network, we can still see that many 202 1 Cr-Vs have encountered this problem, not only involving 1.5T models, but also 2.0L hybrid models.
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