AutoBeta(AutoBeta.net)12/05 Report--

On December 5th Honda China released its latest November sales figures. Honda sold 78126 Chinese terminals in November, down 42.8 per cent from a year earlier and 26.36 per cent from a month earlier, according to the data. Subdivided into joint venture brands, GAC Honda terminal sales were 45512, down 34.2 per cent from a year earlier, while Dongfeng Honda terminal sales were 32614, down 51.7 per cent from a year earlier.

This is the third consecutive month of year-on-year decline in Honda China, which fell 16.8 per cent to 101069 vehicles in September and 28.5 per cent to 106101 vehicles in October, in other words, after the traditional peak sales season of "Golden Nine and Silver 10" car companies, Honda's sales in China fell even more sharply. As for the reasons for Honda's continued decline in sales in China, industry analysis may be affected by the global shortage of semiconductors, and some models have to adjust their production plans.

On the same day, Nissan China, also a Japanese car company, also released November sales figures. Nissan sold 47983 vehicles in China in November, down 52.5% from a year earlier. As for the reasons for the decline in sales, Mr. Shohei Yamazaki, senior vice president of Nissan, chairman of Nissan's China Management Committee and president of Dongfeng Motor Co., Ltd., said: "the continuing shortage of chips and parts and the management and control of key cities caused by the intensification of COVID-19 's epidemic situation." It has had a lasting impact on the company's sales. "

Judging from the sales performance of the two major Japanese car companies in China in November, the two car companies dropped significantly, and the auto industry is concerned that the epidemic and parts shortage may only be part of the reason for the decline in sales, whether it is Honda China or Nissan China. a deeper reason may be affected by the shrinking market share of Japanese car companies.

Take BYD as an example, data show that in November 2022, BYD sold 230400 new energy vehicles, an increase of 152.60 percent over the same period last year, another record high, while sales of new energy passenger vehicles reached 229900, up 155.14 percent from the same period last year. According to the data, BYD's sales have far exceeded those of Honda's two joint ventures in China combined. At present, the market share of new energy products continues to grow, but Japanese car companies are relatively slow in electrified transformation. Take Honda as an example, Honda is listed in China. At present, Honda China has laid out two major brands: the brand-new pure electric car brand "e:NArchitecture N" and the new intelligent and efficient pure electric architecture "e:NArchitecture". Among them, Dongfeng Honda e:NS1 was officially listed on April 26th, and Guangzhou Honda e:NP1 1 was officially listed on June 20. The subsidized price range is 17.5-218000 yuan, but the sales of the two models are very average. According to the Federation of passengers, Dongfeng Honda sold 297 e:NS1 vehicles in October. The GAC Honda e:NP1 is 629 cars.

At present, Honda's sales in China still rely on fuel vehicles. This year is the year of Honda's products. During the year, Honda launched a number of new models in China, including the new generation XR-V, the new generation CR-V, the brand new all-electric e:NS1/e:NP extremely surging 1, ZR-V Zhiji and other models. The new generation of Haoying, the new generation of colorful wisdom, HR-V and other models will be launched before the end of the year, among which the new generation of colorful wisdom has been launched on November 30th. The price range is 13.29-152900 yuan. However, the launched Guangzhou Auto Honda e:NP1 1, Dongfeng Honda e:NS1 and ZR-V Zhijai models have failed to bring good market performance, with data showing that ZR-V sold only 697 vehicles in October.

Honda's terminal sales in China in the first 11 months to the end of November 2022 were 1234610, down 11.3% from a year earlier, and both of its two major joint ventures declined. Among them, Guangzhou Auto Honda was 650346, down 5.4% from the same period last year; Dongfeng Honda was 584264, down 17.19% from the same period last year.

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