AutoBeta(AutoBeta.net)07/05 Report--

On July 5, Honda China announced terminal car sales in June. Honda's cumulative sales of terminal cars in China in June were 113133, down 19.8% from a year earlier, according to the data. Honda's sales in China from January to June were 529691, down 22.0% from a year earlier.

In addition to Honda China, Nissan China has also declined. Nissan sold 69139 vehicles in China in June, down 28.0% from a year earlier, while sales of Dongfeng Nissan (including Nissan, Qichen and Infiniti brands) fell 29.5% to 64794 vehicles, according to official data. In addition, Nissan sold 358509 vehicles in China from January to June, down 24.4 per cent from a year earlier.

Fuel cars are difficult to sell and electric cars are not popular, including Honda's Neiji car companies in China have to face problems. Although Honda renovates the main models, including Accord, Yingshi School, CR-V, Haoying, etc., these models have definitely accumulated a certain degree of reputation and brand awareness in the domestic market, but in today's growing call for de-fueling, the update of these products is only aimed at the appearance and interior decoration, no matter how comprehensive the Honda CONNECT 3.0 system is used, it can not change the fact that their competitiveness is "backward".

Honda CEO Toshihiro Mibu said at the 2023 Shanghai Auto Show that other car brands are far ahead of Honda in electrification, which is much higher than Honda expected. Honda will lose the game if Honda does not take a counterattack strategy accordingly. It is understood that Honda unveiled the Accord e: PHEV and two other concept cars at the 2023 Shanghai Auto Show, but three Minhong found it difficult to compete with Chinese electric cars after watching the show. Miku Minhong believes that Honda's backwardness in electrification is inextricably linked to the COVID-19 epidemic, which restricts communication between Honda and other Chinese car brands.

In the era of fuel cars, Japanese cars have good brand awareness and good reputation, leather solid, durable, fuel-saving and other labels bring it a certain premium, but in the era of electric cars, these original cognitive labels have been unable to support the premium. As the later followers of electric cars, Japanese brands are no longer faced with established giants such as Volkswagen and General Motors, but Chinese brands such as BYD and Ian.

At present, Toyota, Honda and Nissan have all announced to speed up the transformation of new energy vehicles. At the end of January this year, Honda announced the establishment of a new electric industry development headquarters and reorganized the organizational structure of the regional headquarters. At the 2023 Shanghai auto show, Honda China announced that it had fully entered the era of electrification: after 2027, all Honda models launched in China will be hybrid and pure electric vehicles, and will no longer launch new pure fuel models. By 2035, Honda China will account for 100% of pure electric vehicle sales. Earlier, after changing its president, Toyota announced on April 7 that it would set up a new department to focus on the development and production of pure electric vehicles, with a goal of producing 1.5 million electric vehicles a year by 2026.

The cold wave is still clinging to the flavor of spring, and the new war is continuing. Tesla's low-cost model has been released, and the upcoming Xiaomi cars are likely to seize the position of traditional joint venture brands, but at least from the current perspective, independent brands are already some ahead.

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