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Recently, a poster titled "Thanksgiving 20 years Dongfeng Honda 20th anniversary celebration limited time special" was circulated online. Content shows, From now to July 31, Dongfeng Honda's Civic, XR-V limited time preferential, Among them Civic as low as 89,900 yuan, XR-V as low as 92,900 yuan. It should be noted that the official channels of Dongfeng Honda did not find the above preferential activities, which may be the promotion behavior of individual terminal dealerships. If you need to know the details, you can communicate with local dealers.

Dongfeng Honda Automobile Co., Ltd. was established on July 16, 2003, and is a complete vehicle production and operation enterprise jointly established by Dongfeng Motor Group Co., Ltd. and Honda Technical Research Industry Co., Ltd. with 50% investment each. On July 16,2023, Dongfeng Honda held its 20th birthday Party in Wuhan Sports Center. On the site of the event, Dongfeng Honda released a brand-new strategic plan: the electric proportion will reach more than 50% by 2025, Dongfeng Honda will no longer launch new fuel vehicles after 2027, and more than 10 pure electric vehicles will be launched accumulatively by 2030.

As one of the big three Japanese giants, Honda's life in the Chinese market is getting harder and harder. In the first half of the year, Honda sold 529,700 terminal cars in China, down 22.0% year-on-year. From January to June 2023, among domestic passenger car enterprises, GAC Honda and Dongfeng Honda both fell out of the top ten on the list.

In terms of specific models, Honda's highest sales model in the first half of the year was Accord, with a cumulative sales volume of 94,400 units, followed by CR-V and Civic, with 78,100 units and 52,700 units respectively. Other models are less than 50,000 vehicles, of which 47,200 are Haoying and 45,800 are model.

Honda fuel cars are getting harder to sell, and electric cars are harder to sell. At present, Honda has put into production e: NS1/e: NP1 two pure electric models in China. The two models are sister models to each other. The former is put into production by Dongfeng Honda and the latter is put into production by GAC Honda, positioning small pure electric SUV. However, the sales volume of the two models has been depressed since they were launched. Take the sales volume in the first half of the year as an example, the cumulative sales volume of Dongfeng Honda e: NS1 is 2882, and that of GAC Honda e: NP1 is 3364.

In order to make a difference in the new energy vehicle market, Honda began to layout plug-in hybrid. The brand-new CR-V e:PHEV was launched on March 10. The new car is equipped with the fourth generation i-MMD dual-motor hybrid technology. The current price range is 225,900 - 269,900 yuan. In addition, Accord, Haoying, Yingshi also launched plug-in hybrid models, among which Haoying e:PHEV price range is 2259 - 259,900 yuan. Data show that CR-V e:PHEV sales volume in the first half of the year is 3581, while Haoying e:PHEV is 2812. Compared with domestic plug-in hybrid models, Honda plug-in hybrid models have no advantage in price and no competitiveness in products.

In the future, joint venture brands, including Honda, will still have to rely on fuel vehicles to maintain the market, and price-cutting sales may be the most effective measure to ensure market share for fuel vehicles. In addition to Honda, including Changan Mazda, Dongfeng Nissan, SAIC Volkswagen, etc. have announced price cuts for some of their fuel vehicles, of which Mazda 3 Angksela has dropped to 89,900 yuan.

After entering 2023, the intensive listing and price war of new vehicles in China have been one after another. The brand price of joint-venture fuel vehicles has been continuously explored, while the independent new energy brands participate in the market competition by increasing the quantity without increasing the price, resulting in the lack of competitive advantage of joint-venture brand products. Whether Volkswagen or Nissan, price cuts are aimed at improving product competitiveness and participating in market competition. Of course, price cuts can certainly drive market growth, but from the current market feedback, sharp price cuts have not been able to change the downward trend of fuel vehicles.

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