AutoBeta(AutoBeta.net)09/26 Report--

On September 26, Lingzhi L, a new compact car owned by Dongfeng Honda, was officially put on the market. The new car launched a total of models with a price range of 10,000 yuan. According to previous reports, Lingzhi is the independent new energy brand of Dongfeng Honda, which adopts the new brand LOGO, while Lingzhi L is the first model under the new brand, which is driven by pure electric. The main competitors are BYD Haishi 07EV, Changan Qiyuan A07, Dongfeng eπ 007, Eian AION S Plus and other models.

Lingzhi L's design inspiration comes from "Flying Bird", the overall visual effect is more radical, mainly aimed at young consumers. In the front part of the car, Lingzhi L adopts the shape design of the front face with three wings, and uses triangles and strong lines in many places, all of which show a downward diving trend, with triangular welcome lights disguised as vents on both sides, to create a strong movement atmosphere for Lingzhi L. The new brand LOGO extends three LED lanterns, which is one of the family designs of Lingzhi brand, which brings higher product recognition to Lingzhi L. The front of the car uses the usual closed shape of a new energy vehicle, but there is still a trapezoidal vent under the front license plate frame.

Body side, Lingzhi L using two-color painting, rich lines, angular, and the overall dive trend, the side skirt with LED light belt and blue elements. Body size, length, width and height of the new car are 4830/1845/1503mm, wheelbase is 2731mm, positioning compact pure electric car. In the rear part, Lingzhi L's line is relatively straight, the taillight shape is very unique, and it is also a fusion of broken lines and triangular elements, and the dot matrix light source in the triangular area on both sides echoes with the front part; the high brake lamp is located under the rear windshield glass. the design is inspired by the diamond section, and all the lights at the rear have a high degree of recognition after lighting.

In terms of interior decoration, the new car console impressively presents five screens, including the central control triple screen and both sides of the electronic rearview mirror screen, plus the HUD head-up display system, a total of six display areas in the car. However, the black edge between the dashboard and the central control screen is larger, which has a slight impact on the visual integration effect. The exterior rearview mirror of the new car is designed electronically, which not only can display more clearly, but also is expected to optimize the wind resistance coefficient.

In terms of power, Lingzhi L will be equipped with a TZ200XSBT1 drive motor produced by Zhixin Technology Co., Ltd., with a maximum power of 160kW. In the battery and battery life part, the Ministry of Industry and Information Technology declared that the battery capacity was 59.22kWh and the mileage under CLTC condition was 520km.

Lingzhi is Dongfeng Honda's independent new energy vehicle brand, announced in September 2023, the brand will adopt a new LOGO, the design of the brand logo is inspired by "Flying Bird", and the first model "Lingzhi L" concept car was unveiled simultaneously around the world. As a compact pure electric car, Lingzhi L's main competitors are independent brands, such as BYD Qin PLUS, East Eian AION S, etc., but these models are priced lower in the market. If you refer to the market pricing, Lingzhi L will also compete with Changan Qiyuan A07, Dongfeng e π 007, Zero C01, Nezhong S, Deep Blue SL03, BYD Seal and other models. From the perspective of the overall product competitiveness of Lingzhi L, as the first model of a new brand, it is difficult to make a difference in its own brand.

As one of the joint venture brands, Dongfeng Honda is not having an easy time. According to media reports earlier this month, Dongfeng Honda is making major layoffs, which is expected to affect 2000 employees. It is reported that Dongfeng Honda will give the laid-off employees compensation for Never2N1 ("N" represents the number of years of service, "2" refers to two months' salary, and an extra month's bonus). In this regard, Dongfeng Honda responded that the optimization is to better improve the operational efficiency of enterprises and speed up strategic transformation. Optimization will be mainly aimed at the production field, and in the form of voluntary turnover of employees, to give employees a proper and reasonable compensation scheme.

As the penetration rate of new energy vehicles exceeds 50% and becomes the mainstream choice for consumers to buy cars, it is difficult for joint venture car manufacturers lacking new energy models to stop the declining sales trend. According to official data, Honda's cumulative sales of terminal vehicles in China from January to August in 2024 were 525432, down 27.19% from a year earlier, of which sales in August were 56959, down 44.29% from a year earlier.

The transformation of joint venture brands has entered a critical period. Even if they have capital and technical reserves, what is worrying is that the decision-making process is long, and the speed of vehicle launch is difficult to adapt to the current market environment of rapid iteration of domestic independent brands. this will particularly test whether the pace of the joint venture brand can be the same.

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