In the past two years, the new strategies or conservative or radical strategies finalized by the major automobile companies in the electrified transformation of the industry are all aimed at following the social development of the new four modernizations and taking the lead in the new round of industrial upgrading.
Auto companies rooted in Europe, the United States and other western countries like to emphasize their industry status and regard it as a bargaining chip to compete with newcomers.
Volkswagen, BMW, Mercedes-Benz and so on have one by one, and the maintenance of the emotional value of the brand is still consistent with the past.
By contrast, watching the Asian market consider electrification more firmly, which is stronger than Japanese and Korean car companies, on the one hand, they also have a very strong self-awareness, on the other hand, in the wave of new energy development in China, they also put down the historical burden step by step and begin to examine the future trend of the industry from scratch.
In early 2023, Honda gave a detailed list of its own implementation of the electrified transformation under the planning of President Toshihiro Mibu.
Nowadays, no matter what impact the turmoil in the industry may have on those in office, it is always necessary for Honda to fully follow the pace of industry development and strengthen self-evolution at this stage.
The new pure electric brand “Ye”, the new “H” logo of the new generation of pure electric vehicles, and the centralized release of the new intelligent and efficient pure electric “W” architecture (Architecture W) are the concrete embodiment of Honda to co-ordinate the present and better enlighten the future.
Taken together, this time, when all Honda’s new projects related to electrification transformation are deeply tied to China one by one, we may understand that with the full commitment of the global auto giants, China’s current new energy market pattern will not remain the same.
By 2035, Honda will account for 100% of pure electric car sales in China.
” Perhaps this is the vision put forward by this minister of Honda (China), general manager of Honda Technology Research Industry (China) Investment Co., Ltd., and general manager of Honda Technology (China) Co., Ltd. Igarashi Fumihiko Yaxing, but from Honda’s perspective, behind such a plan, the determination to make a change in China is undoubtedly obvious.
New brands, new expectations, since the Chinese car market is fully betting on the transformation of electrification, the joint venture company is indeed nervous in the face of such a positive market breakthrough.
This is not only caused by a certain sense of confusion about the rapid market changes, but also due to the generation gap in the industrial process in various regions of the world, and the lack of real-time follow-up of the insight into consumption trends.
For this reason, in China, Volkswagen, Toyota, Honda and other first-tier car companies have been thinking about the question of how to graft their inherent advantages into the Chinese market.
So far, with the help of the Chinese side, they have dug out some feasible plans.
Measures such as reducing costs through the improvement of the industrial chain, working with Chinese technology companies to explore the development direction of intelligence, or simply working with Chinese new energy vehicle companies to build new cars, and so on, let us see something different from the market scene in the past.
As for Honda, from leading the two joint ventures to promote the electric transformation respectively, to now standing from a broader point of view, to finalize their own next development path, after a period of precipitation and analysis, the deepest strokes will always fall on how to root Honda’s genes in the blueprint of China’s new energy industry in a more Chinese way.
Therefore, no matter what idea Honda is based on to promote the birth of the new electric brand “Ye”, backed by the Chinese car market, the new background of “electric” Honda will have a strong practical significance, but it has its own school.
Honda uses these four words to convey to us the vision of the new brand.
However, as Igarashi Fumihiko Yaxing explains, “Ye” means’ bright and shining’, which aims to enable drivers to enjoy driving, release their inner desires, and let everyone’s personality shine.
Inspire authenticity.
” I believe that on the basis of adhering to Honda’s inborn brand spirit when Chinese consumers in the new era have extremely persistent consumption expectations for personality blooming Honda can change for the change of the Chinese market.
Apart from bringing the most interesting products to Chinese consumers, it shows its own more scientific and technological nature, which seems to be very conflicting.
However, taking a series of new-generation products as an example, this must be the latest way for Honda to rely on China.
At the press conference, Honda announced that, as the first bullet model, “Ye S7” and “Ye P7” will perfectly integrate passion and wisdom, and are the backbone of the “Ye” brand.
Adopting the intelligent and efficient pure electric “W” structure of the new generation of pure electric vehicles specially built by Honda for Chinese consumers, it aims to sublimate the interest of electric driving and become a “car that consumers still want to drive”.
Next, the flagship car developed on the basis of “Ye GT CONCEPT”, the “racing cockpit” design is integrated into the car, highlighting the pursuit of strength and speed.
At the same time, given the first installation of Huawei Lightfield screen in the car copilot, the new car hopes to create a “more interesting” high-quality private space for emerging groups through the linkage of sound, light and aroma equipment.
Here, you can still ask: “as the market pattern begins to loosen, do foreign forces, including Honda, still have the strength to stay on the front line and become a car brand that the overwhelming majority of Chinese consumers can never get around?” “will the final market performance of each new car under the’Ye ‘brand really act as a mainstay in the joint venture camp as expected?” However, in the context of the hustle and bustle of the global new energy car market, Honda, like Toyota and Nissan, is not a dead-end Japanese car company.
This means that in overseas markets, Honda can choose to work with GM, Sony and other companies to build a new pure electric product system.
in China, in a market where the electric car industry is moving towards diversification, Honda’s charm may be reborn through the release of “Ye”.
And in order to please local consumers, in order to firmly lock their market position, any attempt to facilitate the development of the brand, Honda has no reason not to bow.
Everything is man-made, and the environment is created by the heart.
What will be the pattern of China’s auto market in the future? Before that, there has been a voice in the industry: under the offensive of the crazy internal volume of Chinese car companies, the market share of joint venture brands will eventually be fixed at around 10%.
And the theoretical basis is that the market environment in the past two years is not conducive to traditional car companies to maintain themselves.
Own base plate.
From the moment the electrification transformation accelerates, the cautious joint venture car companies are too willing to cope with the rapid changes in the market.
Oh, yes, such speculation is really exhilarating.
However, seeing that the vast number of new energy car companies that live by burning money have so far failed to find exports, and the pattern of market segmentation has not been broken one by one, I always believe that it is not a rational thing to underestimate traditional big companies with obvious advantages in resources.
Like many leading companies Honda cannot transform overnight to take care of existing base users and to keep its models in sync with the world because of its huge fuel car business.
But have you ever thought that if the “electrification of the automobile industry” has increasingly become a global consensus and China has become a 100% power bridgehead driving this chain, how can the real industrial powerhouse turn a blind eye to it? In the past, Stellantis hooked up with zero running, Volkswagen took a fancy to Xiaopeng, and Toyota established cooperation with BYD and Huawei.
Now, even Mazda chooses to have in-depth exchanges with Changan, which is telling the outside world that “Let bullets fly for a while” is never a line used by traditional giants to prevaricate onlookers.
We are well aware that the market share of fuel vehicles is shrinking.
In the face of the rapidly expanding new energy industry, Honda will adjust in all aspects.
” Similarly, when the newly appointed Igarashi Fumihiko Accord no longer avoids sharp questions from all sides, I think Honda in 2024 is finally “awake”.
In this market entered a critical period of brand life and death, Honda launched a new electric brand “Ye”, which is intended to show the importance it attaches to the Chinese market.
The product-level updates and upgrades from eRom N to Ye naturally do not stick to simple configuration stacks or affectionate richness.
The “Ye” brand will be designed by Honda (China)’s young R & D team.
Inheriting Honda’s long-standing “people-oriented”, “fun of driving” and “MM concept” car-building philosophy, and gathering the world’s leading Chinese technology and superior resources, high-dimensional integration of Honda’s latest technology, so as to provide Chinese consumers with a new value experience of “better drive”, “more interesting” and “more exemplary”, and push the joy of free movement to a new height.
Not only that, when the phrase “China Intelligent Manufacturing embraces China Technology in an all-round way” is officially typed on the public screen of the “Ye” brand launch, it can be seen that Honda has actually given the most appropriate answer to self-transformation.
The Ningde era, iFLYTEK, Huawei, Hangsheng and other Chinese forces will be just the beginning.
As the industry thrives as a result of these active technology companies, Honda will further strengthen territorial cooperation to “How we move you.
” For the goal, to experience greatness again in China.
In fact, just by opening Honda’s (China) website, we can easily see Honda’s redefinition of brand slogans in new corporate reforms such as electrification.
We hope to use “heartfelt” internal motivation as a starting point, through “Create” our dream of mobile travel, to help people break through (Transcend) the limitations of time and space, and expand (Augment) people’s own abilities and possibilities, realize the fundamental value of all mobile travel, and thus help more people realize their dreams and become the driving force for social progress.
Therefore, on the eve of the Beijing auto show, Honda (China) is “eager” to fully reveal its future electrification strategy based on China, in order to wash away the traditional imprint of Honda in this new era.
Or let Chinese consumers feel a little different brand new ecology, this is worthy of our recognition.
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