What kind of curse did Honda cast? Amid the deserted auto market, sales hit a new high in August

New products are not yet fully in place, but Honda’s sales hit a new high in August. In this downward market, Honda’s record highs are like casting a spell on the market, allowing consumers to easily put down their burdens of resistance and rush into the market. into the arms of the brand.

Single-month sales reached 148,000 units, a year-on-year increase of 19.7%. The data released by Honda China is very interesting. In the downturn car market, Honda has achieved its highest sales volume in August in history, and the value behind it is intriguing. Among them, the sales volume of CR-V exceeded 20,000 in a single month, and the sales volume of Accord, Binzhi, Haoying, Lingpai and XR-V exceeded 10,000, becoming the core force promoting brand development.

There must be a reason for the rise in the off-season.

In fact, Honda's sales still have great potential. Due to the impact of switching from National Five to National Six and Honda being in a self-upgrade period, some of its main models have not yet entered the market. Fit and Fengfan are more likely to be accepted by consumers. The entry-level model has not yet appeared, which means that once the models under 100,000 are perfectly arranged, Honda's sales may hit a new high again.

For the market, brand value is still the first attraction.

Compared with Toyota, Honda pays more attention to the cultivation of brand reputation. In the past thirty years, Honda has made good internal combustion engines and established a strong enough image of stability, reliability and durability for the market. From motorcycles to cars, the brand image Extremely stable.

This stability not only comes from the engine value, but also from the product and brand levels. From the perspective of real product use, Honda has absolute reliability, which provides consumers with a more stable car life. , and due to the strict control of the dealer network, Honda has absolute price control rights on the models on sale.

The biggest advantage is that Honda models not only have small price fluctuations, but also have stable prices in various places.

All of this has allowed many people to let go of the burden of choice. The products are stable and not expensive, giving Honda less pressure in terms of market sales execution. Therefore, in the past we have been able to see Tsaojiao’s performance. The dealer once put up a slogan "Don't ask if there are discounts, ask if there is a car first."

Although it is a bit of a joke, it must be admitted that Honda's appeal in the current market is understandable.

Honda has always been more cautious in its corporate-level operations. The corporate culture of "doing the best" makes Honda more easily accepted by consumers. In the face of absolute technical support and the speed of product replacement that keeps pace with the times, We are seeing a Honda that is more easily accepted by consumers in this era.

Honda of this era is young, fashionable, sporty and full of technology.

From a product perspective, Honda can capture the tastes of young users. The new Accord, Civic, Fit, Binzhi and Crown Road are youthful while maximizing household needs, space, reliability, and value retention. And there are no shortcomings in brand value, which means that Honda’s priority is more obvious when consumers make choices.

China’s passenger car market is undergoing structural transformation and upgrading. The industry entering the era of second-hand cars obviously has a deeper understanding of brands and products. Stability, reliability, and value retention that were ignored in the past are now beginning to be valued. Safety and brand value, which were misinterpreted back then, are also being redefined. In this market, all brands are standing at the starting line.

The difference is that Honda has a better opportunity, which comes from rigorous brand value and products that are more up-to-date. These have given Honda a strong driving force. After new products are launched on the market in the future, Honda's sales will inevitably continue to rise, and this will also be a foreseeable fact.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.