Honda initials various products advertisement bombing strategy like Volkswagen did in China. According to Honda publishing plan in June, the company will introduce as many as 12 new cars. It is also an allocation test for Honda.
From the perspective of Binbo CHEN, vice executive general manager of Dongfeng Honda that South and North Honda position will not only decidewhat kind of module Dongfeng Honda can have, but also influence whether or not Honda ability to against Volkswagen in China. “If not so, it will definitely become competition between two companies, and finally form winner, one bigger, one smaller. However, if we position differentiation, we can cooperate with each other in many aspects.”
Besides 9th Accord, Crider, and Jada, Honda is thinking to introduce another 9 cars into China in the next 2 years. There are two questions Honda needs to think about: what is the sequence of the cards, and what is the principle of it.
Honda believes that product program shall reflect Chinese customer need and based on Chinese market situation. In the future, the direction shall remain Honda characteristicand change product feeling for customers.
Honda platform and familization strategy is very important strategy for car development in the future. Binbo CHEN believes that the strategy will bring difference into Honda. Because Honda does not have many products, platform and familization will help Hondaexpand its product line.
Dongfeng Honda owns CR-V and CIVIC, which has creative in many aspects. CIVIC basic spirit is fashion and in front of era. CR-V prefer high-end. However, Dongfeng Honda needs to look further with new strategy. One of its representatives is Jade.
One strategy of Honda chasing Volkswagen is how to balance south and north Honda. According to Honda position, GAC Honda is close to tradition, but Dongfeng Honda is close to fashion. “Therefore, we has differencebetween two brands. We cannot get rid of Honda on earth, but shall have some difference based on the situation. It is better to have difference and position between two platforms.” Binbo CHEN said.
Influenced by Diaoyu Island event, Japan car meets its most difficult time in history, and dealers is struggling as well.
Dongfeng Honda initials its marketing managementreformation with depression period. In fact, there is another problem for Dongfeng Honda that CR-V is sold so well that takes much resource of Dongfeng Honda, and the company depend 70%-80% sales on CR-V. IfCR-V sales are slack, Dongfeng Honda will meet its problem.
“A well sold car may destroy a system. Because we believe market change faster than we think. It is impossible to have perennial everlasting.”To solve the problem: introducing new cars, and improveauthorized dealers various cars sales ability. According to Binbo CHEN, Dongfeng Honda shall take SUV segment in the future.
