Honda Aims Volkswagen in China, or Imitates Platform Strategy

Aiming the top one market share taking company Volkswagen, Honda plans a total new competitive strategy. At 20 Nov Guangzhou Auto Exhibition, Honda Motor Co., Ltd. Chinadirector Seiji Kuraishi told reporter of that Honda sales in China has hit record high in Oct. It is possible to hit record high volume this year.

The market performance has support Seiji Kuraishi localization reformation he made before. After the company has published its FUNTEC in China, changed its slogan in China, Honda has introduced Crider, new Accord and Jade into market. Majority of them make a good market performance.

In recent global media conference, Seiji Kuraishi said that Honda long term aim does not Nissan or Toyota, but Volkswagen. In his mind, Honda does not behind Volkswagen from product technology perspective. It can be proved from North America market. However, Honda does not have enough products to against opponents. Therefore, Honda will learn from outside, such as Volkswagen to develop“one platform, various products” mode.

Stepping with Nissan and Toyota expanding plan in middle term, Honda brings its star products into front stage as well. The company has launched Crider, Jade and new Accord into market. Jade market performance is much better than expectation.

According to China Passenger Car Association statistics, Crider has sold more than 52.2 thousand since it launched market on 26 June this year. Average monthly sales are around 13 thousand. It becomes the hottest sold cars in Honda. Meanwhile, new Accord has more than 10 thousand monthly sales since it launched market.

Crider success is very important for Honda. Seiji Kuraishi now is more confident for his reformation. On 5 Nov, Honda found new company-- Honda Motor Technology (China) Co., Ltd. in Guangzhou. “We hope to strength localization, and faster our decision making process.” Seiji Kuraishi said.