Dongfeng Honda unveils new brand strategy, to launch first BEV model in 2019

Shanghai (Gasgoo)- Sino-Japanese automaker Dongfeng Honda unveiled its new brand strategy dubbed “Better technology, more fashionable design, more amenities” on July 22 and announced that the mass-produced vehicle model of the INSPIRE under the new strategy will hit the market in the second half of the year. Besides, its first BEV (battery electric vehicle) model will be released next year.

Dongfeng Honda has been releasing different brand strategies in line with its operational actuality and development requirements at corresponding stage. Founded in 2003, the joint venture adhered to the spirit of “Faith, breakthrough and foresight” in the following decade on account of the needs to meet consumers' demands on models and expanse sales at the company's initial development phase.

In 2014, the automaker initiated a branding action dubbed “Stay ahead”. From 2014 to 2017, Dongfeng Honda constructed the product lineup focusing on the SUV, middle-class model and upper medium model and achieved fast-growing sales year by year.

Currently, Dongfeng Honda has completed its product deployment and will put the third vehicle manufacturing plant into production next year. In addition, the company is ambitious to achieve the 1 million-vehicles goal on an annual basis in both output and sales by 2023.

Dongfeng Honda stated that the newly-launched brand strategy will penetrate into various business sectors, including the R&D, manufacturing and marketing. Going forward, the joint venture will introduce the latest achievements under the “FUNTEC” (fun and technology), referring to Honda's advanced technologies in powertrain, safety system and amenities.

Dongfeng Honda disclosed that the production vehicle model of the INSPIRE concept, which made its debut at 2018 Auto China in Beijing, will hit the market in October this year. From the concept model unveiled before, the new model adopts Honda's refresh iconic design notion at its front face, featuring integrated layout of black intake grille and headlights as well as stylish LED daytime running lights. As to the powertrain, the new model will be outfitted with a 1.5L turbocharged engine code-named L15BR, which can output a maximum power of 194hp.

Furthermore, Dongfeng Honda is scheduled to launch a BEV model boasting cutting-edge technologies in 2019, which is expected to be the BEV version of the XR-V.