Reported by Pulsestacks on April 29, 2024, during the 2024 Beijing International Auto Show, Pulsestacks invited industry leaders, corporate executives, and expert scholars to enter the "AI Real-time Virtual Studio" to collectively explore the breakthroughs and innovations of the new era and new cars in the immersive experiences of Peak Speed, Netaland, and Content Players.
On April 25, Liu Zhaoming, the Head of Marketing Department of GAC Honda Automobile Sales Co., Ltd., appeared on the Content Players' "AI Real-time Virtual Studio." He mentioned that by 2027, GAC Honda will launch 6 new pure electric vehicle models and strengthen the application of intelligent technology to cope with intense market changes and competition. He emphasized the company's comprehensive extreme transformation strategy to enhance internal efficiency and empower external services, and looked forward to collaborating with top technology companies to enhance product competitiveness through intelligent upgrades, ensuring that GAC Honda maintains a leading position in the electrification and intelligent trend.
Guangqi Honda Automobile Sales Co., Ltd. Marketing Department Director Liu Zhaoming
Pulsestacks: At the press conference, it was mentioned that Guangqi Honda plans to launch six new pure electric vehicle models. Could you provide a detailed introduction to the planning of these new products?
Liu Zhaoming: We will strengthen our localization development efforts to better meet market needs, continuously introduce new models, and expand the application of existing intelligent technologies to more models. We are committed to providing users with a consistent quality of electrified models, including the e:NP2 Extreme Surge 2. By 2027, Guangqi Honda will introduce a total of 6 new pure electric vehicle models to cover a wider range of diverse user needs.
Guangqi Honda Automobile Sales Co., Ltd.'s Marketing Department Director, Liu Zhaoming, and Pulsestacks Editor-in-Chief, Zhang Yuanyuan
Guangqi Honda actively revitalizes local resources, integrating localized research and development with Honda's over 70 years of car-making experience to create new electrified products with high safety, reliability, quality, and excellent handling. Simultaneously, they are fully integrating various resources and platforms to continuously advance the updates of fuel, hybrid, and plug-in hybrid models.
One of their initiatives is the launch of the first product under the new electric brand, featuring the innovative and efficient pure electric "W" architecture, planned for release in 2024 to bring more authentic value to the market. By 2035, they aim to achieve 100% sales of electric vehicles.
Pulsestacks: Faced with intense market competition and price wars, what specific strategies does Guangqi Honda have?
Liu Zhaoming: The current automotive market competition is indeed fierce, especially in the field of new energy. To address this, we are implementing a comprehensive strategy adjustment aimed at enhancing internal operational efficiency and strengthening external market competitiveness. This includes, but is not limited to, promoting the upgrade of intelligent production lines, driving product iteration updates, and expanding the application scope of intelligent technologies. Our goal is to ensure competitiveness even amidst rapidly changing market dynamics through continuous innovation.
Implementing "comprehensive extreme reform" involves deepening internal efficiency to enhance quality and efficiency, and empowering authorized dealers externally. We strive to become a more efficient, intelligent, and environmentally friendly Guangqi Honda by advancing the intelligent upgrade of production lines and production efficiency, further enhancing personnel efficiency, strengthening enterprise competitiveness through end-to-end quality improvement, expanding the application of intelligent technologies with safety as a priority, and leading green smart manufacturing standards with a new electric vehicle factory, engaging in ongoing ecological protection activities like mangrove conservation to achieve carbon neutrality goals.
Regardless of the era, the essence of a car remains a "tool for mobility." Guangqi Honda upholds long-term values, aiming to provide users with products that offer complete peace of mind in driving and usage, making the most trusted vehicles for users and the most trusted company in society. In the realm of fuel vehicles, we continue to offer reliable models with mature technology, lower fuel consumption, and comprehensive usage scenarios. In the hybrid field, our hybrid cars achieve an efficiency of up to 50 km per liter, with over 500,000 units sold nationwide; in the HEV field, 5 models cover sedan, SUV, and MPV segments; in the PHEV field, flagship models are leading the electrification trend. We will gradually introduce updated hybrid and plug-in hybrid models or new products based on market demand. In the pure electric field, introducing a new electric brand and focusing on local development resources to enrich the electric product lineup, including the e:NP2 Extreme Surge 2, Guangqi Honda plans to launch 6 new pure electric models by 2027.
Pulsestacks: With the entry of internet companies, the competition focus in the automotive industry has shifted towards electrification and intelligence. How is Guangqi Honda positioned in this regard?
Liu Zhaoming: Intelligent driving technology prioritizes safety. I believe that technological adherence should advocate for a human-centric approach, where intelligent driving technology should be "for the safety of all." Intelligence should not only be used for entertainment or promotional purposes but should strictly adhere to safety as a lifeline. We expand the application of intelligent technologies, enhance product capabilities, and improve user experiences. Under this technological commitment, we are accelerating the introduction of Honda's globally leading intelligent technologies, focusing on intelligent safety and interaction technologies that prioritize the safety of all road users with Honda SENSING 360 and Honda CONNECT 4.0 at the core. For example, the recently released e:NP2 Extreme Surge 2 is the first to feature intelligent safety and interactive functions such as gesture control, intelligent heating, automatic accident photo upload, and child presence detection in China. The new electric brand's products with the innovative and efficient pure electric "W" architecture will collaborate with top companies like Huawei and iFlytek to continuously enhance vehicle functions and provide highly expandable FoD services. This year, we will be the first globally to equip the Accord model with Honda SENSING 360+, further upgrading its active safety performance.
Supported by strong smart manufacturing capabilities, we aim to comprehensively implement intelligence through joint efforts within our organization and the industry chain. This year, Guangqi Honda will inaugurate a new electric factory, breaking down "data silos" through an integrated digital system, planning 10 major intelligent modules including information centers, quality platforms, MES manufacturing execution systems, and online equipment management systems to achieve data sharing and information connectivity across various factory business areas, creating an ultimate intelligent, efficient, and secure "digital intelligence" factory.
Pulsestacks: Could you provide detailed insights into the market positioning and pricing strategy of the upcoming e:NP2 Extreme Surge 2?
Liu Zhaoming: At the brand level, inheriting Guangqi Honda's long-term value system, the e:NP2 Extreme Surge 2 vertically integrates high-quality resources in product development, manufacturing, sales channels, and service models, dedicated to providing high-quality pure electric products for Chinese electric vehicle users.
Guangqi Honda Automobile Sales Co., Ltd.'s Marketing Department Director, Liu Zhaoming, and Pulsestacks Editor-in-Chief, Zhang Yuanyuan
On the product front, the e:NP2 Extreme2 upholds Guangqi Honda's long-term philosophy of car manufacturing, focusing on people-oriented technological innovation. By deeply understanding and closely aligning with user needs, it has created a pure electric powerhouse with core values centered around practicality, superior handling, lean R&D, and outstanding quality.
Breaking away from past pricing strategies, the e:NP2 Extreme2 now only offers an Advanced Edition variant, fully loaded with top-notch features in intelligent technology, performance, and quality management. It includes the new Honda CONNECT 4.0 smart navigation system, Honda SENSING safety system, 68.8 kWh high-capacity CATL lithium battery, large HUD display, and a range of high-value equipment like intelligent heating and fragrance systems, marking Honda's first-time inclusion of such features. Our aim is to provide users with the ultimate pure electric driving experience, allowing them to fully appreciate the charm of Honda's electrification. Therefore, the quality-oriented pricing is set based on the product strength of the e:NP2 Extreme2.
To thank fans and users for their continuous support, Guangqi Honda has introduced an unprecedented limited-time offer for car purchases. Initially priced at 189,800 RMB, the e:NP2 Extreme2 is now available at a special price of 159,800 RMB, showcasing Guangqi Honda's sincerity. Additionally, users can enjoy a range of exclusive benefits, including peace of mind warranty, unlimited smart connectivity, and a worry-free charging package worth 3,000 RMB. Furthermore, users will receive complimentary upgrades to the Moonlight Silver exterior color and Pure White interior color, each valued at 3,000 RMB. Until May 31st, users can benefit from various financial plans such as 0 down payment, 0 interest, and an exclusive 18,000 RMB financial subsidy for the Advanced Edition. Existing customers can also enjoy a 10,000 RMB trade-in subsidy and a special delivery gift valued at 2,000 RMB. With up to 39,000 RMB in limited-time benefits, we aim to offer users the e:NP2 Extreme2 at a more favorable price with enriched privileges, showcasing its high value appeal.
Pulsestacks: In a market flooded with new brands and products, how does Guangqi Honda maintain its competitiveness?
Liu Zhaoming: The current automotive market is indeed overwhelming, with constant brand and product launches alongside bold marketing strategies, creating an unprecedented scenario. For consumers, while choices have increased, decision-making has become more challenging. We must remain vigilant against short-term profit-driven actions disguised by marketing tactics, which could harm consumer interests.
With 26 years of establishment, Guangqi Honda upholds its own values, including a commitment to core technology, end-to-end quality assurance from R&D to production, safety, and reliable after-sales service. Our essence of car manufacturing differs significantly from companies driven solely by capital and traffic. Purchasing a Guangqi Honda product equates to acquiring a "product you can trust completely."
Compared to new brands, we can offer long-term value to the industry and users.
Strategically, our goal of carbon neutrality drives our electrification efforts in the long run, avoiding short-sighted actions. With diverse powertrain layouts and a variety of products, we ensure every consumer finds a suitable vehicle.
Regarding intelligent technology, we believe intelligence does not equate to entertainment. Honda's Honda SENSING 360 safety technology and Honda CONNECT 4.0 smart connectivity prioritize user safety and peace of mind. Rather than relying on feature stacking to please users, we genuinely provide the most reassuring driving experience.
In terms of product quality and user reputation, with over 10 million units sold, our track record speaks for itself. Winning four consecutive IQS awards for new car quality, along with three consecutive SSI and CSI awards for sales and after-sales satisfaction, are the best validations of our efforts. With over 500 authorized dealers nationwide, users can rely on our services anywhere.
Regarding driving experience, Honda's relentless pursuit of power technology, driving feel, and fuel efficiency, driven by a passion for car manufacturing, deepens our connection with users. These core values are what make Guangqi Honda's products recognized and appreciated.
In the pure electric market, these advantages that reflect long-term value will continue to be our competitive edge.
