Reported by Pulsestacks on April 29, 2024, during the 2024 Beijing International Auto Show, Pulsestacks invited industry leaders, corporate executives, and expert scholars to step into the "AI Real-time Virtual Studio" to collectively explore the breakthroughs and innovations of the new era and new cars through the immersive experiences provided by Peak Speed, Netaland, and Content Players.
On April 25, Yang Zhonghua, Deputy Minister of Sales at Dongfeng Honda Automobile Co., Ltd., appeared on the Content Players' "AI Real-time Virtual Studio." He mentioned that by expanding the brand and product awareness on platforms like Xiaohongshu and Douyin, Dongfeng Honda hopes to communicate more directly with consumers. Dongfeng Honda is actively seeking cooperation with local tech companies such as Huawei and CATL to strengthen the development of intelligent and electrified technologies, aiming to respond more quickly to market changes and meet the needs of young consumers.
Yang Zhonghua, Deputy Sales Manager of Dongfeng Honda Automobile Co., Ltd.
Pulsestacks: Thank you very much, Mr. Yang, for joining us for this interview. Let's now delve into some hot topics regarding Dongfeng Honda Automobile.
To start off, let's discuss some issues related to new energy vehicles. As a joint venture brand, Dongfeng Honda has faced increasing pressure in recent years due to the rise of domestic brands. Challenges such as declining sales have been prevalent. So, looking ahead, how does Dongfeng Honda plan to reclaim its dominance in the marketing arena?
Yang Zhonghua: Firstly, both the era and consumer habits are evolving. We need to adapt our communication methods with users and embrace innovation.
Yang Zhonghua, Deputy Minister of Sales Department at Dongfeng Honda Automobile Co., Ltd., and Zhang Yuanyuan, Editor-in-Chief of Pulsestacks, are considering new media communication strategies to enhance brand and product awareness through platforms like Xiaohongshu and Douyin. They are also focusing on accelerating the layout of private domain touchpoints, with activities such as short videos and live streaming at our store-end 4S shops and main factories to engage with customers and build a user operation system.
Furthermore, they have launched the user brand "Benjia" and initiated the "Benjia Day" event since last year. In December last year, over 10,000 users from all over the country were invited to visit our factory in Wuhan, where they enjoyed various activities and experienced the culture of modified cars together.
Regarding the Lighthouse model, as the second model under Dongfeng Honda's e:N brand, what advantages does it offer and what role does it play in our overall product layout and positioning?
Yang Zhonghua mentioned that Dongfeng Honda unveiled the "Create Future 2030" new strategy last year, aiming to introduce more than 10 pure electric vehicle models by 2030 as part of their electrification strategy.
Yang Zhonghua, Deputy Minister of Sales Department of Dongfeng Honda Automobile Co., Ltd., and Zhang Yuanyuan, Editor-in-Chief of Pulsestacks.
Hunter Light is one of the key products in the strategic transformation of Dongfeng Honda. The word "Hunter" comes from "hunting attire," expressing a personalized attitude, facing challenges bravely and constantly exploring unknown territories. The word "Light" embodies our insights into future travel methods, boldly charting new paths for brand development.
Hunter Light is built on a pure electric exclusive architecture, integrating high-power drive motors and large-capacity high-density batteries, along with over 20,000 scenario algorithms, ensuring a comfortable ride without dizziness and a more enjoyable driving experience.
Our Hunter Light is now available for pre-sale, and will continue to enhance users' awareness of Dongfeng Honda's electrified brand. Thank you for your interest.
Pulsestacks: I would like to inquire about the design concept of the Lingxi L. We mentioned the positioning of Hunter Light earlier, so what considerations went into the design of Lingxi L?
Yang Zhonghua: Every era has its aesthetic mainstream, but that doesn't mean everything has to be the same. We aim to bring more changes to consumers.
The polyhedron design language is the soul of Lingxi L's design, with features like the Three-Wing Family front face design and electronic exterior mirrors, offering young people more opportunities for self-expression. The electronic exterior mirrors represent the technological content of Lingxi L, providing consumers with a product like electronic exterior mirrors in the price range of A-class pure electric coupes.
We wanted a unique design for Lingxi L, and our R&D team is very young. From the initial design stage, we didn't want Lingxi L to resemble any existing designs, and we hoped it would resonate with every young user.
Pulsestacks: This product gives a very youthful vibe.
Additionally, I'd like to discuss our considerations regarding the development of pure electric and fuel vehicles. As we promote pure electric or fuel vehicles, we have introduced many models with different power structures. We have capabilities in fuel, hybrid, plug-in hybrid, and pure electric aspects, making us one of the few joint ventures with all these capabilities on the market. Why did we make this decision?
Yang Zhonghua: The market demands products with different power structures, so we seek a balance between pure electric and fuel, insisting on grasping both. Hybrid models can be considered the optimal solution for current user travel needs and are one of the power forms promoted in the country's development of new energy.
As a pioneer in electric hybrid technology, Honda's strong electric hybrid technology is among the best in the field, balancing vehicle energy efficiency and performance, providing a driving experience comparable to pure electric and fuel vehicles. Dongfeng Honda has deep technical and manufacturing expertise, enabling rapid adaptation to production, ensuring safety, reliability, and outstanding quality. As consumer awareness of hybrid technology becomes clearer, we believe Dongfeng Honda's strong electric hybrid technology will be increasingly favored by users.
Pulsestacks: We look forward to introducing more and better products in the hybrid arena and bringing them to the market.
Lastly, I'd like to discuss the topic of new cooperation models with you. We have launched a localized new brand, and this new cooperation model may attract widespread industry attention. As a leader at Dongfeng Honda, how do you interpret this new cooperation model, and does it represent an innovative exploration of joint venture models?
Yang Zhonghua: First of all, thank you for asking about the localized brand. In the new era of joint ventures, joint venture companies are like aircraft carriers that need to turn around, testing our adaptability and determination. Therefore, Dongfeng Honda must take the lead and actively explore new models for joint venture brands.
We believe that the new joint venture model requires fresh concepts, with design, services, and channels working together, including a robust localized supply chain. Currently, we have varying degrees of cooperation with domestic companies such as Huawei and CATL, who have advanced achievements in smart and new energy fields. We will actively respond to market demands, using efficient R&D capabilities and products that meet the needs of local young people to jointly create a new joint venture model.
The arrival of the Lingxi and Y brand is Dongfeng Honda's practical exploration of a new joint venture model. We will leverage the strengths of Honda and the Chinese market around these two major brands, optimize the existing product service system, and earn market recognition.
