Introduction

2025 marks a pivotal year for joint ventures' counter-attack in electrification, and Guangqi Honda P7 cannot afford to remain inconspicuous.

Do joint venture automakers today have a clear blueprint for 'how to build electric vehicles'?

From Mazda EZ-6 to Volkswagen ID.4 officially announcing price cuts, to the imminent launch of Guangqi Toyota Bozhi 3X, reality seems to have provided the answer. Regardless of how the global new energy market evolves, their survival hinges on abandoning global thinking and focusing on China's approach to meet the stringent demands of Chinese consumers.

'In China, for China.' From slogans to practical actions, 2025 has seen a promising start for joint venture brands.

For Honda, as competitors solidify their positions in their respective market segments, should it follow the market trend or continue to adhere to its unique car-making philosophy? This is a complex question, but from an observer's perspective, Honda needs to make a decisive move at this critical juncture.

Looking back over the past few years, Honda has indeed introduced many new energy vehicle models in China, such as VE-1/MN-V, eN:P1/S1, and eN:P2/S2, all reflecting Honda's understanding of the Chinese auto market. However, their market performance speaks volumes.

Survival is a matter of adaptability. As we enter 2025, the situation for joint venture automakers has become increasingly challenging. Who can afford to remain arrogant and ignore trends? Tonight, Dongfeng Honda S7 will also be launched. So, has Guangqi Honda P7, as its sister model, devised a strategy to respond to the impact of the new era?

Speaking of Honda's DNA, its commitment to automotive sports, pursuit of ultimate vehicle control, and understanding of youthfulness are inherent in the brand. When it comes to the joint venture company Guangqi Honda, no matter how many localized modifications it makes to P7, Honda still aims to fully unleash the brand's true essence on this new model.

01 The Stubborn Side of Honda

The current auto market atmosphere is quite intriguing.

Under the spell of 'color TV/refrigerator/big sofa,' it seems that Chinese consumers' evaluation of a new energy SUV has been reduced to this value proposition. This year, witnessing brands like Li Auto and AITO soar with similar products, and a plethora of similar new cars emerging one after another, further validates the correctness of this evaluation standard.

Of course, based on practical factors, transforming a car into a second home is not problematic, but this has also given rise to a new question: Does China's 25 million vehicle market only allow for one style to exist?

Perhaps! At least for the new P7 model, Yuan Xiaohua, Deputy General Manager of Guangqi Honda, is very insistent, 'We aim to turn pain points into pleasant points and not build clichéd internet-famous cars!'

Honda is notoriously stubborn.

In the company's nearly 80-year history, this sentiment is prevalent. Every time a new car is launched into the market, Honda always strives to make consumers instantly feel that this is a 'Honda.' From small cars like Fit to various types of products like the family-oriented Accord and Odyssey, there are no exceptions.

Today, amidst a consumer trend that has become more rational and where emotional value triumphs over pragmatism, the various market changes Honda has experienced in China have made it feel the crisis in sales and profitability. However, what makes Honda Honda is precisely that brand proposition that originated during its initial stages, which has kept it fresh over time.

However, returning to the product, due to an understanding of practical factors, Guangqi Honda P7 is not like those mid-sized new energy SUVs that prioritize extreme comfort and unclear technological attributes. But to say that this car is too pure also seems inaccurate.

In other words, after developing several electric SUVs, from Guangqi Honda's perspective alone, it accepts Honda's inherent character while not forgetting to delve deeper into existing consumer trends.

Image|Honda's 'Yunchi' Intelligent and Efficient Pure Electric W Architecture

After P7 was unveiled at last year's Guangzhou Auto Show, Guangqi Honda has also taken note of the evaluations from all sides. Obviously, compared to previous electric vehicles, P7, with Honda's W (Yunchi) architecture as its foundation, has received quite a bit of positive feedback.

'P7 doesn't look like a Honda car at all' has touched a nerve with Honda and may have given Guangqi Honda confidence in building electric cars.

To be honest, at this stage of rapid development in intelligence, we wouldn't dishonestly claim that P7 has made groundbreaking progress in this area. However, even if it's because of the tremendous changes in the Chinese market that have put pressure on Honda, outsiders can see that P7's Chinese characteristics are quite prominent.

'Well-crafted materials, electronic LCD screens everywhere, even electronic exterior rearview mirrors and color-changing panoramic sunroofs appear on P7, is this still Honda?' Until today, many people still have such doubts.

But I believe that it is precisely these equipment that should not appear on P7 that proves that as a joint venture company, Guangqi Honda has not chosen to lie down and let the market dictate terms.

02 The Market Should Not Be Monolithic

Competition pressure has surged, and the trend of price wars coupled with intelligent development has dealt heavy blows to many enterprises. Facing the current market, does Guangqi Honda P7 still have a chance?

Based on P7's product strength, on the one hand, we will see that Honda's personality is still boldly highlighted at the mechanical level. On the other hand, the insight gained from more than 20 years of deep cultivation in China has finally been concretely implemented and expressed on this model.

Sporty and comfortable, individualistic and mainstream, does it seem contradictory?

In today's Chinese auto market, P7 does have a bit of that meaning. But for Honda and Guangqi Honda, once you understand their attitude and their response to market changes, I believe that P7 definitely has its corresponding consumer group.

Above, although it did not directly answer whether 'the current Chinese auto market should only have one style of product.' From last year's Guangzhou Auto Show to the recently concluded Guangqi Honda Technology Experience Day, P7 has actually clearly informed the outside world that it intends to find new fertile ground for survival in its own way.

Some say that the current auto market atmosphere has determined that the sporty and performance-oriented style of cars like Honda is already outdated, and current users are simply targeting low-priced 'color TV/refrigerator/big sofa' vehicles.

Is that really the case? At least before Honda fully dives into the electric vehicle market, Xiaomi has already refuted this.

Perhaps against the backdrop of the rise of Chinese enterprises, Xiaomi, with its own aura, seems to be on the path to success no matter what it does. But when it comes to products, the popularity of Xiaomi SU7 tells us that not everyone uses their car as an electronic device or mobile equipment.

You can doubt Honda's ability to create luxury and technology, but when it comes to mobilizing users' driving enthusiasm and shaping individuality in the most positive way, Honda has no reason to yield ground.

Compared to 'color TV/refrigerator/big sofa,' I'm not sure how long it has been since Chinese consumers have been excited about specialized terms like P7's 50:50 front-to-rear weight distribution, dual-motor four-wheel drive or single-motor rear-wheel drive, and front double-wishbone and rear multi-link suspension on a joint venture brand.

From Xiaomi SU7 to Guangqi Honda P7, a sedan and an SUV, all product details reflect the versatility of China's pure electric vehicle market.

Honda is not Toyota, Volkswagen, let alone Hyundai or Kia. Its distinct brand personality has persisted for over 70 years. What reason could there be to overturn and reorganize it overnight?

And to say that tens of millions of Honda users in the Chinese market or any users who are moved by driving have really been completely convinced by brands like Li Auto? I think the answer to this question is definitely not absolute.

Most likely, like Dongfeng Honda S7, Guangqi Honda P7 will not be a model designed to lower the entry threshold for Honda's electric vehicles. The market it attacks will inevitably encounter internet-famous SUVs like Li Auto L6/7/8 and AITO M7, and as a pure electric vehicle, it lacks the functionality of being both fuel and electric as a backup selling point. But the vast Chinese auto market needs interesting souls.

Xiaomi can be one, and Honda naturally should not be left behind. The electric vehicle market is maturing, and opportunities abound. It just depends on how the versatile Guangqi Honda seizes them.