Just last week, GAC Honda celebrated the completion of its new energy factory and the launch of the new electric vehicle, the P7. It appears that the controversy surrounding Dongfeng Honda's initial pricing of 259,900 yuan for the S7 upon its launch will likely be "unavoidable" for GAC Honda as well.

For Honda and other joint venture automakers, the sluggish performance of the electric vehicle market is indeed a daunting challenge. Guangben's e:NP series models, after discounts, are priced at just over 100,000 yuan, yet their monthly sales have consistently hovered in the triple digits, with a decline observed this year.

The pricing of the new Ye series models, based on a new platform, is notably deviated from the domestic new energy vehicle price system. "Auto Talk" has also learned that the costs of the Ye series have yet to decrease, forcing Honda's two joint ventures to push forward despite the challenges. This year's sales targets will still predominantly rely on fuel vehicles.

However, the current market for fuel vehicles is also experiencing difficulties. According to Honda's domestic sales data, cumulative sales from January to February declined by nearly 30% year-on-year. GAC Honda and Dongfeng Honda's sales declines fall within this range. Multiple GAC Honda dealers informed "Auto Talk" that significant discounts are currently being offered on models. It seems that to meet sales targets, GAC Honda can only "reluctantly" seize market share through low prices.

Accord Starts at Just Over 100,000 Yuan?

Just over a week ago, GAC Honda launched the new Accord and Xingge. Compared to the current models, the new cars have seen minimal changes, mainly in terms of price adjustments. Taking the Accord as an example, Guangben's official guidance price ranges from 179,800 to 214,800 yuan, with a maximum comprehensive benefit of up to 62,000 yuan.

However, "Auto Talk" learned from multiple dealers that obtaining a 62,000 yuan discount through a trade-in is not difficult if you have a used car. If the old car is a Honda model, an even higher discount is available, and in some areas, car purchase subsidies can also be enjoyed. Consequently, purchasing a new Accord for just over 100,000 yuan is now possible, which was unimaginable just a few years ago.

It's not just the new Accord; virtually all models currently sold by Guangben can enjoy discounts totaling 60,000 to 90,000 yuan, comparable to luxury brand models. Sales staff are employing various strategies to stack multiple discounts, encouraging customers to make purchases promptly. Despite these significant discounts, the terminal response has not yielded the anticipated "hot" sales scene, indicating a marked decline in the attractiveness of joint venture brands to users.

Manufacturer's Point-to-Point 'Guidance'

Now, to boost sales, GAC Honda is sending personnel from its headquarters to dealerships in major cities to provide point-to-point 'guidance'. While this practice is not unusual among GAC Honda and other joint venture brand dealers, given the current market environment, this move not only demonstrates the manufacturer's commitment to fighting alongside dealers but also places additional pressure on them. Dealers can only further pass these pressures on to their employees.

Some GAC Honda users told "Auto Talk" that they have recently received an influx of WeChat messages from GAC Honda dealership sales and service personnel, not only promoting car purchase discounts but also maintenance and repair information. The sales scripts are even being changed daily, which is a rare occurrence. While this promotional approach is understandable, the user experience has suffered.

A consumer survey revealed that joint venture models only attract users through promotional methods, with limited success. When a significant number of joint venture model users consider replacing their cars, they are more likely to opt for new energy vehicles. Perhaps the recent launch of the "Intelligent Driving Edition" of the Camry will spark new ideas for the upgrade of classic fuel vehicles.