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作者:大众侃车张娜

排版:陈玉婕

图片:来源于网络,侵删

千城数智(效果营销智能机构)出品

“合资车企开始醒悟了。”一位老汽车媒体人如此感慨,“今年是合资车企反攻的关键之年”。

从曾经的技术“引进生”到今朝的转型“自救人”,合资品牌在中国的角色已经演变,但是不变的是深耕中国市场的决心。今年,合资品牌不断洞察中国消费者需求变化,从被动转型到主动变革,以智能化补齐、价格调整与渠道改革为三大抓手,全方位重塑自身竞争力。

东风本田为合资品牌反攻开路。3月6日,东风本田S7上市,以本田70余年技术底蕴为根基,用时间打磨品质、用技术调校性能、用匠心雕琢细节,重塑电车安全、操控、舒享新标杆。

广汽本田紧跟而上。4月15日,广汽本田P7上市,官方一口价为19.99万元-24.99万元,与东风本田S7一样为消费者带来豪华、智能、操控的极致感受。

本田S7联合P7携手“掀桌”,吹响合资纯电车反攻号角。借着P7上市的契机,本田统一了两款车型价格,将东风本田S7调整为与广汽本田P7同价,全新一口价19.99万元起,且全系赠23788元用车权益,同时东风本田将为S7已购车主保价保权益,补差价、补礼遇。

本田率先打破传统双车双价模式,让消费者告别比价焦虑,建立新能源时代合资车企"高质价比"新基准。

这是本田基于用户声音做出的积极调整,“听劝”的背后是其“以用户为中心”的品牌基因。东风本田让用户用不到20万的钱买到了价值30万元的产品,真正实现"用户定义价值"的行业创新。

中国汽车市场从不缺品牌新品,徒有其表、靠噱头博眼球的新品比比皆是,但世人皆知,真正能打动消费者、站稳脚跟的永远是饱含诚意之作。东风本田S7不是一款车,是东风本田诚意的集大成者,更将革新纯电汽车的价值体系。

告别比价,重构用户价值

“面对越来越多的新产品,我真的有点选择困难症了,甚至还有点担心被割韭菜。”在公共社交平台上,总有消费者如此感叹,“好不容易买完了车,结果竞品降价了”。

这是“价格战”的后遗症正在显现。当部分品牌深陷“降价-减配-品牌贬值”的恶性循环时,消费者也在选车购车时陷入了漫长的比价“拉锯战”,身心俱疲。

这种情况下,那些坚持技术投入、注重长期价值的车企反而成为了“受害者”。东风本田S7正是其中之一。新车刚刚上市后,市场上便出现了一种声音:东风本田S7定价太贵。

为什么会这样?因为当下的市场发展让消费者丧失了真正的判断:为一辆好车支付合理价格,比捡漏一辆便宜车更划算。所以当一些车企通过削减隐形成本去低价竞争时,秉承长期主义初心的本田等车企的保守策略反而成为了“劣势”。

“东风本田有点傻,车确实是好车,可惜把钱用在了看不见的地方!”有消费者如此评东风本田。

如果东风本田S7没有在聚光灯下被拆解,那么消费者可能永远不知道东风本田在看不见的地方,为安全付出了多少时间与成本。

每平方厘米可承受15吨重压的1500MPa热成型钢、集1500MPa热成型钢与980MPa高强度钢于一体的五层结构A柱、经历500余项严苛验证的宁德时代定制89.8kWh三元锂电池……这些都是东风本田S7对用户安全承诺的具象化体现。

东风本田很“钝”,面对消费者对定价的质疑,它不去反驳,反而“听劝”,积极深入市场调研,深入了解消费者对价格的成熟能力,继而在兄弟车型上市时,直接调整价格权益,并且照顾到老车主的利益。

通过价格调整,本田将原本中高端车型使用的三电系统、车身零部件、科技配置等最新技术下放,能够让更多消费者以更低门槛享受本田最新科技研发成果。据了解,此次降价甚至可能远低于其制造成本。

这直接打破了传统汽车行业长期维持着严格的技术等级制度,重构了用户价值。要知道,在当下的大多数传统车企在产品布局上仍给消费者树立起了无形的技术壁垒:例如,V6发动机只配给旗舰车型、智能驾驶辅助也仅限顶配等。

东风本田此次“低于制造成本”的激进让利,不仅是商业策略的调整,更是一场关于汽车价值的启蒙运动。这里面蕴含着东风本田以用户为中心的初心,让消费者不必在“低价低质”和“高价高配”间艰难取舍;也暗藏着长期主义的智慧,因为在东风本田看来,真正的长期主义是让每一分钱都投向可持续的价值。

不止听劝,更坚守大厂品质

“听劝”的东风本田,展现了一个优于其他传统车企的转型智慧——不抛弃造车本质,不傲慢对待需求。

除了价格外,当下中国消费者对一款合资新能源车的需求不仅仅是局限在外观、内饰等表面,而是有了更深层次的问题:智能化跟得上吗?品质可靠吗?操控优于燃油车吗?

在东风本田S7身上我们看到了东风本田给予用户的答案。

当下的合资车企转型有一个核心问题是:智能化不接地气。换句话说,即使诸多合资车都在宣称自己智能化配置丰富,但实际体验中却表现出“水土不服”的尴尬。

东风本田S7破局,实现从“功能智能化”到“体验本土化”的跨越。背后的功臣是东风本田新能源工厂,这是东风本田有史以来数智化程度最高的工厂,更是本田在全球建设的首个新能源工厂。

新工厂配备了400多台机器人设备,260多台AGV智能物流小车,导入业内先进的全方位品质自动检测技术,提高工厂自动化率,增强产品品质保障能力。同时,新工厂布置了8个工厂通用系统及5个车间专有数字化系统,实现从物流运输到生产的全过程可追溯的数字化管理,与智能排产系统相结合,极大地提高了生产效率和生产精度。

凭借先进的技术工艺和高超的智能制造水平,这座工厂刚一投产便斩获了“2024汽车制造超级工厂”称号。

“东风本田向用户行企业转型的决心不比任何一个合资车企差。”一位熟悉东风本田的媒体如是说。问及何为用户型企业?他说:“不辜负用户期待”。

然而在满足用户对智能化的期待时,东风本田始终擦亮“金字招牌”,因为在它看来,品质时最大的用户思维,“本田品质”是东风本田在电动化转型中最宝贵的资产。

CR-V就是最好的证明。正是因为东风本田对安全与可靠近乎有着近乎偏执的坚守,才铸就了CR-V“20年开不坏”的品质神话。即使是在新能源时代,CR-V仍然是众多消费者信赖的选项。

在S7身上,东风本田同样发扬着自身作为“大厂”的传统和底蕴。数据说明一切:在东风本田S7上市之前,经历了150万公里全球路试的严苛考验、通过了5300余项整车测试的精心雕琢、经受了118次碰撞试验的锤炼,千锤百炼下是东风本田对可靠的极致追求。

在以大厂品质为电动化保驾护航的同时,东风本田也以开放的态度与用户分享在这方面的成绩与改变,从而与用户建立深层次的品牌认同和归属感。

它亲切地称呼用户为“本家人”,连续两届的“本家DAY”创造了一种全新的用户生态体系。从“本家体验”“本家服务”“本家社区”到“本家人成长”无不在说明东风本田“以用户为中心”品牌理念。

从满足用户需求到听取用户需求降价,东风本田正在让那些被“低质低价”迷惑的消费者,识别到那些被掩盖的长期价值,当电动化成为必答题,S7用实力和真诚证明:“本田大法”在新能源时代,依然值得信赖。

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