The second "recall" reproduces large-scale rights protection, and East Ben is deeply trapped in "confidence crisis"

In the first four months of this year, for Dongfeng Honda, a strong gap with the continuing heat caused by the “motor oil increase” incident was a rapid decline in sales volume.

The data shows that since February of this year, Dongfeng Honda's monthly sales have continued to decline, with the highest drop of more than 20%. With the continuous decline in sales during the single month, Dongfeng Honda continued to adjust its response strategy to the CR-V “throttle” incident. From the first “recall” to upgrade the ECU, modify the oil dipstick calibration line, modify the user manual, and interview with the AQSIQ. , And 1.5T version of the CR-V models sold out, and then officially released a second "recall" statement.

From the above tactics and attitudes of Dongfeng Honda's response to the CR-V “throttle” incident, it can be seen that in the face of a large-scale outbreak of oil growth, Dongfeng Honda has continuously adjusted its coping strategies to test the feedback of car owners, the public and even the media. . Obviously, after recalling for the first time the owner’s rights protection caused by upgrading the ECU, modifying the oil dip scale, and modifying the user manual, Dongben had to accept the appointment of the AQSIQ, and then stopped the 1.5T CR-V model. Sale and announced two recalls. However, in response to the constant changes in policy, Honda has also been given a big question mark on the sincerity of Chinese consumers and even the Chinese market.

The second "recall" is still flawed, and the national reproduction of large-scale rights protection

Looking at the seemingly sincere recall plan released on May 16 by East Ben, there are also many flaws. For example, the program's commitments on extended warranty and after-sales aspects are too broad, and the list of major parts and components listed does not cover the repair of major engine parts such as turbochargers and three-way catalytic converters.

A few days ago, in response to these questions, more than 170 owners of vehicles in Qiqihar, the “hard-hit area with more oil damage,” have once again joined the quality and technical supervision bureau. According to reports, this was the fourth collective rights-activist activity carried out by Qiqihar owners since the occurrence of the CR-V oil increase incident.

In addition, on May 20, Baoding, Hebei, Lishui, Zhejiang and other places have erupted large-scale owners of rights protection activities. Owners participating in rights protection claimed that Dongfeng Honda’s recall statement issued on May 16 only solved the problem by means of “suppressing the increase of oil level” and did not stop the problem. At the same time, some car owners discovered that their CR-V models were replaced with oil dips in the maintenance process without the owner’s knowledge.

Therefore, the recall statement on May 16 did not dispel the car owners' concerns. Dongfeng Honda's ambiguous post-sale and extended warranty and secretly changing the oil dipstick again ignited the anger of the majority of car owners.

CR-V fell out of the altar and the East’s sales target for the year is unlikely to reach

At present, the CR-V 1.5T model has been discontinued. With the release of the second recall policy, the CR-V can be returned to the sales track in the future. It is currently unknown; but from the Dongfeng Honda statement and the owner's feedback, The problem of increasing the liquid level of the 1.5T engine oil has not been fundamentally solved. In this case, it will inevitably affect the follow-up sales of CR-V.

At the same time, Dongfeng Honda also admitted that the same applies to the Civic 1.5T models. As we all know, CR-V and ten generations of Civic are the sales pillar of Dongfeng Honda, although the increase in oil level is only 1.5T models, but in the current turbocharged, 1.5T models in the CR-V and ten generations The sales volume in the civic area should not be lower. At present, the problem of rising oil level in 1.5T models cannot be solved, and sales of CR-V and ten generations of Civic will be difficult to improve.

In fact, from the sales performance in February of this year, in the case of an engine throttle, CR-V single-month sales have rapidly dropped by nearly 50%, plus nearly two months in the state of suspension of sales. This year CR -V has fallen from the altar of high sales.

However, from the solutions provided by Dongfeng Honda and the owners' feedback, it is difficult to make any breakthrough in the problem of the increase in surface oil level of the 1.5T engine oil in a short period of time. This means that CR-V and Civic models will be stuck in a "stagnation."

In the past two years, with the decline of Korean cars and the sluggishness of French cars, Japanese cars have generally risen in the Chinese market. In terms of Dongfeng Honda, in 2015, it bid farewell to the previous slow growth or even negative growth. The year-on-year sales volume increased significantly year-on-year, and in 2017 sales exceeded 700,000 units, an increase of 25.29% year-on-year, refreshing historical sales records.

Thanks to the high growth last year, Cheng Chung-kai, who took over as the deputy general manager of Dongfeng Honda Automobile Co., Ltd. earlier this year, set an annual sales target of 740,000 units. In the first four months of this year, Dongfeng Honda had a cumulative sales volume of 21 units and completed 28% of its annual sales target. Although there are still more than half a year later, due to the impact of the increase in the surface oil level of the 1.5T engine oil, Dongfeng Honda has a hard time making new breakthroughs in sales.

According to statistics, last year, Dongfeng Honda's CR-V annual sales reached 183,000 units, and Civic annual sales of 172,000 units. The two models accounted for 49.7% of the total annual sales of Dongfeng Honda, nearly occupying the total sales of Dongfeng Honda. half. Nowadays, Dongfeng Honda will face more pressure on sales this year due to the failure to effectively solve the engine throttle incident.

Dongben’s reputation sweeps the future and seeks breakthroughs through “electrification”

Further, due to the large-scale outbreak of the engine throttle incident, CR-V, which originally had a relatively high value-preservation rate in the used-car market, is now facing more risks.

The owners attributed their dual losses in property and morality to Dongfeng Honda’s delays and perfunctory issues on the “accelerator”. In this case, the reputation of East Ben is also rapidly falling in consumer word of mouth.

However, at this year's Beijing auto show, Honda disclosed to the outside world its determination to “electricize” its development strategy. According to the data, Dongben will launch a pure electric concept model in 2019. In addition to the future pure electric and hybrid vehicles, it will also launch a plug-in hybrid model. As of 2025, Honda will launch more than 20 electric vehicles in China.

The industry believes that “throttle” will become a turning point in the development process of Honda in China. Behind this incident will be the hidden crisis of Honda’s sales and reputation in China, and the electrification strategy may help Honda transform and upgrade its product structure. With technical strength again won the favor of Chinese consumers.

In fact, hybrid cars have made great strides since 2017 when Honda announced the opening of its electric-powered strategy. However, compared with the Accord Rui hybrids of Guangzhou Automobile's Honda Group, Siebray Ruirui’s hybrids in the East Benton Group are sluggish in sales. A lot.

Therefore, at present, East Ben, facing a crisis of confidence, will have a long trough to go.

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