In the chinese motor market, honda can be described as a very well-known car, and as a once-a-generation godcar, honda's flying market sales have always been as strong as a rainbow, yet news has come of the recent sharp drop in prices, even breaking the $70,000 psychological threshold, why is it not welcome
One, a generation of shinto honda fell by 70,000
According to the interface news, honda, which sold over 100,000 vehicles annually during peak periods, is trying to regain market attention through price reductions and limited marketing. Hiromoto recently announced that the new amount was on the market at a price of $6. 68 million, with a limit of 3,000. In the recent past 2025, only 2,695 flights were sold throughout the year on the chinese market, less than the size of this one-off launch。
The interface journalist comparison configuration information found that there was no change in the size and power parameters of the new section 2024, with the most important adjustments concentrated at the interior configuration level. New vehicles have added a 10. 1-inch middle screen with bluetooth and carplay features to respond to current consumer demand for basic intelligent experience。
A third-line city, honda honda, sales to the interface news, indicated that the new money is currently not available at the door and that consumers are required to pay a deposit of intent before the distributor communicates production to the manufacturer. The sale revealed that, according to the current consultancy, the number of orders actually received by the store was not significant. According to official fly-by announcements, the number of orders for the new car reached 1,233 for five days。
Pre-flight market dominance stems from its particular competitive advantage in the fuel car age. In a price zone of around $100,000, flying provides internal space and fuel economy that is superior to peer competition, thereby establishing its position as the preferred car model for young consumers. In 2018, the model peaked at 129,900 vehicles sold annually in china。
According to data from third-party platforms, honda remained fifth in the domestic mini-car market in 2023 at a retail sales volume of 551,000. By 2024, however, sales had fallen by more than 70 per cent per year, to only 147,000, and the breakdown had fallen to eight。
Why isn't flying popular
Why is it so unwelcome that the generation of shinto honda, once in the wind, has now fallen to the $70,000 level
First, it's not surprising that honda fell by 70,000. Looking back at the evolution of honda's flying distance, during the fuel car age, it had succeeded in building its own barrier of superiority, based on high value for money and lower vehicle usage costs. For consumers in general, flying is the preferred option for cars in the context of budgetary constraints. Its small and flexible body design not only makes it easy to travel in urban traffic, but also makes it extremely easy to park。
At the same time, lower fuel consumption means that consumers do not have to worry about high fuel costs during daily use. In addition, honda's flight is relatively simple and low-cost in terms of maintenance, which allows it to save considerable costs to the owner during its long-term use. These advantages have enabled honda to accumulate a large number of faithful users in the fuel car age, becoming the product of the mini-car market. However, as the car market continues to evolve and changes, these former advantages are increasingly being affected by new market trends, and the drop in flight rate of 70,000 yuan becomes the inevitable consequence of market development。
Second, in today's new energy transition, the advantages of the fuel-car age have been significantly diluted, and the cost advantage of the new-energy vehicle model versus the “oil-to-power” strategy has created a crushing impact on flight intensity. The low cost of cars, which had been proud of, has become uncompetitive in the face of pure trams. The cost of fuel vehicles consists of oil prices, maintenance costs, etc., while a pure electric vehicle model, with a few cents per kilometre of electricity, a simpler protection system, compresses the long-term cost of fuel vehicles to about one tenth, a cost gap that is decisive for small, price-sensitive car users。
It is even more noteworthy that the current state-made new energy companies have achieved a double breakthrough between technological maturity and cost control, with the introduction of the “oil and electricity equivalent” model, which, in the 60-80 million-dollar slots of flying, allows consumers to buy both more well-equipped pure electric cars and to benefit from the policy dividends of the new ones, including acquisition tax breaks, open-ended trades, etc., further widening the gap with the combined competitiveness of fuel trucks. Against this background, even if flight is sustained by the economic advantage of fuel, it is difficult to bridge the gap with the use cost and policy suitability of new energy vehicles, whose market space has been continuously squeezed。
Thirdly, the “functional deficit” is particularly deadly in the current consumption environment when compared to the current entry-level introduction of new energy vehicles to high-grade assistive driving and smart cabin systems. We are in an era of “soft-defined cars”, whose properties have evolved from simple mechanical vehicles to intelligent terminals. For the current group of young consumers, i. E. The target group of the flight, the availability of intelligent voice interaction, large-screen entertainment ecology and l2-class assistive driving has become the “one-vote veto” in car-purchase decisions。
Retrospect, limited to product architecture and cost control, is still at the stage of “mechanical excellence” but “smart experience of desert”. Even in the low-assembly model, radios need to be equipped by the user himself, which is extremely cheap in configuration and is seen as disrespectful to consumers in the internet age. The intelligent configuration of new energy companies has not only significantly reduced driving fatigue, but has also brought about the commoner use of vehicles through the upgrading of the ota, a continuous added value that cannot be matched by conventional fuel vehicles. A “smart cabin” is far more attractive than a “violent engine” for the vast majority of modern users who see cars as living space rather than toys. This misalignment in the logic of product definition makes flying difficult to attract new generations of consumers。
Fourthly, for flying, price reductions are only a stopgap measure in the face of market downturns, and how to truly re-establish its core advantages in the midst of radical market changes, as well as a profound test of honda’s strategic positioning for the future transformation of flying and the brand as a whole. Price warfare was never the end of industrial competition and was only a stage in the process of inventory or survival. Breaking the 70,000-dollar flight margin, which may pick up in the short term at a price-for-price rate, is undoubtedly at the expense of brand premium and dealer-profit space, leading in the long run to a lower end of brand image, and thus to a vicious circle of “downs-ups-ups-ups-ups-downs-ups-ups-uppings-ups-ups-ups-uppings-ups”。
Honda must understand that it is no longer possible to block the wheel of history simply by using the price of a fuel truck. The future path of flying is not about selling a fuel truck for how cheap it is, but about reshaping its product altogether. This requires honda to make a difficult strategic choice: to move forward firmly with the flight-level electric transformation, to transform it into a fine electric car with intelligent genes, and to build a new explosion using honda's traditional advantages in space utilization combined with three power technologies? Or abandon this sub-market altogether and concentrate resources on more profitable car-type or brand-new electric products? This is not only a replica of a car, but also a critical test of honda's determination on new energy strategies in the chinese market。
If honda is unable to produce subversive products in the area of intellectualization and electrodynamicization, and simply to repair the price by relying on the glory of the old age, flight depth and even the future of honda in the chinese market would be at great risk of marginalization。
