昔日「国民神车」，月销量只剩两位数了

Core Insights - The Honda Fit, once a popular compact car in China, has seen a dramatic decline in sales, with only 23 units sold in August 2025, marking a significant drop from its peak sales of 146,000 units annually [2][4][8] - The decline is attributed to changing consumer preferences towards electric vehicles (EVs) and the rise of domestic brands offering better value and technology [9][10][12] Sales Performance - In August 2025, the Fit's sales plummeted to just 23 units, a stark contrast to its previous high of 14.6 million units annually [2][4] - Cumulative sales for the first three quarters of 2025 reached only 2,676 units, with an average monthly sales of around 400 units in the first half of the year [4][8] - The Fit's sales dropped below double digits for the first time in July 2025, with only 75 units sold [4][8] Market Position - The Fit was once celebrated for its compact size, affordability, and fuel efficiency, appealing primarily to young consumers [5][7] - The vehicle's competitive edge has diminished as domestic brands like Geely and BYD have introduced electric models that outperform the Fit in terms of cost and technology [10][12][14] Consumer Shift - Many former Fit buyers are now opting for electric vehicles due to lower operating costs and advanced technology features [10][12] - For instance, the Geely Star Wish has a monthly operating cost of approximately 5.35 yuan per 100 km, significantly lower than the Fit's cost of about 39.6 yuan per 100 km [10][12] Brand Evolution - Honda is attempting to revitalize the Fit brand with a new model set to launch in the fourth quarter of 2025, which will include both gasoline and hybrid versions [19][20][22] - The new Fit will feature improved fuel efficiency, with the hybrid version achieving a WLTC combined fuel consumption of 3.8L/100km [22] Industry Context - The decline of the Fit reflects broader challenges faced by Japanese automakers in the Chinese market, with significant drops in profits reported by major brands like Honda, Toyota, and Nissan [18][19] - Honda is shifting its focus towards electric vehicles and has plans to launch a new electric brand in China, aiming to adapt to the evolving market landscape [19][20]