广汽本田P7销量遇冷：9月仅卖出196辆 何以破局？

Core Insights - The domestic narrow passenger car market retail sales reached 2.244 million units in September 2025, with a year-on-year growth of 6.4%, while the new energy vehicle market led with sales of 1.299 million units and a year-on-year growth of 15.7% [2] - GAC Honda's P7 model, however, faced a stark contrast with only 196 units sold in September, a month-on-month decline of 22%, and a total of 1,394 units sold in six months, averaging over 200 units per month [2][3] - The P7's initial launch was marked by high expectations, claiming over 5,365 orders within 24 hours, but actual sales figures were significantly lower, with only 437 units sold in April and a decline to 142 units in May [2][3] Product and Market Analysis - The P7's failure is attributed to a disconnect between product capabilities and market demand, particularly in pricing, where its range of 199,900 to 249,900 yuan appears less competitive compared to rivals like Toyota bZ3X and Nissan N7, which are priced at 109,800 and 119,800 yuan respectively [2][3] - Technically, the P7's use of a rear torsion beam non-independent suspension is seen as a disadvantage compared to competitors with multi-link suspensions, and its Honda CONNECT 3.0 system lacks appeal against domestic models featuring advanced chips and driving solutions [3] - The P7's sales performance reflects broader challenges for GAC Honda, which saw total sales of 223,900 units from January to September 2025, a year-on-year decline of 27.58%, making it the brand with the largest sales drop within GAC [3][4] Financial Performance - GAC Honda reported a revenue of 22.625 billion yuan in the first half of the year, a year-on-year decline of 26.23%, and 30.668 billion yuan in the first half of 2024, down 28.35%, indicating a downward trend [4] - The traditional automotive market is shifting as the era of relying on fuel vehicles fades, necessitating GAC Honda to stabilize its existing market share while accelerating efforts in new energy and smart technology to regain competitive advantages [4]