从“加价难求”到月销难破5000辆 本田思域不好卖了？

Core Viewpoint - The Honda Civic, once a dominant player in the automotive market, has seen a significant decline in sales, with September sales dropping to 4,035 units, a year-on-year decrease of 19.57% [2] Group 1: Sales Performance - In January, the Civic sold 9,155 units, but has not surpassed 5,000 units in any month since [2] - The overall market trend shows a rapid decline in fuel vehicle market share, with new energy vehicles (NEVs) achieving a penetration rate of over 58% in September [3] Group 2: Competitive Landscape - The Civic is facing intense competition from domestic new energy vehicles, which offer lower fuel consumption and advanced technology features [2] - For example, the BYD Qin PLUS DM-i has a starting price of 79,800 yuan, with a fuel consumption of only 3.8L/100km, significantly lower than the Civic's 7-8L/100km in urban conditions [2] Group 3: Consumer Preferences - Consumers are increasingly prioritizing vehicles with lower overall costs and better experiences, rather than just brand recognition [4] - The Civic's outdated technology and lack of competitive advantages in terms of electrification and smart features have diminished its appeal [3][4] Group 4: Strategic Response - In an attempt to regain market share, Honda has opted for a price reduction strategy, reportedly lowering prices by 30% [3] - However, this strategy has not resulted in increased sales and has negatively impacted the interests of existing Civic owners [3] Group 5: Industry Implications - The current situation of the Civic serves as a warning for the entire fuel vehicle industry, indicating that merely relying on brand strength is insufficient in today's market [4] - Continuous innovation and responsiveness to consumer needs are essential for survival in the competitive automotive landscape [4]