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如何重获信任?合资品牌欲以“技术理性”“体系价值”破局
Zhong Guo Jing Ji Wang· 2025-12-29 11:53
Core Insights - The automotive industry is facing challenges in brand value amidst intensifying price competition and the transition to new energy vehicles [1][6] - The Dongfeng Honda CR-V exemplifies a rational return to core values for joint venture brands, maintaining its market presence through stable output rather than short-term stimulation [3][7] Industry Challenges - Joint venture brands are grappling with the need to redefine their value propositions in the face of new energy trends and competitive pricing [1][6] - The transition to new energy is not a binary choice but a complex system that respects energy realities, technological maturity, and user environments [3][5] Technological Insights - The CR-V's strong hybrid system optimizes engine efficiency by allowing it to operate in its most efficient range, thus reducing energy waste during low-efficiency scenarios [5][6] - This hybrid approach is not merely theoretical but is validated across various real-world driving conditions, contributing to its low fuel consumption performance [5][6] Market Positioning - The demand for the CR-V's strong hybrid system is rooted in its technical rationality, appealing to both traditional fuel vehicle users and those seeking to reduce energy consumption without sacrificing experience [5][6] - The engineering standards that underpin the CR-V's product line ensure that both fuel and hybrid versions offer equivalent safety and durability, enhancing consumer trust [6][7] Future Outlook - In the next decade, the true advancement of joint venture brands will depend on their ability to provide stable and predictable value in a complex environment, rather than merely leading in concept definition or marketing [7] - The CR-V represents a forward-looking approach for joint venture brands, emphasizing the importance of maintaining stability and trust in a changing market landscape [7]