The concept of melancholy wide this second venture

Although in the course of 12 years of growth, words such as “conservative” and “not deliberately pursuing speed” have always been accompanied by Guangben, this does not mean that Guangben does not have the intention of “preserving stability”.

On March 26, Guangben's first joint-venture model, Concept S1, went offline from its Zengcheng factory. "Excited, like my own child to be born." Yao Yiming, deputy general manager of Guangqi Honda, described his feelings in his heart.

It is understood that this independent research and development team developed by Guangqi Honda’s own R&D team and owns independent brands and intellectual property models has consumed more than three years of hard work. The market positioning of the first shot of the joint venture has also enabled Kwong to enter the new blue ocean conquering the "sandwich" market.

Now, after having the two brands of “H” and “idea,” Kuanmoto is planning to restart accelerated development.

12 years of reincarnation

“Why should you choose to go offline on March 26?” Faced with the problem of young reporters, the old employees of Guangben will have a lot of thoughts. Twelve years ago, on March 26, 1999, at the Zengcheng factory, Guangben’s first sedan, the sixth generation of the Yayo line, was the first domestic product that synchronized with the world. At this point, the Accord in the high-end car market has been in full swing for 12 years, and once put Guangben on the forefront of the Chinese auto market. Therefore, when 12 years later, the concept of S1, the first joint-venture brand in China, went on the same day at the Zengcheng factory and Guangben also completed a reincarnation.

“We could only introduce one product 12 years ago, and we can create a product in 12 years.” Talking about this reincarnation, Yao Yiming used two precise verbs to describe the 12-year change in Guangben.

In Yao Yiming's view, China’s current boom in the entire automotive market is in the form of “market-for-technology” exchanges, but in fact, due to various reasons, real technology has not been introduced into Chinese companies. Therefore, if joint ventures continue to maintain the status quo and use other people's brands to produce things, the prospects for the Chinese auto industry will be worrisome. Guangqi Honda will also become a complete manufacturing plant. Therefore, in the year 2007, Guangben took the lead in proposing the development of joint ventures' own brands, and on July 19 that year, Guangqi Honda Automobile Research and Development Co., Ltd. was established. On April 20, 2008, Guangben officially released the concept (EVERUS) brand name and logo. During the three years from 2008 to 2010, Guangben also launched three concept brand concept cars.

Today, with the departure of concept S1, Guangben has also officially entered the dual-brand operation stage.

In the planning of Yao Yiming, the product line of ideas will also be extended to form a complete production line from the bottom up. “The next step for joint ventures in the future, we need to cultivate creative ability, only in this way, Guangzhou Automobile Honda can become a real car company, not just a car manufacturing company.” Yao Yiming said.

Drive to the fast lane

According to statistics, in 2010, Guangzhou Automobile's sales volume was 386,000, which was an increase of only 20,000 units compared to 2009. It can be said that in the era of rapid development of China's auto market, the growth rate of Guangben has been somewhat slow. This, of course, has limited capacity, but it has exposed Honda's cautious attitude toward the Chinese market and its own product line.

It is reported that due to over-pricing, until now, Fit is still at a loss. In the Chinese auto market, the A-class and A0-class family car market has become the most flourishing market segment. Therefore, despite the R&D concept, Concept S1 completely overturned Honda's DNA. However, Honda could not find a cheaper model, but the timely emergence of the concept allowed Guangqi Honda to find a sword that was on the fast track.

“When Guangqi Honda is growing rapidly throughout the Chinese market, what it lacks is a product like concept S1. Now the introduction of the concept can largely make up for the lack of Honda's products in this area,” Yao Yiming said. Although Yao Yiming did not disclose the specific sales target of concept S1, there are reports that the concept has set its first year's production and sales target at 150,000 units.

However, in addition to the impulse effect of concept S1 itself, Yao Yiming was highly valued by the system structure in the entire R&D process. It is reported that among the R&D personnel with about 130 S1 ideas, there are only about 10 Japanese nationals. The development of the concept not only enabled Guangben to establish a complete set of independent research and development systems and processes, established the development and procurement system for key components, but also promoted the talent independence of Guangqi Honda.

“Guangben is determined to build concept S1 into a national car that is truly loved by Chinese consumers and can bring a happy life to consumers.” Yao Yiming said, “According to the advantages of the joint venture, Guangben established the concept. 'Three-way' advantages of technology synchronization, quality homology, and service on the Internet."

"I think the dual-brand operation will be more solid and effective, and the next Guangzhou Automobile Honda will develop faster and companies will be more healthy." Yao Yiming stressed.