Honda NS2's market performance and consumer expectations

Lieguang e:NS2 is a compact hunting SUV launched by Dongfeng Honda. Since its launch in June this year, it has attracted widespread attention. However, according to data, the sales volume of this car in July was only 209 units, far lower than many popular models on the market, and it obviously failed to gain recognition from consumers. Faced with this situation, we can't help but ask, what is the problem with this car?

First, from the perspective of exterior design, the e:NS2 attempts to create a personalized, sporty visual effect, but the actual effect is somewhat stiff, giving people a feeling that the design is too hard. This design concept failed to attract the attention of the target consumer group, but instead disappointed many potential users. Among many new energy vehicle models, design is often an important factor that consumers consider, and the failure of the e:NS2 in this regard directly affected its sales performance.

Secondly, the power performance of the Lieguang e:NS2 is also worth paying attention to. As a shooting brake, consumers usually expect it to have strong power and superior handling performance. However, the 150KW motor equipped with the Lieguang e:NS2 can only provide a maximum speed of 160km/h, coupled with the non-independent suspension system, making it difficult to have a competitive advantage among family SUVs of the same price. Compared with other joint venture brands and new energy models on the market, the Lieguang e:NS2 is undoubtedly at a disadvantage.

In addition, from the perspective of marketing strategy, the joint cooperation between Honda e:NS2 and "Ultraman" may cause a lot of discussion in the early stage, but the final market feedback shows that this cooperation has not effectively promoted sales. Although the image of Ultraman may arouse the interest of some children in this car, the target positioning of e:NS2 is a hunting car, and its consumer group is mainly adults. Adult consumers are more rational in their car purchase decisions, and a cartoon image is unlikely to change their expectations of vehicle performance and practicality.

Talking about the price, the official guide price of the Lieguang e:NS2 is 189,800-209,800 yuan. Although a limited-time car purchase discount of 30,000 yuan was launched, the actual selling price was reduced to 159,800-179,800 yuan, but most consumers were still shocked by the high guide price when they first learned about it. In today's fast-spreading information, consumers often do not have the patience to look for discounts, and a simple and clear pricing model is more conducive to increasing market attention. Therefore, Honda should consider showing greater sincerity in pricing, rather than relying on short-term limited-time activities to attract customers.

In today's automobile market, many consumers are skeptical about the technical strength of joint venture pure electric vehicles, which requires the Lieguang e:NS2 to pay more attention to its technical characteristics when promoting it. Instead of emphasizing the co-branding effect of Ultraman, it is better to focus on the vehicle's core technical indicators such as endurance and charging speed. At present, the 68.8kWh battery pack that comes standard with the entire Lieguang e:NS2 series provides a range of 545 kilometers, which is still quite satisfactory compared to competing models of the same level, but lacks a clear leading advantage.

In general, the Lieguang e:NS2 does not have a clear advantage in terms of appearance, power, battery life, etc., and it is particularly difficult to stand out in the fiercely competitive market environment. At present, most consumers who are interested in purchasing this model are in a wait-and-see state, hoping that the official can make adjustments in subsequent products and marketing strategies to improve its market competitiveness.