Japanese car crashes shattered quality stability concept share has declined

Recently, AQSIQ announced that due to the need to upgrade the electronic control unit (ECU) software, Honda Motor will recall 2.49 million vehicles worldwide, including Guangzhou Automobile Honda and Dongfeng Honda will start from August 8. Recalling the Accord [review picture forum], Odyssey [review picture forum], Si Platinum [review picture forum] and other three hot cars totaling more than 760,000 cars.

Honda’s recall occurred at the moment when the Toyota’s “recall door” incident had not yet completely dissipated. This would not only make people question it: What happened to Japanese auto brand?

First Financial Daily: How do you see the recall of Japanese brands?

Chen Wenkai: After Toyota recalled, Honda Motors also had several recalls, which was not the same as the previous impression that Japanese cars gave to consumers. Japanese cars have always given consumers the impression that there are fewer defects and quality. However, last year China's car recall ratio accounted for only 6.5%, far lower than the mature country car market. In 2010, the number of automakers recalled in the United States totaled nearly 20 million vehicles. In the same year, the United States sold only 11.5 million new cars. In other words, the number of cars recalled in the US market in 2010 was more than the number of new cars sold, so the recall culture in the Chinese market is not mature.

Cui Dongshu: Japanese car recall is a normal event. It is difficult to avoid the company's product design process. Judging from the recall itself, it is the company's responsible performance and gives the company the opportunity to make corrections. It cannot be explained by the number of recalls and scale that the quality of the car is problematic. More and more multinational car companies have also considered the Chinese market at the time of their recall. This is a process of progress. However, at present, domestic laws and regulations cannot keep up with the needs of the market, consumer awareness of rights protection is not high, and the cost of rights protection is high.

In addition, Toyota's "recall door" incident affected Honda Motors, Honda Motors has a stronger sense of risk and is more cautious about handling recalls.

Daily: What kind of far-reaching impact will the global recall of large-scale products bring to car companies?

Cui Dongshu: Product recalls will have a certain impact on the market, but it will not be great. In mature markets, the recall of car companies is a common thing. In a market where the automobile culture is not mature, consumers may think that the recall is a very serious matter. In fact, many hidden dangers in the recall will not be encountered by most consumers.

Chen Wenkai: To a certain extent, it will hurt the brand image of Japanese cars, but consumers are easily forgetful.

Daily: For a company, what is the fundamental guarantee for sustainable development?

Cui Dongshu: The most fundamental issue is the establishment of a car brand reputation, to attract consumers with product loyalty and trust, the product is not necessarily technically advanced, but it can give consumers a sense of security, this feeling is behind the consumer Recognition of product quality.

Chen Wenkai: The continuous development of car companies still depends on technology and products themselves, followed by marketing promotion.

Daily: How to look at the development prospects of Japanese car manufacturers in the Chinese market?

Cui Dongshu: The prospect of Japanese cars in the Chinese market will not be declining all the way. Japanese cars will have opportunities for improvement. Japanese cars have been proven to have strong vitality in the global market. The performance of Japanese cars in the U.S. market proves that Japanese people are not particularly rigid in mind. They only suffer from product strategies in the Chinese market. If Japanese companies treat the Chinese market with the same attitude as the U.S. market, Japanese car companies must have a market in China. Good prospects for development.

Wenkai Chen: Japanese car companies were originally leading in China, and their market share has already fallen, but this is not a result. If Toyota and other car companies attach importance to the Chinese market, change the fundamental market strategy, and can quickly respond to changes in the Chinese market, timely close to the market, the Japanese car companies in the Chinese market, the prospects are more bright.