Pan Jianxin's Life-or-Death Dilemma: S7 Monthly Sales Below 100 Units—Who Is the "Non-Producer" at Dongfeng Honda?

The first half of the year has passed, and a month of the second half has quietly slipped by, and only in the past two days has Dongfeng Honda finally remembered to face the challenge.

The reasons for taking on the challenge are clear to everyone. Firstly, the market performance of the single model, Dongfeng Honda S7, is poor. Secondly, the overall sales of Dongfeng Honda are rapidly declining, especially when compared to a vivid reference point—the continuous orders for Dongfeng Nissan N7.

Both joint venture brands have reached their respective turning points, and Dongfeng Honda has arrived at its darkest hour where it must confront challenges!

The S7 didn't sell well.

As of the time this article was released, Dongfeng Honda has not yet announced its July sales. The only related information available is that Dongfeng Motor Group's July sales reached 205,000 units, a year-on-year increase of 27.5%, with continuous growth in its own brand sales; as for joint venture brands, there is no mention.

In June, Dongfeng Honda sold 27,045 vehicles, with cumulative sales from January to June reaching 148,990 vehicles, a year-on-year decline of 37.4%. This represents the largest drop among Dongfeng Motor Group's business units. If this trend continues, Dongfeng Honda's sales this year are likely to be even lower than in 2024.

As Dongfeng Honda's most important model this year, the S7, data shows that the model sold 373 units in March, and around 50 units each in April, May, and June, which can be described as "tragic."

The Dongfeng Honda S7 was launched on March 6 this year, with a starting price of 259,900 yuan. Although relevant authorities have explicitly banned "involution," the pricing of the Dongfeng Honda S7 lacks sufficient competitiveness. In April, the GAC Honda P7 was launched with a starting price of 199,900 yuan. The following day, Dongfeng Honda reduced the price of the S7 to match that of the P7.

Even so, the market response to the Dongfeng Honda S7 remains lukewarm.

Pan Jianxin, prepare for battle.

Once dominant in the fuel vehicle market, Dongfeng Honda is now facing such a situation, forcing its executives to engage in deep reflection.

On August 2nd, during the leadership cadre work style construction training class and warning education lecture hall of Dongfeng Honda, with the theme "Facing the Challenge," Pan Jianxin, Executive Vice General Manager of Dongfeng Honda, stated bluntly: "High performers receive high rewards, low performers receive low income, and those with no output are eliminated..."

"Let those who hear the artillery call for artillery, and let those who see the users make product decisions." In fact, such statements have become commonplace in the past year or two. SAIC Motor, determined to fight to the end; GAC Group, betting everything on one card; both have decided to fight with their backs to the wall. As for Dongfeng Honda, only waking up in the second half of 2025, is it too late?

The author believes that joint venture brands are limited by the decision-making of both parties, resulting in inefficiencies and slow decision-making, which are likely unavoidable. From a market perspective, pricing should follow market rules. Whether the Dongfeng Honda S7 is priced from 259,900 yuan or 199,900 yuan, it exceeds external expectations. The price reduction after one month of launch is enough to prove that the decision-makers at Dongfeng Honda do not have a clear understanding of the market.

Pricing—how it is determined and who determines it—remains unknown; moreover, the pricing itself is set too high. Regardless of how other executives try to boost morale or shout slogans, they will ultimately end up empty-handed.

Dongfeng Honda, as it begins to face the challenge, should understand that if it does not want to end up once again as mere formalism, no matter how loud the slogans or how touching and heart-wrenching the words, these are irrelevant. The fundamental factors determining success or failure are the implementation and adherence to mechanisms, as well as recognizing the changes in the market. Moreover, the example set by the leader may be the key of keys.