9月本田在华终端汽车销量同比下滑42.93%。至此，本田在华终端销量已连续3个月同比下降超40%。

　　10月10日，本田中国公布2024年9月终端汽车销量。数据显示，9月本田在华终端汽车销量为62586辆，同比下滑42.93%。今年的7月、8月，本田在华终端汽车销量同比均跌超40%。换言之，本田在华终端销量已连续3个月同比下降超40%。

　　官方数据显示，自今年2月以来，本田在华销量已连续9个月出现同比下滑，具体到2~9月，销量同比分别下滑38.63%、26.32%、22.18%、34.66%、39.04%、41.4%、44.29%、42.93%。今年1~9月，本田中国终端汽车累计销量为588018辆，同期比70.7%，即同比下滑29.27%，降幅再度扩大。今年前8个月，本田在华终端汽车累计销量约为52.54万辆，同比下降27.2%。

　　为了顺应国内新能源汽车浪潮，近年来，本田汽车、日产汽车、丰田汽车三大日系品牌愈发重视在华发展电动汽车。本田汽车方面已着手调整在华建设新能源工厂，东风本田电动专用工厂将在今年9月投产，广汽本田新能源工厂将在今年11月投产。与此同时，本田在华已发布e：NS1、e：NS2、e：NP1、e：NP2等新能源车型，但销量始终欠佳。

　　近期，本田有意调整其全球电动化战略。在本田技术日上，本田CEO三部敏宏向投资者表示，该公司在全球建设电动汽车工厂的计划存在一定的灵活性，若市场走势出乎预料，本田可以调整战略。三部敏宏提到，本田可能会推迟部分电池生产线的建设。

　　根据此前规划，本田汽车的电动化转型目标是，计划到2030年将投资10万亿日元用于电动化转型。到2040年，本田计划实现纯电动车和燃料电池汽车全球销售占比100%。三部敏宏表示目前将维持这一目标不变，并将当前电动汽车销量的停滞解释为“短期的逆风”。今年上半年，本田汽车销售了约1.3万辆电动汽车，约占其乘用车总销量的0.7%。

　　在中国市场，随着新能源汽车渗透率进一步加大，合资燃油车市场份额逐渐被侵占。乘联会数据显示，8月主流合资品牌零售48万辆，同比下降27%，环比增长7%。在德系、美系等合资品牌中，日系品牌零售份额下降最大。当月，日系品牌零售份额12.6%，同比下降4.2个百分点。

　　当前，日系三大车企在华销量较过去3年均出现不同程度的下滑。2021年~2023年，日系车在华市场份额逐年下跌，分别为22.6%、20%、17%，今年上半年跌至14.9%。今日，日产中国公布的最新9月销量数据显示，日产汽车中国区（含乘用车和轻型商用车）销量为61395辆，同比下滑3.8%。其中，东风日产（包括日产、启辰和英菲尼迪品牌）销量为57741辆，同比下滑5.8%。今年1~9月，日产汽车中国区（含乘用车和轻型商用车）累计销量为496998辆，同比下滑9.10%。

　　9月，日产汽车CEO内田诚在接受采访时表示：“与世界其他地区相比，中国客户的需求非常不同，如果我们继续按照以往的方式做事，我认为我们活下来的概率不大。”他表示，日产汽车力争留在中国，战略上发生了巨大变化，简单来讲就是在中国设计和制造本土化日产汽车。日产目前正在与中国合作伙伴东风汽车集团合作，为中国市场开发5款新能源汽车，最迟2026年上市。

In September, Honda's terminal vehicle sales in China fell 42.93% year-on-year. So far, Honda's terminal sales in China have fallen by more than 40% year-on-year for three consecutive months.

On October 10, Honda China announced its final vehicle sales for September 2024. According to the data, Honda's terminal car sales in China in September were 62,586, a year-on-year decrease of 42.93%. In July and August this year, Honda's terminal vehicle sales in China fell by more than 40% year-on-year. In other words, Honda's terminal sales in China have fallen by more than 40% year-on-year for three consecutive months.

Official data shows that since February this year, Honda's sales in China have declined year-on-year for 9 consecutive months, specifically in February ~ September, sales fell by 38.63%, 26.32%, 22.18%, 34.66%, 39.04%, 41.4%, 44.29%, and 42.93% year-on-year respectively. In January ~ September this year, the cumulative sales of Honda's terminal vehicles in China were 588018, a year-on-year decrease of 70.7%, that is, a year-on-year decrease of 29.27%, and the decline expanded again. In the first eight months of this year, Honda's cumulative sales of terminal vehicles in China were about 525,400 units, a year-on-year decrease of 27.2%.

In order to comply with the wave of new energy vehicles in China, in recent years, the three major Japanese brands of Honda Motor, Nissan Motor and Toyota Motor have paid more and more attention to the development of electric vehicles in China. Honda Motor has already begun to adjust the construction of new energy plants in China, with Dongfeng Honda's dedicated electric plant to start operations in September this year, and Guangqi Honda's new energy plant to start operations in November this year. At the same time, Honda has released new energy models such as the e:NS1, e:NS2, e:NP1, and e:NP2 in China, but sales have been sluggish.

Recently, Honda intends to adjust its global electrification strategy. At Honda's Technology Day, Honda CEO Toshihiro Mibe told investors that the company has some flexibility in its plans to build electric vehicle factories around the world, and that Honda can adjust its strategy if the market moves unexpectedly. Toshihiro Mibe mentioned that Honda may delay the construction of some battery production lines.

According to the previous plan, Honda Motor Co., Ltd. aims to invest 10 trillion yen in electrification by 2030. By 2040, Honda aims to achieve 100% of global sales of electric vehicles and fuel cell vehicles. Toshihiro Mibe said that he would keep this target unchanged for now, explaining the current stagnation in EV sales as a "short-term headwind." In the first half of this year, Honda sold about 13,000 electric vehicles, or about 0.7% of its total passenger car sales.

In the Chinese market, with the further increase in the penetration rate of new energy vehicles, the market share of joint venture fuel vehicles is gradually encroached. According to the data of the Passenger Car Association, the retail sales of mainstream joint venture brands in August were 480,000 units, a year-on-year decrease of 27% and a month-on-month increase of 7%. Among the joint venture brands such as Germany and the United States, the retail share of Japanese brands decreased the most. In the same month, the retail share of Japanese brands was 12.6%, down 4.2 percentage points year-on-year.

At present, the sales of the three major Japanese automakers in China have all declined to varying degrees compared with the past three years. 2021~2023