New Honda Li Nian S1 Is Targeting China's Youth

Guangqi Honda, one of Honda’s joint-venture Chinese automakers, announced today its all-new compact sedan model, the first one to be built under the "Li Nian" (Everus) brand. The company has also released a set of photos detailing the new Li Nian S1’s key exterior features. The car, which is based on Honda’s small car platforms, comes with a choice of two engines, 1.3-liter and 1.5-liter, both being naturally aspirated petrol units.

Targeting the younger generation in China, the car adopts a powerful and energetic design form. The Everus (Li Nian) brand is created exclusively for the Chinese market, with Guangqi Honda fully handling each step including design, production and sales with the goal of targeting entry level car customers and the younger generation. By introducing the Li Nian (Everus) brand, the company hopes to further expand its line-ups in China, while continuously enhancing the quality of the brand to meet the diversifying needs of customers in the expanding China market.

The S1 will receive its first contact with the international press at the upcoming 2010 China (Guangzhou) International Automobile Exhibition, scheduled to take place between December 20th and 27th. It will be joined there by the Accord and Fit, which have received minor model changes, as well as the Fit Hybrid, which is a Japanese specification model for reference exhibition only. The model will hit Chinese markets in the spring of 2011 and will be available through the current Guangqi Honda dealer network. Pricing for the new sedan should be announced closer to the launch date.

Honda's sales in China in 2010 are expected to reach more than 650,000 units this year, an increase of 20,000 automobiles over the original plan of 630,000 units. In 2011, Honda aims to maintain this growth and is targeting sales of 730,000 units in the Asian country, more than 12% up from 2010.