Honda aims to push the limits

Published on February 3rd, 2010

As the automotive market hits full throttle this year on the road to recovery from a bruising economic situation last year, Honda Malaysia has set its sights on raising its market share and hitting the 40,000 sales unit mark.

Honda Malaysia has estimated that the total industry volume (TIV) for 2010 will hit 550,000 units and targeted 40,000 sales units will net them a market share of 7.3 per cent.

“2009 was a tough year for the automobile industry worldwide. In Malaysia, the total automobile market reportedly shrunk by 2 per cent. In spite of the economic contraction, Honda managed to close its book with 38,783 units of sales, which is equivalent to a 19 per cent year-on-year growth. We also captured 7.2per cent of the TIV as compared to 5.9 per cent in 2008, whereas in the Non-national Passenger Car segment, our pie has increased from 24.8 per cent to 32.9 per cent,” shared Toru Takahashi, Managing Director and Chief Executive Officer of Honda Malaysia during the company’s annual media gathering last Friday.

Takahashi went on to add that last year’s sales units had surpassed the targeted 35,000 units the company had set and is by far the highest number of sales achieved by them.


The strong sales numbers are most definitely courtesy of the company’s best-selling model, the third generation Honda City, which contributed to 51 per cent of the total unit sales. Following in second spot was the Civic that underwent a facelift with 19 per cent while the Accord and CR-V made their voices heard with 16 per cent and nine per cent respectively. Completing the remaining sales numbers of five per cent were the other CBU models such as the Stream RSZ, Odyssey and Jazz.

Among the factors that made the City such a top runner in its segment were its stylish outlook and fuel efficiency. This resulted in the City being a favourite among the 20-39 years age group for single and married couples.

On a socially responsible take, Honda will continue with its pledge to help underprivileged youths in rural and neglected urban areas through the Honda Dreams Fund. The programme, a collaboration with the United Nations Development Programme and in its fourth year, sees Honda Malaysia providing 20 non-binding scholarships every year for eleigible participants to pursue their higher education.

Moving forward, the company seeks to continue to uphold its Customer Satisfaction No. 1 policy by providing products, sales and after-sales services of the highest quality at reasonable prices. Honda seeks to continuously place its customer as priority in all that it does.

text & pix: Dinesh Appavu



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