Despite a challenging 2018, Honda Malaysia has managed to sustain the no.1 spot in the non-national car segment, for the fourth consecutive year. In Malaysia’s TIV (Total Industry Volume), Honda held a firm no.2 behind only National carmakers Perodua. Honda Malaysia’s accumulated sales for the year was 102,282 units. The figures for 2018 meant a 6.6% spike from 2017.
Honda’s success is much attributed to the reality that Malaysians prefer Japanese makes rather than settle for mediocre local makes. Additionally, the automotive industry witnessed a series of events that influenced customers to pick locally-assembled Japanese and Continental makes. One such big event that stirred up the industry was the 3-month tax break which gave Honda a huge push in terms of sales.
For Honda, their impressive model line-ups are a major factor for sales surge. There are seven locally-assembled models, the Accord, Civic, City, Jazz, HR-V, CR-V and BR-V; all models played a pivotal role to contribute to overall sales.
Honda Malaysia’s Managing Director and CEO Toichi Ishiyama said, “We managed to surpass the 100,000 unit-sold mark despite the uncertainties in the market. I would like to take this opportunity to express our gratitude to Honda customers for their trust and support towards Honda Malaysia.”
The City topped all models with 32% of the overall sale, followed by Civic and CR-V; contributing 16% and 13%.
Honda’s brand in Malaysia has gone further than ever before, thanks to the adoption of Honda SENSING technology, Sport Hybrid i-DCD and of course, the Turbo powerplant; namely the Civic and CR-V. The Honda SENSING was first adopted in the Accord in 2017; the model contributed 18% between 2017 – 2018, with 3,600 units sold.
Next came the CR-V with Honda SENSING; the model contributed 33 percent with 20,600 units.
The Civic amassed some 41,000 units, which accounted for 58% of this sales figure. Other contributing models include the Odyssey, the Jaxx Hybrid and City Hybrid.
Apart from models, Honda’s after-sales contribution achieved an 11% growth against the 2017. Last year was a record for Honda’s after-sales with the highest intake ever. his increase was
complemented by another record in the sales of Honda Genuine Parts, which saw a jump of 25%.
Taking market insight into account, Honda Malaysia anticipated the TIV of 2019 at 580,000 units. Honda Malaysia has highlighted plans to maintain the no.1 spot in non-national segment through betterment of customer service (after-sales), strengthening dealership network and unveiling of more new models. So far, Honda has unveiled the HR-V in RS and Hybrid guises, the limited-edition Jazz Mugen and BR-V special edition.