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. The City topped all models with 32% in 2018, then Civic 16% and CR-V 13%.
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.”
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.