Honda Civic And HR-V Dominate Their Segments Despite Challenges
In spite of the challenging market environment, the Honda Civic and HR-V continue to dominate their respective segments. According to Honda Malaysia1, the Civic and HR-V lead their segments with 72% and 71% market share respectively. As for its other models’ sales performance, the Honda City also continues to be a favourite of Malaysian buyers. This B-segment sedan contributed to 35% of the company’s total sales as at August 2021. Meanwhile, the Accord and CR-V also lead their segments with 36% and 24% respectively.
Honda is still seeing strong buyer support for the brand even in challenging times. In fact, the brand had reached a milestone of selling its 1 millionth car in earlier in March 2021. The sales performance earlier this year is encouraging and Honda Malaysia is gearing up to regain its business momentum in the remaining months of 2021. This includes plans to launch new models, and offer financial initiatives and promotion campaigns.
The company is also ready to shift into a higher gear as the automotive industry reopens under the National Recovery Plan (NRP). Honda Malaysia’s manufacturing plant in Melaka and its dealer showrooms have commenced their operations2. At its manufacturing facility, the company is taking necessary measures to maintain production at the highest standard, while ensuring customers’ demands are fulfilled in a timely manner. Extra vigilance and precautionary measures have also been implemented in addition to the continued SOPs and Government guidelines at the dealerships and manufacturing plant to ensure a safe environment that can provide extra confidence and assurance to customers and Honda associates.
“We sincerely thank all the frontliners who put their lives on the line to save people and protect the health and safety of Malaysians. With their dedication and everybody’s cooperation, we believe better days will be here again. The first half of 2021 was challenging due the extended lockdown and uncertainties after seeing a surge in COVID-19 cases. We are most appreciative of the Government’s support in reopening the automotive sector that allows the business chain to operate under strict observance of SOPs. In the run up to commencing our operations, we undertook careful planning and stringent actions to ensure that all precautionary and preventive measures are strictly followed to protect our customers and associates. These include COVID-19 tests for our associates every two weeks, regular sanitisation and disinfection of the premises,” said Honda Malaysia Managing Director and Chief Executive Officer, Ms. Madoka Chujo.
“We are pleased that 80% of Honda associates have been fully vaccinated as part of our effort to help curb the spread of COVID-19. This effort was also accelerated by the Public-Private Partnership COVID-19 Industry Immunisation Programme (PIKAS). As the nation is making great progress with the vaccination programme, we target to complete full vaccination of all our associates by October 2021,” she added.
According to Ms Chujo, Honda Malaysia has lined up new models that feature Honda’s Next Generation Advanced Technology and Malaysians can expect launches in the coming months. These launches will provide Malaysian consumers with more new model options during the sales tax exemption period which will end on 31 December 2021.
Honda Malaysia is also running a September Special Benefits promotion until 30 September 2021 to offer more savings. This campaign celebrates Malaysia Day with up to RM6,000 worth of benefits. At the same time, Honda Malaysia has also introduced a financial initiative i.e. Special Financing Program that will be offered until 31 December 2021. This initiative allows customers who purchase new cars to pay lower monthly instalments during the early stage of their car ownership. Please refer to your nearest Honda dealership for terms and conditions of these campaigns.
Furthermore, the company has made it more convenient and easier for you to pre-book your preferred Honda vehicle through its Online Pre-Booking Platform, with a minimum fee of RM992. This is available in its official website as well as the HondaTouch application. The HondaTouch app also benefits Honda customers with faster and simpler aftersales services appointment process and help prevent long waiting time.
Besides focusing on sales, the company has also undertaken several initiatives to help communities affected by the current situation. These initiatives include contributing packs comprising food, beverages and personal care products to patients under quarantine, providing the Honda BR-V to staff at the Low-Risk Treatment Centre (PKRC) in the Melaka International Trade Centre (MITC) for daily commutes, as well as distributing necessities to 6 charity homes to bring joy to the residents.
Embracing Honda’s “Challenging Spirit”, Honda Malaysia will remain resilient and continue to give its full support to the automotive industry and the nation’s economic recovery.
For more information, visit www.honda.com.my or call Honda Malaysia’s Toll-Free number (1-800-88-2020) or download the HondaTouch app.
1 No. 1 in Non-National segment – as at July 2021.
2 Honda dealerships will resume its operation in accordance with the SOPs and guidelines set by the Malaysian Government and local council under the different phases of NRP in different states.
