Honda keen to start selling premium cars in India and plans to deliver superior experience through products and service
Japanese automaker Honda is facing heavy loss in India due to its inability to understand the demands of domestic customers. Now, the automaker is changing its strategy to boost the sales. Staying away from mass market, it plans to focus on the premium car segment instead.
Honda has been struggling to maintain growth in domestic market for quite a while now. For the last 15 months in a row, it has faced negative sales record. To change the scenario, the company is ready to launch a range of new premium cars in the country, including the Jazz-based crossover WR-V, all-new Civic sedan, etc.
The WR-V has been one of the most talked about and most anticipated crossover in recent times from Honda especially with BR-V failing to impress. Based on the premium hatchback Jazz, this car is ready to launch in the coming months and production seems to have kicked off at Tapukara (read above link to know more). Honda Car India’s Managing Director and Chief Executive Officer Mr. Yoichiro Ueno believes that this crossover will help the brand to boost sales.
The company says that its premium cars will be different than the mass-market models but not luxurious. This strategy is already visible in the refreshed facelift version of the City sedan Honda has just launched. The Honda City is the bestselling midsize sedan in India and the new facelift is expected to capitalise on the brand’s popularity.
The Japanese car manufacturer is also preparing to launch the new generation Civic sedan in the country. It was discontinued in 2012 due to poor sales but now with the different mindset of Indian customers, Honda hopes the stylish executive sedan will perform better here. Apart from new premium products, the company also plans to offer the customers superior experience through its service.
Source: ET Auto