Honda bullish on smaller car demand

MANILA, Philippines–Honda Cars Philippines Inc. (HCPI) is bullish about retaining its leadership in the subcompact hatchback category with the launching of the third-generation, all new Jazz to the local market.

HCPI president and general manager Toshio Kuwahara told reporters Tuesday night that they expect to sell at least 1,000 units of the all-new Jazz within the July to December period, and post at least a 10-percent growth in the total sales of Jazz for the whole of 2014.

Last year, HCPI sold a total 1,500 units of the Jazz, accounting for about 10 percent of its total vehicle sales.

“Competition in the market is getting tougher because other [automotive companies] are also introducing new models in subcompact category, but I’m sure with the advantages of the all new Jazz—the unmatched interior space and the advanced features—we will try to maintain the No. 1 position in the subcompact hatchback market,” Kuwahara said.

To cater to a wider customer range, the all-new Jazz, which will be imported from Thailand, will come in six colors and four variants namely the 1.5V MT, priced at P768,000; the 1.5V CVT, P808,000; the 1.5VX CVT, P908,000 (will be available in August 2014); and the 1.5VX+ CVT, P948,000.

Like any other Honda vehicle, the application of the “man maximum, machine minimum” design concept enabled the all-new Jazz to achieve a compact yet highly efficient package.

Kuwahara disclosed that the growth in the subcompact hatchback category remained stable, which meant that there had been no big growth nor decline noted over the past year. However, the growth of the smaller car segment in general has been increasing steadily, with sales even doubling over the last year.

This is why HCPI will be bringing in by the third quarter this year a new model, the Honda Brio, the ninth in the company’s model lineup in the country. This is expected to compete in the same category as the Toyota Wigo and Mitsubishi Mirage G4.

Although HCPI expects sales of Jazz this year to be higher than in 2013, the introduction of the Brio, however, is expected to result in a decline in the sales contribution of the Jazz to Honda’s overall sales, given rising preferences by the local market for smaller cars.