Bangkok--29 Oct--Aziam Burson-Marsteller
- Honda’s turnover reached 103,709 units during April-September after the company resumed operations at its manufacturing plant, more than double the growth (140%) compared to the same period last year, giving Honda 15% market share as it moves into second place in the Thai automobile market.
- Honda has launched nine models of automobiles so far this year to meet all customer demands, including alternative energy cars and models eligible for the first-car tax rebate.
- Honda will further penetrate the market in Q4 by launching a 1.2 liter sedan, the 10th new model from the company this year.
Honda Automobile (Thailand) Co., Ltd., today announced that accumulated turnover since it resumed operations at its Ayutthaya manufacturing plant on March 31, 2012, has exceeded targets. Over the past six months, Honda has generated sales of 103,709 units (April-September 2012). This represents an increase of 140% compared to the same period last year, for which accumulated turnover was 43,237 units. For the period of April-September 2012, Honda achieved 15% market share, making the company the second-biggest player in the Thailand’s overall car market for the first time.
Over the past six months, Honda has seen the results of its strong marketing push, launching nine new models to meet the demands of all customer lifestyles. They include three models imported from Japan, which are STEP WGN Spada, Odyssey, and CR-Z, followed by the launch of the all-new Civic, Jazz Hybrid, City CNG, Freed, Brio (S AT) and all-new CR-V. There are three alternative fuel types; E85, Hybrid and CNG, in four of the nine models. The launch of nine models over six months sets a record for the most models introduced by an automobile manufacturer in Thailand this year.
Total Industry Vehicle Sales
Manufacturer September 2012 Accumulated Accumulated
(Since resuming operation) January—September
April-September
Vehicle Sales (Units) Market Share Vehicle Sales (Units) Market Share Vehicle Sales (Units) Market Share
(%) (%) (%)
Toyota 46,568 35.4 259,562 36.4 380,751 38.1
Honda 19,465 14.6 103,709 14.5 106,444 10.6
Isuzu 17,046 12.8 100,239 14.0 150,003 15.0
Others 49,795 37.5 250,120 35.0 363,379 36.3
Total 132,874 100 713,630 100 1,000,577 100
Sales of Passenger Cars
Manufacturer September 2012 Accumulated Accumulated
(Since resuming operation) January—September
April-September
Vehicle Sales (Units) Market Share Vehicle Sales (Units) Market Share Vehicle Sales (Units) Market Share
(%) (%) (%)
Toyota 20,364 30.3 116,048 33.9 167,026 37.0
Honda 18,614 27.7 100,916 29.5 103,516 22.9
Nissan 10,376 15.4 44,570 13.0 65,784 14.6
Others 17,872 26.6 80,887 23.6 114,940 25.5
Total 67,226 100 342,421 100 451,266 100
Mr. Pitak Pruittisarikorn, Executive Vice President, Honda Automobile (Thailand) Co., Ltd., said, “Since Honda resumed our manufacturing operation in April, we have launched new models on an accelerated schedule to meet customer needs and maintain their confidence in Honda. The models we launched have all been successful and received very positive customer response. The new Honda Civic, which officially launched in May 2012, reached reservations for 25,000 units within five months. A total of 18,000 units of the Honda City CNG have been ordered since its launch in August this year. The new CR-V that launched in mid-September had total reservations of 8,000 units within one month. Looking at the overall picture until the end of the year, Honda is confident that our turnover will continue to grow steadily, especially for the models that qualify for the first-car tax rebate program that ends on 31 December 2012.”
Currently, five Honda models — the Brio, Jazz, Jazz Hybrid, City and City CNG — qualify for the first-car tax rebate program. Honda is preparing to launch another new model, its 10th this year, which will be the sixth Honda model that qualifies for the first-car tax rebate. The new model, a sedan with a 1.2 liter, 4-cylinder, 16-valve, 90-horsepower engine, will have an innovative exterior and interior design and offer a smooth driving experience with a spacious cabin that provides comfort and convenience and a storage trunk with enough room for two golf bags. It will also be fully equipped with safety equipment including an anti-lock braking system (ABS) and front dual SRS airbags. The new model will be launched in the near future. Interested customers can obtain more information about the new model at any Honda showroom nationwide.