Bangkok--26 Jul--Aziam Burson-Marsteller
Holds No. 1 position in passenger car segment during first half of 2013, highlights strategy to maintain this leadership
City, Accord, CR-V and Freed take the lead in their market segments with highest sales
Honda is No. 1 market leader in passenger car segment with a sales record of 131,458 units during first half of the year, a 172% increase over last year
Anticipated 2013 industry sales of over 1.2 million units
Honda Automobile (Thailand) Co., Ltd., the manufacturer and distributor of Honda cars in Thailand, has announced its successful operating results for the first half of 2013. Accumulated sales from January to June of 131,458 units were the highest in Thailand’s automotive market, up 172% from the same period of last year (48,309 units). This represents a 35.5% share of the total Thai automotive market, which reported 370,288 units sold. Leveraging its proactive strategy, Honda aims to remain the sales leader in the passenger car segment for the rest of 2013.
According to Mr. Pitak Pruittisarikorn, Executive Vice President, Honda Automobile (Thailand) Co., Ltd., “For our continuing success, Honda expresses our heartfelt appreciation for all the support from our Thai customers and the positive consumer acceptance of all Honda models. The first half of 2013 saw steady growth in Thailand’s entire automotive market. Accumulated sales during January to June for all types of vehicles totaled 739,126 units, a 23.11% rise over the 600,384 units sold during the same period last year. This can be attributed to deliveries of vehicles purchased under the first car program, a key driver for the growth of the Thai automotive market, and resuming production at many car makers and their supply chain systems operating at full strength following the flooding crisis.
“In the second half of the year, Honda believes that the Thai economy should remain stable due to several economic factors as oil prices, which have a tendency to increase significantly, fluctuations in the stock market and the inventory clearance for car manufacturers in Thailand. This year, automotive sales in Thailand are expected to be lower than last year, just over 1.2 million units,” added Pitak.
Honda’s sales performance during the first half of 2013 (January through June):
Subcompact: Honda City, the all-time model of choice, reported the highest accumulated sales of 53,175 units from January through June 2013, accounting for 33.6% of its market segment.
Subcompact: 5-door Honda Jazz, the most popular hatchback, achieved leadership in its market segment with accumulated sales during the first six months of 16,572 units, representing a 10.4% market share. Combined sales of Honda’s two models in the subcompact segment were 69,474 units, a 44% share of its market segment.
Family car: Honda Accord, the ninth generation of Honda’s premium passenger model that offers the ultimate of your desires, set a sales record of 1,306 units in June, which at 57.6% was the highest in the family car segment. Since its launch three months ago, the Honda Accord has continued to hold the Number One position in sales in its segment, from April through June 2013, at 6,574 units.
Sport utility vehicles (SUVs): The all-new Honda CRV held the Number One position in this segment with accumulated sales of 14,052 units from January through June 2013, which is a 71.6% share of the SUV market segment.
Multipurpose utility vehicles (MPVs): The Honda Freed, the trendsetter in MPVs, reported accumulated sales of 4,197 units for a 34.50% market share during the period of January through June 2013.
Eco-Car: Based on the Smart Micro Limousine concept, the Honda Brio Amaze is among the top five players in the Thai eco car segment with total sales of 14,956 units from January through June 2013. This accounts for 15.9% of the entire segment. Honda Brio sales were 2,735 units, for a 2.9% market share during the same period.
Compact: Honda Civic, unique in its sleek styling, swept the accumulated sales during the first half of 2013 at 17,710 units, giving it a 29% share of its market segment.
Pitak stated, “During the second half of the year, Honda is confident that we can successfully achieve our target of accumulated sales of more than 200,000 units in 2013. We strive to maintain leadership in the Thai automotive market by leveraging three proactive marketing strategies including: 1) Continuously delivering innovative automobiles that meet all lifestyle requirements; 2) Maintaining our existing customer base and attracting new customers by upgrading our service to deliver the highest level of customer satisfaction and creating attractive products that meet customer needs; and 3) Integrated marketing communication activations that reflect the uniqueness of Honda products and fit target groups.
“As part of our service development, we will increase the number of Honda service centers from 175 to 200 by late 2013. Honda remains committed to delivering breakthrough technologies, such as the launch of HondaLink, an intelligent automotive application for smart phones for customers to access detailed information about their vehicles and other services with just one click. In addition, Honda has the ‘Enjoy Honda Club’ that will offer valued benefits for Honda fans to enjoy throughout the year,” added Pitak.
“To demonstrate our strong commitment to be a company that society wants to exist and grow sustainably together with Thai society, the Honda Group of Companies in Thailand has set up the Honda Khiang Khang Thai Fund under the existing Honda Thailand Foundation as an emergency fund to help Thai people during future crisis such as a natural disaster. To date, the Fund has grown to 500 million Baht. This means more than one million baht goes to the Fund each day. The Fund's activities have included relief efforts to help Thai people who were affected by cold weather and flooding in several provinces; the donation of custom-built ambulances converted from Honda Step Wagon Spada and Motor-Lances adapted from Honda CBR250R motorcycles; and conducting training courses on how to manage natural disasters for people living in risk areas.
Other Honda CSR initiatives include the enhancement of driving skills among the public via the Honda First Car Safety Drive program; the Honda Super Idea Contest for youth; and the Honda School Environment program. Honda has recently opened the Honda KidZania at Siam Paragon to offer opportunity for Thai kids to experience an automotive world of learning and enjoy ultimate fun,” concluded Pitak.
Media information, please contact:
Honda Automobile (Thailand) Co., Ltd.
Siriporn Srisuk
Tel.(0) 2341-7888 ext 2031
Email:
[email protected]
Amnuaichai Thongphengphit
Tel.(0) 2341-7888 ext 2072
Email:
[email protected]
Aziam Burson-Marsteller Co., Ltd.
Piyanuch Mungprasopporn
Tel.(0) 2252 9871-7
Email:
[email protected]
Satida Sritunyatorn
Tel.(0) 2252 9871-7
Email:
[email protected]