Honda Motors Southern Africa (HMSA) is hoping for a spectacular 2013, following on from what is expected to be a strong recovery in 2012.
HMSA sales and marketing director Graham Eagle says HMSA sold around 11 000 vehicles in 2012, with the company targeting 50% growth in 2013, which should spell a new sales record for the local arm of the Japanese manufacturer.
The brand previously peaked at around 14 000 vehicles, declining to a disappointing 8 000 units in 2011 as the Japanese tsunami and Thailand floods hit product supply to South Africa, notes Eagle.
“It was a real tough time for us, but we have seen a recovery this year.”
Spurring on sales in 2013 will be Honda’s new budget vehicle entry, the Indian-made Brio.
Eagle hopes to sell 300 to 400 units a month of this small hatchback, which should push sales for the brand up by around 3 600 units a year.
HMSA MD Nakamura Yoshiaki says the Brio “forms an important part of our recovery from the low point in 2011”. He says the Brio allows Honda to compete in South Africa’s fast-growing entry-level market, which makes up 24% of the new passenger car market.
Yoshiaki says Honda has never competed in this segment of the market, and that it now hopes to expand Honda’s appeal to younger, first-time buyers.
Eagle notes that Honda’s current average customer in South Africa is around 55 years of age, as opposed to 44 as an average in the local industry generally. Around 28% of Honda’s clientele are also retired, with the brand at zero per cent representation among students.
On the upside, though, quips Eagle, HMSA customers probably have the highest credit rating in the country, and often pay cash.
“We are the left-brain choice at the moment. We are all about rational appeal. The Brio will hopefully attract a younger market to our brand.”
The Brio will compete with the popular Polo Vivo, the Toyota Etios and the Chevrolet Spark.
Once Honda has picked up sales volume, Eagle is confident HMSA can up its dealer- ship numbers from the current 34 to also enter smaller nodes in the country, such as Kimberley and Ladismith. Already another four dealerships are set to open in the next nine months.
The Honda Brio retails at R119 800 for the manual model, and R129 800 for the automatic model. (The vehicle was derived from the Italian word for verve, vigour, and energy.)
The Brio is 3 610 mm long, 1 680 mm wide and 1 500 mm high, with a turning radius of 4.8 m.
Power comes from a 1.2 ℓ i-VTEC engine, new to South Africa. It produces 65 kW of power at 6 000 rpm, and 109 Nm of torque at 4 500 rpm, with the manual model able to reach 100 km/h in just over 12 seconds.
Fuel consumption is 5.6 ℓ/100 km for the manual and 6.3 ℓ/100 km for the auto model.
The Brio offers dual front airbags, an antilock brake system (ABS) and electronic brake distribution (EBD) as standard. Creature comforts such as steering-mounted audio controls, four speakers, electric front and rear windows, power steering and electric side mirrors are also standard.
Yet more standard features include manual air conditioning, a ‘headlight off’ and ‘ignition key off’ reminder, an audio system with USB and Aux inputs, as well as remote central locking and an immobiliser.
Each Brio is sold with a three-year/ 100 000 km warranty, as well as a two-year/ 30 000 km service plan.
Service intervals are at 15 000 km.