Honda Malaysia announced its business strategies and targets for the 2022 calendar year at a media gathering yesterday, where they’ve also set a sales target of 80,000 units for the year.
The company says that that target was set based on a forecasted Total Industry Volume (TIV) of 600,000 units, giving them a market share of approximately 13.3%. The 80,000 figure also represents a 51% increase in sales over a difficult 2021, where Honda Malaysia only sold 53,031 units, 12.3% down from 2020 (60,469).
The dip in sales performance last year was largely caused by the Covid-19 pandemic and difficulties with chip shortages. But despite the slower sales in 2021, Honda Malaysia says that it still retained its position of the “No. 1 Non-National Passenger Vehicle Segment” for the eighth consecutive year since 2014, helped largely by its bestsellers – the Honda City, HR-V, and CR-V, contributing 36%, 21%, and 14% respectively to the total figure.
Honda Malaysia is optimistic for the year ahead, especially coming off the back of good momentum gained from the launch of the all-new City Hatchback in December 2021, further boosted by the launch of the all-new Honda Civic last month.
“Since the launch of these models, we are gaining good sales momentum despite the challenges of the flood recovery period recently,” said Honda Malaysia MD and CEO, Madoka Chujo. “I would like to express our heartfelt gratitude to Honda customers and the Malaysian Government for their unwavering support towards Honda Malaysia.”
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Building upon the momentum, Honda Malaysia has announced that it’ll also be launching two all-new models this year – widely rumoured to be the all-new HR-V and BR-V. Both models made their global debut last year, and have since made their way into the neighbouring ASEAN countries.
Honda Malaysia also announced their plans to further expand the use of their e:HEV powertrain in its future model line-up, hinting at the inclusion of the RS e:HEV variant on the upcoming all-new Honda HR-V!
The Honda e:HEV hybrid powertrain was first introduced here in Malaysia in the City and City Hatchback. Honda Malaysia says that the unique package of e:HEV and RS has received positive feedback from customers not only on its fuel economy and low carbon emissions, but also on its sporty performance and matching styling.
Aside from all-new models, Honda Malaysia also reaffirmed their commitment to “raising the bar” of their respective market segments, by expanding its future model line-up with advanced technologies “such as VTEC Turbocharged, Honda Sensing, and Honda Connect”.
The company also announced the introduction of the new Honda Certified Used Car programme here in Malaysia for the first time, as a means to provide another option for customers to purchase their preferred Honda cars. More details on the new programme will be announced at a later date.
Meanwhile, strengthening of its after sales service experience remains one of Honda Malaysia’s top priority in 2022. A key element to that is its HondaTouch mobile service, promising to provide more convenience and satisfaction to their customers.
