Honda Malaysia (or the Company) today announced its strategic business direction for 2022 and has set a sales target of 80,000 units. The sales target was set based on the Company’s forecast Total Industry Volume (TIV) of 600,000 units. Striving to make a difference in the automotive industry, Honda Malaysia is confident of achieving this target with its strategy for 2022 which includes 2 upcoming all-new model launches and strengthening its after-sales services.
Honda Malaysia Managing Director and Chief Executive Officer, Ms. Madoka Chujo said, “We started 2022 on the back of the strong momentum gained from the launch of the All-New City Hatchback in December 2021. This model raised the benchmark in B-hatchback segment, offering advanced technology namely e:HEV, Honda SENSING and Honda CONNECT. This excellent start to the year continued with the launch of the All-New Civic last month. We set a new benchmark for the C-segment by offering VTEC Turbocharged and Honda SENSING as standard features for all variants. The model’s exceptional interior and exterior further complemented the All-New Civic’s overall package, making it stand apart in the C-segment.”
“Since the launch of these models, we are gaining good sales momentum despite the challenges of the flood recovery period recently. I would like to express our heartfelt gratitude to Honda customers and the Malaysian Government for their unwavering support towards Honda Malaysia. Taking the market response into account, we are pleased to share that Honda Malaysia will launch another 2 all-new models this year,” Ms. Chujo continued.
Moving forward, Honda Malaysia also plans to further expand its unique RS e:HEV in the Company’s future model line-up, and offer models that deliver excellent fuel economy and low carbon emissions yet provide the sporty and fun-to-drive experience for customers. The e:HEV technology was introduced in the City and All-New City Hatchback, which has attracted public attention and interest, and created a whole new value proposition in hybrid vehicles. The unique package of e:HEV and RS also received positive feedback for its sporty performance that equally matches its styling.
To continue offering new value to customers and raising the bar of the car segments, Honda Malaysia will expand its future model line-up with Next Generation Advanced Technology such as VTEC Turbocharged, Honda SENSING and Honda CONNECT.
In addition to the new model launches and marketing plans in the pipeline, Honda Malaysia further accelerates the Company’s business expansion by introducing a new programme to excite the market. For the first time, Honda Malaysia is venturing into the Honda Certified Used Car business to provide another option for customers to purchase their preferred Honda cars.
Strengthening the after-sales services experience remains as one of the main focuses for Honda Malaysia in 2022. Honda Malaysia will provide added convenience and satisfaction for Honda customers by expanding its mobile service that offers more options. Customers can enjoy the after-sales services right at their fingertips by making an appointment via HondaTouch application, and Honda Malaysia mobile teams will provide the services at the location based on customers’ preferences.
Honda Malaysia also attained remarkable achievements in the Company’s milestone – the Company maintains its No.1 position in Non-National Passenger Vehicle Segment for eight consecutive years since 2014. Honda Malaysia continued to rise to the challenge and recorded an encouraging sales record of 53,031 units despite the tough time, contributing 10.4% market share to the TIV. The Central region was the largest contributor to the total sales in 2021 with more than 25,000 units sold, followed by Southern region and Northern region with more than 9,800 and 9,100 units respectively. Model-wise, the City, HR-V and CR-V were the best-selling models, contributing 36%, 21% and 14% respectively to the total units sold.
Honda Malaysia is optimistic that 2022 will be an exciting and competitive year for the industry. In light of the successful model launches in 2021 and with the strategic business direction for 2022, Honda Malaysia is confident that the Company can meet its 2022 goal. At the same time, the Company believes customers’ satisfaction will be elevated through models that offer advanced technologies and innovative safety features as well as improved after-sales service.