“Honda” Swept Larger Market Share, Leaving All Rivals Behind A.T. and PGM-FI technology-equipped models smashed the market, expects to reach 1 million units in the second half
To be in line with the bouncing economy, the over all motorcycle market went buzzling in the first half of 2010. With 933,219 units of new registration, the market grew by 25 per cent, compared to the same period of last year. The 182,607-unit sold in June was a 22-per-cent rise from last month.
With 69 per cent market share in all segments – a rise by 30 per cent – the sales has reflected the quality and value for money of Honda products that cater to customers in all segments. The PGM-FI technology also grew by 66 per cent, closing at 120,000 units sold in June, making the accumulating sales reaching 1.72 million units. The competition in the second half expects to be busier and fiercer as new promotional campaigns and product launches from all players will hit the market. Market forecast is set at 1.78 million units, an increase of 16 per cent from last year. Honda also expects to sweep a sale of 1.22 million units, which is equivalent to 20 per cent rise from last year. And that will make Honda the country’s leader for consecutive 22 years.
“Honda has maintained its No 1 market share in all segments in the first half of the year (between January and June 2010), thanks to its innovations and variety of products for all lifestyles. Every motorcycle produced by Honda in the market is equipped with PGM-FI technology, resulting in latest trend among younger riders. The industry also saw A.T. model gradually gained popularity in the past year after more A.T. models have been introduced in the market by other manufacturers. The competition, therefore, expects to be fiercer than before, with more promotional campaigns and new marketing approaches which will be a great benefit for consumers. However, Honda is confident in our variety of products that are produced to cater to all lifestyles and market segments. Of all 933,219 units sold in the over all market, Honda accounted for 641,481 units, equivalent to 69 per cent,” says Chiaki Kato, president of AP Honda Co Ltd.
Despite the slump economy and political unrest, Honda has gained a considerable growth in the first six months, compared to the previous year and its rivals. Honda has been able to provide a variety of products, catering to all market segments. Honda never stops building new innovations for its customers. A market research has regularly been conducted for the company to improve its product to meet the customers’ demands. Honda’s efficient one-stop service dealers are also reflected in consumers’ stronger trust and increasing market share.
“Honda used to be No 1 only in over all sales. We came later for the A.T. model, therefore, the sales in the segment wasn’t so promising at first. However, the company now is able to deliver products for all segments. We are 100 per cent confident and proud to say that Honda is not only the leader in over all sales, but also the leader of the sales in all market segments. Moreover, we deliver only quality products beyond the customers’ expectation. Our new challenge that we have been working on over the past year is to move the motorcycle market into a complete PGM-FI technology market. The technology is being campaigned through different promotions for a larger market share. Honda will not stop delivering new products to fit all lifestyles. Installing the PGM-FI technology in every motorcycle from Honda factory, the sales will definitely be increased in the near future. We expect our sales to reach 1.22 million units at the end of this year,” says Kato.
Honda PCX, sports model, will not only be world premiered in Thailand at the end of this year, but also fully produced in the country and exported to countries around the world. Big bike is being considered if it’s the right moment to be introduced to the local market, says the president.
“Our marketing strategy is to please our customers and to communicate with everyone through our campaigns. Honda has focused on the young lifestyle. To maintain the young-at-heart image, “Scoopy D-Day” is being launched through dealers nationwide. The campaign does not only help the company to communicate with everyone, but also strengthen our network that has helped us maintain the No 1 for over two decades. Our dealers are also encouraged to be the community leaders and accessible for every customer. Moreover, our strategy currently aims at target marketing and relation marketing, based on music, sports and lifestyle marketing,” says Kato.
“The launch of “ England in Focus to South Africa by Honda Scoopy i” has become a tremendous success, attracting countless number of participants. It’s a combination of our tempting prizes and our dealer’s effort to stimulate the customers. But what’s considered the most successful is the number of potential customers entering the shops during the campaign, which could be an opportunity for our dealer to sell a product. “2nd Honda Scoopy i Reggae on the Rock” held this weekend (July 31 and August 1) at Cha-am Beach is also a music marketing tactic to deliver happiness to everyone, not only Honda customers. The event has been another positive response since there have been more than 100,000 requests for tickets through SMS. The feedback also reflects a success in our strategy and products that can fit in all lifestyles,” says Kato.
The sales report in June reveals a total sale of 182,607 units of motorcycles: dividing into 99,393 units of A.T. model, equivalent to 54 per cent; and 79,109 units of family type, equivalent to 43 per cent. Categorised by the manufacturers, Honda accounts for 122,623 units, or 67 per cent; Yamaha for 49,563 units of 25 per cent; Suzuki for 6,367 units, or 3 per cent; and Kawasaki for 2,102 units; Tiger for 198 units; Platinum for 69 units; JRD for 34 units; and others for 1,651 units. |
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