Analysing the success of Honda Amaze

Analysing the success of Honda Amaze New Honda Amaze
author image CarTrade Editorial Team
Tuesday 03 December 2013, 11:39 AM

On most occasions, sales figures of a car are sufficient to judge whether it has been successful or not. However, there are several aspects about the position and performance of a model in the market that cannot be measured in numbers. There are many cars that have done well beyond their expectations, something that is not reflected in statistics. One such example is Honda Amaze, a compact sedan counted among the best-selling cars in the market at present. Introduced in the first half of 2013, this model has written a new chapter in Honda's history. There are several underlying factors that need to be understood in detail to analyse the success of this model.

Analysing the success of Honda Amaze

Till sometime back, although the Japanese car maker was a popular brand in India, the same was not reflected in its market share. Many experts felt that Honda's portfolio in the country did not have the ability to attract mass buyers. Another reason, considered critical by many, was the lack of a diesel model in the company's line-up of cars. The firm, known for its superb research and development team, sought to change this and commenced work on a new diesel technological. After a lot of hard work, Honda introduced the Earth Dreams diesel technology in newly developed i-DTEC engine. There was a lot of pressure on Amaze to do well in India as Honda had been going through a rough phase. The launch of this compact sedan combined i-DTEC engine and Brio platform, both of which have earned great acclaim.

Industry experts feel that Honda's decision of launching a compact sedan was excellent, considering the fact that there was just one fierce competitor. Nevertheless, challenging Maruti Suzuki Swift DZire, its rival, was a really tough task and Amaze has done the job brilliantly. Honda's class and aggressive pricing strategy have worked out really well and contributed to the success of this compact sedan. Despite being launched in the first half, this model continued to record excellent sales, something that is continuing till now. In fact, some reports have claimed that bookings for this model might have reached just under half a lakh.

Analysing the success of Honda Amaze

During October, Honda, according to statistics, sold 11579 units, out of which an incredible 9564 were of the Amaze. Speaking on the same, Jnaneswar Sen, Sr. Vice President for Marketing and Sales at Honda Cars India Ltd., expressed his delight at the performance. "On the happy occasion of Diwali, we would like to thank our customers for making Amaze as the best selling model for HCIL which has registered its highest monthly sales of 9,564 units during October 2013. Adding to the excitement of this festive season and to offer greater convenience to our customers, HCIL is starting 3rd shift for production in our Greater Noida plant from this month to reduce waiting period and aid in quick delivery of cars," he said.

These statistics alone are enough to prove the contribution made by Amaze to Honda's revival. However, this achievement is much beyond numbers if one puts a little bit of perspective into things. In the first place, Indian car market has been going through a rough phase, something that this model managed to overcome. Secondly, challenging Maruti Suzuki in India is really tough but Amaze managed to do it.

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