Honda Amaze: The brand makeover model for Honda India

Monday 17 June 2013, 12:24 PM by

Indian auto experts are of a view that Honda Cars India, the domestic arm of Japanese auto maker, has been witnessing some of the good times in the domestic auto market. The launch of entry level Amaze sedan took place at just the right time, which worked wonders for the company in India. It must be noted that before tasting this immense success, the auto maker has followed a slew of missteps, right from wrong pricing of the Jazz premium hatchback, to the ignorance of mass market segment, i.e., the launch of diesel models.

Honda Amaze: The brand makeover model for Honda India | CarTrade.com
Honda Amaze: The brand makeover model for Honda India

The demand for Amaze sedan is currently on its top swing and the monthly footfalls at the auto maker's several showrooms have increased over two-fold. In contrast to worry for poor sales, the authorised dealerships of the auto maker are now reporting the long waiting periods for Amaze sedan. Along with, the business hours of Honda India's dealerships have increased to manage the increased footfalls of customers.

Expressing his views on this, the Chief Operating Officer of Honda Cars India, Hironori Kanayama was quoted as saying, “This is our counter attack. Amaze is our first weapon. We have many more.” Speaking on the same lines, the Senior Vice President (Sales and Marketing) of company, Jnaneshwar Sen said, “We have managed to hit the sweet spot.”

Industry experts said that Honda India just needed one launch to change the market conditions for itself. Amaze sedan, which was introduced just two months back, has helped the auto maker to ladder up to fifth position in May 2013 with a total market share of 5.63 per cent of the Indian car market. With its sales figures standing at 11,342, the demand for Honda Cars India increased by 9.8 per cent in May 2013 in comparison to the year-ago period. It must be noted that during the same period, the sales of country's leading passenger car maker, Maruti Suzuki dipped by 13 per cent, whereas the Japanese auto maker Toyota reported a fall of 35 per cent.

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