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      Honda s need for restructuring its brand image in India

      CarTrade Editorial Team

      CarTrade Editorial Team

      It is a known fact that brands operating in the Indian car market have to keep in mind its dynamic set up. This applies especially in the case of car makers that hail from foreign countries as they have to put in more research and analysis before taking any decision. Many brands have tried to become a prominent force in India and have been unable to do so for several reasons, starting from structural facilities to lack of correct marketing strategies. One brand that went for extensive re-development to make a mark in the Indian market is Japanese car maker Honda. The story of Honda, in particular, is quite interesting as it was already doing decent business in the country.

       Honda’s need for restructuring its brand image in India
      Honda’s need for restructuring its brand image in India

      Honda is known for its top class vehicles with high quality engines, great performance and superior comfort levels. With cars like City, Civic, Accord and CR-V, Honda carved a niche for itself among Indian buyers belonging to premium segment, who had no qualms in shelling out a few extra bucks for a good car. However, Honda could not capture the imagination of the price sensitive consumers, who purchase fuel efficient and affordable vehicles that have a low maintenance cost. A relevant example of this premise would be the inability of the Honda Jazz hatchback to make an impact on the market due to its high price. Industry experts feel that Honda realised the importance of having a diesel vehicle in its car portfolio to boost sales.

      It can be comprehended by operations of the Japanese car manufacturer in the past year that how the re-branding has taken place. Honda was usually perceived to be an expensive brand, which manufactured cars only for the elite. However, the company worked hard on re-defining its strategy for the Indian car market to become a driving force. The launch of Honda Amaze proved to be a critical move for the auto maker as it managed to break the economic barrier that rested in the minds of buyers. By introducing an entry level sedan, the Amaze, Honda made a great impact on the segment. In fact, if the results were to be put into perspective, industry experts feel that Honda should be lauded for the commendable work it has done.

      The auto maker, in good time, understood the importance of targeting masses while operating in the Indian car market. Honda Amaze efficiently squared off against the likes of Maruti Suzuki Swift DZire, Mahindra Verito Vibe and Tata Indigo CS. Analysts feel that most of the credit of Honda’s restructuring should go to the teams that developed the Brio platform and the Earth Dreams diesel technology.

      As a result of the success of these developments, Honda has managed to be a big force in India. Another noticeable change made by the company is the kind of promotional strategy it adopted. Earlier, the marketing campaigns of Honda had a level of class in them, which automatically ended with a high number of car buyers. However, the Japanese car maker revamped its entire marketing strategy to include the majority. This change has helped the company as it hopes to work on the currently gained momentum for future launches.

      Honda