Logo


Honda braces for fallout from diesel focus

The Japanese automaker has put its expansion plans on hold as it struggles to read the market right in India amid the backlash against diesel vehicles

Honda Cars India CEO Yoichiro Ueno (in front) at the launch of the BR-V (diesel) in Mumbai
Honda Cars India CEO Yoichiro Ueno (in front) at the launch of the BR-V (diesel) in Mumbai

It's not usual for Honda to play the pricing game to make you believe its cars are a good deal. But that is what it has done with the BR-V (diesel), an all-new sports utility vehicle launched early this month. At Rs 9.8 lakhs, the SUV is cheaper than all other cars in its category. While Honda's recent efforts to purchase parts from manufacturers within the country have helped it reduce costs substantially, the aggressive pricing marks a shift in the strategy of the Japanese company which has been struggling to break the jinx around its new car launches. A look at how ...