Honda Unveils 2 New Accord Variants

Spurred by a good demand for its luxury sedan Accord, launched two months ago, Honda Siel Cars India Ltd today launched an upgraded, face-lifted variant of the car and several new marketing initiatives aimed at driving up volumes.

The two new variants of Accord VTi-L is priced Rs 80,000 more than the two variants launched earlier, and comes with a genuine all-leather interior (leather seats, gear-shift and steering) and attractive alloy wheels for improved aesthetics.

The car has also been launched in a night hawk black (pearl) colour following feedback from customers and prospective buyers, said Anand Mohan Gupta, general manager (marketing) of Honda Siel Cars.

Gupta said the initial demand for the car -- which sold over 600 units in the first two months -- suggests Honda Siel will meet its target of 2,500 cars for the financial year. "I will not say we did not expect such a overwhelming demand for the Accord. But yes, we were taking it a little cautiously," he said, adding the new variant is a result of customer feedback.

Of the 600-odd Accords sold by Honda Siel thus far, 30 per cent came from the sale of automatic transmission (VTi-AT) variant and the balance from the manual transmission (VTi-MT) variant. The company now expects 25 per cent of unit sale to come from the new variant, VTi-L.

The automatic transmission variant of the VTi-L is priced Rs 16,55,000 ex-factory Delhi (the VTi-AT is priced Rs 15,75,000) and the manual transmission comes with a tag of Rs 15,75,000 (the VTi-MT costs Rs 14,95,000).

Honda is also retailing through its dealers exclusive accessories for the Accord. These include 24-carat gold plated emblems, fog lamps, fender arch mouldings, exhaust pipe finishers for customer wanting exclusive looks for their car and trunk spoilers, etc for customers wanting a sporty look.

Also for protection and maintenance, one can opt for gear shift locks, step garnishes, etc. Audiophiles are being given the option of a superior 12-CD changer, Gupta said.

"We believe cars such as the Accord are lifestyle statements. We plan to promote the Accord through various lifestyle activities and events, which will assist us in creating the right kind of lifestyle-related positioning for the car," he said.

Honda Siel will now sponsor the PGA Golf Championship of India, which is part of the Asia PGA Tour, and offer a Accord VTi-L as a prize to the winner. The company is also tying up with the Classic Golf Resort for the same purpose.

According to Gupta, an association with golf provides close interaction with persons who are most likely to buy cars such as the Accord. The marketing strategy for the car will hinge on such top-line activities.

In order to further strengthen the association of the Accord with the lifestyle platform, the company is also introducing a lifestyle magazine, 'Rendezvous' which will sent to all Honda customers regularly.