Honda eyes gains in India as consumers go for premium models

Japanese auto major Honda is preparing to cash in on the trend of consumers upgrading from "Maruti-dominated segment" in India by focusing on bigger car segments and reinforcing its premium positioning.
The company is also trying to incorporate learnings from its experience of launching "challenging models" like Amaze, Mobilio and B-RV as it nurtures hope of becoming a leading player in the long term future.
"All these past years we have learnt many things by launching many challenging models like Amaze, Mobilio and BR-V. We learnt many things from India. There is a trend that customers are aiming for upgrade," Honda Motor Co Chief Operating Officer, Regional Operations (Asia & Oceania) Noriaki Abe told PTI.

He further said: "Fortunately, they (customers) are shifting to our segment, not remaining in the Maruti-dominated segment."
Optimistic about cashing in on such development, Abe said: "We can use much of our resources that we have globally. In the next stage we can strengthen our premium-ness in India."
Going forward, he said, Honda will focus on segments where its global models like Civic and H-RV can play successful roles.

"With customers upgrading to segments where Honda is very strong, we can be very optimistic in the near future (in India). We are preparing strong competitive models in such segments," Abe said.

He, however, said the development of motorisation in the four-wheeler segment is slow compared to the two-wheeler segment and Honda hasn't set a target market share saying it still has a long way to go.
Out of a total of 7 lakh units of four-wheeler that Honda sold in Asia & Oceania region last year, it sold around 1.5 lakh units in India.
"Volume wise, we should do over 2,00,000 units shortly," he said without specifying a timeline.
Abe also said the company will continue to participate in the mass segment, where its Brio is present to understand the market.

"Our premium positioning does not mean that we will give up the mass market...We can still look at the segment with few models in future, more to understand the Indian consumers," he added.
When asked if Honda is looking to be the number one player in India, he said: "We still have a long way to go but we do have that kind of passion.