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honda malaysia had a roller coaster 2018
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Honda Malaysia had a roller-coaster 2018

Missing out on sales targets isn't ideal but the company still leads the non-national charts and is second overall

Dinesh Appavu Photo

Dinesh Appavu

20 Mar 2019


Last year was a real roller coaster ride for the automotive industry with the three-month tax holiday that saw cars flying off showroom floors. Honda Malaysia was of the big winners from that three months of bliss and ended the year in its usual spot; top of the non-national charts and second in the overall running to Perodua.

It sold 102,282 units in 2018. However, that number still fell short of its 109,000 units target by 6.6 per cent. It also fell short of the market share goal at 17.1 per cent against its intended 18 per cent.

Nonetheless, all its locally-assembled models still remained leaders in their respective segments. It has seven models that are part of its CKD operations here; Jazz, City, BR-V, HR-V, Civic, Accord and CR-V. The City accounted for 32 per cent of sales with the Civic coming in second with 16 per cent and the CR-V making the podium with 13 per cent.

Honda has always been at the forefront of introducing new technologies and the Civic was the first in its class with a downsized turbo engine. Honda Malaysia has sold 41,000 units since its launch here with turbocharged models accounting for 58 per cent of the tally.

In terms of aftersales, the company also recorded an 11 per cent growth over 2017. This was further complemented by an increase of 25 per cent in the sales of Honda Genuine Parts.

New models introduced that will spearhead its 2019 assault include the new HR-V 1.8L RS and the first ever hybrid model in the compact SUV segment, the New HR-V 1.5L Sport Hybrid i-DCD.

As for its 2019 plans, the company estimates a total industry volume (TIV) of 580,000 units and is setting a lower sales target of 95,000 units with reduced target market share of 16 per cent.



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