Honda Cars Philippines Inc. (HCPI) is targeting to accelerate sales of the all-new Honda Civic model to 200 units a month from only 110 units currently even as it announced the launch of three new models next year with expanded network as it sees recovery to pre-pandemic level.
HCPI President Masahiko Nakamura said at the virtual press launch of the 11th generation Honda CIVIC that they are pleased with their performance this year, achieving 8 percent year on year growth with over 10,000 units sold, year to date. It also holds the distinction as the second automotive brad in the overall passenger car segment in the country.
As the year 2021 is coming to a close, Nakamura also announced plans of further expanding its dealership network and the launch of 3 Honda models in 2022 to serve Honda customers but did not reveal what kind of models they plan to bring in.
Nakamura expressed confidence that 2022 will be a better year for the company noting that the industry is now on its road to recovery to pre-pandemic level.
For Civic, HCPI Vice President Louie Soriano said they are looking at sales of 170-200 units a month from 110 units a month. This means 2,000 unit sales target in a year.
Soriano also said they have to achieve this sales target to be able to maintain or better its current 53 percent market share for CIVIC, which has a tag price of P1.690 million.
In terms of market, Soriano said they are targeting the modern Filipinos, or individuals who have led a balanced lifestyle with family and work.
He further said that the CIVIC, which is the first model for Honda Philippines that is equipped with the Honda “SENSING Technology,” is also meant for “confident” people because the model is a status symbol for young professionals between 30-35 years of age.
The 11th generation All-New Honda Civic is one of the most competitive entries in the compact sedan segment. It is equipped with VTEC turbo engine, advanced technology and safety features, including the Honda SENSING, which demonstrates Honda’s commitment to safety.
Soriano said that the succeeding Honda models to be launched in the country will also come with the “Sensing technology”.
The new Honda SENSING system uses a single monocular camera with a wider field of view combined with improved software offering better vehicle, motorcycle, bicycle, pedestrian and road marking recognition.
Civic sales in the Philippines started back in 1991 and it was the first Honda vehicle offered in the country. Throughout several generations, the iconic model garnered much love from many loyalists and enthusiasts. Notably, the Civic recorded sales of more than 132,000 units locally, as of October 2021.