Honda launches strategy to retain

Honda's three-pronged strategy, including the recent launch of seven models, is aimed at keeping the motorcycle maker the No 1 brand.

Honda has been the market leader for the past 23 years and in 2011 it gained a percentage point to achieve a commanding 69-per-cent share.

"Last year was a major milestone for Honda, as the company celebrated 25 years of operations in Thailand," Chiaki Kato, president of AP Honda, said yesterday.

Last year, Honda's sales increased 10 per cent to 1.39 million units. With the seven new models, it is confident that it can sell a record 1.5 million motorcycles this year.

The overall market would recover from its slump by next quarter and would likely expand 5 per cent to 2.1 million units for the year, he said.

"Despite the continuing economic turmoil and the big flood of last year, the Thai market for motorcycles had a record year. Total sales reached a higher-than-expected 2 million motorcycles, for an 8-per-cent gain," he said.

Honda's three-year plan to keep it at the head of the pack focuses on three dimensions - designing products that exceed customer expectations, being the top company in all aspects of the business and offering the best customer experience.

This is the first time that Thailand has served as the launch pad for Honda's motorcycles. The seven new models cover the full spectrum of the market. The highlight was the introduction of the all-new Honda Click 125i with a changed look and engine. It comes equipped with a 125cc "Enhanced Smart Power" engine. The starting price is Bt46,800.

Two motorsport stars, Bee Sukrit Wisetkeaw and Dome Pakorn Lam, were selected as the presenters for this exciting new product.

Three other new models are the Spacy I featuring multiple space usage and a starting price of Bt41,500, Wave 125i with the first programmable fuel injection in Thailand and a starting price of Bt48,000 and Wave 110i starting at Bt37,800.

The new CBR 150R is a sport motorcycle, the PCX150 a global model and the CRF250L an enduro model that can be ridden both on and off road.