Honda mulls new car assembly, launches Legend luxury model
Honda Cars Philippines, Inc. (HCPI), the country’s third largest car company, has hinted it might assemble its small multi-purpose utility vehicle (MUV) Mobilio even as it beefed up its portfolio with the introduction of its top of the line luxury sedan Legend.
Toshio Kuwahara, HCPI president and general manager, made a hint to reporters at the launch of the 3.5 Sport Hybrid SH-AWD Legend at Solaire Hotel on Tuesday, of the possibility of assembling a new model on top of the City as he cited the very good performance of Mobilio since its launch in April this year.
“Maybe in the future Mobilio can be one of the candidates,” Kuwahara said noting that Mobilio, which is imported from Thailand, is now its second biggest volume car model after City.
“We’re selling 500 units a month of Mobilio, it is now our second pillar after City,” he added.
For HCPI to justify local production of a particular model, it should at least match the 9,000 sales volume of City. In September, the company was able to sell 920 units of City the highest in its history in the country. In contrast, Mobilio is selling 500 units a month or half of City.
“Even if we decide today, it takes many months to prepare. So it is not that immediate, not this year. But if we do, we cannot wait for 10 years,” he said.
“Maybe if we can continue the good sales of Mobilio then we can. I know Filipinos love family car and Mobilio is a very nice family mover,” he added.
Kuwahara reported that Honda posted record sales growth of 50 percent as of September this year as against industry growth of 20 percent. As of September this year, Honda’s sales already surpassed the entire 2014 sales by 7 percent.
The company’s record breaking sales was largely due to the strong performance of the new models that were launched earlier this year, including Odyssey in March, Mobilio in April, HRV in June and now the Legend.
The Legend, which is being sold for 4.380 million, is considered a small volume model with expected monthly sales of 10 to 15 units only.
“Legend is a luxury car, it is the top of the line Honda sedan. We expect to sell a few units a month,” he said.
Legend is expected to compete against the likes of European car brands Mercedes Benz, BMW and Audi.
According to Kuwahara, the Philippines is the third country globally to introduce Honda Legend next to Japan and Korea.
In introducing the luxury model, HCPI believes there are wealthy Filipinos who can afford Legend because of the good performance of the domestic economy.
Legend will complete the line up of HCPI, which for a long time has been doing business with only five models — City, Jazz, Civic, CRV and Accord.
“Accord was our top of the line up until tonight,” he said adding that HCPI has been introducing new models that truly fit the Philippine market.
Revolving around “Smart Exhilarating Luxury” grand concept, Legend showcases Honda’s highest level of craftsmanship as it imprints its mark in the local luxury segment. The All-New Legend is a fusion of three customer values – pride and prestige of ownership, advanced features and technology, and exhilarating driving experience.