Honda Malaysia announced today that it has for, the third consecutive year, hold the title of the best-selling non-national car brand in Malaysia. In the overall Total Industry Volume (TIV) standing, Honda's recorded total sales of 109,511 units is ranked second behind Perodua's 204,900 units in 2017.
This is the first time Honda Malaysia sales have surpassed 100,000 unit mark, marking an overall sales increase of 19%, up from 91,830 units recorded in 2016. The sales figure is also the highest that a Non-National brand has ever achieved in Malaysia.
Despite the competitive market conditions, the company managed to capture 19% of the overall market share, an increase of 3.2% from 2016. The strongest month of sales came in December with 11,221 units recorded.
To date, Honda Malaysia has sold more than 730,000 vehicles since its inception in 2003.
The strong sales performance come on the back of a product offensive which included six new models launches in 2017, namely the BR-V, City, Jazz and Jazz Hybrid, City Hybrid, CR-V and All-New Civic Type R.
The City emerged as Honda’s best-selling model in 2017, contributing to 27% of total sales, followed by HR-V at 17%, BR-V at 16% and, Civic at 14% respectively.
In the hybrid segment, the Jazz Hybrid and City Hybrid contributed to 2% to the total sales of Honda Malaysia despite going on sale just 4 months ago. Both models lead the overall non-premium hybrid vehicle segment.
Honda Malaysia also expanded its presence and penetration in East Malaysia, which contributed more than 7,500 units to the total sales achieved. Sales for East Malaysia in 2017 increased by 33% compared to 2016. The BR-V was the best-selling model in East Malaysia.
In its aftersales operations – Honda Malaysia introduced the Honda Pride campaign to create awareness amongst Honda customers on the benefits of its after-sales services. The Honda Pride package includes 12 specially designed benefits such as a 5-year warranty with unlimited mileage, genuine parts, and comfortable dealer showrooms in an effort to boost the customer after-sales experience. This is in addition to expanding its number of dealerships in 2017 to cater to the expanding customer base.
In terms of service intake, Honda Malaysia recorded more than 1,150,000 vehicles serviced in 2017, up 13% from the approximately 1,021,000 vehicles serviced in 2016.