Honda targets semi-urban areas to market Brio
The mighty Honda, a Japanese automaker is expected to launch it’s yet another compact hatchback Honda Brio in September this year giving all the more reason to be in news when it has already been in the limelight for some time with the reduced prices of Honda City and Honda Jazz hatchbacks. Honda’s other cars Honda City, Honda Civic, Honda Accord, Honda Jazz and Honda CR-V despite of being a huge success, have been confined to Indian metropolitan and urban areas, the trend which is hoped to be changed by the launch of Honda Brio.Other auto makers have already experimented by marketing in the country side and there-by increasing the sales by almost 30% in 2010. Honda India intends to follow the same path to rejuvenate it’s more or less subdued sales by tapping the impressive potential in the smaller cities to market Honda Brio.
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Mr. Janeshwar Sen, Senior VP, Marketing and Sales, Honda India has expressed that Honda Brio is specifically designed to meet the needs of the family units in smaller towns and that they have approached the financial institutions including cooperative banks in the rural area to be able to cater to the needs of the potential customers from the smaller cities and towns. Apparently, Honda India is planning well ahead in order to avoid the route taken by Honda Jazz.
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Being competitively priced, less than five lakh Indian Rupees; in par with the top performers in the car market - Maruti Swift, Hyundai i10 and Ford Figo, again it has tried to be different from the exuberantly priced Honda Jazz. It has been observed that the major chunk of sales of the compact hatchbacks has been ascribed to the semi-urban areas due to their increasing purchasing capacity, which Honda India hopes to capitalise on. Looks like Honda India is determined to oust Maruti India as the leader in Indian car market and rewrite history.
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