Honda eyes sales of 16,000 units this yr

MANILA, Philippines - Honda Cars Philippines (HCP) targets to sell 16,000 units this year as it makes a return in the Philippine automobile market with the launch of the new City subcompact last month and the new Civic which was unveiled yesterday.

HCP was forced to suspend operations of its plant in Sta. Rosa, Laguna in November because suppliers in flooded Thailand could not deliver parts. In March, its productions plants in Japan were also hit by a strong tsunami. 

The Philippine subsidiary of Japan-based Honda Motor Company Limited assembles and distributes the City, Jazz, Civic, Accord and the CR-V sport utility vehicle models in the country.

In 2011, HCP sold 11,611 units, lower by 30 percent from 16, 604 units sold in 2010.

 “We plan to go back to 2010 levels before the tsunami and the flooding in Thailand. Our Thai plant is still recovering. There is not date yet for the reopening,” said Honda Cars Philippines president and general manager Tatsuya Natsume in an interview at the launch of the new Civic in Fort Bonifacio Global City yesterday. 

In January, HCP announced that it had overcome supply disruptions caused by the flooding in Thailand and is set to recover with the launch of the new Honda City, a third generation issue in the Philippines.

While the factory in Thailand is still not operating, Honda will sell cars imported from Japan.

“We from Honda regret that we were not able to provide joy to our customers last year because of the adverse effects of the natural calamities to Honda’s supply chain. Given this situation, we would like to utilize our global production structure to cope in a flexible manner and supply some Honda automobile products from Japan while our factory in Thailand continues in its recovery,” said Noriaki Abe, general manager of Asia and Oceania operations of Honda Motor Company Limited during the launch.

“Through this measure, we believe that we could bring back joy to our customers in the Philippines. All of the Honda associates in Japan are very encouraged and excited at this opportunity and have exerted their best efforts to supply quality products,” he added.

HCP yesterday launched the ninth generation issue of the Civic model, which promises ease in drivability and fuel efficiency. Along with the civic, HCP is also launching a Jazz Special Edition. Natsume also announced that a new model will be launched in April. 

Xavier Eyadan, marketing head of HCP, said the available variant for the new Civic will be the 1.8 EXI with automatic transmission.

Four exterior colors will be available: urban titanium metallic, crystal black pearl, taffeta white, and the new carnelian red pearl. The suggested retail price will be P1,074,000.

“Once our Thailand factory resumes its supply of Civic to the Philippines, other Civic variants will be made available,” he said.

The available variant, meanwhile, for the Jazz Special Edition will be the 1.5 EX with automatic transmission. This will be available in exterior colors crystal black pearl, taffeta white, and fresh lime metallic. The suggested retail price will be P899,000.