- New Small Concept
- Brilliantly packaged lil’ car
- Not so brilliant sales
- Jakarta Calling
- Potential Perodua fighter?
- It’s the smallest Honda car on sale outside of Japan
- It was Indonesia’s most popular car in 2020
- Could the Brio really work in Malaysia?
Though 2020 was a year that saw unfulfilled visions and the whole world shutting itself down thanks to some pesky virus, over in Indonesia, the country saw a new . Of the road that is, as Honda broke Toyota’s dominance on the best-selling car of the year with the Honda Brio.
The little hatchback, currently in its second generation, saw 40,880 units sold throughout 2020 in the archipelago. Meanwhile, with 35,750 units sold, the slipped to second place after holding on for 15 years.
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Even in 2021, the Brio kept its lead with 27,540 units sold in the first half of the year. It’s a successful Honda that should suit Malaysian buyers and was even considered to be launched here but why didn’t it happen?
New Small Concept
Honda had previously perfected its recipe of a model specifically designed for developing markets with the . It appealed to buyers with its affordable price and general reliability.
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While the was a popular hatchback in many markets, the company wanted to produce a smaller and more affordable car for a more upwardly mobile generation in developing markets. Unlike the 1990s, the younger buyers of the new millennium wanted a small, nimble city runabout that is economical.
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At the 2010 New Delhi Auto Expo, Honda unveiled the New Small Concept which would preview the first-gen Honda Brio. At the motor show, Honda announced that the new entry-level model would be launched first in India and Thailand in 2011 and will be built in both country’s respective plants.
The Brio was launched in Thailand as part of a response to the Kingdom’s Eco Car program to promote the production of compact, fuel-efficient cars in the country. As such, the Thai-spec Brio was only available with a 1.2-litre i-VTEC SOHC petrol engine (90 PS/110 Nm) that was paired to either a 5-speed manual transmission or a CVT automatic.
The same 1.2-litre unit was also used on the Indian-spec Brio but other markets received a bigger 1.3-litre i-VTEC SOHC engine that produced 99 PS and 128 Nm. Most markets only received either one of the engines but Indonesia was an exception.
Initially only offered with a 1.3-litre unit, the smaller 1.2-litre mill would make its way into the archipelago to comply with the country’s Low Cost Green Car (LCGC) program. The less powerful Brio was badged as the Brio Satya and assembled at PT Honda Prospect Motor’s (HPM) plant in Karawang, Indonesia while the 1.3-litre Brio Sport was imported from Thailand.
Brilliantly packaged lil’ car
Despite its small size, the first-gen Brio was quite spacious inside and Honda’s “Man Maximum, Machine Minimum” philosophy is best displayed here. Honda’s designers gave the front seats a scooped design which allows for more legroom in the back.
The Brio’s generous use of glass and beige colour interior gives the feeling of an airy interior, outrivalling many of its competitors. While some might see the use of a glass tailgate to be unique, it was one of the ways Honda kept prices of the Brio down.
The Brio’s platform would expand beyond just the little hatchback sharing with the Amaze sedan, Mobilio MPV, and the .
Not so brilliant sales
First-gen Brio facelift shown
Honda’s newest solution for the developing market sounded like another success more than a decade after the City. Unfortunately, the reality was a bit harsher.
During the Brio’s launch in Thailand, Honda projected to sell 40,000 units annually in the country but that target was barely met. Reportedly, Honda Thailand only managed to sell around 32,000 units during its lifetime between 2011 to 2020.
Even the facelift barely got the attention of Indian buyers
In spite of the Brio being tailored towards Indian buyers, the appeal of an affordable Honda fell on the wayside with higher maintenance costs. Factor in with a slightly less extensive dealer’s network and the Brio's appeal was dented further.
Despite being flops in the core markets the Brio was intended for, there was one that embraced Honda’s little hatchback. Indonesians accepted the Brio more favourably which saw Honda deciding that the archipelago would be the place to debut the second generation.
Jakarta Calling
Just like its predecessor, the second-gen Brio was first teased as a concept car – the Small RS Concept which was first unveiled at the Indonesia International Motor Show in April 2018.
Four months later at the 26th Gaikindo Indonesia International Auto Show (GIIAS), the production version of the second-gen Brio was launched. With Thai and Indian production ended, the lil’ Honda is only assembled at HPM’s plant in Indonesia.
The styling is a lot more conventional than its predecessor with the funky (and cheaper-to-produce) glass hatch replaced for a standard one. However, underneath it still shares the same platform as its predecessor to keep prices low.
As the Brio is developed for the Indonesian market, only one engine is offered – a 1.2-litre i-VTEC engine carried over from the previous generation. However, the Brio was also sold in other markets too including the Philippines and Vietnam where it is the cheapest Honda model on sale.
Potential Perodua fighter?
Yet, the Brio never made it to Malaysia even though the country embraces the ‘Lambang H’. The most obvious reason is Perodua and had Honda Malaysia bring the Brio into the country, its prices would be closer to a base than an .
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Unfortunately, Malaysia doesn't have an open market like Singapore and still has tax benefits for our former national cars. As a result, small, affordable cars like the Brio would be priced much higher even with local assembly (CKD) involved.
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Besides, in order for the Brio to be sold in Malaysia, Honda would have to obtain a Vehicle Type Approval (VTA) certificate from JPJ which is a tedious process on its own. Hence, Honda isn't going through a time-consuming process for an entry model that might not win over Perodua's core buyers.
The tale of Honda’s little car didn’t turn out to be a major success in its intended markets but it managed to find a second chance in another market. One that favoured an entirely different segment and yet it managed to take the top spot in one of the most turbulent years for the automotive market.
Keyword: Honda Brio – The City Hatchback’s baby brother that Malaysians never got