In 2015, Honda became the Number 1 Non-National Car Brand in Malaysia and the journey to the top hasn’t been an easy one for Honda Malaysia Sdn. Bhd.
Speaking at a media gathering, Managing Director and Chief Executive Officer of Honda Malaysia Mr. Yoichiro Ueno said, “2015 was a challenging year for the Malaysian Automotive Industry as we experienced economic slowdown due to the weakening of Malaysian Ringgit, Goods and Services Tax (GST) implementation and drop in oil price. The Total Industry Volume (TIV) in Malaysia was at 666,674 units which was almost flat from the previous year (666,465 units). Despite the tough and competitive market situation, Honda could still generate great results and 2015 became the most memorable year for Honda Malaysia. For the first time, we successfully became No.1 in the Non-National Segment with record sales of 94,902 units that translates to 22% year-on-year growth capturing 14.2% market share. In December 2015, our sales reached an all-time monthly record of 10,741 units, the first time to reach 5 digits.”
2015 saw Honda Malaysia launch two SUV models – the popular HR-V and CR-V, which were well-received by consumers. Its B-segment hatchback and sedan (Jazz and City) also saw strong market demand, contributing to 58% of the company’s total sales. Both models remain market leaders in their respective segments.
Honda also successfully penetrated East Malaysia which contributed the highest sales growth of 36% compared to the previous year. For 2016, Honda has set the sales target at 90,000 units. Comparing this to the 94,902 units sold last year, this is in line with the 4% – 5% decrease in TIV (to between 630,000 – 640,000 units) forecasted for the year. The lower expectations is due to the weak consumer sentiments and currency. Despite a drop in total TIV in the first two months of 2016, Honda continues its plans to maintain a strong presence in Malaysia.
Mr. Yoichiro Ueno, MD & CEO of Honda Malaysia
As for East Malaysia, Honda will continue to invest and expand their presence to further penetrate the market. “In November 2015, we successfully opened our Regional Office in Kota Kinabalu to enhance and support the operation in East Malaysia. We will be opening a technical training centre in order to provide intensive trainings to improve the skills of service technicians,” said Mr. Ueno.
Subsequent to sharing Honda Malaysia’s strategy to realize the “Joy of Buying” for its customers, Mr. Ueno announced that he will be moving to a new position with Honda in India. Locally, he will be succeeded by Mr. Katsuto Hayashi who is currently Sales and Marketing Director in Honda Indonesia.
Autoworld takes this opportunity to wish Ueno-san the best in his new role.
Keyword: Honda Malaysia MD & CEO, Mr. Yoichiro Ueno, Leaving On A High