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Malaysia-Volume-7-Honda.Pdf as the entry model hybrid, the Insight, managed well as refined driving com- to receive a record of 2,336 units of registration fort. In April 2010, the Freed in the span of five months. Besides the four gave the Malaysian market main models that are assembled locally, Honda added excitement when it Malaysia also markets the Honda Jazz (CBU went in as a premium com- from Thailand), Civic Type R, Stream RSZ pact MPV. It is considered a (both CBU from Japan) and Freed (CBU from smart choice in that it comes Indonesia) models to cater to the diverse needs fully loaded with practicalities, of their wide spectrum of clientele. performance & style and it predominantly appeals to RECENT DEVELOPMENTS professional urbanites with In the beginning of 2009, Honda Malaysia family. The Insight, Honda’s spent close to four months upgrading its hybrid model made a debut manufacturing facilities and installing advanced in December 2010. The sty- machinery at its Pegoh Plant. In 2010, the lish & ergonomically designed facilities were upgraded and the production Green machine received an BRAND VALUES capacity of the plant was increased from 35,000 overwhelming order of 500 units within the first Honda’s slogan, ‘The Power of Dreams’, MARKET to over 40,000 cars per annum. 10 days of launching. expresses Honda’s ambition to realise and inspire The automobile industry has undergone Honda Malaysia’s Pegoh Plant started To provide optimal standard of sales and extraordinary dreams through its innovations. numerous and rapid changes in the last two production of Constant Velocity Joints (CVJ), after-sales service, Honda Malaysia offers the True to its Japanese roots, Honda is commit- decades. Noticeably, consumer preferences as an integral mechanical device that transfers 3S – Sales, Service and Spare Parts facilities ted to achieving total customer satisfaction by well as environmental concerns are shaping the power from the engine to the wheels, in 2002. at 56 of the 59 Honda dealerships across ensuring the quality of its products in both form way the industry evolves. The biggest exporter in the region, Honda’s Malaysia. The 3S concept is a constituent of and substance. Beneath the appealing aesthetic The four main Honda car models, CVJs were exported to the United Kingdom, Honda Malaysia’s policy of prioritising customer form of every product lies advanced techno- accounting for 94% of its revenue in 2010, Turkey, Pakistan, India, Thailand, Vietnam, logy that powers the product. are assembled at its Malacca plant in Malaysia the Philippines and Indonesia. In 2009, The company plays (namely Honda City, Civic, Accord and Honda achieved the milestone of shipping its an active role in giving CR-V). The stylish, sporty Civic and the urban 2,000,000th set of CVJ. back to the society in premium SUV, CR-V, are the market leaders every one of over 100 in their respective segments (non-national car PROMOTION countries where it segment) while City remains a major contributor Honda pursues quality as opposed operates. Since the to the overall sales with 45%. to volume-based sales by 1970s, it has been 2010 marked the beginning of recovery from focusing on building strong cognisant of and the worldwide automobile industry downturn. brand awareness and committed to envi- With the automobile industry in Malaysia market presence ronmental issues, recording its highest Total Industry Volume instead of engaging researching and trans- passing the 600,000 mark (605,156 units), in heavy sales cam- lating technologies into Honda Malaysia recorded its highest sales paigns. In line with practical environmentally volume at 44,486 units, representing a 15% Honda’s worldwide friendly products. year-on-year growth. This ranks the brand at mission to be the Number Four in the country in terms of sales provider of highest with a 7.4% market share and Number Two with quality products and www.honda.com.my a 18.5% market share in the non-national car services globally at segment. The Honda manufacturing facility in Malacca, In 2003, the company set up a manufacturing reasonable prices, THINGS YOU DIDN’T KNOW ABOUT the Pagoh Plant, received the ISO 14001 and plant in Malacca. Spread over 80 acres of land, Honda Malaysia HONDA ACHIEVEMENTS ISO 9001 accreditations for its Environment the Pegoh Plant has a total built-up area of continues to bring • In 1974, despite having less than 10 years During the 2010 and 2011 financial years, Management System and Quality Control 13 acres and rolled out its first car, a CR-V, in more joys and values to satisfaction while of automobile production experience, Honda Malaysia won numerous awards. respectively. January 2003 . By 2010, Honda Malaysia had the customers in Malaysia creating an enjoyable Honda became the first automobile In 2010, Honda won Reader’s Digest Trusted managed to sell over 225,000 cars. with exciting additions to the customer experience. Honda company to comply with the United Brands 2010 Gold Award for Automobiles, Best HISTORY product line-up and higher standard of services believes that upon purchasing a car, a life- States’ Clean Air Act. Booth Award at Kuala Lumpur International Honda was founded and named after Mr. PRODUCT that exceed their expectations. Recent fanfares long relationship with the customer begins Motor Show 2010, Asian Auto and the VCA Soichiro Honda. As a teenager, Soichiro Honda Honda defines itself as a forward-looking mo- include the CRV makeover in March 2010. With and therefore it is crucial for Honda to build • Honda’s humanoid robot, ASIMO, which Auto Industry Awards 2010. Honda Freed won apprenticed at a car repair shop in Tokyo, where bility company that develops a wide range of the price maintained, the CR-V now has more an on-going relationship through high quality stands for ‘Advanced Step in Innovative the Silver Award as the Best Value for Money he honed his talents at technical innovation, products including motorcycles, automobiles, advanced features, a newly styled exterior as after-sales services. Mobility’, is the world’s first two-legged MPV category at the Putra Brand Awards 2010. before embarking on numerous projects related power products (such as lawnmowers and mo- As for Corporate Social robot capable of dynamic walking. It is The brand also took the number one position in to engineering and automobiles. torboats), aircraft engines (HondaJet), humanoid Responsibility, Honda focu- also able to recognise human gestures the Customer Service Index Study conducted After World War II, Mr. Honda started a robot (ASIMO), fuel cell vehicles and solar films. ses on a series of philan- and postures, ambient surroundings, and by Malaysia J.D. Power while Honda City was business which focused on fitting war surplus Honda prides itself on developing cars that thropic initiatives undertaken has the ability to take independent action named the best entry mid-sized car in the J.D. engines to bicycles, and the design and are more than just a means of transport. Its by the company. Honda based on self-acquired information. Power Asia Pacific 2010 Malaysia Initial Quality manufacture of products that appealed to him. products are designed to provide customers Malaysia has partnered • In 2003, HondaJet successfully made Study. With Mr. Takeo Fujisawa’s joining to help on the the joy of driving and ownership. Advanced UNDP Malaysia to provide its first test flight. Boasting far better fuel In 2011, Honda also received the Putra commercial side, the pair laid the foundation futuristic designs and performance are aspects scholarships to underprivi- efficiency and higher cruise speed than Brand Awards 2011, Gold Award. Honda City for what was to become a major international that Honda emphasises on to differentiate itself. leged youths and collabo- conventional light business jets, delivery took the first place for the Family Cars category conglomerate. All Honda cars feature the i-VTEC engine, which rated with WWF-Malaysia of HondaJets is expected to commence while Honda Freed took pole position for the Honda made its foray into Malaysia in is well known for its perfect balance of high in saving the endangered in the third quarter of 2012. Compact MPV Category. Honda Insight came the 1960s, appointing Kah Motors Sdn Bhd performance and good fuel efficiency — two Sumatran rhinoceros. Honda in second and and Civic Hybrid third for Family as its distributor. In 2000, Honda Motor Co. qualities that are difficult to marry in a single also actively promotes road • Since its establishment in 1948, Honda Hybrids Category while Honda Stream RSZ was Ltd. of Japan partnered DRB-HICOM Berhad engine. safety through its Road has served close to 400 million customers recognised in the Compact MPV Category at and Oriental Holdings Berhad to form Honda Honda Malaysia also managed to reach Safety initiatives. worldwide. Asian Auto Fuel Efficiency Awards. Malaysia Sdn Bhd. another milestone in the Malaysian automotive 52 | SUPERBRANDS VOLUME VI MALAYSIA’S STRONGEST BRANDS | 53 as the entry model hybrid, the Insight, managed well as refined driving com- to receive a record of 2,336 units of registration fort. In April 2010, the Freed in the span of five months. Besides the four gave the Malaysian market main models that are assembled locally, Honda added excitement when it Malaysia also markets the Honda Jazz (CBU went in as a premium com- from Thailand), Civic Type R, Stream RSZ pact MPV. It is considered a (both CBU from Japan) and Freed (CBU from smart choice in that it comes Indonesia) models to cater to the diverse needs fully loaded with practicalities, of their wide spectrum of clientele. performance & style and it predominantly appeals to RECENT DEVELOPMENTS professional urbanites with In the beginning of 2009, Honda Malaysia family.
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