DELHI, India —— Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) announced its next wave of strategic expansion as it enters a new era of independent and empowered operations in India.
‘Honda is Honda’ corporate Campaign
Starting July 2014, the Wings have become the ‘Only Honda in India’. It is in this context, that Honda is bolstering its differentiated brand imagery with ‘Honda is Honda’.
In Phase I, the ‘Honda is Honda’ campaign will be teased digitally. Within the next fortnight, this will be followed by a 360degree blitzkrieg across all mediums – TV, print, digital, radio and outdoor. The campaign will echo the trust customers repose in Honda across India.
This campaign is a one-off. It is the first time where Honda’s brand ambassador Akshay Kumar is singing in a TV commercial himself. The novelty factor is evident as professional sky divers come together to form the Wings (Honda’s logo) high up in the sky!
Elaborating more on Honda is Honda, Keita Muramatsu, president & CEO, Honda Motorcycle and Scooter India Pvt. Ltd. said, “Honda is Honda is more than just a campaign, it is the start of new Era in India. Honda aims to be an integral part of every 2wheeler customer’s emotional landscape as it fulfils the mobility dreams of India. With ‘Honda is Honda’ we want to reinforce that ‘Wings’ are the true enablers for every Indian who can trust on Honda’s technology, legacy of excellence, quality, reliability and innovation to chase their dreams.”
Honda’s Wave 2.0 of strategic expansion starts from entering into the basic sub-segment of 100-110cc motorcycle (Basic sub-segment contributes 23% to overall 70 lac units sold annually in 100-110cc industry) with the new CD 110 Dream – Honda’s most affordable motorcycle in India.
The nomenclature “CD” is a mnemonic for Honda’s mass motorcycles in many countries since 1966 while Dream evokes the legendary success of Honda’s first mass motorcycle “Dream D” launched in 1949 in Japan.
Detailing on the CD 110 Dream, Yadvinder S Guleria, vice-president – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd. said, “As Only Honda, we are now fulfilling the utilitarian needs of ‘rurban’ customers with CD 110 Dream. We are confident that at its most affordable price of Rs. 41,100 (Ex-showroom, Delhi), the new CD 110 Dream will ride Honda into the hinterlands and multiply the success of existing Dream series motorcycles.”
To satisfy the primary need of this category which is mileage, CD 110 Dream comes with Honda Eco Technology or HET for an unmatched mileage of 74 km/litre. (mileage based on internal Honda test ride mode that is close to actual city riding conditions / ICAT mileage 83.32 kmpl)
As power is required for multiple riding and load carrying, CD Dream beats competition with its class leading power output of 8.25 BHP at 7500 RPM and torque of 8.63Nm at 5500rpm.
On the style front, CD 110 Dream comes with stylish graphics, impressive exhaust, signature silver engine sleeve, tempting silver tone alloy wheels, realistic meter console and tail light.
This motorcycle is specially developed for Indian customers, keeping in mind their practical commuting needs. Making CD 110 Dream the best choice of daily commuting is its superior ground clearance of 179mm (for dream ride over potholed road every time), extended wheelbase of 1,258mm (for better stability during high speed and uphill), long seat (for comfortable rides over long distances). The tubeless tyres, viscous air filter and maintenance free battery in CD 110 Dream significantly increase the durability of this mass motorcycle.
CD 110 Dream makes a truly compelling buying proposition for customers in this segment with its extremely attractive starting price of Rs. 41,100 (Ex-Showroom, Delhi).
Post the dispatches starting from mid-July’14, the motorcycle will available for sale across the regions by August 2014. The CD 110 Dream comes in 3 exciting colours (Black with Red stripe, Black with Blue Stripe and Black with Grey stripe.) and Kick/Drum/Alloy variant.
Quick glance of Q1, FY’2014-15 sales
The first quarter saw Honda make impressive strides and sustain its positive momentum.
Gaining an impressive 5%, Honda’s market share reached 25% and it became the highest gainer in the industry. One in every four two-wheelers sold today is a Honda.
Backed by customer demand, Honda grew 2.5 times that of industry with its 34% growth.
Honda continues its undisputed leadership with a clear 52% market share in Automatic scooter segment.
In motorcycle segment, Honda dethroned competition to become No.1 in 125cc segment For the first time ever with CB Shine leading the segment sales.
*Price- ex showroom, Delhi