Well, my last post is about 1 1/2 years ago… I’m still alive, it’s just things have been, hectic to say the least, with a global pandemic, starting a new business, and my health went haywire a bit. The thing is also, this blog is supposed to be all things 4 wheels Honda, but as of late, there’s no interesting product from Honda since 2015. The Honda E electric is, eh… The NSX got nowhere in term of excitement, and finally, the trio of entry level cars in APAC region is major snooze fest. The Brio, Mobilio, BR-V, supposed to usher in new era of Honda in APAC, one that is cater made, cars that would fulfill the demographics to the dot.
and it flops…
Honda Brio hatch and Mobilio got discontinued in India and the Brio sedan sales are minimal. Strong Mobilio sales in ASEAN region quickly diminished in the face of competition, ultimately, one that came from Mitsubishi. The first gen Honda Brio abysmal cargo is the laughing stock of the segment. The BR-V sales are lackluster, despite carrying the mantle of the successful xR-V family badge.
Honda did quickly address the Brio sedan situation in India, ushering new full model change in just 4 years. Honda addressed the Brio hatch situation with a new model that extends the cargo bay. Honda upped the content game with the Mobilio, addressing NVH. The results speaks for itself, Honda Brio sedan (now called Honda Amaze) sales picks up nicely in India, Honda Brio hatch is the best selling car in Indonesia, and Honda Mobilio, well, it still exists, selling okay-ish but never back to the top of the segment.
The thing about Honda is that they tend to think what’s best for the customer… STOP IT. The market is not logical, it never is. The market DOESN’T NEED a SENSIBLE CAR, the market WANTS a STATUS SYMBOL. I still remember the original Mobilio pitch with its round headlights and sedated fascia, that it’s a friendly car, a capable friend of the family, hoo boy. Honda Mobilio strong initial sellout was indicative of Honda reputation of being a premium brand for all its existence. Accord, Civic, CR-V, Stream, City, Jazz, are all great cars in its segment and one that earns respect from journalists, enthusiasts, and regulars. The Mobilio was launched to much fanfare that it’s the first affordable 7 seater from Honda since they discontinued the Honda Stream in the region. Then realization hits hard about the car. It’s solidly built but with accompanying strong hint of cheapness everywhere. No smart seating arrangement, with cheap materials used in the interior and the lack of sound proofing makes the Mobilio feels like a joke of a car.
Emotion drives sales Honda, make a car that stirs the emotion not the logic.