So that was… Strange… After all the smoke has cleared, the N7X becomes… BR-V. Why not just say it from the get got? Why the parade across the country, teasing the car to potential buyers? It feels there are few unnecessary steps in introducing the second generation BR-V.
Or is it?
Obviously the confusion about the BR-V got a code name for its second generation reveal is weird, but in hindsight I understand the idea. The first generation BR-V was never received favorably everywhere it’s introduced. The link between the BR-V and Mobilio even though only skin deep, a lot of people think that both are the same car. Both cars are structurally different, they have separate problems. For example, the BR-V is notorious for eating CV joint, while the Mobilio is not.
The problem lies in Honda experimenting in economies of scope on creating their car. the Mobilio and BR-V has different face and rear, but they both shares the same front glass, the same door and window panes, the same dashboard and the same seat structure. Even though the body is similar the BR-V has higher ceiling thus larger interior space, overall, the car looks the same. Is it wrong for Honda to do that? Obviously not, Honda needs to make money, as the alternative is market domination by Toyota group and thus monopoly when they have achieved it, and that is very bad.
The only logical thing that Honda Indonesia is doing all the charade for BR-V second generation is simply to relaunch the marque. Thinking back, registering a new name for an automotive product is difficult, and launching a campaign to familiarize the market for a new product is also difficult. The tease and code name is basically Honda Indonesia way of reintroducing BR-V to the market. In Europe and North America, renewing a marriage vow is common, it’s totally unnecessary, but it shows a commitment from both party. Some marriage vow renewal ceremony is even more festive than the original wedding party, and looks like Honda Indonesia is doing the same thing for BR-V. To let the market that Honda is serious and this time they will not repeat the same mistake.
Do remember though, Honda is not veering from the economy of scope, no no no no no no. They are still doing it, but it seems they are doing it right this time around. The N5X is coming, obviously a 2 row BR-V, which most likely be 2nd gen BR-V with its rear portion cut and different fascia (most likely cheaper headlight, different bumper) but retain everything from the overall shape, doors, and interior. Positioned exactly to fight Raize – Rocky duo.
Like in my previous post, Honda is doing it right this time around. The economy of scope experiment started with Brio, followed by Mobilio and finally BR-V. The similarity and timeline from those three cars created a correlation that all three cars are related, and although not wrong, it created story that BR-V comes from the Brio, a cheap car. This time, the N7X is the headliner, the causa prima, and every subsequent product is born from the line, a premium car.
I always teach my students about the importance of semantics and its relation to process. In our language, there’s two terms for ice tea, “teh es” (tea ice) and “es teh” (ice tea), we ask the drink with both term and it will be fine… But process wise saying the other will net different results. “teh es” is when you put tea first inside the glass and then you put the ice, making the tea thicker and less cold, especially if the tea is hot. “es teh” is when you fill the glass with ice then you put the tea, making a very cold drink but thinner tea. The same thing happened with second generation BR-V… Semantics.