Honda is planning to launch its small car, Brio, next month, almost six month ahead of the planned schedule. Honda Brio, a small car especially developed for emerging markets like India and Brazil, will be launched on March 17, although deliveries to customer will start only during the monsoon season in August-September, a person in the advertisement industry told on conditions of anonymity.
Honda Siel Cars India refused to comment on the development. “We do not want to comment on this at the moment,” a company spokesperson said. Brio was planned to be launched around September this year, but now it will be launched simultaneously with its Thai sibling, popularly called the Eco-car, the advertising industry official said.
After the failure of the Honda Jazz, Honda Siel is desperate to have a popular car that will drive volumes in one of the fastest-growing car markets in the world. Honda Jazz, despite its good looks and features, failed to compete with rivals like Hyundai i20, Maruti Suzuki Swift, Ford Figo and Volkswagen Polo, mostly because of its Rs 7 lakh plus price tag. Honda will have to get the pricing right for the 1.2 litre Brio.
“It would be imperative for Honda to keep a price strategy right as its aims to drive huge volumes from Brio,” a Mumbai-based auto analyst said. “An attractive price of Rs 4-5 lakh will help Brio to grab customers eyeball and also help it compete with strong competitors like Swift and the i20 hatchbacks,” added the person, who requested to be anonymous because they are not allowed to comment on individual companies.