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2008 Honda Accord 2.4i Executive
Honda SA shows resilience
Despite a negative economic climate, and the substantial slow-down in
vehicle sales, Honda South Africa continues to grow its share of the
passenger car market.
Commenting on the companyâs financial year-end results, which are
calculated from April to March, Honda SA president and Managing
Director, Yoshiaki Nakamura, says Honda dealers did the company proud
by upping their share of the market despite negative market trends.
âHondas accounted for 4,6 percent of all dealer channel sales in
South Africa from April 2008 to March 2009, which equates to 9 544
units. However, perhaps more importantly, we have seen a steady growth
in market share, from 3,8 percent in April 2008, to 6,6 and 6,1 percent
in February and March 2009 respectively.
âThese results are particularly encouraging against the backdrop of a
global economic crisis that continues to compromise the motor industry
both internationally, and here in SA.â�
For Nakamura, who took the helm of the SA operation in April 2008,
itâs been a satisfying first year filled with milestones and
achievements. The growth in market share has been underscored by the
launch of key new models, including the latest-generation Honda Jazz,
and the award-winning Honda Accord.
Indeed, both models were nominated finalists in the 2009 SA Car of the
Year competition, with the Accord eventually receiving the coveted
âI am convinced that the current Honda range represents the strongest
line-up of models the brand has fielded in SA to date,â� says
Nakamura. âItâs a view supported by the exceptional track record of
our products in the Car of the Year competition.â�
The current Civic Sedan is also a former Car of the Year title holder,
having won the award in 2007, while Hondaâs hugely popular CR-V
all-terrainer was a finalist in the 2008 competition.
Further confirmation of Hondaâs product excellence has come in the
form of the marqueâs performance in the authoritative JD Power
customer satisfaction index and quality surveys.
Honda and its products have featured strongly in both JD Powerâs
Initial Quality Survey (IQS) and Customer Satisfaction Index (CSI) for
the past five years, with the Honda Jazz, Civic, FR-V and CR-V all
featuring several times among the award winners.
The Honda brand took the top spot in JD Powerâs Initial Quality
Survey in 2006 and the Customer Satisfaction Index survey in 2006 and
In 2008, four Hondas won their categories in the JD Power CSI survey.
The FR-V took the top spot in the compact MPV category, while the CR-V
came first in the compact SUV category. Taking the honours in the lower
small car category was the Jazz, while the Civic won the upper small
âIn the light of such positive results, Honda can look back on the
eight years since it began operating in SA with a true sense of
achievement,â� says Nakamura. âI am also pleased to announce that we
have decided to strengthen the local management within the company.â�
Graham Eagle, currently Honda SAâs General Manager of Sales and
Marketing, has been promoted to Director of Sales and Marketing, while
Barrie Barnard becomes General Manager for Motorcycles. Both Eagle and
Barnard have has been with Honda SA since shortly after the companyâs
âWe are placing an increasing focus on strengthening and empowering
the local staff and management component at Honda SA,â� Nakamura
explains. âThis not only underlines our ongoing commitment to the
local market, but also recognises the very valuable efforts of our
local staff complement.â�