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車型分類 |
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HONDA開拓印度中產階級，2011年銷售據點增至150個
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AUTONET記者：蔡致堅(08/10/2010星期二)
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在印度，SUZUKI可是擁有超過50﹪的市場佔有率，幾乎是處於不敗的地位，緊接在後的是TATA，像TOYOTA、NISSAN、HONDA等想搶攻恐怕很困難，這幾年印度崛起，中產階級收入大幅改善，也因此HONDA決定主攻中產階級市場，除了在2011年推出小型車外，更將拓展銷售據點，從現有的115個增加至150個。
即將在2011年於印度正式販售的1.0L小型車，是以Fit底盤為基礎所打造，而這款車將在泰國與印度生產製造，合計一年產量達10萬輛規模，其中有70﹪在印度生產（也就是7萬輛），售價約為50萬盧比（合新台幣約37萬元），這樣的身價對台灣消費者來說可是非常便宜，但對絕大多數印度民眾而言仍是遙不可及的夢想，所以HONDA將此車鎖定在收入增加的中產階級，期望包含Accord、Civic、Jazz（Fit）在內能拿下印度3﹪市場佔有率，畢竟要和最大的SUZUKI對抗野心別太大。同時為了因應更多消費者，HONDA也確定拓展經銷據點，從既有的115個增加至150個，但分部區域大多集中在都會區。
除了HONDA，TOYOTA也將推出小型車Etios，預計2010年底開始生產，年產能可達7萬輛，另外也從2009年12月起將據點從97個增加至150個。無獨有偶，NISSAN不僅在今年5月開始生產Micra（March），據點也將拓展至82個，這對日系車廠來說都是大手筆投資，然而TOYOTA、NISSAN與HONDA若不再加緊經營印度腳步，未來將沒有任何機會，畢竟SUZUKI實在耕耘太久。
當然HONDA之所以鎖訂中產階級消費者，主要是這幾年印度晉升為四大金磚之列，中國汽車市場似乎有降溫趨勢，且小型車在中國想和低價自主品牌力拼，可能不符合成本與獲利的遊戲規則，看來印度將會是繼中國之後，另一個競爭激烈的汽車市場。
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HONDA 美日/本田車廠
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