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Honda looking to gain ground in Taiwan market

2012/05/04 20:02:16

Taipei, May 4 (CNA) Honda Taiwan Co. is hoping to boost its market share in Taiwan with the unveiling of its ninth generation Honda Civic in June after regaining its fourth spot in the market in April, a company executive said Friday.

Akira Makino, who arrived in Taiwan last month to assume the post of Honda Taiwan chairman, said the company has already begun to take orders for the 9th generation Honda Civic, which is scheduled to be unveiled June 7.

At the beginning of last year, Honda was the fourth largest car brand in Taiwan, behind Toyota, Mitsubishi, and Nissan.

But a massive earthquake and tsunami in Japan in March 11, 2011 and flooding in Thailand in the second half of the year resulted in the disruption of the company's supply chain, costing it market share and its fourth-place ranking.

The supply chain only returned to normal in March this year, and sales gradually picked up. It delivered 1,600 cars in April this yearto regain its spot in the country's automotive pecking order.

"I'm confident that the sale of all Honda models will total 25,000 this year," Makino said.

He also said the company expects to strengthen its market presence in the middle and long term and anticipates introducing at least one new model per year starting next year.

It hopes sales will grow to 60,000 units in three to five years, as more of its hybrid vehicles are made in Taiwan.

(By Chao Hsiao-hui and Lilian Wu)