Top Story

e4m_logo.png

Home >> Marketing >> Article

Scooter leader Honda Motorcycles enters Indian motorbike market with Unicorn

09-September-2004
Font Size   16
Share
Scooter leader Honda Motorcycles enters Indian motorbike market with Unicorn

The Rs 1000-crore Honda Motorcycle & Scooters India (HMSI), a fully-owned subsidiary of Honda Motor Company of japan, plans to add 15 new models of motorcycles and scooters in the coming few years, MD & COO Yukihiro Aoshima said while launching Unicorn, the company’s first motorcycle in the Indian market, on Wednesday. The Unicorn is a 4-stroke, 150cc motorcycle.

Available in five colours, namely, blue, black, red, silver and grey, and priced at Rs 50,043, the Unicorn is targeted at students and working professionals. Honda is targeting sales of over 12,000 numbers of Unicorn this fiscal. It expects to manufacture 56,000 motorcycles annually. The bikes will be distributed through 252 dealers across 207 cities and towns.

On competition with Hero Honda’s motorcycle CBZ, Aoshima said this won’t have any impact on the company’s business performance. The company’s plant has an annual production capacity of 1,50,000 units, and this is expected to reach 3,00,000 in 2005 and 6,00,000 units by 2006-07. The combined capacity for motorcycles and scooters will reach 1.2 million by 2006-07.

Manish Tandon, Deputy Manager, Marketing, says the ad campaign for the new bike will hit the print and electronic media by the second week of October. The campaign will focus on the bike’s features. Dentsu Communications is handling the account.

HMSI, which began operations in India in the scooter segment in 1999, has cornered a market share of 76 per cent in the mid-size scooter segment and 26 per cent in the full-size scooter segment. HMSI is the No.1 scooter manufacturer in India, and ranks No. 4 in the overall two-wheeler sector.

The two-wheeler major exports over 60,000 scooters annually. New markets of South East Asia, South and Central America are being explored, Aoshima said.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

There was reportedly an altercation between the two in Bodhjung Nagar, Tripura

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017