Honda Dominates the Motorcycle Market

Honda Philippines, Inc. led the local motorcycle industry in 2003. Already the industry leader in 2002 with total sales of 84,464 motorcycle units, Honda improved its sales record by a substantial 54 percent in 2003, achieving sales of 130,376 units. This was a noteworthy feat, especially since four of the company’s competitors failed to better their 2002 sales performance in 2003.

Indeed, Honda’s share of the Philippine motorcycle market improved to 52.0 percent in 2003, higher than the 37.8 percent share it had in 2002. This amounted to a 14 percent increase in market share for Honda. Four of Honda’s competitors actually experienced a decreased in market share in 2003 from their previous share in 2002.

Honda credits its industry-dominating performance to an aggressive marketing campaign, and to its initiatives revolving around its "S.E.T" campaign in 2003. "S.E.T" stands for "Safety, Environment and Technology," and is representative of Honda’s multi-pronged agenda for the past year. In the realm of safety, the company implemented its "S.M.A.R.T. Start" (Safety Measures, Advice and Riding Tips) safety riding program, promoting safe and responsible riding among new owners of Honda motorcycles. In the arena of environmental consciousness, Honda lead in manufacturing motorcycles that passed Euro 1 emissions testing. Euro 1 is a world standard in measuring the cleanliness of vehicular emissions. All Honda motorcycles in the Philippines have passed Euro 1. In the area of technology, Honda introduced new products in its TMX 125 and Dream 125 motorcycles. Honda also launched a campaign promoting its Wave Alpha motorcycle.

Four Honda models led the local motorcycles market, landing in the highest four of the top 10 slots in sales for 2003. Leading the pack as the top slot was Honda XRM 110 Dual Sports, which garnered total sales of 38,054 units in 2003, for a 114 percent increase over the 17,799 units sold in 2002. Coming in second was the Honda TMX 155, with sales of 33,650 units in 2003, which amounted to a 28 percent increase over the 26,240 units sold in 2002. The Honda Wave 125 made third place with 24,849 units sold in 2003, a 35 percent increase over the 18,358 units sold in 2002. Fourth place went to the Honda Wave Alpha, which garnered 24,402 units in sales in 2003, improving over the 6,794 units sold in 2002 by 321 percent.

All in all, the motorcycle market’s total volume in sales for 2003 was 250,904 units, rising 12 percent above the 223 sold in 2002 .

Honda Philippines, Inc. is the pioneer in 4-stroke motorcycles in the country.