Honda pins hopes on the City

MANILA, Philippines - Honda Cars Philippines, Inc. (HCPI) president and general manager Tatsuya Natsume quoted US journalist Harry Golden: “The only thing that can overcome hard luck is hard work.”

Natsume admitted that 2011 was “one of the most difficult times” in the company’s 20 years. For sure, it wasn’t just Honda that heaved a sigh of relief at the close of the year that saw numerous defect-fueled recalls, incredible flooding, and one giant tsunami ravage the automotive industry – to say nothing about the widespread loss of lives and property.

HCPI is looking forward to this young year with much hope. “Now we are prepared to reclaim our rightful position in the Philippine Automotive Industry,” declared the HCPI president at the recent launch of the 2012 Honda City.

There is good reason for Honda to confidently bank on the City. “First launched in the Philippines in 1996, the Honda City originated the sub-compact or B category in the country, and still remains at the forefront until now,” said HCPI in a statement. What better way to start the year off than by invoking that reliable, well, magic?

While this year’s iteration is not yet an all-new one, it sports a number of upgrades and changes. The front fascia boasts a chrome grille and redesigned bumper. The rear refresh features new taillights and bumper as well. A couple of observant scribes noted that the previous City edition’s taillights harkened old-school BMW, while this one is eerily reminiscent of the Mercedes-Benz E-Class’ own.

Within, the City has been retooled to include niceties heretofore found exclusively in the Honda’s more distinguished siblings. You can now control the car stereo via the steering wheel, and the instrument cluster has been jazzed up (pun intended) for good measure.

The three variants of the 2012 Honda City brings back the two reliable power plants –1.3 and a 1.5 delivering 100 and 120 ps, respectively. Prices start at P746,000 for the manual 1.3 S. The automatic variant goes for P786,000, while the top-of-the-line 1.5 E (also in automatic) fetches P836,000. The 1.5 also exclusively features the new Sparkling Brown color.

HCPI reported that the City remains its top seller to the tune of some 68,000 sold in the Philippines, while collecting industry awards such as the Auto Focus People’s Choice Sub-Compact Car of the Year and Sub-Compact Sedan of the Year from the Car Awards Group, Inc.

Natsume revealed that while the Honda manufacturing plant in Thailand (which suffered flood damage) is undergoing restoration work, models such as the Jazz, Accord and “the much awaited all-new Civic” will be sourced directly from Japan beginning next month. The City, on the other hand, is assembled locally in HCPI’s Sta. Rosa, Laguna plant. The HCPI executive promised more launches this, year, including “Honda products that you might have not expected.”

Hard work trumps hard luck. Throw in some hope as well. But make no mistake; a lot is riding on the City.