Love is in the air: Honda intensifies sales pitch for Brio

Honda is trying to push the sales of its Brio small car which has the potential of being its volume driver. In one such attempt Honda recently organized a “Brio Love Drive” in Delhi on April 22, 2012 to increase awareness about its small car.

The drive saw the participation of 100 Brio owners and more than 200 customers and auto enthusiasts. The drive included a rally which followed a ‘heart shape’ route and covered famous locations in and around Delhi.

honda brio
Photo: Honda is trying to push sales of the Brio by various means, like the recently organized "Love Drive"

Jnaneswar Sen, Sr. VP, Sales & Marketing, Honda Siel Cars India said that the rally was not about fast driving, but precision driving, filled with the challenge of staying on route and maintaining the average speeds given to win the rally. Also read: Honda Brio video review: Sporty, high quality city commuter car!

Honda is getting aggressive with marketing activities to promote the Brio small car through radio, TV commercials and drives.  The company sold an impressive 6,335 units of the Brio in March 2012, which is by far the highest sale per month since its launch in September 2011.

The Brio is one of the quickest city hatchbacks you can buy below Rs 5 lakh. It is powered by a 1.2-litre i-VTEC petrol engine mated to 5-speed gearbox. The petrol motor produces 87 bhp of max power and 109 Nm of max torque. ARAI specified mileage of the Brio is 18.4 kmpl.

The power-to-weight ratio of the Brio is higher than its rivals such as the Chevrolet Beat, Hyundai i10, Maruti Suzuki Swift, Toyota Liva and Nissan Micra. Hence the Brio offers better acceleration and together with its light steering and compact dimensions, it is a breeze to drive this car every day.

At the end of the rally, the prizes were distributed to winners who achieved the best mileage in their Brio. The top three winners achieved mileage figures of 23.7 kmpl, 23.2 kmpl and 21.9 kmpl respectively.

HSCI, at its manufacturing plant in Greater Noida, has an installed production capacity of 1 lakh units per annum. The company has also setup its second plant at in Tapukara, Rajasthan. Hence, expect less production constraints in the future and this means, less waiting period for Honda cars in India.

Honda hopes to sell 5,000 units of Brio every month and overall 10,000 units with the combined sales of Brio, City, Jazz, Civic, Accord and CR-V. This is easily achievable only if Honda launches diesel models into the Indian market as soon as possible.