Boon Siew Honda shows great 2018 results and outlines 2019 strategies

Bruno Gomes

January 28, 2019

We’re well into 2019, and the motorcycle industry is already focused on showing us what they’ve got prepared. But, while looking to the future is very important, it’s also important to look back and analyze what happened last year. That’s exactly what Boon Siew Honda (BSH) did at the end of last week, on a special event that gathered specialized media with Boon Siew Honda management and some Honda supported riders.

According to BSH, they’ve been able to improve sales throughout 2018, increasing the total number of motorcycle sold in Malaysia to 156,000 units sold, an increase of 28,7% compared to 2017, while also gaining market share, ending 2018 with a market share of 30%.

While Honda has a vast model lineup, two particular models were the main contributors for these results: The RS150R and Wave Alpha represented the majority of sales with 43,948 units and 36,895 units sold respectively.

But, as we already said, looking at what happened in 2018 means that the company is able to further enhance their market performance in 2019, and that’s exactly what Boon Siew Honda expects to achieve this year.

For that to happen, BSH management has a new strategy to attack the Malaysian motorcycle market, supported in five different points

– Brand enhancement: Younger generation of riders is getting more and more interested in motorcycles that offer both style and performance. For them, Boon Siew Honda has an aggressive market strategy, and in 2019 we will see the official Honda importer bring to Malaysia new models and updated models;
– Improvement of dealer network: Customers go to Honda dealers to buy and service their bikes, and for that reason, Boon Siew Honda will improve its dealer network by creating more concept showrooms called Honda Impian X. These concept stores are aimed at Honda motorcycles with engines up to 300 cc. At the moment, Boon Siew Honda confirms there are a total of five Impian X stores in Malaysia;
– Enhancement of after-sales: Just like with improving dealer network, Boon Siew Honda also hopes to improve their after-sales service in Honda dealers. Currently with 251 service centers nationwide, BSH will equip these centers with better equipment and give better training to its technicians for improved customer service;

– Expansion of safety riding: As one of the most important brands in the world, Honda will be working closely with the motorcycle community and government agencies to improve road safety. The well-known Honda Safety Riding Center will be the base for this safety strategy;
– Development of local riders and motorsport: Honda is known throughout the world by its racing results and glory, and Boon Siew Honda wants to continue this legacy in 2019 by supporting more Malaysian riders, both on local or international championships. Famous rider Zaqhwan Zaidi will be supported by BSW during the first season of the Asia Superbike 1000 cc championship, which will be part of the Asia Road Racing Championship. Zaidi will get the support both in management and technical from Boon Siew Honda. But besides Zaidi, Azroy Hakeem Anuar and Helmi Azman, are taking on greater challenges by joining MUSASHi Boon Siew Honda Racing team for ARRC under SuperSports 600cc in the 2019 season, both also with BSH support.

While these five strategies are the main focus and will be implemented during 2019, at this start of the year event Boon Siew Honda Managing Director and Chief Executive Officer Mr. Keiichi Yasuda also took the opportunity to announce the arrival of three new Honda models in Malaysia: the flagship superbike CBR1000RR Fireblade SP, the neo-retro naked CB1100RS and the new version of the most popular cub model in the world, the Super Cub C125.

These three new motorcycles will be joining what was already and impressive lineup, and Boon Siew Honda also revealed their prices: The new Fireblade SP will retail for RM114,999, the CB1100RS will cost RM75,999, while the Super Cub C125 gets a RM13,999 price tag (available from January 2019).

For more information, please visit www.boonsiewhonda.com.my or call Boon Siew Honda’s Toll-Free number at 1800-88-3993 (Monday to Friday, 9am – 5pm, except for public holidays).

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