Honda Prospect Motor Launch Brio Satya environmentally friendly car

Honda launched the Honda Brio Satya, a cheap environmentally friendly car yesterday. The launch was also accompanied by the launching of All New Brio.

So there are three line-up types of New Brio:

• Brio Satya - range price from Rp 106 million to Rp 117 million
• Brio 1.2L - range price from Rp 131 million to Rp 136 million
• Brio Sports 1.3L - range price from Rp 169 million to Rp 179 million

The CBU version of the Honda Brio (1.3L engine) was launched in August last year, with cumulative sales of 15,000 through August 2013.

Compared with LCGC model, the Satya (Rp 106 million to Rp 117 million) , there are still buyers who will be having Brio 1.2L (Rp131 million to Rp136 million) because it has an automatic transmission and the difference in monthly payments is not as significant (Rp 900.000 for 3 years tenor).

To the 1.3L Sports model (Rp 169 million to Rp 179 million ), buyers will not so enthusiast but it can boost the image of "premium " on the Brio brand.

Regardless of the type of Sports 1.3L model, Brio pricing at levels Rp 106 million to Rp 136 million is still more expensive 6 to 15 million rupiah compared to Toyota Agya (Rp 100 million to Rp 121 million) and 30 to 60 million rupiah on top of Daihatsu Ayla (Rp 77 million - Rp 107 million). It is believe that buyers will also compare the Brio with Agya not Ayla.

On a monthly basis, the difference between Brio and Agya installments based on 3 years tenor are  Rp 173.000 to Rp 486.000 for manual transmission and Rp 591.000 to Rp 733.000 for automatic transmission.

What are the main differences for this New Brio?

With higher prices, Brio is equipped with a 88 HP 1.2L engine, compared with Agya with 65 HP 1.0L engine. Other features are relatively similar.

Honda has a strong branding in the segment of passenger cars in Indonesia with 8.1% market share during the first 7 months of 2013. With the design and specifications, Brio can take Agya market, but it will not much because the dealerships capacity is only about 120, compared with Toyota (240) and Daihatsu (200).

Honda targeting to sell 4,000 units of Brio per month, with about 1,200 of Satya. The first deliveries expected in November 2013. For comparison, Agya / Ayla predicted will be posted sales of 8,300 units in 2014.

To support assembly, Honda intends to increase its plant capacity to 180,000 per year from 60,000 per year to increase the capacity of 120,000 per year, equivalent to the capacity of LCGC of PT Astra International Tbk (ASII, Rp 5.950, NEUTRAL, TP Rp 7.300).

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