Honda Affirms Different Classes With Chinese Brands, Focuses On Quality And Service

Honda 0 SUV Prototype. (Photo: Honda)

JAKARTA Car manufacturers from China continue to be aggressive in expanding the market to various countries, including Australia. Their presence is clearly a big challenge for established manufacturers who have been active for a long time, one of which is Honda.

With affordable price strategies and modern technology, brands from the Bamboo Curtain country often steal consumer attention. However, Honda insists that it is not afraid to face this attack.

Honda Australia CEO Jay Joseph, said that Honda has a unique position as a Japanese brand with a premium mainstream image. This means that it is not just selling volume at low prices, but offering a combination of high quality, more value, and strong customer service.

Globally, Honda is located in a unique space as a premium mainstream brand. Our philosophy is to provide high-value products with the best quality to customers," Joseph told Drive, quoted Monday, September 8.

He added that Honda is not trying to reposition itself into a luxury brand. That's not our aspiration. In the United States, we already have Acura playing in that segment. Here, we don't behave like a volume brand because Honda's value proposition is not just a product or price, but also the way we take care of customers," he explained.

According to Joseph, the reputation and trust that Honda has built so far is an important shield to deal with the onslaught of new brands, especially from China.

"If you look at some newcomers, there are often reports of consumers having to wait weeks because spare parts are not available," he said.

Unlike that, Honda has a national network that is well established and easily accessible to consumers, both for care services and daily needs.

"That is the trust we have built with our customers, and we are committed to safeguarding it. And for us, it has a very important value," concluded Joseph.