When its new e:Ny1, ZR-V and CR-V crossovers go on sale later this year, Honda will have one of the newest fleets of any mass-market manufacturer in the UK, and the firm is tipped to quickly start building its EV portfolio out into more crucial market segments in a bid to keep pace with fast-electrifying rivals.
However, Honda’s targets in the UK centre on profit, rather than volume, and passenger car boss Rebecca Adamson has no plans to take the fight to best-sellers Volkswagen and Ford, or to chase the lofty six-figure volumes that Honda achieved at its peak here in 2007.
Speaking to Autocar at the Japanese brand’s most important unveiling event in years, she explained why it’s in good shape as it settles into its new positioning and embraces electrification.
How is Honda performing in the UK?
“We have over the last few years made a profit in the UK automobile business, which hadn’t happened for at least a decade. And that’s important for our sustainability and survival into the future.
“We took some decisions around volume back in 2016/ 2017, so our focus is very much not market share, and we took a decision to focus primarily on retail. Today, our split is 88% retail, with 12% going into fleet channels like Motability. So from a volume perspective, we have over the last couple of years sat at around about 25,000. We think probably the optimum volume is somewhere between 35,000 and 50,000.”
Can Honda meet the 22% EV sales mix that the UK will mandate from 2024?
“Absolutely. That’s a categoric decision. And from a volume perspective, I would much rather be looking at that situation: 22% of 35,000 units, as 22% of 100,000 units is a hell of a challenge.”
Does Honda still have a Jazz-led image as a pensioner-friendly brand?
“Absolutely, and very proudly. However, there’s more than just the Jazz in the line-up. If you drive down the road and look at Honda CR-V drivers, you will see families in that vehicle, and the same for the HR-V.
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