Honda’s new compact SUV, made in India, has become very popular in Japan because of its low price. In April and May, Honda became the top seller of imported vehicles in Japan, beating brands like Mercedes-Benz, BMW, and Volkswagen.
The SUV, known as the Elevate in India, was introduced in Japan as the WR-V in March. This is the first time Honda has sold a model made in India in Japan. According to the Japan Automobile Importers Association, Honda registered 3,472 imported cars in April and 4,204 in May, a huge increase from the 2023 monthly average of 173 units. In June, Honda was the second top seller, behind Mercedes-Benz, with 4,319 imports.
The WR-V’s starting price in Japan is around 2.1 million yen ($13,200), much lower than Honda’s Vezel SUV, which starts at around 2.7 million yen. The Elevate in India starts at 1.191 million rupees ($14,300). Honda received around 13,000 orders for the WR-V in the first month, four times its sales target, causing the company to temporarily stop taking orders for one of the model’s three versions.
Munetsugu Kaneko, the leader of the WR-V development team, said the low price was aimed at attracting young Japanese drivers. The team kept costs down by using made-in-India components and opting for a gasoline engine.
The WR-V was developed by Honda R&D Asia Pacific in Thailand to make use of resources across Asia. The Thailand facility was chosen for its testing equipment and proximity to India. While the Elevate was initially designed for the Indian market, Honda also targeted Japan to increase production. The SUV’s compact size and large cargo space appeal to drivers in both countries.
Kaneko addressed concerns about the quality of products made in other countries, stating that the Indian factory meets high manufacturing standards and has a Japanese quality assurance expert. Kaneko emphasized the importance of using global resources and having a broad perspective for future developments.
Honda Cars is an automobile manufacturer known for producing reliable, fuel-efficient, and well-engineered vehicles. Established in 1948 in Japan, Honda has grown into a global leader in the automotive industry, offering a diverse range of models, from compact cars like the Civic and Fit to SUVs such as the CR-V and Pilot. The company is also noted for its innovations in hybrid and electric vehicle technology, exemplified by models like the Insight and Clarity.
Honda’s commitment to quality, safety, and environmental sustainability has earned it a loyal customer base and numerous awards. With a reputation for engineering excellence and a focus on forward-thinking design, Honda continues to shape the future of the automotive landscape.
