Universal Honda has done very well to increase Honda car sales in the Republic by close to 11 per cent so far this year. After a bad start to 2012, with January sales down on the previous year due to the late arrival of the new Civic, car sales have increased every month when compared to the corresponding month last year. This performance is put in good perspective with the overall Irish car market down over 12 per cent.
It is further put in perspective by the Honda car sales in the EU, where it has a market share of one per cent but 2012 sales (January to June inclusive) are down 11 per cent on the similar period last year. Sure, we are talking about a relatively small market share here of close to 1.4 per cent with sales of about 1,080 so far this year, but they are going in the right direction and this is set to continue and accelerate.
Honda wants to get back to the strong market share it held in the soft-roader (car-like or road friendly) Irish SUV segments with the launch of the new CR-V. Back in 1998 the Mk.1 CR-V held a massive 25 per cent share of its segment. Many new competitors have upped the anti in this sector in the interim but Honda has just launched their new CR-V, and as our launch review (below) indicates, it is a really nice car.
When the new 1.6 iDTEC diesel model (probably sub-100g/km CO2) is added this time next year, it will give it a further boost. It will then also have the distinction of being Honda’s first front-wheel-drive SUV since the HR-V.
However, Honda buyers don’t have to wait that long to experience the new 1.6 litre diesel engine. It will be available in the new Civic with 94g/km CO2. Since last January the 1.4-litre petrol engined versions of the Civic has dominated their sales. Sure it has offered the amazing Band A, 2.2-litre diesel which has accounted for 28 per cent of Civic sales, but the 1.6 litter will attract many more conquest buyers from traditional diesel fans, now adding up to 75 per cent of the Irish market.
Overall Honda expects to sell 40 per cent (or 800) new Civics next year. They are also bullishly forecasting a 25 per cent increase in Honda registrations next year, and that’s in a market that will not grow and may decline on this year.
There are also other new models on the way. First of these is expected to be a smaller SUV model, followed by a Civic estate model; and a high-performance Type R.
Universal Honda also told us that we can expect to see a great deal of added technology. This includes up to six new engines, three new transmissions (including CVT and double clutch); and two hybrid system models. This is all under the umbrella of Honda’s new ‘Earth Dream’ technologies programs.
When Honda exited Formula 1, it added the 600 engineers and designers involved in that area into their already extensive global research & development programs for cars. The new developments above and others will have been boosted by this commitment to innovation and new technologies.
What about electric cars? Well there is an EV Jazz (electric vehicle) and there isn’t an EV Jazz. Yes, it has been developed, but this vehicle will not be marketed in Europe at this time. The policy is that there must be clear and visible demand before it will be launched here.
We sometimes forget too that Honda has no light commercial vehicles or vans in the range in Europe. And there are no plans in the short to medium term to enter these segments with new Honda products or by alliance agreements.
Finally, Universal Honda hopes to announce a couple of new dealership appointments in the coming months, and after reading this, they may have a lot more knocking on their door.
Stylish new Honda CRV with a new tough edge
The all-new fourth generation CR-V has just gone on sale with a lower entry level price of €37,785 ex-works. It will no doubt build on the success of the previous generation models because it has been improved in terms of efficiency, quality, practicality, refinement and it looks well too.
But as I also discovered at the Irish launch, the new CR-V has another secret – a real hidden surprise. I discovered a tough underbelly hidden beneath this new Honda’s smooth skin.
We all know that so-called ‘soft-roaders’ SUVs spend little or no time off-road. They’re designed to be really on-road driver friendly rather than mud-pluggers. However, it’s a very nice extra feature if they can also get you out of a tight spot like the new CR-V more than proved to me it can do.
It has been engineered to be more efficient. Under the bonnet, the iDTEC diesel engine is a further development of the engine found in the previous generation CR-V which has been comprehensively redesigned to CO2 emissions.
The power and torque outputs of the iDTEC engine remain at 150 bhp and 350 Nm respectively, but the CO2 emissions have fallen from 171 g/km to 149 g/km for the manual version. It is now in Band C and that means a reduction for €677 to €330 in annual road tax. And models equipped with the five-speed automatic transmission., have also seen a reduction from 195 g/km to 174 g/km.
Stop start technology comes as standard on all new CR-V models fitted with a manual transmission. In addition to idle stop, all models are equipped with Honda’s ECO Assist system, which helps drivers optimise their driving efficiency. It uses the car’s speedometer to advise drivers how their driving style is impacting on fuel economy. If the car is being driven economically, the dashboard glows green.
The new CR-V features a next generation Motion Adaptive electric power steering system (MA-EPS), which has been refined to combine easy manoeuvrability with increased feedback and response at higher speeds. This sophisticated system also works with Honda’s Vehicle Stability Assist (VSA) to detect vehicle instability on slippery road conditions and automatically initiates steering inputs that prompt the driver to steer in the correct direction
The hydraulically activated “dual-pump” system found in the third generation CR-V has been replaced by the electronically activated ‘All Wheel Drive’ system that provides a faster response when a loss of traction is detected..
The height of the new CRV car has been reduced by 30 mm but without reducing the interior space for the occupants. The introduction of easy fold-down rear seats has also made it possible to transform the CR-V from a five-seater to a versatile load-lugger at the pull of a handle.
Next autumn, the CR-V will also be available with Honda’s all new 1.6-litre iDTEC engine and for the first time ‘two wheel-drive’ options will be added.
Commenting on the new CR-V, Adrian Cole, Managing Director of Universal Honda told the Auto Trade Journal: “The introduction of this exciting new CRV builds on the brand progress achieved since the launch of the new 9th. generation Civic to the Irish market in January of this year.
Pictured at the launch event are (L-R) Adrian Cole, managing director of Universal Honda Ireland, with Emmet Kavanagh, marketing manager; and Frank Kennedy, sales director.
