Honda’s HR-V at One Year in Pakistani Markets

In October 2022, Honda Atlas unveiled its much-anticipated 3rd-gen HR-V in Pakistan, aiming to make a mark in the competitive crossover market. However, more than a year into its launch, the HR-V’s performance raises questions about its ability to captivate the market, despite being labeled as one of the “most anticipated cars” in Honda’s promotional campaigns.

Declining sales paint a gloomy picture

The latest data from the Pakistan Automobile Manufacturers Association (PAMA) reveals a dismal scenario for Honda cars in Pakistan, including the new HR-V. During the first quarter of this fiscal year, only 1,860 units of City and Civic were sold, marking a staggering 63% decline compared to the same period a year ago. The combined sales of BR-V and HR-V stood at 650 units, up from 581 units a year ago. However, if hypothetically dividing this number equally between BR-V and HR-V, the monthly sales average for HR-V alone plummets to 108 units.

Tough competition and pricing woes

The HR-V faces formidable competition from Chinese crossover SUVs, including the Haval Jolion, Proton X70, DFSK Glory 580 Pro, Chery Tiggo 4 Pro, Peugeot 2008, MG HS, and base variants of Kia Sportage and Hyundai Tucson. The pricing, with the VTi at PKR 76.49 lac and the VTi-S at PKR 78.99 lac, positions the HR-V in a segment where consumers have a plethora of options.

Underwhelming features and performance

One of the key factors contributing to the HR-V’s lackluster performance is its underwhelming features and performance. Equipped with a 1.5L naturally aspirated engine generating 119hp and 145Nm, the HR-V falls short of delivering the thrilling driving experience offered by rivals like the Haval Jolion, which boasts a 1.5L turbocharged engine producing 145hp and 220Nm of torque.

History Repeats

Interestingly, this isn’t the first time Honda has faced challenges with the HR-V in Pakistan. The previous generation, introduced in January 2016, struggled due to being underequipped and priced higher. It faced tough competition from the JDM Honda Vezel, available through used imports, which offered better build quality, hybrid efficiency, rich features, and a lower price point.

Honda’s Response

In an attempt to stimulate sales, Honda is currently running various offers, including free registration, a free 4-year warranty, and quick deliveries for the City, HR-V, and BR-V. Despite these efforts, the response from the market has not met the company’s expectations.

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