Robust demand for scooters sees Honda drive gains in 11 Indian states and 2 UTs

As per the latest vehicle sales data released by the Society of Indian Automobile Manufacturers (SIAM) for the first quarter of FY2016-17, Honda Motorcycle & Scooter India (HMSI) is now the leading two-wheeler brand in 11 States and 2 Union Territories in India.

These markets (States (Maharashtra, Karnataka, Gujarat, Kerala, Punjab, Delhi, Himachal Pradesh, Goa, Manipur, Nagaland, Arunachal Pradesh and 2 Union Territories of Chandigarh, Andaman & Nicobar Islands)  together account for around 33 percent of two-wheeler sales in the country.

According to Keita Muramatsu, president and CEO, HMSI, “In the first quarter of FY2016-17, Honda grew 50 percent faster than the industry at 22 percent. Honda is now the most preferred two-wheeler brand in 11 States and 2 Union Territories. The introduction of the Activa 15 years ago brought about scooterisation to India. Today, the Activa is the No. 1 selling two-wheeler in India. What is most significant is that customers in traditionally motorcycle-driven states of India are now opting for scooters like never before.”

Yadvinder Singh Guleria, senior vice-president – Sales & Marketing, HMSI, said, “Honda’s success story is a result of launch of quality products across segments, aggressive network and capacity expansion along with innovative high scale 360- degree marketing thrust to connect with customers in India. With this, Honda is for the first time ever ensuring ready availability of all its models including the Activa throughout the festive season right up to its last mile rural network.”

Compared to its all-India market share of 27%, Honda’s total market share is over 50% in Chandigarh, Goa, Manipur; over 40% in Maharashtra, Gujarat, Arunachal Pradesh, Andaman & Nicobar Islands; over 30% in Punjab, Karnataka, Kerala, Himachal Pradesh, Jammu & Kashmir, Nagaland.

Honda says it is growing faster than the two-wheeler industry in 19 states and 2 Union Territories (UTs) of India.

Key states of market share gains for Honda include Chandigarh (+5%), Uttar Pradesh, Maharashtra and Rajasthan (+4%); Haryana, Madhya Pradesh, Assam (+3%); Gujarat, Punjab, Jharkhand, Odisha (+2%); and West Bengal, Goa (+1%).

Scooterisation gives Honda new wings

The surging demand for automatic scooters, particularly the Activa, has given Honda – which has seen demand slowing for its commuter motorcycles – a new charge. Currently, HMSI has a 58% market share in the automatic scooter segment in India. The company’s market share in automatic scooter is as high as 89% in Chandigarh, over 70% in Andhra Pradesh, over 60% in Maharashtra, Rajasthan, Jharkhand, Chhattisgarh, Punjab, Uttar Pradesh, Gujarat.

As per the latest Q1, 2016 state-wise data released by SIAM, the automatic scooter segment is growing faster than the two-wheeler industry in 21 states and 1 UT. This includes Uttar Pradesh, Maharashtra, Rajasthan, Andhra Pradesh, Karnataka, Tamil Nadu, Punjab, Assam, Bihar, Jharkhand, Odisha, Madhya Pradesh, Chhattisgarh, Delhi, Haryana, J&K, Telengana, Tripura, Nagaland, Manipur, Mizoram, Andaman & Nicobar.

Interestingly, scooter contribution to overall industry is higher in higher GDP states where better road infrastructure coupled with more females joining the workforce are driving demand for convenient, unisex mobility that automatic scooters provide.

However, the fastest growth in scooterisation is coming from motorcycle- dominated states. While early adopter states are seeing high contribution of scooters to total two-wheeler sales, it is the historically motorcycle- dominated states which are registering the fastest growth in scooter sales.

Automatic scooter segment contribution to total industry has risen by over 5% in Tripura, Haryana and Rajasthan; between 4-5% in Punjab, UP, Chattisgarh and Maharashtra; 3-4% in Jharkhand, Odisha, and Madhya Pradesh; 2-3% in Assam, Bihar, Andhra Pradesh and Karnataka; and by 1% in Delhi and Telangana.

Also read: Honda's Gujarat plant reaches peak capacity in record 6 months