The automobile market is currently facing a massive slowdown amid constantly rising car prices due to depreciating Rupee value against the Dollar as well as added taxes by the government. However compared to the other players in the business, Honda Atlas has been the one on receiving end of the stick.
The company has already announced to shut down its plant for 10 days with piled up inventories in excess of 2,000 units. Furthermore it posted a 77% decline in profits for the quarter ended June 2019.
However if we look at the stats, compared to any other Honda model, the BR-V has suffered a massive decline in sales. Honda Atlas sold 8,684 BR-V units in FY2017-18 whereas it sold only 5,045 units in FY2018-19 which is 42% less than the figures from previous year. The average monthly sales of the BR-V turn out to be 420 units compared to average 723 units from previous year.
Surprisingly the figure is even less than that of Suzuki Swift which has been sitting at the bottom of domestic sales chat for years. The Swift still managed to sell 5,050 units in FY2018-19, improving 2.7% from 4,916 units sold in FY2017-18.
Honda Atlas since many years has stopped disclosing individual sales figures for City and Civic sedans. Still, considering the combined figures the duo posted an 8.4% decline in sales with 39,189 units sold in FY2018-19 compared to 42,810 units in FY2017-18.
|Civic & City (combined)||42,810||39,819|
Data source: PAMA
Introduced in April 2017, Honda BR-V happens to be the only local assembled 7-seat MPV in our market, which did really well in initial years compared to other similar vehicles available including Suzuki APV, Toyota Avanza and FAW Sirius. However now the vehicle seems to be losing its plot and is suffering from a colossal decline in sales.
Honda BR-V currently retails at PKR 27.49 lac for the manual, PKR 29.49 lac for the CVT and PKR 30.99 lac for the top-spec CVT S. When launched back in 2017, the BR-V was priced at PKR 22.29 lac for CVT and PKR 23.29 lac for the flagship S grade. A year later in April 2018, Honda Atlas introduced the 6-speed manual version with an introductory price tag of PKR 20.99 lac.
|Version||Price when introduced||Current Price|
|Manual||PKR 20.99 lac||PKR 27.49 lac|
|CVT||PKR 22.29 lac||PKR 29.49 lac|
|CVT-S||PKR 23.29 lac||PKR 30.99 lac|
Considering this, since its introduction the BR-V has witnessed a 31% increase in price for the manual, 32.3% increase in CVT, and 33% increase in price for the CVT-S version.
Earlier this year the BR-V has received a mid-life refresh (facelift) in Indonesia and has started to reach other markets already. Perhaps Honda Atlas may consider introducing the 2019 BR-V facelift to support the ailing sales of the 7-seat MPV in Pakistan, however considering the troubles Honda Atlas is currently going through, the launch of facelift looks far difficult.
Related: Honda City That Never Arrived..
It will sure be interesting to see how Honda Atlas works on to revive the declining sales of the BR-V in Pakistan. Or perhaps the company will remain contended to sell limited number of units even if it sits at the bottom of the domestic sales chart.