Troubling Times for Honda and BR-V in Pakistan

Troubling Times for Honda and BR-V in Pakistan 1

Earlier this month Honda pulled the plugs off the BR-V seven-seater in India. The alleged SUV was discontinued due to poor sales.

Related: Honda BR-V Discontinued in India

The BR-V was launched in India back in May 2016, hardly 5 months after the vehicle made its debut. However the vehicle didn’t achieve much success in Indian market. The sales figure below will show the BR-V never picked up any momentum; in fact it kept on a constant decline reaching to abysmal sales of just 2,857 units in year 2019 averaging only 238 odd units a month.

YearSales
201616,820
201712,275
20187,140
20192,857

Honda BR-V sales in India

Troubling Times for Honda and BR-V in Pakistan 2

According to information the reason for its downfall was a rather higher price tag and the vehicle itself which wasn’t too impressive to appeal the masses. It was available with two engine options in India, a 1.5-liter i-VTEC petrol unit paired to a 6-speed manual or a CVT and a 1.5-liter i-DTEC diesel engine paired to a 6-speed manual transmission. The petrol versions were priced between INR 9.52 lac and INR 12.85 lac whereas the diesel versions were available from INR 10.16 lac and INR 13.82 lac. During its last days, some dealerships were even offering an INR 1.0 lac discount on the BR-V but that didn’t help its sales either.

Troubling Times for Honda and BR-V in Pakistan 3

In Pakistan too, the Honda BR-V is going through a distressing period with sales constantly on a decline. It was launched in April 2017 and sold 2,159 units at an average of 719 units a month in the last three months of FY2016-17. In FY2017-18 the BR-V saw 8,684 units leaving the showrooms averaging 723 units a month. Then in the following year FY2018-19 the sales plunged to 5,045 units averaging 420 units a month.

Fiscal YearSales
FY2017-188,684
FY2018-195,045
8M 2019-201,832

Honda BR-V sales in Pakistan

Troubling Times for Honda and BR-V in Pakistan 4

Currently the seven-seater is suffering from a 45% decline as of the first 8 months of this fiscal year FY2019-20. Honda BR-V saw just 1,832 units sold during this period (averaging 229 units a month) as compared to 3,317 units sold in the corresponding period a year earlier.

Fiscal YearSales Average
FY2016-17719
FY2017-18723
FY2018-19420
8M 2019-20229

Average monthly sales of Honda BR-V in Pakistan

Troubling Times for Honda and BR-V in Pakistan 5

Honda Atlas introduced the BR-V facelift in October last year however the company also substantially jacked up its prices. During the last 24 months the BR-V in Pakistan has witnessed a 42% increase in price. Currently the Honda BR-V variants retails at:

  • BR-V MT PKR 29.99 lac
  • BR-V CVT PKR 31.49 lac
  • BR-V CVT-S PKR 32.99 lac

The future doesn’t look too good due to the COVID-19 lockdowns as automakers including Honda Atlas are observing plant shutdowns in order to help prevent the deadly virus from spreading. It is unclear when the production will resume and with major disruptions in supply chains as most regional auto plants are also observing shutdowns, the dwindling BR-V sales might take a long time to recover.

Related: COVID-19 Poses Greater Threat to Local Auto Sector

It is imperative to mention that Honda had already observed 108 non-production days since the beginning of this fiscal year as the company had to keep its plant shut during the last 6 months of previous year due to thousands of piled up unsold stocks in its inventory. Despite this, the company announced to increase the prices of its cars by up to Rs 100,000 on the 16th of January 2020 even when there was no additional duty or tax imposed and the Rupee had recovered by 5.5% against the US Dollar.

Troubling Times for Honda and BR-V in Pakistan 6

Honda’s other two local assembled products– the Civic and City (combined) are also witnessing a dreadful 64% decline in sales, and with Toyota having launched the new Yaris sedan which is new & better equipped than the 12 year old 5th gen City, things aren’t going to be too good for Honda Atlas in Pakistan in future. How the company is going to respond to this challenging situation, only time will tell.

Related: Upcoming Problems for Honda City in Pakistan

And while Honda can still try bringing in the new City to compete against the Yaris, there is no such remedy available for the BR-V, the facelift of which was already introduced last year but is yet unable to do any wonders for the company. Do you think Honda BR-V is heading for the same fate which it met in India? Let us know with your comments.

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About UsmanAnsari

A 3d animation professional with over 19 years of industry experience, an avid car enthusiast, petrolhead and social media influencer. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com

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Sufian
Sufian
5 months ago

BRV is an amazing vehicle for its price tag. Auto industry is witnessing poor sales across globe and irrespective of brand and models.
BRV has a future in Pakistan market.

Ainy
Ainy
5 months ago

Anybody who has driven BRV is aware of the overall value for money that is on offer. Its a good option for Pak market and should continue. Neither City nor Yaris has any comparison with BRV being a MPV.

Ahmed
5 months ago

Kia baat hai

khan
khan
5 months ago

Im a Honda Fan as far as its drive is concerned.But its a car for metal roads sophisticated streets and offcourse not very robust.Honda city though good in consumption has a cheap quality in built and in the interior.Once i was cleaning Dash board of my car while my trimmed nail touched the corner of dash board leaving a white scratch.Means its all reccsene and low quality plastic although the vehicle is just 15000 driven and its totally new. I also observed few other dots in the doors where it appears as if someone has scratched the paint. I love… Read more »

TiredOfThisShit
TiredOfThisShit
5 months ago

All these cars by Honda fail the “value for money” criteria.

Till they decrease the car prices substantially and add features to justify the higher pricing (adding a shark-fin antenna gimmick should not cost anything more than 500-5000 in real pricing terms), their sales will remain low since only those who truly need a new vehicle will buy it at whatever the cost. Rest will turn to the used vehicle market to buy the same cars a bit cheaper.