India

Honda Siel Cars India (HSCI), a joint venture between Honda Motor Company of Japan and Siel of India, has predicted a sharp increase in sales in the next three years. As the Indian car market continues to boom, HSCI is confident that its firm commitment to the local market and increased presence will consolidate its position here.

From its inception, HSCI has enjoyed a reputation for providing an excellent product line, as well as for investing in its human resources. At HSCI headquarters in Greater Noida outside New Delhi, its president, Hajima Yamada, cites the company's key advantages:

"We have many advantages over other car manufacturers in this field," he says. "First, most of our products are produced in India, and designed to suit Indian conditions, which means we are always close to our customers. The Honda City model is a particularly good example of our strength in this market - its development was based on a close and detailed study of local conditions, and the needs and aspirations of the local customer.
Hajime Yamada, president of Honda Siel Cars India

"First launched in January 1998, it is now available in three different engine sizes. Our current market share of the mid-size premium car segment between 10 and 12 percent, and we are aiming to be become the number one player," he also said.

"The second element that sets us apart from others is our commitment to training," Yamada continues. "We have established the Honda International Training and Education Center - HITEC - for the training of our exclusive dealers, including the owners of the branches. This is of course important if our dealers are to convey the right 'Honda message' to our customers. More importantly, it means they understand the Honda philosophy and our specific sales culture. Being armed in such a way will help them give the right information about our high-value products, and provide the best after-sales service."

Asked about the partnership with Siel, Yamada speaks admiringly of this long-standing relationship which has provided the company with valuable experience in the Indian market. "We are lucky to have such a good partner," he exclaims. "Though Siel's equity holding is minimal today - only 1 percent of the joint venture -- Siel did steer us through a tricky period at the beginning. They helped a lot with customs issues and government concerns. Without such a good partnership, we could not have come so far."

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