Boon Siew Honda Sdn Bhd expects sales of up to 12,500 units of the new Honda BeAT scooters per annum, says Deputy Chairman Tan Hui Jing.
Tan said the scooter was targeted at the 17-24 years age group and first-time buyers.
“Based on the annual research on our customers’ background, 35% of the buyers are in the 17-24 age group while 65% were first-time buyers.
“The Honda BeAT is designed for the young and active students and young adults,” he told reporters at the launch of the scooter here today.
The scooter is available from today with a showroom price of RM5,565, including the goods and services tax.
It comes in five colours — vital metallic blue, pearl magellanic, black, viva city red and for women, angel pink.
Tan, who is also the deputy chief executive officer, said Boon Siew planned to be the No. 1 in the two-wheeler segment.
“Currently, Honda is No. 2. We hope that within two years, or by 2019, we can return to the No.1 spot. Our strategy is to renew our line-up as we have learned from our planning mistakes.
“We believe that the market trend is changing and we have exciting models that we intend to bring to Malaysia. We will also strengthen our customer experience not just on small bikes but also big ones,” Tan said.
Meanwhile, Managing Director of Boon Siew Honda, Nobuhide Nagata, said Honda BeAT was designed to complement the fast-paced life of youths.
He said Honda BeAT was equipped with the combi brake system which allowed shorter breaking distance, translating into more control for riders over their vehicles thus placing safety as first priority while on the road.
“It also has a smart lock system, which keeps brakes locked for safe starting or parking, avoiding accidental acceleration in traffic.
“There is also a side stand switch which will automatically stop the engine once engaged for safety,” he said.
Nagata, who is also Chief Executive Officer, said the Honda BeAT was also the first scooter certified with energy-efficient vehicle (EEV) standards for minimising carbon footprints in Malaysia.
“Boon Siew Honda is the first to receive the EEV status in the country. It is our way of making sure that development goes hand-in-hand with efforts to preserve the environment,” he said.