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Honda launches Ace110 motorbike, targets more market share

Honda

Rasheed Bisiriyu

Honda Manufacturing Nigeria Limited has introduced a new motorcycle, described as a competitively priced model, Ace110, into the Nigerian market and hopes to capture more market share of the two-wheeler segment in the country.

The firm also hinted at the unveiling of the product on Ota-Idiroko Road factory in Ogun State about its plan to launch the electric start and alloy wheel option of the motorbike model next year.

The Director-General, National Automotive Design and Development Council, Mr. Jelani Aliyu, who was part of the ceremony, said Nigeria was fascinated by the progress of the Honda brand globally and expressed the country’s intention to work with the automaker to speed up the development of the automotive industry.

The Chief Operating Officer, Global Motorcycle Operations at Honda, Noriaki Abe, said the company was expecting to sell 19 million motorcycles across the world in 2017.

Although he said, “We have the leading share of the global motorcycle market by an overwhelming margin, accounting for 35 per cent of all sales worldwide, in Africa, the story is different. We were late in entering the African market, and our products are felt by customers here to be comparatively expensive. Of a total 3.4 million motorcycles sold in Africa, sales of Honda stand at just 55,000. There is clearly substantial room for improvement.”

He added that the plan to substantially increase the share of Honda motorcycles in Nigeria and Africa informed the decision to introduce the ACE 110, which he noted as being affordable, high in quality, fuel efficient and low maintenance.

Abe said, “Consequently, Honda very much regards Africa as a fast growing market, and understands it to be a vital market. And, from the perspective of population and the GDP, we see Nigeria as a key country.

“We developed Ace110 (one-ten), as a strategic model targeted at the African market. It sells at a similar price to rival vehicles but, at the same time; it offers the enduring quality, class-leading fuel efficiency, and comfort that have become synonymous with Honda.

“We believe it is the motorcycle that Nigerian customers have long been waiting for. Having completed the development of Ace110 (one-ten), Honda is currently in the process of developing a second and a third strategic motorcycle for Africa. It goes without saying that we are confident they will meet the expectations of our African customers.”

The Managing Director of Honda Manufacturing Nigeria, Katsuhiro Murooka, said with the introduction of Ace 110, many commercial motorcycle operators could afford to replace their old ‘worn-out’ okada, stressing that the new product was meant to support their business.

The Sales Manager, Olawale Badejo, said the Ace110 motorcycle was a product of three year research development, adding, “It is concept made in Nigeria coming after several years of painstaking research into what the Nigerian customer wants in a motorcycle. Ace110 was developed with the sole aim of getting back honda’s competitiveness in the Nigerian domestic market space with affordable price, comfortable ride, low maintenance costs and spare parts availability.”

Apart from test drive of the new product, Badejo said adequate training had also been held for major motorcycle riders and mechanics for easy handling and maximum safety.

He also gave the features of the motorbike such as the engine, seat, double spring rear suspension, passenger footstep, all front gear shift and its red & blue colour options.

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