Honda mulls to make safety an option for Brio, plans to price below Rs 5 lakh

Honda Brio, the new hatchback by Honda India, expected to be launched on 27th September this year is facing a decision making dilemma amid cut throat competition in car market. The company wants Honda Brio price to be tagged under Rs 5 lakh so that it becomes the first choice of car buyers looking for a cheaper hatchback. But the trend of delivering a high-on-safety cars by Japanese car major, Honda, could be altered with the entry level variant of Honda Brio.

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The fuel efficient small car may loose some of its key safety features in the base variant to cut the price of Brio. Market compulsion may motivate Honda India to compromise with safety features with this model. Generally it is not noticeable but safety features like airbags increase the price of a car by Rs 45,000 to Rs 60,000. Earlier also the company reduced the price of its hatchback, Honda Jazz and flagship sedan, Honda City by around Rs 1.5 lakh and Rs 66,000 respectively owing to competition from other cars.

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Honda is known for top-notch safety and technology features like airbags, ABS and body cage in its vehicles. All its cars carry the G-Con body cage that provides more safety in case of a collision along with standard anti-lock brake systems. Former CEO of Honda Siel Cars India, a subsidiary of Honda India, M Takedagawa mentioned that when it comes to safety of the passengers, Honda India makes no compromise. According to him, at Honda, safety is not an option. Honda Siel Cars India may control the pricing of its first small car in India by launching Honda Brio without an airbag. Not much is revealed about Honda Brio features, all the details about price and variant strategy of Honda Brio would be be announced before September 27th.

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The Research and Development department of the company is working hand in hand with the purchase department to enhance pure localisation of components for Honda Brio. PricewaterhouseCoopers India Leader for Automotive Practice, Abdul Majeed said that Honda has maintained a huge brand value. It has been one of the most proactive car makers in the country on safety issues and has voluntarily recalled Honda Accord, CRV and Honda City on some technical and safety issues, putting its customers concern first. Its cars are leaders in their segments in terms of features, but as competition intensifies, the company may be looking at opportunities to cut prices and compete with aggressive sticker labels.

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But a deviation from its global policy of 'safety first' in the base variant may give competitors like Toyota Etios Liva, Chevrolet Beat, Skoda Fabia and Maruti Swift an upper hand which are equipped with all safety features and some with advanced safety features like EBD, Keyless entry, drivers's seatbelt and Door Ajar warning.

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