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New Jazz is Cheap Yet Premium: Honda
However there are fears that a price cut will mean reduced quality or reduced number of equipment and features. Honda is keen to stress that the new Jazz is even better than the previous high priced version. It is confident that its image of being a premium carmaker will not be hit by the reduced prices of the new Jazz and the City sedan.
The New Jazz has retained all the luxury features of the previous model. Honda has also added several new features as standard apart from a long list of options. Honda has not tried to justify the reduced price of the new Jazz whatsoever. This might have resulted in a perception that the new car might not be as premium as the old Jazz.
Jnaneswar Sen, Senior Vice-President (Sales and Marketing) of Honda Siel Cars India has stated these price cuts had not compromised Honda's brand image. It is clearly evident why Honda has reduced the price of the new Jazz as well as the City sedan. Honda does not have a diesel engine currently and it would take at least three years for the carmaker to bring one to India. A reduced price tag for its petrol cars is the only way the Japanese carmaker can sustain sales.
There is a perception that a reduced price tag of a premium car will mean low quality and this might affect Honda's brand. Further there is a strong customer sentiment against buying entry level cars. The top end version of the Tata Nano, India's cheapest car is the most sold variant. A Maruti Suzuki Executive has stated that Most buyers of the recently launched Swift had opted for the top end version.
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