Honda Malaysia (HM) has announced its sales target for 2026, setting a modest 60,000 unit baseline target for the year. This comes on its announcement made last month of its 2025 volume, in which it shifted 72,301 vehicles last year.
While this was enough for it to maintain its number one spot in the non-national passenger vehicle segment for a 12th consecutive year, it did fall short of its 83k sales target for 2026. Last year’s total was also a drop from the 81,600 units it shifted in 2024.
The company said that the 2026 baseline target reflects changes in the environment, and is built on its understanding of shifting consumer behaviour and evolving market demand. It said that it remains committed to sustainable, value-driven growth, and will continue on its strategy on delivering a “fun to drive” experience through its vehicles, doing so by prioritising an engaging driving performance, supported by advanced technologies and product offerings tailored to the needs of Malaysian customers.
“The “fun to drive” spirit reflects our commitment to delivering vehicles that connect with our customers at an emotional level. We want to emphasise that a Honda is more than just a mode of transport. It is about the instant connection people feel the moment they step inside; the joy created by the driving feel that comes naturally every time they take the wheel. These emotions are what Honda has engineered into every model from the very beginning,” said Honda Malaysia MD and CEO Narushi Yazaki.
In line with this approach, HM said it would be expanding its e:HEV lineup, and upcoming offerings are set to debut the automaker’s S+ Shift technology in this market, a clear example of this direction in action. As reported earlier, the company will be launching six new models in Malaysia this year, and this will include the new BF1 Prelude.
Beyond products, the company said it will be strengthening its dealership operations and placing greater focus on enhancing both sales and after-sales services this year, and added that it was confident of achieving its goals in 2026.
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10k units short of target should be a concern for Honda Malaysia, especially when main rival Toyota is gaining market share.
Dear Honda,
You need to up the specs of your cars lah. For the price you sell it is like an empty box compared to other car brands.