, Yves and Bruce Garth
Xemay Honda Vi~tNam
Sau khi thanh l?p cac nha may l~p rap nQi dia, Honda gi6i thi~u hai chi~c xe may m6i thi6t k~ rieng cho thi trnang Vi~t Nam, d6 Ia Future va Super Dream. Theo cac nguyen "'t~c
v6i thi trnang hyp, nhfmg chi~c xe nay duQ'c lam ra d~ hAp d~n ngu01 Vi~t Nam thong qua cai Honda gQi Ia SlJ k~t hQ'P 19 tuang gifra chAt IUQ'ng va gia cit dS chiu - hai d~c diSm rna cong ty nmn nh?n Ia mong mU6n cua ngu01 tieu dung trong nu&c. D6ng thm, m6i m~u xe duQ'c thi~t kS h~p d~n cac d6i tUQ'llg khach hang khac nhau, theo SlJ nh?n dinh cua cac chuyen gia ti~p thi
danh Honda Vi~t Nam. Xe Super Dream duQ'c thi~t k~ nh~m d~n t~ng lap 100 tu6i & Vi~t ngu01 100 ho~c nhfmg ngu01 d~n tu6i trnang thanh van cU6i nhfmg nam 1980 d~u nhfrng
1990, khi rna xe Dream cua Honda Ia mQt bi~u tUQ'ng m~nh me cho SlJ thanh d~t va giau c6.
Future duQ'c nh~m d~n th~ h~ ngu01 tieu dung tre hon - nhfrng ngu01 d~n tu6i trnang thanh cu6i nhfrng nam 1990, nhfmg ngu01 yeu thlch t6c dQ, ki~u dang thS thao va thi~t k~ hi~n d~i nhfrng Io~i xe nhu Wave cua Honda va Sport cua Suzuki.
Ca xe Future va Super Dream dSu duQ'c ban v6i gia th~p han nhiSu so v6i xe may Honda
xu~t t~i Nh?t. VS m~t nay, hai Io~i xe nay duQ'c thi~t k~ v6i m\lc dlch h~p d~n nhfrng ngu01 hang tiSm nang cua nhfmg chi~c xe d~t tiSn va ki~u cach sang trQng hon nhu Spacy, cling nhfrng chi~c xe It m~c hon nhung v~n thuQc dong xe sang nhu Honda Wave va Suzuki
nhung I~i khong du tiSn mua nhfrng chi~c xe nay. V6i gia d~u tien duQ'C ghi tren mac nMn Ia td~u d6ng VN (chi hon 2000 USD), chi~c Super-Dream san xu~t t~i Vi~t Nam re hon khoang USD so v6i gia cua Dream IT san xu~t t~i Nh?t ClJC kY duQ'c ua chuong van th01 di~m cach do mQt th?p kYo Nghien Clru thi trnang nQi dia truac khi c6 SlJ ra d01 cua Super Dream cho r~ng
d~i 19 ban Ie Vi~t Nam se g~p kh6 khan trong vi~c dap trng nhu cftu tieu dung dlJ ki~n II. Tuy du gia th~p va chi~n dich quang cao r~m rQ cung v6i SlJ hi~n di~n vfrng ch~c va Iuu nam cua
& thi trnang nQi dia, doanh s6 ban xe Future va Super Dream khong d~t duQ'c mong dqi cua
11 PhOng v~n v6i nguai ban Ie Honda Vi~t Nam ngay 18/05/2000; trao d6i ea nhan v6i nguai nghien e(ru thi tru'ang (y
eong ty ti~p thi qu6e t~ (} TP, H6 Chf Minh ngay 11/04/2000,
va killh t€ 139
d h' 14 trieu USD d~ quang cao tren tivi va in cac ~n ban 9ua~g ca~,cho xe ,Hon a c 1 " '" . 12 Nhun d6n mua xuan nam 2000, sau mQt naJ? vm do~nh
Super Dream t~1 Vlyt~ Ndarn d' ~ hoat dong khuy6n mai nhu giam thue dang ky xe
dai Honda bat au ua ra cac . " d' 1 ' ,
mong, . '/.. h~n tram13 Khi doanh s6 v~n khong cai thi~n, ca~ ~1 y trong ~u~~
t~ t1l' 4 :.uo~g 2 p ~ d6 Honda Viet Nam ngung tam d~i Iy do ban xe dum gla kh6 song nol. C~n~ tro~g n~~1 , \ AU H~nda khong giam dang k~ gia ban xe tm hQ
. h 14 C' c dm Iy phan hOI m rang ne - ., 1 l' t'
dtn . a . "." " Viet Nam15 Sau khi lien tuc thua 10 va bt ap' lJC an u
ban duQ'c cho n,gum tleu dung h," h . b" Gifra 2000 va 2001 Honda Vi~t Nam
, "i cung Honda p m n uong Q. '" " ,
trong nuac, cuo , 'hAt r b6n i~nI6. Nhung ngay ca cac chien, dtch quang cao
xe Super Dream va Future It ~ a a kh A -' I'a"m thu6 va tang phan thuang cling h A bi kY lu5ng cac dat uyen mm, g ,
thi duQ'c c uan ' " " ' uOi tieu dung d6n muc tao duQ'c IQ'i nhu?n.
lam tang SlJ quan tam cua ng . ,
, , , , 'Trun Qu6c & Viet Nam da lam cho doanh so b~n
trach cu ding slJ ~ran ng~p, ~e m~~7 Hog u k~t cac ~ha san xu~t xe may Trung Quoc
va Super.Dream cua hQ bt gIam sut . ,,' ,9 Yd' khong c6 y thuc nhu la mfiu ma cua mfiu rna cua hQ va ban cho nhfrng ~gum tleu urg t ' Viet Nam da giup lat dB SlJ dQc
f)' r u 6 mat cua xe may Trung Quoc ~1 . . . d"
~~n~~n~:~~ c~: h~~g ~~ Nh~t k~ac ~:~ ;~tm~i t:,:~~Q~~:ac~~;~ n;,Q~~a~~~6. ~b
nhieu ~gum heu d?ng t~ng h~ 'h" ~a hoan to~m 'khac. Theo nhu hQ khang dtnh, nh?n t~ay ?aC ca che, ngu:.e~.n : ; ;a~ 1~~ ihOng phai la SlJ c6 m~t cua xe may T~ng cho tht truong ,!"e may nQl "ta . .' V"t Nam N6i mot cach don gian, hQ khong rna la vi~c san x~at xe maYA c~~ ~H~~:: ~;~u ::y thea ~au hoi ~a CalIon va cQng SlJ (2?02i rnua xe Hond~ V:1yt ~am; Ne~ ~en ~ sanh va thay th6duac nhau cua hang h6a, ta ~o the mQi chu tM kinh te ve kha na~g s, h" , H da d~ ngu01 Viet Nam san xuat cho
khi so sanh xe Honda san xuat t~1 N ~t va xe on .
Viet Nam, ngual tieu dung