Honda UK sold just 340 of its original Insight hybrid coupes, launched to a bemused public in 1999. With the new Insight, now on sale, the automaker plans to sell 7,000-8,000 a year.
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Communications manager Steve Kirk likened the acceptance of hybrids to the gradual increase in awareness – then acceptance – of diesel cars in the early 1990s.
Government affairs and environment manager John Kingston said the original Insight was a statement of intent. The new Insight, to be followed by the CRZ hybrid sports car this time next year and the Jazz hybrid a year later, translated that intent into action.
UK Insight prices start at GBP15,490, some GBP3,000 less than the Toyota Prius hybrid and GBP2,000 less than Honda’s own Civic hybrid. It currently sells around 2,000 of those four-door sedans each year but expects that to fall as people switch to the more practical, and cheaper, five-door hatchback Insight.
With Toyota launching a new version of the Prius this summer, acceptance and awareness of hybrids will grow which is expected to work in favour of both carmakers. Sales of the current Prius, launched in 2003, grew steadily to 9,000 last year. Some 60% of buyers opt for the high-spec versions costing more than GBP21,000, demonstrating that this niche market might not be as price sensitive as others and apparently contradicting Honda’s research which suggests that 40% of potential buyers are put off by the price.
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