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Baht/$ 33.32/36
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Farm prices put more money in pockets
SANTAN SANTIVIMOLNAT
The local motorcycle market has begun recovering this year after a sharp plunge in late 2006. ''The rapid decrease of the market from October 2006 seems to have bottomed out in the beginning of 2008 at 1.59 million units by accumulated year total,'' said Zenjiro Sakurai, president of AP Honda Co, the country's largest motorcycle distributor.
''The market has now recovered to 1.62 million units in June 2008. It can be said that the recent market is doing well.''
Mr Sakurai said the growth was due mainly to the stronger farm sector, as high farm product prices have improved farmers' incomes, the main customer target for motorcycles.
In addition, soaring fuel prices have led consumers to switch from cars to more fuel-efficient motorcycles.
In the first half of 2008, the total number of motorcycles registered was 872,644 units, an increase of 2.9% over the same period last year.
For AP Honda, the number registered was 599,062 units, constituting 68.6% of the total market.
''We expect that total demand this year will be 1.65 million units and we plan sales of 1.15 million units based on this demand forecasting.'' said Mr Sakurai.
Petrol prices have risen to 43 baht per litre, a 30% increase in only six months. Food prices and delivery costs are also soaring, and as a result, the inflation rate hit 8.9% in June, the highest in a decade.
''These days, it is said that the government will raise the policy interest rate to control inflation and since motorcycle customers are very sensitive about this issue, we think that we should respond flexibly by watching the market very carefully,'' Mr Sakurai said.
He also said Honda Group has set a three-year goal starting this year to be the most admired company while being at the forefront of environmentalism.
To become the most admired company, all motorcycles produced and sold in Thailand will be equipped with PGM-FI (programmed fuel injection).
''We are the first company among the Honda Group to announce an environmental policy in Asia and the first company in the Thai motorcycle industry.'' he said.
With PGM-FI, Honda Group will contribute to the protection of the environment by cutting carbon dioxide emissions and improving fuel efficiency. In addition, PGM-FI offers an advantage in acceleration performance.
Yesterday, AP Honda introduced CZ-i 110 and Click-i, the two newest models equipped with PGM-FI technology.
The CZ-i 110 model will be sold from July 26 onward for 36,700 baht during the promotion period and for 38,400 baht as a normal price. Sales are expected to reach 8,000 units per month.
Click-i is Thailand's first automatic transmission model that is equipped with PGM-FI technology. There are two different series: Click-i Tune-up and Click-i Forward. The Click-i model will be sold from August 6 onward.
The Tune-up version is priced at 45,700 baht during the promotion period and 47,400 baht as its normal price while the Forward version is retailed at 49,300 baht during the promotion and 51,000 baht normally.
Sales are expected to reach 25,000 units per month.
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