Following three years of research and development, leading motorcycle brand, Honda, has launched a new product that the manufacturers said was produced in deference to the needs and preferences of users in the local market.
A successor to the Ace125, the new Ace110 was unveiled recently at an elaborate roll-out at Honda Manufacturing Nigeria Limited’s plant in Ota, Ogun State, with an assurance that it was “for everyone on every road.”
Guests, including top executives from Honda headquarters, dealers and users, were informed that the motorcycle would spearhead the brand’s resurgence to the top, following a challenging period occasioned by the economic recession in the country.
To drive Honda back to competitiveness in the crowded motorcycle market, the new kid on the block is flaunting affordable price, comfortable ride, low maintenance costs, light weight and easy availability of parts as unique selling points.
This was confirmed by the managing director of HMN, Mr. Katsuhiro Murooka, and the manager, sales and after-sales, Mr. Olabade Badejo, in their remarks at the ceremony.
“We have been faced with so many difficulties due to the economic conditions in this country. However, we have been surviving and growing so far, because of your support,” Murooka said. “For now on, we will continue produce Honda’s motorcycle which has global quality and relevance. We want to provide affordable products and offerings, and we want our customers to enjoy a better life.”
Providing more information on Ace110, the head, Global Motorcycle Operations, Honda Motor Co., Ltd, Japan, Mr. Noriaki Abe, explained that it was a response to a joint request by HMN, and head of Africa and the Middle East region, Mr. Yusuke Hori, for a product that would dare the competitors’ offerings.
Abe, who confirmed that coming for the roll-out of the new motorcycle was his first time in Nigeria, assured that the new product not only compares favourably with the competing models in terms of pricing, but also “offers the enduring quality, class-leading fuel efficiency, and comfort that have become synonymous with Honda.”
The motorcycle’s other features include a new engine with faster acceleration, more comfortable seat, all-front gear and double-spring rear suspension. It was learnt that spare parts that would last for as long as five months, are already in stock.
Not a few commercial motorcycle (okada) operators present heaved a sigh of relief when Badejo disclosed that HMN was partnering with select micro-finance banks in parts of the country to create a finance scheme that would ensure that buyers could procure the bike with payment spread over an agreed period.
He further stated that over 160 units of Ace110 were deployed by HMN for road tests over four months, in collaboration with dealers and about 10,000 okada riders in about 46 cities, adding, “feedback from the market has been very encouraging with very honest remarks from the market.”
One of the high points of the ceremony at the 150,000-units-a-year plant, was the play-back of a video message from the resident/Chief Executive Officer, Honda Motor Co., Mr. Takahiro Machigo, who hailed the okada riders’ for the roles they played in the successful test-ride of the new motorcycle.
Atsuhio Takahashi of Research and Development, disclosed that ACE110 is 10 lighter that the closest competitor, and longer in length with a better wheel base, as well as a longer and thicker seat.
Also present at the roll-out was the director-general of the Nigerian Automotive Design and Development Council, Mr. Jelani Aliyu.

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