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Downhill ride: Six reasons why Honda’s Creta-rival failed to Elevate the carmaker’s India fortune

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President & CEO, Honda Cars India Ltd, Takuya Tsumura addressing media persons during the launch of the new Honda Elevate, SUV car on June 6, 2023 in New Delhi, India.

Synopsis
The Japanese carmaker, which had a lean and ageing portfolio of just two sedans until late last year, had been betting on its latest model to turn around its fortune in India. However, after an initial spike immediately following its August 2023 launch, sales of Honda Elevate have been on a steady slide.

“When the race gets a new destination and the world looks up to you, you know you aren’t just a contender, #YouAreTheChase!”. Eight months since Honda Cars India announced the launch of Elevate, the company’s first mid-size SUV in the country seems to have veered off its promised path to end up as ‘just another contender’ in a tightly contested market. The Japanese carmaker, which had a lean and ageing portfolio of just two sedans until late