Sōzō is a Japanese word that means “imagination and creation” in Portuguese. And it is also the starting point for Honda's new positioning in Portugal.
Sōzō, which results from a joint venture between the Domingo Alonso Group and Salvador Caetano, is Honda's new importer in Portugal. The company began operating on April 1st, and for the CEO and Managing Director Sérgio Ribeiro, importing the Honda brand into Portugal constitutes an ambitious and challenging project:“We believe in the immense potential of the brand and our main objective is, naturally, to achieve sustained sales growth that coincides with the potential of Honda Automóveis in Portugal. Our growth will be strongly supported by a well-defined product and sales strategy, as well as a stable, profitable and competitive dealer network.”
TESTED: We've already driven the 10th generation Honda Civic
Sérgio Ribeiro also praised Honda's image in Portugal, a heritage that Sōzō intends to capitalize on:
“Our strategy will also involve rejuvenating Honda, through a strong investment in communication and public relations, which will allow us to leverage the brand and attract new consumers who, traditionally, would not consider purchasing a Honda car. And we started this challenge in the best possible way, since this month we will have the launch of the 10th generation of the Honda Civic, one of the most emblematic models of the brand in Portugal”
We remind you that Honda has been present in Portugal since 1974 and currently has a circulating park of more than 125,000 vehicles.
