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Aggressive Discounts at Dealerships Across Brazil Try to Attract Consumers to the Midsize SUV That Has Not Yet Taken Off in Sales.
The Honda is offering a significant discount of R$ 18 thousand on the ZR-V model, a midsize SUV launched in 2023 that, despite expectations, has not managed to capture the Brazilian market so far. This move by the Japanese automaker has been identified at various dealerships across the country, aimed at reducing the stocks of the model that, according to salespeople, has still not found its audience.
The Honda brought the ZR-V to Brazil as a more robust and modern alternative to the traditional Civic, aiming to carve out a space in the competitive midsize SUV segment. However, the sales of the model have not met the automaker’s expectations, leading dealerships to adopt an aggressive discount policy. In some stores, the SUV, which originally costs R$ 214,500, can be found for R$ 196,500, a discount that exceeds R$ 18 thousand. Some negotiations include the possibility of 0% financing or bonuses for trading in used vehicles, with the amount varying depending on the color chosen.
Honda Dealerships Offer Discount
Auto+ reported on several Honda dealerships in cities like São Paulo, Campinas, Belo Horizonte, and Rio de Janeiro to assess the ZR-V’s sales conditions. In São Paulo, for example, at Daitan, located in Jabaquara, the ZR-V 0km in Barium metallic gray was available for R$ 196,500, the same offer found in other stores in the capital. In Campinas, at Dahruj, the situation was similar, with the ZR-V also available for immediate delivery at the same price.
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In Rio de Janeiro, however, the scenario was a bit different. At the Honda Rio Tóquio dealership in Botafogo, the discount offered was only R$ 15,500, the lowest recorded among the consulted stores. Despite this, the vehicle came with some additional accessories, which were not specified. The available colors included Adrenalina red, Platinum metallic silver, and Topázio pearl white.
Possibility of Financing at 0% Rate
In Minas Gerais, at Banzai Pampulha, all ZR-V colors were available, and the offer was aligned with the stores in São Paulo: R$ 196,500, with the option of a R$ 15 thousand bonus for trading in a used vehicle or the possibility of financing at 0% interest.
The initiative by Honda to apply considerable discounts on the ZR-V reflects the difficulty in establishing the model in the national market, where competition among midsize SUVs is fierce. For consumers looking for a vehicle in this category, this could be a unique opportunity to acquire a Honda ZR-V at a more accessible price. It remains to be seen whether Brazilian consumers will take advantage of this offer or if the brand will need to further revise its strategy for the model.
Would you consider buying a Honda ZR-V for less than R$ 200 thousand? Do you think a R$ 18 thousand discount makes the model more attractive? Leave your opinion in the comments.
Sem contar que conseguiram piorar o motor, o carro merecia um motor mais potente.
A Honda errou muito com o ZR-V. Um carro que se pretende colocar acima do HR-V, mas que não tem saída de ar traseiro, porta malas elétrico, espelho retrovisor com rebatimento elétrico, dentre outros, não atrai o consumidor. E se ele é o SUV do Civic, porque utiliza o painel do City?
Ainda está muito caro! Tenho um city 2023. Penso em trocar por um SUV, porém está muito caro ainda.