When the Honda Elevate launched in India in September 2023, it was hailed as Honda’s triumphant return to the booming SUV segment. For a company that had long focused primarily on sedans, the Elevate was a crucial move to regain traction in India’s incredibly competitive automotive landscape. And for a while, it seemed to be working.
Fast forward to April 2025, and the narrative takes an interesting turn. While domestic sales have dipped significantly, hitting a new low, the Honda Elevate has become a surprising export success story, particularly in Japan where it’s badged as the WR-V. What’s driving this divergence, and what does it tell us about the evolving Indian SUV market?
The Domestic Challenge: Feeling the Heat in India’s Midsize SUV Arena
In April 2025, the Elevate registered only 935 units in India, a sharp 46% decline year-on-year. This marks the first time its monthly sales have fallen into three figures. This dip isn’t entirely unexpected given the ferocious competition. As Kunal Behl, Vice-President, Marketing & Sales, Honda Cars India, noted, the company has “strategically moderated dispatches” to manage inventory amidst “subdued consumer sentiment.” They’re even introducing new, more attractively priced grades and benefits to stimulate demand.
The Indian midsize SUV segment is a battleground, packed with formidable rivals like the Hyundai Creta, Kia Seltos, Maruti Grand Vitara, and Toyota Urban Cruiser Hyryder, with new entrants like the Tata Curvv constantly raising the bar. Many of these competitors offer a wider array of features and powertrain options that today’s discerning Indian buyer has come to expect.
Where the Elevate Might Be Missing the Mark for Indian Buyers
- Feature Set: While the Elevate is a well-built SUV, it seems to be falling short on certain “must-have” creature comforts. The absence of a panoramic sunroof, a 360-degree camera, and ventilated seats are notable omissions when compared to rivals.
- Digital Experience: In our increasingly connected world, the infotainment system and human-machine interface (HMI) play a huge role. Some feedback suggests the Elevate’s in-vehicle digital experience might feel less contemporary compared to its tech-laden competitors.
- Powertrain Options: The Elevate offers a single 1.5-liter naturally-aspirated petrol engine (with manual or CVT options). While reliable and E20-compliant, it lacks the diesel, turbo-petrol, or strong hybrid options that many rivals provide, limiting choices for a diverse customer base.
- Cabin Refinement: Reports of less-than-ideal NVH (Noise, Vibration, Harshness) levels could be a dampener for buyers seeking a truly serene and quiet cabin experience, especially in noisy urban traffic.
The Export Triumph: Made in India, Loved in Japan
In stark contrast to its Indian performance, the Honda Elevate has found remarkable success in international markets, particularly Japan, where it’s sold as the WR-V. India holds the distinction of being the first country to manufacture and sell the Elevate, boasting over 90% localization.
In FY2025, the Honda Elevate became the number one export model for Honda Cars India, shipping a staggering 45,167 units – a massive 340% year-on-year increase! This propelled the Elevate to become India’s third most-exported SUV, only behind the Maruti Fronx and Jimny, which also enjoy strong demand in Japan.
What Makes the Elevate an Export Star?
- Robust Fundamentals: The Elevate shines with its core strengths: a robust suspension setup that delivers a pliant ride quality, a spacious cabin, and excellent build quality. These fundamental attributes are universally appreciated.
- Market Expectations: What Indian buyers expect in terms of features might differ from international markets, especially in regions like Japan where the focus might be more on reliability, practicality, and Honda’s trusted engineering. The all-black interior for the Japanese WR-V model, compared to India’s dual-tone, also indicates tailored preferences.
- Strategic Export Program: Honda Cars India has successfully leveraged its manufacturing capabilities in India to meet global demand, turning the Elevate into a key pillar of its export strategy.
The Road Ahead for the Elevate
The Honda Elevate’s journey is a fascinating case study in market dynamics. It underscores that while a product might have strong fundamentals, local market expectations – especially in a segment as cutthroat as midsize SUVs in India – are paramount. Honda’s strategic price adjustments and benefits for May indicate their commitment to reigniting domestic demand.
For now, the Honda Elevate stands as a powerful testament to India’s manufacturing prowess, proving that a ‘Made in India’ vehicle can truly conquer global markets, even as it navigates the unique challenges of its home turf. It’s a reminder that success isn’t always uniform, and sometimes, the biggest cheers come from unexpected shores.
