Honda's market share has dropped from a high of 7th place in 1999 to 13th in South Africa. They are considered "Japanese Mercedes Benz" and the prices reflect that. If one discounts the cheaper cars (Polo, Yaris, Tata, Fiat, Chery, Chevrolet Spark, Hyundai i10) from the list, you will see that quality cars are the popular ones. BMW 3 series is right on top, followed by Mercedes C class and then Honda.
Honda's cars are looking a bit dated now, compared with the stunning style of BMW and the larger Hyundais, the MB E and S class. The Civic R is still a bit revolutionary and now looking not so futuristic as when it first appeared, its also a bit cramped inside. There is a new Brio, introduced in December, but so far I have only seen one TV advert, whereas you see 10 BMW ads every day.
There is only one car plant that exports, that is BMW, and they employ 25000 people and it is not as automated as the plants in Germany