Embed Size (px)
Citation preview
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 1/26
Honda Motor Co., Ltd. (Honda), incorporated on September 24, 1948, develops, produces and manuactures aran!e o motor products, ran!in! rom small !eneral"purpose en!ines and scooters to specialt# sports cars. $%eCompan# %as our se!ments& motorc#cle business, automobile business, inancial services business, and po'erproduct and ot%er businesses. Honda conducts its operations in apan and around t%e 'orld, includin! ort% *merica, +urope and *sia. Motorc#cles are distributed t%rou!% approimatel# -,9 outlets.
Motorc#cle /usiness
$%e Compan# produces a ran!e o motorc#cles, 'it% en!ine displacement ran!in! rom t%e - cubic centimetersclass to t%e 1,8 cubic centimeters class. Honda0s motorc#cles use internal combustion en!ines developed b#Honda t%at are air" or 'ater"cooled, our"c#cle, and are in sin!le, t'o, our or si"c#linder coni!urations. Honda0smotorc#cle line consists o sports (includin! trial and moto"cross racin!), business and commuter models. Hondaalso oers all"terrain ve%icles (*$s) and multi"utilit# ve%icles (Ms). Motorc#cles are produced b# t%eCompan# in apan at t%e 3umamoto actor#. Honda0s motorc#cles are also produced b# subsidiaries in countriesaround t%e 'orld, includin! $%ailand, ietnam, ndia, /ra5il and *r!entina.
*utomobile /usiness
$%e Compan#0s automobiles use !asoline en!ines o t%ree, our or si c#linder, diesel en!ines, !asoline"electric%#brid s#stems and !asoline"electric plu!"in %#brid s#stems. Honda also oers alternative uel"po'ered ve%icles,suc% as natural !as, et%anol and uel cell ve%icles. Honda0s principal automobile products include passen!ercars, li!%t truc6s and mini ve%icles. ts passen!er car models include *ccord, *ccord H#brid, *ma5e, /rio, /rio *ma5e, /rio Sat#a, Cit#, Civic, Civic $ourer, C7+7, C7", :it;a55, :it;a55 H#brid, :it S%uttle, :it S%uttleH#brid, :7++, :7++ H#brid, :7++ S<3+, :7++ S<3+ H#brid, =7*C+ H#brid, Honda M>/L>,
nsi!%t, *+, *+ H#brid, L+=+ H#brid, Spirior, Stream, *cura L?, *cura 7L? and *cura $L?. $%eCompan#0s li!%t truc6s brands include Crosstour, C7", +l#sion, >d#sse#, <ilot, 7id!eline, Step @=,++L;H7", ++L H#brid, ?7", *cura M? and *cura 7?. ts mini ve%icles models include *ct#, Lie, "/>?, "/>? A, "/>? SL*SH, ">+, "@= and amos. *utomobiles are mainl# produced b# Honda at t'oactories located at t%ree sites in apan& t%e Saitama :actor# at t%e Sa#ama <lant and t%e Borii <lant, and t%eSu5u6a :actor#. $%e Compan#0s maor production sites overseas include t%ose located in >%io, *labama andndiana in t%e nited StatesD *lliston in CanadaD Cela#a and +l Salto, Meico, S'indon, t%e nited 3in!domD *#utt%a#a, $%ailandD =reater oida and *l'ar, ndiaD 3ara'an!, ndonesia, and Sumare, /ra5il.
:inancial Services /usiness
Honda oers a ran!e o inancial services to its customers and dealers t%rou!% inance subsidiaries in countries,includin! apan, t%e nited States, Canada, t%e nited 3in!dom, =erman#, /ra5il and $%ailand. $%e services ot%ese subsidiaries include retail lendin!, leasin! to customers and ot%er inancial services, suc% as '%olesaleinancin! to dealers.
<o'er <roduct and >t%er /usinessesHonda manuactures a ran!e o po'er products, includin! tillers, portable !enerators, !eneral"purpose en!ines,!rass cutters, outboard marine en!ines, 'ater pumps, sno' t%ro'ers, po'er carriers, po'er spra#ers, la'nmo'ers and la'n tractors (ridin! la'n mo'ers). Honda oers a compact %ome"use co!eneration
http://in.reuters.com/fnance/stocks/companyProfle?symbol=HMC.N
Company Profile
Welcome to Fortune Honda Fortune Honda, one o t%e ndiaEs lar!est dealer or Honda Motor C#cles and Scooters ndia 'it% a net 'or6spannin! 4 Sales F G Service locations. :ortune Honda %as received a'ards at bot% ational F Sout% ndia
levels or t%e last 1 #ears or its overall perormance in sales, service F customer satisaction. $o provide t%e %i!%est standards o customer service :ortune Honda is strate!icall# located 'it% its s%o'room inM= 7oad, Mal6a!iri,Saini6puri, +CL and state o t%e art service centres at M= 7oad,S<7oad,Mal6a!iri,Saini6puri, +CL and aruls%ia. :ortue Honda %as itEs lar!e displa# area, spacious customer loun!e, pre"o'ned bi6es, inance, insurance andaccessor# displa# area, it creates t%e perect environment to start eno#in! t%e Honda eperience. >ur sales and service acilities are accredited b# Honda certiication t%at immensel# %elps in maintainin! Iualit#standards and also assists in providin! %i!%est customer satisaction. @e %ave t%e %i!%est service and salessatisaction scores not onl# in *.< but in Sout% ndia as 'ell. :ortune Honda is a part o one o H#derabadEs most reputed amilies, t%e <ramod Modi :amil# =roup
companies include &
1) 7i!%t rom t%e da# o inception, t%e mission o :ortune :ord 'as to sell and service :ord ve%icles and provide
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 2/26
an outstandin! eperience to our customers. >ur eperience, epertise and ener!ies %elped us !reatl# inac%ievin! t%is obective to a !reat etent.
2) Harmon# Honda, dealer or Honda Motor C#cles and Scooters ndia or Meda6 district 'it% presence in7.C.<uram, a%eerabad,Siddipeta and Lin!ampalli.
)<remier +n!ineerin! corporation ,stoc6ists or Larsen F $oubro s'itc% !ears, =loster cables F 'ires
,*//,Siemens F Crompton !reaves motors, /eacon pumps, etlo eart% electrodes, since 19GG. 4) eLo!ic Solutions (ndia) <vt ltd" a 1J +port >riented nit '%ic% provides *rc%itectural C* F sot'areservices to companies in ort% *merica, +urope F *sia. eLo!ic %as t'ice received t%e presti!ious eloitte$ec%nolo!# :ast - *sia <aciic a'ard in Hon! 3on! reco!ni5in! it to be one o t%e astest !ro'in! tec%nolo!#companies in t%e '%ole o *sia F *ustralia re!ion. -) eLo!ic esi!n Solutions <vt. Ltd. '%ic% provides *rc%itecture, nterior desi!n, proect mana!ement andturn6e# solutions to clients ran!in! rom small residences to corporates includin! Microsot, S%oppers Stop and:ord ndia Ltd. G) =loster Cables Ltd., Manuacturer o Lo' $ension F Hi!% $ension po'er and control cables, %ouse 'ires andindustrial cables 'it% a net'or6 o branc%es and dealers pan ndia.
:ortune Honda as a !roup stron!l# believes in value s#stem. Honest#, nte!rit# and $ransparenc# orm t%e coreo :ortune Honda and 'e al'a#s 6eep t%em in mind '%ile doin! business 'it% our esteemed customers.
http://www.ortunehonda.com/companyprofleenin.htm
Hondahttps://en.wikipedia.or!/wiki/Honda
From Wikipedia, the free encyclopedia
Jump to: navigation, search This article is about the multinational corporation. For other uses, see Honda
(disambiguation).
Honda Motor Co., Ltd.
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 3/26
Honda Headuarters
Native name 本田技研工業株式会社
Romanized name Honda !iken "ogyo "a#ushiki$gaisha
Type %u#lic &".".'
Traded as()*: +-+
)/0: HMC
Industry
1utomotive
1viation
(elematics
Founded
Hamamatsu, Japan &*cto#er 234-,
incorporated 4 /eptem#er 23456 -+
years ago'
Founder/oichiro Honda
(akeo Fu7isa8a
Headquarters Minato, (okyo, Japan
Area served World8ide
Key people Fumihiko 9ke
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 4/26
&Chairman'
(akano#u 9to
&%resident and C0*'
Products
4,22, vehicles &2'
1utomo#iles
Commercial ;ehicles
Lu<ury vehicles
Motorcycles
/cooters
0lectric generators
Water pumps
La8n and garden euipments
(illers
*ut#oard motors
=o#otics
Jet aircraft
Jet engines
(hin$film solar cells
9nternavi
Revenue
>22.5? trillion &24'@2A
B/D223 #illion &24'
Operating
income>+? #illion &24'@2A
Net income>?+4 #illion &24'@A
D?.+? #illion &24'
Total assets >22.+5 trillion &2'@EA
Total equity >4.4 trillion &2'@EA
Owner Japan (rustee /ervices ank &(rust'
-.4-G
(he Master (rust ank of Japan &(rust'
4.+2G
Mokusurei E.3G
Mei7i )asuda Life .5EG
(okio Marine ichido .E?G
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 5/26
&E月年 24 currently'
Numer o!
employees235,?-2 &24'
"ivisions
1cura
Honda 1utomo#iles
Honda Motorcycles
#usidiaries List@sho8A
$esite 8orld.honda.com
Honda %otor &o'( )td' &本田技研工業株式会社 Honda Giken Kōgyō KK?, 9%1: @ho daAɴ &listen'6 h ndIˈ ɒ ' is a Japanese pu#lic multinational corporation primarily kno8n as amanufacturer of automo#iles, motorcycles and po8er euipment.
Honda has #een the 8orlds largest motorcycle manufacturer since 23?3, @4A@?A as 8ell as the8orlds largest manufacturer of internal com#ustion engines measured #y volume, producingmore than 24 million internal com#ustion engines each year .@-A Honda #ecame the second$largest Japanese automo#ile manufacturer in 2.@+A@5A Honda 8as the eighth largestautomo#ile manufacturer in the 8orld #ehind !eneral Motors, ;olks8agen !roup, (oyota,Hyundai Motor !roup, Ford, issan, and %/1 %eugeot CitroKn in 22.@3A
Honda 8as the first Japanese automo#ile manufacturer to release a dedicated lu<ury #rand,1cura, in 235-. 1side from their core automo#ile and motorcycle #usinesses, Honda alsomanufactures garden euipment, marine engines, personal 8atercraft and po8er generators,and other products. /ince 235-, Honda has #een involved 8ith artificial intelligencero#oticsresearch and released their 1/9M* ro#ot in . (hey have also ventured into aerospace8ith the esta#lishment of !0 Honda 1ero 0ngines in 4 and the Honda H1$4 HondaJet,8hich #egan production in 2. Honda has three 7oint$ventures in China &Honda China,ongfeng Honda, and !uangi Honda'.
9n 2E, Honda invested a#out ?.+G &B/D-.5 #illion' of its revenues in research anddevelopment. @2A 1lso in 2E, Honda #ecame the first Japanese automaker to #e a net e<porter to the Bnited /tates, e<porting 25,+? Honda and 1cura models, 8hile importing only55,E?+.@22A
&ontents
@hideA
• 2 History
• Corporate profile and divisions
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 6/26
• E Leadership
• 4 %roducts
o 4.2 1utomo#iles
o 4. Motorcycles
o 4.E %o8er euipment
o 4.4 0ngines
o 4.? =o#ots
o 4.- 1ircraft
o 4.+ /olar cells
o 4.5 Mountain #ikes
o 4.3 1(;
• ? Motorsports
o ?.2 1utomo#ile
o ?. Motorcycles
• - 0lectric and alternative fuel vehicles
o -.2 Compressed natural gas
o -. Fle<i#le$fuel
o -.E Hy#rid electric
o -.4 Hydrogen fuel cell
o -.? %lug$in electric vehicles
• + Marketing
o +.2 Japan
+.2.2 ealership list
o +. 9nternational efforts
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 7/26
o +.E /ports
• 5 Facilities &partial list'
• 3 Mainstream models
• 2 B/ sales
• 22 %roduction num#ers
• 2 /ee also
• 2E otes
• 24 =eferences
• 2? 0<ternal links
History
(hroughout his life, Hondas founder, /oichiro Honda had an interest in automo#iles. He8orked as a mechanic at the 1rt /hokai garage, 8here he tuned cars and entered them inraces. 9n 23E+, 8ith financing from his acuaintance "ato /hichir, Honda founded (kai /eiki &0astern /ea %recision Machine Company' to make piston rings 8orking out of the 1rt/hokai garage.@2A 1fter initial failures, (kai /eiki 8on a contract to supply piston rings to
(oyota, #ut lost the contract due to the poor uality of their products. @2A 1fter attendingengineering school 8ithout graduating, and visiting factories around Japan to #etterunderstand (oyotas uality control processes, #y 2342 Honda 8as a#le to mass$produce
piston rings accepta#le to (oyota, using an automated process that could employ evenunskilled 8artime la#orers.@2A@2EA:2-23
(kai /eiki 8as placed under control of the Ministry of Commerce and 9ndustry &called theMinistry of Munitions after 234E' at the start of World War 99, and /oichiro Honda 8asdemoted from president to senior managing director after (oyota took a 4G stake in thecompany.@2A Honda also aided the 8ar effort #y assisting other companies in automating the
production of military aircraft propellers.@2A (he relationships Honda cultivated 8ith personnel at (oyota, aka7ima 1ircraft Company and the 9mperial Japanese avy 8ould #einstrumental in the post8ar period.@2A 1 B/ $3 #om#er attack destroyed (kai /eikis)amashita plant in 2344, and the 9ta8a plant collapsed in the 234? Mika8a earthuake, and/oichiro Honda sold the salvagea#le remains of the company to (oyota after the 8ar for>4?,, and used the proceeds to found the Honda (echnical =esearch 9nstitute in *cto#er234-.@2A@24A With a staff of 2 men 8orking in a 2- m &2+ s ft' shack, they #uilt and soldimprovised motoriNed #icycles, using a supply of ? t8o$stroke 5 cc (ohatsu 8ar surplus radio generator engines.@2A@2EA:23@2?A When the engines ran out, Honda #egan #uilding their o8ncopy of the (ohatsu engine, and supplying these to customers to attach their #icycles.@2A@2?A (his 8as the Honda 1$(ype, nicknamed the ata ata for the sound the engine made.@2A 9n
2343, the Honda (echnical =esearch 9nstitute 8as liuidated for >2,,, or a#outB/D?, today6 these funds 8ere used to incorporate Honda Motor Co., Ltd.@2EA:2 1t a#out
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 8/26
the same time Honda hired engineer "ihachiro "a8ashima, and (akeo Fu7isa8a 8ho provided indispensa#le #usiness and marketing e<pertise to complement /oichiro Hondastechnical #ent.@2EA:2 (he close partnership #et8een /oichiro Honda and Fu7isa8a lasted untilthey stepped do8n together in *cto#er 23+E. @2EA:2
(he first complete motorcycle, 8ith #oth the frame and engine made #y Honda, 8as the 2343$(ype, the first Honda to go #y the name ream. @24A@2-A Honda Motor Company gre8 in ashort time to #ecome the 8orlds largest manufacturer of motorcycles #y 23-4. @citation needed A
(he first production automo#ile from Honda 8as the (E- mini pick$up truck, 8hich 8ent onsale in 1ugust 23-E.@2+A %o8ered #y a small E?-$cc straight$4 gasoline engine, it 8as classifiedunder the cheaper "ei car ta< #racket.@25A (he first production car from Honda 8as the /? sports car, 8hich follo8ed the (E- into production in *cto#er 23-E. 9ts chain$driven rear8heels pointed to Hondas motorcycle origins.@23A
*ver the ne<t fe8 decades, Honda 8orked to e<pand its product line and e<panded
operations and e<ports to numerous countries around the 8orld. 9n 235-, Honda introducedthe successful 1cura #rand to the 1merican market in an attempt to gain ground in the lu<uryvehicle market. (he year 2332 sa8 the introduction of the Honda /O supercar, the first all$aluminum monocoue vehicle that incorporated a mid$engine ;- 8ith varia#le$valve timing.@A
C0* (adashi "ume 8as succeeded #y o#uhiko "a8amoto in 233. "a8amoto 8asselected over /hoichiro 9rima7iri, 8ho oversa8 the successful esta#lishment of Honda of1merica Manufacturing, 9nc. in Marysville, *hio. oth "a8amoto and 9rima7iri shared afriendly rivalry 8ithin Honda, and 9rima7iri 8ould resign in 233 due to health issues.
Follo8ing the death of /oichiro Honda and the departure of 9rima7iri, Honda found itselfuickly #eing outpaced in product development #y other Japanese automakers and 8ascaught off$guard #y the truck and sport utility vehicle #oom of the 233s, all 8hich took atoll on the profita#ility of the company. Japanese media reported in 233 and 233E thatHonda 8as at serious risk of an un8anted and hostile takeover #y Mitsu#ishi Motors, 8ho atthe time 8as a larger automaker #y volume and flush 8ith profits from their successful %a7eroand iamante.@2A
"a8amoto acted uickly to change Hondas corporate culture, rushing through market$driven product development that resulted in recreational vehicles such as the first generation
*dyssey and the C=$;, and a refocusing a8ay from some of the numerous sedans andcoupes that 8ere popular 8ith Hondas engineers #ut not 8ith the #uying pu#lic. (he mostshocking change to Honda came 8hen "a8amoto ended Hondas successful participation inFormula *ne after the 233 season, citing costs in light of the takeover threat fromMitsu#ishi as 8ell as the desire to create a more environmentally$friendly company image. @A
Later, 233? gave rise to the Honda 1ircraft Company 8ith the goal of producing 7et aircraftunder Hondas name.@EA
*n E Fe#ruary 2?, Honda announced that C0* and %resident (akano#u 9to 8ould stepdo8n and #e replaced #y (akahiro Hachigo #y June6 additional retirements #y senior
managers and directors 8ere e<pected.@4A
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 9/26
&orporate pro!ile and divisions
Honda headuarters #uilding in Minato, (okyo
Honda is headuartered in Minato, (okyo, Japan. (heir shares trade on the (okyo /tock0<change and the e8 )ork /tock 0<change, as 8ell as e<changes in *saka, agoya,/apporo, "yoto, Fukuoka, London, %aris and /8itNerland.
(he company has assem#ly plants around the glo#e. (hese plants are located in China, theBnited /tates, %akistan, Canada, 0ngland, Japan, elgium, raNil, MP<ico, e8 Qealand,Malaysia, 9ndonesia, 9ndia, %hilippines, (hailand, ;ietnam, (urkey, (ai8an, %erR and1rgentina. 1s of July 2, 53 percent of Honda and 1cura vehicles sold in the Bnited /tates8ere #uilt in orth 1merican plants, up from 5. percent a year earlier. (his shields profitsfrom the yens advance to a 2?$year high against the dollar.@?A
Honda*s Net #ales and Ot+er Operating Revenue y ,eograp+ical Regions in -../ @-A
,eograp+ic Region Total revenue 0in millions o! 12
Japan 2,-52,23
orth 1merica ?,35,5+-
0urope 2,E-,+?+
1sia 2,5E,2?4
*thers 3?,2-E
1merican Honda Motor Company is #ased in (orrance, California. Honda =acingCorporation &H=C' is Hondas motorcycle racing division. Honda Canada 9nc. isheaduartered in Markham, *ntario,@+A their manufacturing division, Honda of CanadaManufacturing, is #ased in 1lliston, *ntario. Honda has also created 7oint ventures aroundthe 8orld, such as Honda /iel Cars and Hero Honda Motorcycles in 9ndia,@5A !uangNhouHonda and ongfeng Honda in China, oon /ie8 Honda in Malaysia and Honda 1tlas in%akistan.
Follo8ing the Japanese earthuake and tsunami in March 22 Honda announced plans tohalve production at its B" plants.@citation needed A (he decision 8as made to put staff at the /8indon
plant on a $day 8eek until the end of May as the manufacturer struggled to source suppliesfrom Japan. 9ts thought around ,? cars 8ere produced during this period.
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 10/26
)eaders+ip
Name 3ears
/oichiro Honda 234523+E
"iyoshi "a8ashima 23+E235E(adashi "ume 235E233
o#uhiko "a8amoto 2332335
Hiroyuki )oshino 2335E
(akeo Fukui E3
(akano#u 9to 32?
(akahiro Hachigo 2?
Products
Automoiles
For a list o! "ehicles, see #ist o! Honda "ehicles.
5 Honda 1ccord &B/1$Canada'
inth !eneration Honda Civic &1sian ;ersion'
Hondas glo#al lineup consists of the Fit, Civic, 1ccord, 9nsight, C=$;, C=$Q, Legend and
t8o versions of the *dyssey, one for orth 1merica, and a smaller vehicle soldinternationally. 1n early proponent of developing vehicles to cater to different needs andmarkets 8orld8ide, Hondas lineup varies #y country and may have vehicles e<clusive to thatregion. 1 fe8 e<amples are the latest Honda *dyssey minivan and the =idgeline, Hondasfirst light$duty uni$#ody pickup truck . oth 8ere designed and engineered primarily in orth1merica and are produced there. *ther e<ample of e<clusive models includes the HondaCivic five$door hatch#ack sold in 0urope.
Hondas automotive manufacturing am#itions can #e traced #ack to 23-E, 8ith the Honda(E-, a kei car truck #uilt for the Japanese market.@3A (his 8as follo8ed #y the t8o$doorroadster , the Honda /? also introduced in 23-E. 9n 23-?, Honda #uilt a t8o$door
commercial delivery van, called the Honda L+. Hondas first four$door sedan 8as not the1ccord, #ut the air$cooled, four$cylinder, gasoline$po8ered Honda 2E in 23-3. (he Civic
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 11/26
8as a hatch#ack that gained 8ide popularity internationally, #ut it 8asnt the first t8o$doorhatch#ack #uilt. (hat 8as the Honda E-, another Kei car that 8as adapted for internationalsale as the -. (he Civic, 8hich appeared in 23+ and replaced the - also had asmaller si#ling that replaced the air$cooled E-, called the Honda Life that 8as 8ater$cooled.
(he Honda Life represented Hondas efforts in competing in the kei car segment, offeringsedan, delivery van and small pick$up platforms on a shared chassis. (he Life /tep;an had anovel approach that, 8hile not initially a commercial success, appears to #e an influence invehicles 8ith the front passengers sitting #ehind the engine, a large cargo area 8ith a flat roof and a liftgate installed in #ack, and utiliNing a transversely installed engine 8ith a front$8heel$drive po8ertrain.
1s Honda entered into automo#ile manufacturing in the late 23-s, 8here Japanesemanufacturers such as (oyota and issan had #een making cars since #efore WW99, itappears that Honda instilled a sense of doing things a little differently than its Japanese
competitors. 9ts mainstay products, like the 1ccord and Civic &8ith the e<ception of its B/1$market 233E3+ %assport 8hich 8as part of a vehicle e<change program 8ith 9suNu &part ofthe /u#aru$9suNu 7oint venture'', have al8ays employed front$8heel$drive po8ertrainimplementation, 8hich is currently a long held Honda tradition. Honda also installed ne8technologies into their products, first as optional euipment, then later standard, like anti lock
#rakes, speed sensitive po8er steering, and multi$port fuel in7ection in the early 235s. (hisdesire to #e the first to try ne8 approaches is evident 8ith the creation of the first Japaneselu<ury chain 1cura, and 8as also evident 8ith the all aluminum, mid$engined sports car, theHonda /O, 8hich also introduced varia#le valve timing technology, Honda calls ;(0C.
(he Civic is a line of compact cars developed and manufactured #y Honda. 9n orth1merica, the Civic is the second$longest continuously running nameplate from a Japanesemanufacturer6 only its perennial rival, the (oyota Corolla, introduced in 23-5, has #een in
production longer.@EA (he Civic, along 8ith the 1ccord and %relude, comprised Hondasvehicles sold in orth 1merica until the 233s, 8hen the model lineup 8as e<panded. Havinggone through several generational changes, the Civic has #ecome larger and more upmarket,and it currently slots #et8een the Fit and 1ccord.
Honda produces Civic hy#rid, a hy#rid electric vehicle that competes 8ith the (oyota %rius,and also produces the 9nsight and C=$Q.
9n 5, Honda increased glo#al production to meet demand for small cars and hy#rids in theB./. and emerging markets. (he company shuffled B./. production to keep factories #usyand #oost car output, 8hile #uilding fe8er minivans and sport utility vehicles as light truck sales fell.@E2A
9ts first entrance into the pickup segment, the light duty =idgeline, 8on (ruck of the )earfrom $otor Trend magaNine in -. 1lso in -, the redesigned Civic 8on Car of the )ear from the magaNine, giving Honda a rare dou#le 8in of Motor (rend honors. Hondas 3thgeneration Civic also 8on the Car of the )ear a8ard #ased on a pu#lic survey held #y%akWheels
9t is reported that Honda plans to increase hy#rid sales in Japan to more than G of its totalsales in fiscal year 22, from 24.5G in previous year. @EA
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 12/26
Five of Bnited /tates 0nvironmental %rotection 1gencys top ten most fuel$efficient cars from2354 to 2 comes from Honda, more than any other automakers. (he five models are:- Honda 9nsight &?E mpg$B/ or 4.4 L2 km or -4 mpg $imp com#ined', 235-235+Honda Civic Coupe HF &4- mpg $B/ or ?.2 L2 km or ?? mpg $imp com#ined', 2334233?Honda Civic hatch#ack ;O &4E mpg $B/ or ?.? L2 km or ? mpg $imp com#ined', - Honda
Civic Hy#rid &4 mpg$B/ or ?.- L2 km or ? mpg$imp com#ined', and 2 Honda 9nsight&42 mpg$B/ or ?.+ L2 km or 43 mpg $imp com#ined'.@EEA (he 1C000 has also rated the Civic!O as the greenest car in 1merica for seven consecutive years. @E4A
%otorcycles
For a list o! motorcycle products, see #ist o! Honda motorcycles.
Honda is the largest motorcycle manufacturer in Japan and has #een since it started production in 23??.@2A 1t its peak in 235, Honda manufactured almost three millionmotorcycles annually. y - this figure had reduced to around ??, #ut 8as still higherthan its three domestic competitors.@2A
uring the 23-s, 8hen it 8as a small manufacturer, Honda #roke out of the Japanesemotorcycle market and #egan e<porting to the B./. Working 8ith the advertising agency!rey 1dvertising, Honda created an innovative marketing campaign, using the slogan S)oumeet the nicest people on a Honda.S 9n contrast to the prevailing negative stereotypes ofmotorcyclists in 1merica as tough, antisocial re#els, this campaign suggested that Hondamotorcycles 8ere made for the everyman. (he campaign 8as hugely successful6 the ads ranfor three years, and #y the end of 23-E alone, Honda had sold 3, motorcycles. @2EA:TTT2UUU
(aking Hondas story as an archetype of the smaller manufacturer entering a ne8 marketalready occupied #y highly dominant competitors, the story of their market entry, and theirsu#seuent huge success in the B./. and around the 8orld, has #een the su#7ect of someacademic controversy. Competing e<planations have #een advanced to e<plain Hondasstrategy and the reasons for their success. @E?A
(he first of these e<planations 8as put for8ard 8hen, in 23+?, oston Consulting !roup &C!' 8as commissioned #y the B" government to 8rite a report e<plaining 8hy and ho8the ritish motorcycle industry had #een out$competed #y its Japanese competitors. (hereport concluded that the Japanese firms, including Honda, had sought a very high scale of
production &they had made a large num#er of motor#ikes' in order to #enefit from economies
of scale and learning curve effects. 9t #lamed the decline of the ritish motorcycle industryon the failure of ritish managers to invest enough in their #usinesses to profit fromeconomies of scale and scope.@E-A
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 13/26
4 Honda /uper Cu#
(he second e<planation 8as offered in 2354 #y =ichard %ascale, 8ho had intervie8ed theHonda e<ecutives responsi#le for the firms entry into the B./. market. 1s opposed to thetightly focused strategy of lo8 cost and high scale that C! accredited to Honda, %ascale
found that their entry into the B./. market 8as a story of Smiscalculation, serendipity, andorganiNational learningS in other 8ords, Hondas success 8as due to the adapta#ility andhard 8ork of its staff, rather than any long term strategy. @E+A For e<ample, Hondas initial planon entering the B/ 8as to compete in large motorcycles, around E cc. Hondas motorcyclesin this class suffered performance and relia#ility pro#lems 8hen ridden the relatively longdistances of the B/ high8ays.@2EA:424E When the team found that the scooters they 8ere using toget themselves around their B./. #ase of /an Francisco attracted positive interest fromconsumers that they fell #ack on selling the /uper Cu# instead.@2EA:424E
(he most recent school of thought on Hondas strategy 8as put for8ard #y !ary Hamel andC. ". %rahalad in 2353. Creating the concept of core competencies 8ith Honda as an
e<ample, they argued that Hondas success 8as due to its focus on leadership in thetechnology of internal com#ustion engines.@E5A For e<ample, the high po8er$to$8eight ratioengines Honda produced for its racing #ikes provided technology and e<pertise 8hich 8astransfera#le into mopeds. Hondas entry into the B./. motorcycle market during the 23-s isused as a case study for teaching introductory strategy at #usiness schools 8orld8ide.@E3A
Power equipment
%roduction started in 23?E 8ith H$type engine &prior to motorcycle'. @4A
Honda po8er euipment reached record sales in + 8ith -.4 million units.@42A y 2 &Fiscal
year ended E2 March' this figure had decreased to 4,+ million units.@4A
Cumulative production of po8er products has e<ceeded 5? million units &as of /eptem#er 5'. @4EA
Honda po8er euipment includes:
• 0ngine
• (iller
• La8n mo8er
• =o#otic la8n mo8er
• =iding mo8er
• (rimmer
• Mo8er
• lo8er
• /prayer
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 14/26
• Hedge trimmer
• /no8thro8er
• !enerator , 8elding po8er supply
• %umps
• *ut#oard engine
• 9nflata#le #oat
• 0lectric 4$8heel /cooter
• Compact Household Cogeneration Bnit
4ngines
Honda *ut#oard motor on a pontoon #oat
Honda engines po8ered the entire EE$car starting field of the 2 9ndianapolis ? @44A and for the fifth consecutive race, there 8ere no engine$related retirements during the running of theMemorial ay Classic.@4?A
9n the 235s Honda developed the !)- engine for use in motor scooters. 1lthough no longermanufactured #y Honda it is still commonly used in many Chinese, "orean and (ai8aneselight vehicles.@4-A
Honda, despite #eing kno8n as an engine company, has never #uilt a ;5 for passengervehicles. 9n the late 233s, the company resisted considera#le pressure from its 1mericandealers for a ;5 engine &8hich 8ould have seen use in top$of$the$line Honda /B;s and1curas', 8ith 1merican Honda reportedly sending one dealer a shipment of ;5 #everages tosilence them.@4+A Honda considered starting ;5 production in the mid$s for larger 1curasedans, a ne8 version of the high end /O sports car &8hich previously used *HC ;-engines 8ith ;(0C to achieve its high po8er output' and possi#le future ventures into the1merican full$siNe truck and /B; segment for #oth the 1cura and Honda #rands, #ut this8as cancelled in late 5, 8ith Honda citing environmental and 8orld8ide economicconditions as reasons for the termination of this pro7ect.@45A
Roots
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 15/26
1/9M* at 0<po ?
1/9M* is the part of Hondas =esearch V evelopment ro#otics program. 9t is the eleventh
in a line of successive #uilds starting in 235- 8ith Honda 0 moving through the ensuingHonda 0 series and the Honda % series. Weighing ?4 kilograms and standing 2E centimeterstall, 1/9M* resem#les a small astronaut 8earing a #ackpack, and can 8alk on t8o feet in amanner resem#ling human locomotion, at up to - kmh &E.+ mph'. 1/9M* is the 8orlds onlyhumanoid ro#ot a#le to ascend and descend stairs independently. @43A Ho8ever, human motionssuch as clim#ing stairs are difficult to mimic 8ith a machine, 8hich 1/9M* hasdemonstrated #y taking t8o plunges off a staircase.
Hondas ro#ot 1/9M* &see #elo8' as an =V pro7ect #rings together e<pertise to create aro#ot that 8alks, dances and navigates steps. 2 marks the year Honda has developed amachine capa#le of reading a users #rain8aves to move 1/9M*. (he system uses a helmet
covered 8ith electroencephalography and near$infrared spectroscopy sensors that monitorelectrical #rain8aves and cere#ral #lood flo8signals that alter slightly during the humanthought process. (he user thinks of one of a limited num#er of gestures it 8ants from thero#ot, 8hich has #een fitted 8ith a rain Machine 9nterface.@?A
Aircra!t
$ain article% Honda H&' Honda*et
Honda has also pioneered ne8 technology in its H1$4 HondaJet, manufactured #y itssu#sidiary Honda 1ircraft Company, 8hich allo8s ne8 levels of reduced drag, increased
aerodynamics and fuel efficiency thus reducing operating costs.@citation needed A
#olar cells
Hondas solar cell su#sidiary company Honda /oltec &Headuarters: "ikuchi$gun,"umamoto6 %resident and C0*: 1kio "aNusa' started sales throughout Japan of thin$filmsolar cells for pu#lic and industrial use on 4 *cto#er 5, after selling solar cells forresidential use since *cto#er +.@?2A Honda announced in the end of *cto#er 2E thatHonda /oltec 8ould cease the #usiness operation e<cept for support for e<isting customers in/pring 24 and the su#sidiary 8ould #e dissolved. @?A
%ountain i5es
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 16/26
+ee also% Honda -' G'cross
Honda has also #uilt a do8nhill racing #icycle kno8n as the Honda =$2. 9t is not availa#lefor sale to the pu#lic. (he #ike has a gear#o<, 8hich replaces the standard derailleur found onmost #ikes.
Honda has hired several people to pilot the #ike, among them !reg Minnaar . (he team iskno8n as (eam ! Cross Honda.
AT6
+ee also% Honda incon
Honda also #uilds all$terrain vehicles &1(;'. 4?r 4e< Ee< ?r
%otorsportsHonda has #een active in motorsports, like Motorcycle !rand %ri<, /uper#ike racing andothers.
Automoile
+ee also% Honda in Formula /ne
=u#ens arrichello driving for Honda
Honda entered Formula *ne as a constructor for the first time in the 23-4 season at the!erman !rand %ri< 8ith =onnie ucknum at the 8heel. 23-? sa8 the addition of =ichie!inther to the team, 8ho scored Hondas first point at the elgian !rand %ri<, and Hondasfirst 8in at the Me<ican !rand %ri<. 23-+ sa8 their ne<t 8in at the 9talian !rand %ri< 8ithJohn /urtees as their driver. 9n 23-5, Jo /chlesser 8as killed in a Honda =1E at the French
!rand %ri<. (his racing tragedy, coupled 8ith their commercial difficulties sellingautomo#iles in the Bnited /tates, prompted Honda to 8ithdra8 from all internationalmotorsport that year.
1fter a learning year in 23-?, Honda$po8ered ra#hams dominated the 23-- FrenchFormula (8o championship in the hands of Jack ra#ham and enny Hulme. 1s there 8asno 0uropean Championship that season, this 8as the top F championship that year. 9n theearly 235s Honda returned to F, supplying engines to =on (auranacs =alt team. (auranachad designed the ra#ham cars for their earlier involvement. (hey 8ere again e<tremelysuccessful. 9n a related e<ercise, John Judds 0ngine evelopments company produced atur#o Sra#ham$HondaS engine for use in 9ndyCar racing. 9t 8on only one race, in 2355 for
o##y =ahal at %ocono.
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 17/26
Honda returned to Formula *ne in 235E, initially 8ith another Formula (8o partner, the/pirit team, #efore s8itching a#ruptly to Williams in 2354. 9n the late 235s and early 233s,Honda po8ered cars 8on si< consecutive Formula *ne Constructors Championships.WilliamsF2 8on the cro8n in 235- and 235+. Honda s8itched allegiance again in 2355. e8
partners (eam McLaren 8on the title in 2355, 2353, 233 and 2332. Honda 8ithdre8 from
Formula *ne at the end of 233, although the related Mugen$Honda company maintained a presence up to the end of 2333, 8inning four races 8ith Ligier and Jordan !rand %ri<.
Honda de#uted in the C1=( 9ndyCar World /eries as a 8orks supplier in 2334. (he engines8ere far from competitive at first, #ut after development, the company po8ered si<consecutive drivers championships. 9n E, Honda transferred its effort to the rival 9=L 9ndyCar /eries 8ith 9lmor as 7oint development until -. 9n 4, Honda$po8ered carsover8helmingly dominated the 9ndyCar /eries, 8inning 24 of 2- 9ndyCar races, includingthe 9ndianapolis ?, and claimed the 9ndyCar /eries Manufacturers Championship, riversChampionship and =ookie of the )ear titles. From - to 22, Honda 8as the lone enginesupplier for the 9ndyCar /eries, including the 9ndianapolis ?. 9n the - 9ndianapolis ?,
for the first time in 9ndianapolis ? history, the race 8as run 8ithout a single engine pro#lem.@?EA /ince 2, H% has constructed tur#ocharged ;$- engines for its 9ndyCar effort.
uring 2335, Honda considered returning to Formula *ne 8ith their o8n team. (he pro7ect8as a#orted after the death of its technical director, Harvey %ostleth8aite. Honda insteadcame #ack as an official engine supplier to ritish 1merican =acing &1=' and Jordan !rand%ri<. Honda #ought a stake in the 1= team in 4 #efore #uying the team outright at theend of ?, #ecoming a constructor for the first time since the 23-s. Honda 8on the -Hungarian !rand %ri< 8ith driver Jenson utton.
9t 8as announced on ? ecem#er 5, that Honda 8ould #e e<iting Formula *ne 8ithimmediate effect due to the 5 glo#al economic crisis. @?4A (he team 8as sold to former team
principal =oss ra8n, renamed ra8n !% and su#seuently Mercedes.@??A
Honda #ecame an official 8orks team in the ritish (ouring Car Championship in 2.
Honda made an official announcement on 2- May 2E that it 8ill re$enter Formula *neracing in 2? as an engine supplier to the McLaren team.@?-A
%otorcycles
$ain article% Honda acing 0orporation
Honda =C2; raced #y ani %edrosa
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 18/26
Honda =acing Corporation &H=C' 8as formed in 235. (he company com#ines participationin motorcycle races throughout the 8orld 8ith the development of high potential racingmachines. 9ts racing activities are an important source for the creation of leading edgetechnologies used in the development of Honda motorcycles. H=C also contri#utes to theadvancement of motorcycle sports through a range of activities that include sales of
production racing motorcycles, support for satellite teams, and rider education programs.
/oichiro Honda, #eing a race driver himself, could not stay out of international motorsport. 9n23?3, Honda entered five motorcycles into the 9sle of Man (( race, the most prestigiousmotorcycle race in the 8orld. While al8ays having po8erful engines, it took until 23-2 forHonda to tune their chassis 8ell enough to allo8 Mike Hail8ood to claim their first !rand%ri< victories in the 2? and ? cc classes. Hail8ood 8ould later pick up their first /enior(( 8ins in 23-- and 23-+. Hondas race #ikes 8ere kno8n for their Ssleek V stylish designSand e<otic engine configurations, such as the ?$cylinder, , rpm, 2? cc #ike and their -$cylinder ? cc and 3+ cc #ikes.
9n 23+3, Honda returned to !rand %ri< motorcycle racing 8ith the monocoue$framed, four$stroke =?. (he F9M rules limited engines to four cylinders, so the =? had non$circular, race$track, cylinders, each 8ith 5 valves and t8o connecting rods, in order to
provide sufficient valve area to compete 8ith the dominant t8o$stroke racers. Bnfortunately,it seemed Honda tried to accomplish too much at one time and the e<periment failed. For the235 season, Honda de#uted their first t8o$stroke race #ike, the /? and in 235E, Honda8on their first ? cc !rand %ri< World Championship 8ith Freddie /pencer . /ince then,Honda has #ecome a dominant marue in motorcycle !rand %ri< racing, 8inning a plethoraof top level titles 8ith riders such as Mick oohan and ;alentino =ossi. Honda also head thenum#er of 8ins at the 9sle of Man (( having notched up + victories in the solo classes and/idecar ((,@?+A including 9an Hutchinsons clean s8eep at the 2 races.@?+A (he outright laprecord on the /naefell Mountain Course is also held #y Honda, set at the 2? (( #y JohnMc!uinness at an average speed of 2E.+2 mph &2E.?- kmh' on a Honda C=2== .@?+A
9n the Motocross World Championship, Honda has claimed si< 8orld championships. 9n theWorld 0nduro Championship, Honda has captured eight titles, most recently 8ith /tefanMerriman in E and 8ith Mika 1hola from + to 2. 9n o#served trials, Honda hasclaimed three 8orld championships 8ith elgian rider 0ddy Le7eune.
4lectric and alternative !uel ve+icles
3 Honda Civic !O hooked up to %hill refueling system
&ompressed natural gas
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 19/26
(he Honda Civic !O is the only purpose$#uilt natural gas vehicle &!;' commerciallyavaila#le in some parts of the B./. @?5A@?3A (he Honda Civic !O first appeared in 2335 as afactory$modified Civic LO that had #een designed to run e<clusively on compressed naturalgas. (he car looks and drives 7ust like a contemporary Honda Civic LO, #ut does not run ongasoline. 9n 2, the Civic !O 8as rated the cleanest$#urning internal com#ustion engine in
the 8orld #y the B./. 0nvironmental %rotection 1gency &0%1'.@-A@-2A
First leased to the City of Los 1ngeles, in ?, Honda started offering the !O directly to the pu#lic through factory trained dealers certified to service the !O. efore that, only fleets 8ere eligi#le to purchase a ne8 Civic !O. 9n -, the Civic !O 8as released in e8 )ork,making it the second state 8here the consumer is a#le to #uy the car. @-A
(op: raNilian fle<i#le$fuel Honda Civic. elo8: B./. Honda Civic Hy#rid
Fle7ile8!uel
Hondas raNilian su#sidiary launched fle<i#le$fuel versions for the Honda Civic and HondaFit in late -. 1s other raNilian fle<$fuel vehicles, these models run on any #lend ofhydrous ethanol &02' and 0$0? gasoline.@-EA@-4A 9nitially, and in order to test the market
preferences, the carmaker decided to produce a limited share of the vehicles 8ith fle<$fuel
engines, EE percent of the Civic production and 5 percent of the Fit models. @-EA@-4A 1lso, thesale price for the fle<$fuel version 8as higher than the respective gasoline versions, aroundB/D2, premium for the Civic, and B/D-? for the Fit, despite the fact that all other fle<$fuel vehicles sold in raNil had the same tag price as their gasoline versions. @-4A@-?A@--A 9n July3, Honda launched in the raNilian market its third fle<i#le$fuel car, the Honda City.@-+A
uring the last t8o months of -, #oth fle<$fuel models sold ,4+ cars against 5,?4-gasoline$po8ered automo#iles,@-5A 7umping to 42,33 fle<$fuel cars in +,@-3A and reaching3E,E-2 in 5.@+A ue to the success of the fle< versions, #y early 3 a hundred percent ofHondas automo#ile production for the raNilian market is no8 fle<i#le$fuel, and only a small
percentage of gasoline version is produced in raNil for e<ports. @+2A
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 20/26
9n March 3, Honda launched in the raNilian market the first fle<$fuel motorcycle in the8orld. %roduced #y its raNilian su#sidiary Moto Honda da 1maNXnia, the C! 2? (itan Mi<is sold for around B/D,+.@+A@+EA@+4A
Hyrid electric
9n late 2333, Honda launched the first commercial hy#rid electric car sold in the B./. market,the Honda 9nsight, 7ust one month #efore the introduction of the (oyota %rius, and initiallysold for B/D,.@+?A@+-A (he first$generation 9nsight 8as produced from to - andhad a fuel economy of + miles per B/ gallon &E.4 L2 km6 54 mpg $imp' for the 0%1shigh8ay rating, the most fuel$efficient mass$produced car at the time. @+?A@+-A (otal glo#al salesfor the 9nsight amounted to only around 25, vehicles.@+-A Cumulative glo#al sales reached2, hy#rids in ? and , in +. @++A
Honda introduced the second$generation 9nsight in Japan in Fe#ruary 3, and released it inother markets through 3 and in the B./. market in 1pril 3. 1t D23,5 as a five$doorhatch#ack it 8ill #e the least e<pensive hy#rid availa#le in the B./. @+5A
2 Honda 9nsight hy#rid electric vehicle &/econd generation'
/ince , Honda has also #een selling the Honda Civic Hy#rid &E model' in the B./.market.@+?A 9t 8as follo8ed #y the Honda 1ccord Hy#rid, offered in model years ? through+. /ales of the Honda C=$Q #egan in Japan in Fe#ruary 2, #ecoming Hondas thirdhy#rid electric car in the market.@+3A 1s of Fe#ruary 22, Honda 8as producing around, hy#rids a year in Japan. @5A
/ales of the Fit Hy#rid #egan in Japan in *cto#er 2, at the time, the lo8est price for agasoline$hy#rid electric vehicle sold in the country. @52A (he 0uropean version, called HondaJaNN Hy#rid, 8as released in early 22.@5A uring 22 Honda launched three hy#rid modelsavaila#le only in Japan, the Fit /huttle Hy#rid, Freed Hy#rid and Freed /pike Hy#rid. @++A
Hondas cumulative glo#al hy#rid sales passed the 2 million unit milestone at the end of/eptem#er 2, 2 years and 22 months after sales of the first generation 9nsight #egan inJapan ovem#er 2333.@++A 1 total of 25+,5?2 hy#rids 8ere sold 8orld8ide in 2E, and2?5,-3- hy#rids during the first si< months of 24. @5EA@54A 1s of June 24, Honda has soldmore than 2.E? million hy#rids 8orld8ide. @++A@5EA@54A
Hydrogen !uel cell
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 21/26
Honda FCO Clarity hydrogen fuel cell vehicle
9n (akaneNa8a, Japan, on 2- June 5, Honda Motors produced the first assem#ly$line FCOClarity, a hy#rid hydrogen fuel cell vehicle. More efficient than a gas$electric hy#rid vehicle,the FCO Clarity com#ines hydrogen and o<ygen from ordinary air to generate electricity foran electric motor. 9n July 24 Honda announced the end of production of the Honda FCOClarity for the 2? model.@5?A
(he vehicle itself does not emit any pollutants and its only #y products are heat and 8ater.(he FCO Clarity also has an advantage over gas$electric hy#rids in that it does not use aninternal com#ustion engine to propel itself. Like a gas$electric hy#rid, it uses a lithium ion
#attery to assist the fuel cell during acceleration and capture energy through regenerative #raking, thus improving fuel efficiency. (he lack of hydrogen filling stations throughoutdeveloped countries 8ill keep production volumes lo8.@5-A Honda 8ill release the vehicle ingroups of 2?. California is the only B./. market 8ith infrastructure for fueling such avehicle, though the num#er of stations is still limited. uilding more stations is e<pensive, asthe California 1ir =esources oard &C1=' granted D-.5 million for four H fueling stations,costing D2.+ million B/ each.@5+A@55A
Plug8in electric ve+icles
Honda Fit 0; concept unveiled at the 2 Los 1ngeles 1uto /ho8.
(he all$electric Honda 0; %lus 8as introduced in 233+ as a result of C1=s Nero$emissionsvehicle mandate and 8as availa#le only for leasing in California. (he 0; plus 8as the first
#attery electric vehicle from a ma7or automaker 8ith non$leadacid #atteries (he 0; %lushad an all$electric range of 2 mi &2- km'. 1round +- units 8ere sold in the B./. and
production ended in 2333.@53A@3A
(he all$electric Honda Fit 0; 8as introduced in 2 and has an range of 5 mi &2E km'.@32A (he all$electric car 8as launched in the B./. to retail customers in July 2 8ith initialavaila#ility limited to California and *regon.@3A %roduction is limited to only 2,2 units overthe first three years. 1 total of 2,+ units have #een leased in the B./. through /eptem#er
24.@3EA@34A@3?A (he Fit 0; 8as released in Japan through leasing to local government andcorporate customers in 1ugust 2. 1vaila#ility in the Japanese market is limited to
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 22/26
units during its first t8o years.@3-A 9n July 24 Honda announced the end of production of theFit 0; for the 2? model.@5?A
(he Honda 1ccord %lug$in Hy#rid 8as introduced in 2E and has an all$electric range of2E mi &2 km'@3+A /ales #egan in the B./. in January 2E and the plug$in hy#rid is availa#le
only in California and e8 )ork.@35A 1 total of 5E? units have #een sold in the B./. through/eptem#er 24.@3EA@34A@3?A (he 1ccord %H0; 8as introduced in Japan in June 2E and isavaila#le only for leasing, primarily to corporations and government agencies. @33A
%ar5eting
9apan
Honda Clio &/aitama, Japan'
/tarting in 23+5, Honda in Japan decided to diversify its sales distri#ution channels, andcreated Honda 6erno, 8hich sold esta#lished products 8ith a higher content of standardeuipment and a more sporting nature. @2A@22A (he esta#lishment of Honda 1erno coincided8ith its ne8 sports compact, called the Honda %relude. Later, the Honda ;igor , the Honda
allade, and the Honda Yuint 8ere added to Honda 1erno stores. (his approach 8asimplemented due to efforts in place #y rival Japanese automakers (oyota and issan.
Honda %rimo &*saka'
1s sales progressed, Honda created t8o more sales channels, called Honda &lio in 2354, andHonda Primo in 235?. (he Honda 0lio chain sold products that 8ere traditionally associated8ith Honda dealerships #efore 23+5, like the Honda 1ccord, and Honda 2rimo sold theHonda Civic, kei cars, such as the Honda (oday, superminis like the Honda Capa, along 8ithother Honda products, such as farm euipment, la8n mo8ers, porta#le generators, marineeuipment, plus motorcycles and scooters like the Honda /uper Cu#. 1 styling tradition 8asesta#lished 8hen Honda 2rimo and 0lio #egan operations, in that all 1erno products had therear license plate installed in the rear #umper, 8hile 2rimo and 0lio products had the rearlicense plate installed on the trunk lid or rear door for minivans.
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 23/26
Honda ;erno &5'
1s time progressed and sales #egan to diminish partly due to the collapse of the JapaneseS #u##le economyS, SsuperminiS and SkeiS vehicles that 8ere specific to Honda 2rimo 8ereS #adge engineeredS and sold at the other t8o sales channels, there#y providing smallervehicles that sold #etter at #oth Honda 1erno and Honda 0lio locations. 1s of March -,the three sales chains 8ere discontinued, 8ith the esta#lishment of Honda 0ars dealerships.@2A While the net8ork 8as dis#anded, some Japanese Honda dealerships still use the net8orknames, offering all Honda cars at all locations.
Honda Wing motorcycle dealership &Japan'
Honda sells genuine accessories through a separate retail chain called Honda &ccess for #oththeir motorcycle, scooter and automo#ile products. 9n cooperation 8ith corporate SkeiretsuS
partner %ioneer , Honda sells an aftermarket line of audio and in$car navigation euipmentthat can #e installed in any vehicle under the #rand name !athers, 8hich is availa#le atHonda 1ccess locations as 8ell as Japanese auto parts retailers, such as 1uto#acs. uyers ofused vehicles are directed to a specific Honda retail chain that sells only used vehicles called
Honda &uto Terrace.
9n the spring of 2, Honda in Japan introduced Honda 0ars +mall +tore &Japanese' 8hichis devoted to compact cars like the Honda Fit, and kei vehicles like the Honda $*ne andHonda /-- roadster.
Wikimedia Commons has media related to Honda dealerships.
"ealers+ip list
•
1ll cars sold at Honda ;erno
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 24/26
%relude, 9ntegra, C=$O, ;igor , /a#er , allade, Yuint, Crossroad, 0lement, /O, H=$;,Mo#ilio /pike, /, C=$;, (hats, MO, =afaga, Capa, and the (orneo
• 1ll cars sold at Honda Clio
1ccord, Legend, 9nspire, 1vancier , /$MO, Lagreat, /tep8gn, 0lysion, /tream, *dyssey&intl', omani, Concerto, 1ccord (ourer , Logo, Fit, 9nsight, (hats, Mo#ilio, and the City
• 1ll cars sold at Honda %rimo
Civic, Life, 1cty, ;amos, Ho#io, 1scot, 1scot 9nnova, (orneo, Civic Ferio, Freed, Mo#ilio,*rthia, Capa, (oday, Q, and the eat
International e!!orts
1 Honda dealership in *ntario, Canada
9n E, Honda released its 0og advertisement in the B" and on the 9nternet. (o make the ad,
the engineers at Honda constructed a =u#e !old#erg Machine made entirely out of car partsfrom a Honda 1ccord (ouring. (o the chagrin of the engineers at Honda, all the parts 8eretaken from t8o of only si< hand$assem#led pre$production models of the 1ccord. (headvertisement depicted a single cog 8hich sets off a chain of events that ends 8ith the Honda1ccord moving and !arrison "eillor speaking the tagline, S9snt it nice 8hen things 7ust...8orkZS 9t took -- takes to get it perfect.@2EA
9n 4, they produced the Grrr advert, usually immediately follo8ed #y a shortened versionof the ? 3mpossible 4ream advert.
9n ecem#er ?, Honda released The 3mpossible 4ream a t8o$minute panoramic
advertisement filmed in e8 Qealand, Japan and 1rgentina 8hich illustrates the foundersdream to #uild performance vehicles. While singing the song S9mpossi#le reamS, a manreaches for his racing helmet, leaves his trailer on a mini#ike, then rides a succession ofvintage Honda vehicles: a motorcycle, then a car, then a po8er#oat, then goes over a8aterfall only to reappear piloting a hot air #alloon, 8ith !arrison "eillor saying S9 couldnthave put it #etter myselfS as the song ends. (he song is from the 23-s musical $an /! #a
$ancha, sung #y 1ndy Williams.
9n -, Honda released its 0hoir advertisement, for the B" and the internet. (his had a -$ person choir 8ho sang the car noises as film of the Honda Civic are sho8n.
9n the mid to late s in the Bnited /tates, during model close$out sales for the current year #efore the start of the ne8 model year , Hondas advertising has had an animated character
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 25/26
kno8n simply as Mr. *pportunity, voiced #y =o# %aulsen. (he casual looking man talkeda#out various deals offered #y Honda and ended 8ith the phrase S9m Mr. *pportunity, and9m knockinS, follo8ed #y him SknockingS on the television screen or SthumpingS thespeaker at the end of radio ads. 9n addition, commercials for Hondas international hatch#ack,the JaNN, are parodies of 8ell$kno8n pop culture images such as (etris and (homas (he (ank
0ngine.
9n late -, Honda released an ad 8ith 1/9M* e<ploring a museum, looking at the e<hi#its8ith almost childlike 8onderment &spreading out its arms in the aerospace e<hi#it, 8avinghello to an astronaut suit that resem#les him, etc.', 8hile !arrison "eillor ruminates on
progress. 9t concludes 8ith the tagline: SMore for8ards pleaseS.
Honda also sponsored 9(;s coverage of Formula *ne in the B" for +. Ho8ever they hadannounced that they 8ould not continue in 5 due to the sponsorship price reuested #y9(; #eing too high.
9n May +, focuses on their strengths in racing and the use of the =ed H #adge a sym#olof 8hat is termed as SHondamentalismS. (he campaign highlights the lengths that Hondaengineers go to in order to get the most out of an engine, 8hether it is for #ikes, cars,
po8er#oats even la8nmo8ers. Honda released its Hondamentalism campaign. 9n the (;spot, !arrison "eillor says, S1n engineer once said to #uild something great is likes8imming in honeyS, 8hile Honda engineers in 8hite suits 8alk and run to8ards a greatlight, #attling strong 8inds and flying de#ris, holding on to anything that 8ill keep them from
#eing #lo8n a8ay. Finally one of the engineers 8alks to8ards a red light, his handoutstretched. 1 8e# address is sho8n for the Hondamentalism 8e#site. (he digital campaignaims to sho8 ho8 visitors to the site share many of the Hondamentalist characteristics.
1t the #eginning of 5, Honda released the 2roblem 2layground . (he advert outlinesHondas environmental responsi#ility, demonstrating a hy#rid engine, more efficient solar
panels and the FCO Clarity, a hydrogen po8ered car. (he 3 second advert has large scale puNNles, involving =u#iks Cu#es, large shapes and a E$dimensional puNNle.
*n 3 May 5, Honda, in partnership 8ith Channel 4, #roadcast a live advertisement. 9tsho8ed skydivers 7umping from an aeroplane over /pain and forming the letters H, *, , and 1 in mid$air. (his live advertisement is generally agreed to #e the first of its kind onritish television. (he advert lasted three minutes. @24A
9n 3, 1merican Honda released the 4ream the 3mpossible documentary series, a collectionof ?5 minute 8e# vignettes that focus on the core philosophies of Honda. Current shortfilms include Failure% The +ecret to +uccess, Kick /ut the #adder and $obility . (heyhave Honda employees as 8ell as anica %atrick , Christopher !uest, en ova, Chee%earlman, Joe Johnston and *rson /cott Card. (he film series plays at dreams.honda.com.
#ports
9n 1ustralia, Honda advertised heavily during most motor racing telecasts, and 8as theofficial sponsor of the - F91 Formula 2 telecast on #roadcaster channel S(enS. 9n fact, it8as the only manufacturer involved in the - 9ndy =acing League season. 9n a series of
adverts promoting the history of Hondas racing heritage, Honda claimed it S#uiltS cars that8on + Formula 2 !rand %ri<. /keptics @6ho7A have accused Honda of interpreting its racing
7/26/2019 Honda Motor Co Profile
http://slidepdf.com/reader/full/honda-motor-co-profile 26/26
history rather li#erally, saying that virtually all of the + victories 8ere achieved #y Honda po6ered &engined' machines, 8hereas the cars themselves 8ere designed and #uilt #y LotusF2, Williams F2, and McLaren F2 teams, respectively. Ho8ever, former and current staff ofthe McLaren F2 team have reiterated that Honda contri#uted more than 7ust engines and
provided various chassis, tooling, and aerodynamic parts as 8ell as funding.@citation needed A
(he late F2 driver 1yrton /enna stated that Honda pro#a#ly played the most significant rolein his three 8orld championships. He had immense respect for founder, /oichiro Honda, andhad a good relationship 8ith o#uhiko "a8amoto, the chairman of Honda at that time./enna once called Honda Sthe greatest company in the 8orldS. @citation needed A
1s part of its marketing campaign, Honda is an official partner and sponsor of the ationalHockey League, the 1naheim ucks of the HL, and the arena named after it: Honda Center .Honda also sponsors (he Honda Classic golf tournament and is a sponsor of Ma7or League/occer . (he SHonda %layer of the )ear S a8ard is presented in Bnited /tates soccer. (heSHonda /ports 18ardS is given to the #est female athlete in each of t8elve college sports in
the Bnited /tates. *ne of the t8elve Honda /ports 18ard 8inners is chosen to receive theHonda$roderick Cup, as SCollegiate Woman 1thlete of the )ear.S
Honda 8ill #e sponsoring La Liga clu# ;alencia CF starting from 242? season. ;alenciaCF 8ill carry Honda 0ars 1alencia insignia on their foot#all kits. @citation needed A
Honda has #een a presenting sponsor of the Los 1ngeles Marathon since 2 in a three$yearsponsorship deal, 8ith 8inners of the L1 Marathon receiving a free Honda 1ccord. /ince2353, the Honda Campus 1ll$/tar Challenge has #een a uiN#o8l tournament for Historically
#lack colleges and universities.
