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is a Japanese
Throughout his life, Honda's founder, Soichiro Honda, had an interest in automobiles. He worked as a mechanic at the Art Shokai garage, where he tuned cars and entered them in races. In 1937, with financing from his acquaintance Kato Shichirō, Honda founded Tōkai Seiki (Eastern Sea Precision Machine Company) to make piston rings working out of the Art Shokai garage. After initial failures, Tōkai Seiki won a contract to supply piston rings to
public
In public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupings. This is a different concept to the sociological concept of the ''Öffentlichkei ...
multinational conglomerate
Conglomerate or conglomeration may refer to:
* Conglomerate (company)
* Conglomerate (geology)
* Conglomerate (mathematics)
In popular culture:
* The Conglomerate (American group), a production crew and musical group founded by Busta Rhymes
** Co ...
manufacturer of automobiles, motorcycles, and power equipment, headquartered in Minato, Tokyo
is a special ward in Tokyo, Japan. It is also called Minato City in English.
It was formed in 1947 as a merger of Akasaka, Azabu and Shiba wards following Tokyo City's transformation into Tokyo Metropolis. The modern Minato ward exhibits th ...
, Japan.
Honda has been the world's largest motorcycle manufacturer since 1959, reaching a production of 400 million by the end of 2019, as well as the world's largest manufacturer of internal combustion engine
An internal combustion engine (ICE or IC engine) is a heat engine in which the combustion of a fuel occurs with an oxidizer (usually air) in a combustion chamber that is an integral part of the working fluid flow circuit. In an internal combus ...
s measured by volume, producing more than 14 million internal combustion engines each year. Honda became the second-largest Japanese automobile manufacturer in 2001. In 2015, Honda was the eighth largest automobile manufacturer in the world.
Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura
Acura is the luxury vehicle, luxury and performance division of Japanese automaker Honda, based primarily in North America. The brand was launched in the United States and Canada on March 27, 1986, marketing luxury and performance automobiles. It ...
, in 1986. Aside from their core automobile and motorcycle businesses, Honda also manufactures garden equipment, marine engines, personal watercraft, power generators, and other products. Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. They have also ventured into aerospace with the establishment of GE Honda Aero Engines
GE Honda Aero Engines LLC is a joint venture between GE Aviation and Honda Aero based in Cincinnati, Ohio
Ohio () is a U.S. state, state in the Midwestern United States, Midwestern region of the United States. Of the List of states and terr ...
in 2004 and the Honda HA-420 HondaJet
The Honda HA-420 HondaJet is a light business jet produced by the Honda Aircraft Company of Greensboro, North Carolina, United States.
Original concepts of the aircraft started in 1997 and were completed in 1999.
It took its maiden flight on De ...
, which began production in 2012. Honda has two joint-ventures in China: Dongfeng Honda
Dongfeng Honda Automobile Co., Ltd. is an automobile manufacturing company headquartered in Wuhan, China, and a 50:50 joint-venture between Dongfeng Motor Group and Honda Motor Company. It currently produces a variety of Honda models also ava ...
and Guangqi Honda.
In 2013, Honda invested about 5.7% (US$6.8 billion) of its revenues into research and development. Also in 2013, Honda became the first Japanese automaker to be a net exporter from the United States, exporting 108,705 Honda and Acura models, while importing only 88,357.
History
Throughout his life, Honda's founder, Soichiro Honda, had an interest in automobiles. He worked as a mechanic at the Art Shokai garage, where he tuned cars and entered them in races. In 1937, with financing from his acquaintance Kato Shichirō, Honda founded Tōkai Seiki (Eastern Sea Precision Machine Company) to make piston rings working out of the Art Shokai garage. After initial failures, Tōkai Seiki won a contract to supply piston rings to Toyota
is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and incorporated on . Toyota is one of the largest automobile manufacturers in the world, producing about 10 ...
, but lost the contract due to the poor quality of their products. After attending engineering school without graduating, and visiting factories around Japan to better understand Toyota's quality control processes known as " Five whys", by 1941 Honda was able to mass-produce piston rings acceptable to Toyota, using an automated process that could employ even unskilled wartime laborers.
Tōkai Seiki
was a Japanese engineer and industrialist. In 1948, he established Honda Motor Co., Ltd. and oversaw its expansion from a wooden shack manufacturing bicycle motors to a multinational automobile and motorcycle manufacturer.
Early years
Honda ...
was placed under the control of the Ministry of Commerce and Industry A Ministry of Trade and Industry, Ministry of Commerce, Ministry of Commerce and Industry or variations is a ministry that is concerned with a nation's trade, industry and commerce.
Notable examples are:
List
*Algeria: Ministry of Industry and M ...
(called the Ministry of Munitions after 1943) at the start of World War II, and Soichiro Honda was demoted from president to senior managing director after Toyota took a 40% stake in the company. Honda also aided the war effort by assisting other companies in automating the production of military aircraft propellers. The relationships Honda cultivated with personnel at Toyota, Nakajima Aircraft Company and the Imperial Japanese Navy
The Imperial Japanese Navy (IJN; Kyūjitai: Shinjitai: ' 'Navy of the Greater Japanese Empire', or ''Nippon Kaigun'', 'Japanese Navy') was the navy of the Empire of Japan from 1868 to 1945, when it was dissolved following Japan's surrender ...
would be instrumental in the postwar period. A US B-29
The Boeing B-29 Superfortress is an American four-engined propeller-driven heavy bomber, designed by Boeing and flown primarily by the United States during World War II and the Korean War. Named in allusion to its predecessor, the B-17 Fly ...
bomber attack destroyed Tōkai Seiki's Yamashita plant in 1944, and the Itawa plant collapsed on 13 January 1945 Mikawa earthquake
The occurred off Aichi prefecture, Japan at 03:38 AM on January 13. As it occurred during World War II, information about the disaster was censored. Efforts at keeping the disaster secret hampered relief efforts and contributed to the high death ...
. Soichiro Honda sold the salvageable remains of the company to Toyota after the war for ¥450,000 and used the proceeds to found the Honda Technical Research Institute in October 1946.
With a staff of 12 men working in a shack, they built and sold improvised motorized bicycles, using a supply of 500 two-stroke
A two-stroke (or two-stroke cycle) engine is a type of internal combustion engine that completes a Thermodynamic power cycle, power cycle with two strokes (up and down movements) of the piston during one power cycle, this power cycle being comple ...
''50 cc'' Tohatsu war surplus
War is an intense armed conflict between states, governments, societies, or paramilitary groups such as mercenaries, insurgents, and militias. It is generally characterized by extreme violence, destruction, and mortality, using regular o ...
radio generator engines. When the engines ran out, Honda began building their own copy of the Tohatsu engine, and supplying these to customers to attach to their bicycles. This was the Honda A-Type, nicknamed the Bata Bata for the sound the engine made. In 1949, the Honda Technical Research Institute was liquidated for 1,000,000, or about 5,000 today; these funds were used to incorporate Honda Motor Co., Ltd. At about the same time Honda hired engineer Kihachiro Kawashima, and Takeo Fujisawa
was a Japanese businessman who co-founded Honda Motor Co., Ltd. alongside Soichiro Honda. Fujisawa oversaw the financial side of the company while Honda handled the engineering and product development. Together, they took the company from a small ...
who provided indispensable business and marketing expertise to complement Soichiro Honda's technical bent. The close partnership between Soichiro Honda and Fujisawa lasted until they stepped down together in October 1973.
The first complete motorcycle with both the frame and engine made by Honda was the 1949 D-Type, the first Honda to go by the name Dream. In 1961, Honda achieved its first Grand Prix victories and World Championships in the 125cc and 250cc categories. Honda Motor Company grew in a short time to become the world's largest manufacturer of motorcycles by 1964.
The first production automobile from Honda was the T360 mini pick-up truck, which went on sale in August 1963. Powered by a small 356cc straight-4 gasoline engine, it was classified under the cheaper Kei car
Kei car (or , kanji: , "light automobile", ), known variously outside Japan as Japanese city car or Japanese microcar, is the Japanese vehicle category for the smallest highway-legal passenger cars with restricted dimensions and engine capacit ...
tax bracket. The second production car from Honda was the S500 sports car, which followed the T360 into production in October 1963. Its chain-driven rear wheels pointed to Honda's motorcycle origins.
Over the next few decades, Honda worked to expand its product line, operations and exports to numerous countries around the world. In 1986, Honda introduced the successful Acura
Acura is the luxury vehicle, luxury and performance division of Japanese automaker Honda, based primarily in North America. The brand was launched in the United States and Canada on March 27, 1986, marketing luxury and performance automobiles. It ...
brand to the American market in an attempt to gain ground in the luxury vehicle market. The year 1991 saw the introduction of the Honda NSX
The Honda NSX, marketed in North America as the Acura NSX, is a two-seat, mid-engined coupe sports car manufactured by Honda.
The origins of the NSX trace back to 1984, with the HP-X (Honda Pininfarina eXperimental) concept, which was a mid-eng ...
supercar, the first all-aluminum monocoque vehicle that incorporated a mid-engine V6 with variable-valve timing.
In 1990, CEO Tadashi Kume
was a Japanese businessman who was the president and CEO of the Honda Motor Co., Ltd.
Career
Tadashi Kume joined Honda in 1954, eventually becoming Honda's 3rd president in 1983. He specialized in designing engines, and, along with other engin ...
was succeeded by Nobuhiko Kawamoto was the CEO of Honda Motor from 1990 to 1998.
Biography
After graduating from Tohoku University in 1963, he joined the Honda F1 team as a design engineer. After Honda pulled out of F1 after the 1968 season to focus on production vehicles, he retu ...
. Kawamoto was selected over Shoichiro Irimajiri
is a Japanese people, Japanese engineer and businessman.
He earned an aeronautical engineering degree from the University of Tokyo and worked for Honda Motor Co., Ltd. for 20 years, overseeing the introduction of its Honda CBX1000, CBX motorcycl ...
, who oversaw the successful establishment of Honda of America Manufacturing, Inc. in Marysville, Ohio
Marysville is a city in and the county seat of Union County, Ohio, United States, approximately 27 miles (44 km) northwest of Columbus. The population was 22,094 at the 2010 census, a 38.59% increase from 2000.
Marysville's longtime slog ...
. Irimajiri and Kawamoto shared a friendly rivalry within Honda; owing to health issues, Irimajiri would resign in 1992.
Following the death of Soichiro Honda and the departure of Irimajiri, Honda found itself quickly being outpaced in product development by other Japanese automakers and was caught off-guard by the truck and sport utility vehicle
A sport utility vehicle (SUV) is a car classification that combines elements of road-going passenger cars with features from off-road vehicles, such as raised ground clearance and four-wheel drive.
There is no commonly agreed-upon definitio ...
boom of the 1990s, all which took a toll on the profitability of the company. Japanese media reported in 1992 and 1993 that Honda was at serious risk of an unwanted and hostile takeover by Mitsubishi Motors
is a Japanese multinational automobile manufacturer headquartered in Minato, Tokyo, Japan.Pajero and Diamante models.
Kawamoto acted quickly to change Honda's corporate culture, rushing through market-driven product development that resulted in recreational vehicles such as the first-generation
Honda's automotive manufacturing ambitions can be traced back to 1963, with the Honda T360, a Kei truck built for the Japanese market. This was followed by the two-door roadster, the
The second explanation was offered in 1984 by Richard Pascale, who had interviewed the Honda executives responsible for the firm's entry into the U.S. market. As opposed to the tightly focused strategy of low cost and high scale that BCG accredited to Honda, Pascale found that their entry into the U.S. market was a story of "miscalculation, serendipity, and organizational learning" – in other words, Honda's success was due to the adaptability and hard work of its staff, rather than any long-term strategy. For example, Honda's initial plan on entering the US market was to compete in large motorcycles, around 300cc. Honda's motorcycles in this class suffered performance and reliability problems when ridden the relatively long distances of the US highways. When the team found that the scooters they were using to get themselves around their U.S. base of
Honda engines powered the entire 33-car starting field of the
ASIMO is part of Honda's Research & Development robotics program. It's the eleventh in a line of successive builds starting in 1986 with Honda E0 moving through the ensuing
Honda entered Formula One for the first time in 1964 Formula One season, 1964, just one year after starting the production of road cars, making both engine and chassis. Honda achieved their first victory at the 1965 Mexican Grand Prix, and another win at the 1967 Italian Grand Prix, before they withdrew after the 1968 Formula One season, 1968 season. They returned to the sport in 1983 Formula One World Championship, 1983 as an engine manufacturer, remaining until 1992 Formula One World Championship, 1992. This period saw Honda dominate Grand Prix racing, as between 1986 Formula One World Championship, 1986 and 1991 Formula One World Championship, 1991 they won five consecutive Drivers' Championships with Nelson Piquet, Ayrton Senna and Alain Prost, and six Constructors' titles with Williams Grand Prix Engineering, Williams and McLaren. A third stint from 2000 Formula One World Championship, 2000 to 2008 Formula One World Championship, 2008, initially as engine maker and later also as team owner, yielded 17 podiums, including one win, and second place in the 2004 Formula One World Championship, 2004 constructors' standings. They returned as a power unit supplier for the second year of the hybrid era in 2015 Formula One World Championship, 2015 and initially struggled, but intense development saw them become race winners again by 2019 Formula One World Championship, 2019, and in 2021 Formula One World Championship, 2021 they won the World Driver's Championship with Max Verstappen and Red Bull Racing. Honda stopped formally supplying Formula One engines after 2021 to focus its resources on Carbon neutrality, carbon neutral technologies, but has extended power unit support for Red Bull Powertrains, Red Bull Powertrains (RBPT) until 2025.
Honda debuted in the Championship Auto Racing Teams, CART IndyCar World Series as an engine supplier in 1994 PPG Indy Car World Series, 1994, and the company won six consecutive Drivers' Championships and four Manufacturers' Championships between 1996 PPG Indy Car World Series, 1996 and 2001 CART season, 2001. In 2003, Honda transferred its effort to the IRL IndyCar Series. In 2004 IndyCar Series, 2004, Honda won the Indianapolis 500 for the first time and claimed the Drivers' and Manufacturers' Championships, a feat which it repeated in 2005 IndyCar Series, 2005. From 2006 IndyCar Series, 2006 to 2011 IndyCar Series, 2011, Honda was the series' lone manufacturer, before manufacturer competition returned for 2012 IndyCar Series, 2012. Since 2012, Honda's turbocharged V6 engines have won the Indianapolis 500 several times as well as claimed multiple Drivers' and Manufacturers' titles. In the Japanese Super Formula Championship, Honda-powered cars have won the championship numerous times since 1981, with their title tally in the double digits. In Formula Two, Honda engines dominated the premier series in 1966 and scored multiple titles in the early 1980s.
In sports car racing, Honda won the 24 Hours of Le Mans in 1995 24 Hours of Le Mans, 1995 in the GT2 class, and in 2010 24 Hours of Le Mans, 2010 and 2012 24 Hours of Le Mans, 2012 they won in the LMP2 category. Honda made their factory debut in the Super GT, Super GT Series (previously known as the All Japan Grand Touring Car Championship, All-Japan GT Championship) in 1997 All Japan Grand Touring Car Championship, 1997, and in 2000 All Japan Grand Touring Car Championship, 2000 they won their first championships. Since then, they have won several further titles, uniquely with both mid- and front-engined cars. Through their
In late 1999, Honda launched the first commercial hybrid electric car sold in the U.S. market, the Honda Insight, just one month before the introduction of the Toyota Prius, and initially sold for US$20,000. The first-generation Insight was produced from 2000 to 2006 and had a fuel economy in automobiles, fuel economy of for the EPA's highway rating, the most fuel-efficient mass-produced car at the time. Total global sales for the Insight amounted to only around 18,000 vehicles. Cumulative global sales reached 100,000 hybrids in 2005 and 200,000 in 2007.
Honda introduced the Honda Insight#Second generation (ZE2/ZE3; 2009), second-generation Insight in Japan in February 2009, and released it in other markets through 2009 and in the U.S. market in April 2009. At $19,800 as a five-door hatchback it will be the least expensive hybrid available in the U.S.
Since 2002, Honda has also been selling the Honda Civic Hybrid (2003 model) in the U.S. market. It was followed by the Honda Accord Hybrid, offered in model years 2005 through 2007. Sales of the Honda CR-Z began in Japan in February 2010, becoming Honda's third hybrid electric car in the market. , Honda was producing around 200,000 hybrids a year in Japan.
Sales of the Honda Fit Hybrid, Fit Hybrid began in Japan in October 2010, at the time, the lowest price for a gasoline-hybrid electric vehicle sold in the country. The European version, called Honda Jazz Hybrid, was released in early 2011. During 2011 Honda launched three hybrid models available only in Japan, the Honda Fit#Fit Shuttle and Fit Shuttle hybrid (2011), Fit Shuttle Hybrid, Honda Freed Hybrid, Freed Hybrid and Freed Spike Hybrid.
Honda's cumulative global hybrid sales passed the 1 million unit milestone at the end of September 2012, 12 years and 11 months after sales of the first generation Insight began in Japan November 1999. A total of 187,851 hybrids were sold worldwide in 2013, and 158,696 hybrids during the first six months of 2014. ''Honda sold 187,851 hybrids in 2013''. ''Honda sold 158,696 hybrids during the first six months of 2014''. , Honda has sold more than 1.35 million hybrids worldwide.
In Takanezawa, Japan, on 16 June 2008, Honda Motors produced the first assembly-line Honda FCX Clarity, FCX Clarity, a hybrid vehicle, hybrid hydrogen vehicle, hydrogen fuel cell vehicle. More efficient than a hybrid electric vehicle, gas-electric hybrid vehicle, the FCX Clarity combines hydrogen and oxygen from ordinary air to generate electricity for an electric motor. In July 2014 Honda announced the end of production of the Honda FCX Clarity for the 2015 model.
The vehicle itself does not emit any pollutants and its only by-products are heat and water. The FCX Clarity also has an advantage over gas-electric hybrids in that it does not use an
The battery electric vehicle, all-electric Honda EV Plus was introduced in 1997 as a result of California Air Resources Board, CARB's zero-emissions vehicle mandate and was available only for leasing in California. The EV plus was the first battery electric vehicle from a major automaker with non-Lead–acid battery, lead–acid batteries The EV Plus had an all-electric range of . Around 276 units were sold in the U.S. and production ended in 1999. ''See Appendix E: Table E.1, pp. 124''
The all-electric Honda Fit EV was introduced in 2012 and has a range of . The all-electric car was launched in the U.S. to retail customers in July 2012 with initial availability limited to California and Oregon. Production is limited to only 1,100 units over the first three years. A total of 1,007 units have been leased in the U.S. through September 2014. ''See the section: December 2012 Plug-in Electric Car Sales Numbers'' The Fit EV was released in Japan through leasing to local government and corporate customers in August 2012. Availability in the Japanese market is limited to 200 units during its first two years. In July 2014 Honda announced the end of production of the Fit EV for the 2015 model.
The Honda Accord Plug-in Hybrid was introduced in 2013 and has an all-electric range of Sales began in the U.S. in January 2013 and the plug-in hybrid is available only in California and New York. A total of 835 units have been sold in the U.S. through September 2014. The Accord PHEV was introduced in Japan in June 2013 and is available only for leasing, primarily to corporations and government agencies.
The Honda Prologue is planned to be introduced in 2024 as a mid-size crossover EV SUV based on a General Motors Ultium platform.
Starting in 1978, Honda in Japan decided to diversify its sales distribution channels and created Honda Verno, which sold established products with a higher content of standard equipment and more sporting nature.Honda 国内四輪 新販売チャネル施策と、アキュラブランド導入を発表
Honda公式サイト 2005年12月14日 The establishment of ''Honda Verno'' coincided with its new sports compact, the Honda Prelude. Later, the Honda Vigor, Honda Ballade, and Honda Quint were added to ''Honda Verno'' stores. This approach was implemented due to efforts in place by rival Japanese automakers Toyota dealerships (Japan), Toyota and Nissan#Japan, Nissan.
As sales progressed, Honda created two more sales channels, called Honda Clio in 1984, and Honda Primo in 1985. The ''Honda Clio'' chain sold products that were traditionally associated with Honda dealerships before 1978, like the Honda Accord, and ''Honda Primo'' sold the Honda Civic, kei cars such as the Honda Today, superminis like the Honda Capa, along with other Honda products, such as farm equipment, lawnmowers, portable generators, and marine equipment, plus motorcycles and scooters like the Honda Super Cub. A styling tradition was established when ''Honda Primo'' and ''Clio'' began operations in that all ''Verno'' products had the rear license plate installed in the rear bumper, while ''Primo'' and ''Clio'' products had the rear license plate installed on the trunk lid or rear door for minivans. The Renault Clio was sold in Japan at Nissan dealerships, but was renamed the Renault Lutecia. Lutecia is derived from the name of ''Lutetia'', an ancient Roman city that was the predecessor of Paris.
As time progressed and sales began to diminish partly due to the collapse of the Japanese asset price bubble, Japanese "bubble economy", "supermini" and "kei" vehicles that were specific to ''Honda Primo'' were "badge engineered" and sold at the other two sales channels, thereby providing smaller vehicles that sold better at both ''Honda Verno'' and ''Honda Clio'' locations. As of March 2006, the three sales chains were discontinued, with the establishment of ''Honda Cars'' dealerships. While the network was disbanded, some Japanese Honda dealerships still use the network names, offering all Japanese market Honda cars at all locations.
Honda sells genuine accessories through a separate retail chain called '':ja:ホンダアクセス, Honda Access'' for both their motorcycle, scooter, and automobile products. In cooperation with corporate group partner Pioneer Corporation, Pioneer, Honda sells an aftermarket line of audio and Internavi, in-car navigation equipment that can be installed in any vehicle under the brand name :ja:ギャザズ, Gathers, which is available at Honda Access locations as well as Japanese auto parts retailers, such as Autobacs. Buyers of used vehicles are directed to a specific Honda retail chain that sells only used vehicles called '':ja:Auto Terrace, Honda Auto Terrace.''
In the spring of 2012, Honda in Japan introduced ''Honda Cars Small Store'' which is devoted to compact cars like the Honda Fit, and ''kei car, kei'' vehicles like the Honda N-One and Honda S660 roadster.
*All cars sold at :ja:ベルノ店, Honda Verno
In 2003, Honda released its ''Cog (television commercial), Cog'' advertisement in the UK and on the Internet. To make the ad, the engineers at Honda constructed a Rube Goldberg Machine made entirely out of car parts from a Honda Accord (Japan and Europe seventh generation), Honda Accord Touring. To the chagrin of the engineers at Honda, all the parts were taken from two of only six hand-assembled Pre-production car, pre-production models of the Accord. The advertisement depicted a single cog which sets off a chain of events that ends with the Honda Accord moving and Garrison Keillor speaking the tagline, "Isn't it nice when things just... work?" It took 606 takes to get it perfect.
Honda has done humor marketing such as its 1985 four-page "How to fit six Hondas in a two-car garage" print ad or "descending so low in a parking garage, they pass stalagmites and a Golem, Gollum-like figure."
In 2004, they produced the ''Grrr (advertisement), Grrr'' advert, usually immediately followed by a shortened version of the 2005 ''Impossible Dream'' advert. In December 2005, Honda released ''Impossible Dream (Honda advert), The Impossible Dream'' a two-minute panoramic advertisement filmed in New Zealand, Japan, and Argentina which illustrates the founder's dream to build performance vehicles. While singing the song "The Impossible Dream (The Quest), Impossible Dream", a man reaches for his racing helmet, leaves his trailer on a minibike, then rides a succession of vintage Honda vehicles: a motorcycle, then a car, then a powerboat, then goes over a waterfall only to reappear piloting a hot air balloon, with Garrison Keillor saying "I couldn't have put it better myself" as the song ends. The song is from the 1960s musical ''Man of La Mancha'', sung by Andy Williams.
In 2006, Honda released its ''Choir'' advertisement, for the UK and the internet. This had a 60-person choir who sang the car noises as the film of the Honda Civic is shown.
In the mid to late 2000s in the United States, during model close-out sales for the current year before the start of the new model year, Honda's advertising has had an animated character known simply as Mr. Opportunity, voiced by Rob Paulsen. The casual-looking man talked about various deals offered by Honda and ended with the phrase "I'm Mr. Opportunity, and I'm knockin'", followed by him "knocking" on the television screen or "thumping" the speaker at the end of radio ads. In addition, commercials for Honda's international hatchback, the Jazz, are parodies of well-known pop culture images such as Tetris and Thomas The Tank Engine.
In late 2006, Honda released an ad with ASIMO exploring a museum, looking at the exhibits with almost childlike wonderment (spreading out its arms in the aerospace exhibit, waving hello to an
Honda
Honda's Midlife Crisis: Honda's slipping market position and views of Fukui Takeo (Chief Executive magazine, December 2005 issue)
Honda's Corporate History
Honda Press Library
(Japanese, but with graphical timelines of car and bike models) * * * Wiki collection of bibliographic works on Honda {{Authority control Honda, Multinational companies headquartered in Japan Aircraft manufacturers of Japan Boat builders Car manufacturers of Japan Defense companies of Japan Japanese Imperial Warrant holders Lawn and garden tractors Marine engine manufacturers Moped manufacturers Motor vehicle engine manufacturers Motorcycle manufacturers of Japan Robotics companies of Japan Scooter manufacturers Truck manufacturers of Japan Manufacturing companies established in 1948 Vehicle manufacturing companies established in 1948 Technology companies established in 1948 Japanese companies established in 1948 1950s initial public offerings Companies listed on the Tokyo Stock Exchange Companies listed on the New York Stock Exchange IndyCar Series engine manufacturers Car brands Japanese brands Luxury motor vehicle manufacturers Motorcycle engine manufacturers Engine manufacturers of Japan Diesel engine manufacturers Pump manufacturers Electric motor manufacturers
Odyssey
The ''Odyssey'' (; grc, Ὀδύσσεια, Odýsseia, ) is one of two major Ancient Greek literature, ancient Greek Epic poetry, epic poems attributed to Homer. It is one of the oldest extant works of literature still widely read by moder ...
and the CR-V, and a refocusing away from some of the numerous sedans and coupes that were popular with the company's engineers but not with the buying public. The most shocking change to Honda came when Kawamoto ended the company's successful participation in Formula One after the 1992 season, citing costs in light of the takeover threat from Mitsubishi as well as the desire to create a more environmentally friendly company image.
The Honda Aircraft Company as established in 2006 as a wholly owned subsidiary to manufacture and sell the HondaJet
The Honda HA-420 HondaJet is a light business jet produced by the Honda Aircraft Company of Greensboro, North Carolina, United States.
Original concepts of the aircraft started in 1997 and were completed in 1999.
It took its maiden flight on D ...
family of aircraft. The first deliveries to customers began in December 2015.
On February 23rd, 2015, Honda announced that CEO and President Takanobu Ito
is a Japanese senior business executive at Honda Motor Co. (joined in 1978), who has served as the President, Chief Executive Officer
A chief executive officer (CEO), also known as a central executive officer (CEO), chief administrator officer ...
would step down and be replaced by Takahiro Hachigo in June of that year; additional retirements by senior managers and directors were expected.
In October 2019, Honda was reported to be in talks with Hitachi
() is a Japanese multinational corporation, multinational Conglomerate (company), conglomerate corporation headquartered in Chiyoda, Tokyo, Japan. It is the parent company of the Hitachi Group (''Hitachi Gurūpu'') and had formed part of the Ni ...
to merge the two companies' car parts businesses, creating a components supplier with almost $17 billion in annual sales.
In January 2020, Honda announced that it would be withdrawing employees working in the city of Wuhan
Wuhan (, ; ; ) is the capital of Hubei, Hubei Province in the China, People's Republic of China. It is the largest city in Hubei and the most populous city in Central China, with a population of over eleven million, the List of cities in China ...
, Hubei
Hubei (; ; alternately Hupeh) is a landlocked province of the People's Republic of China, and is part of the Central China region. The name of the province means "north of the lake", referring to its position north of Dongting Lake. The prov ...
, China
China, officially the People's Republic of China (PRC), is a country in East Asia. It is the world's most populous country, with a population exceeding 1.4 billion, slightly ahead of India. China spans the equivalent of five time zones and ...
due to the COVID-19 pandemic
The COVID-19 pandemic, also known as the coronavirus pandemic, is an ongoing global pandemic of coronavirus disease 2019 (COVID-19) caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The novel virus was first identif ...
. On March 23, 2020 due to the global spread of the virus, Honda became the first major automaker with operations in the US to suspend production in its factories. It resumed automobile, engine and transmission production at its US plants on May 11, 2020.
Honda and General Motors announced in September 2020 a North American alliance to begin in 2021. According to The Detroit Free Press, "The proposed alliance will include sharing a range of vehicles, to be sold under each company’s distinct brands, as well as cooperation in purchasing, research and development, and connected services."
In March 2022, Honda announced it would develop and build electric vehicles in a joint venture with Sony
, commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...
. The latter is set to provide its imaging, sensing, network and other technologies while Honda would be responsible for the car manufacturing processes. The venture is set to fully launch later in 2022 with the release of first cars scheduled for 2025.
Senior leadership
* ''Chairman:'' Toshiaki Mikoshiba (since April 2019) * ''President and Chief Executive'': Toshihiro Mibe (since April 2021)Corporate profile and divisions
Honda is headquartered inMinato, Tokyo
is a special ward in Tokyo, Japan. It is also called Minato City in English.
It was formed in 1947 as a merger of Akasaka, Azabu and Shiba wards following Tokyo City's transformation into Tokyo Metropolis. The modern Minato ward exhibits th ...
, Japan. Their shares trade on the Tokyo Stock Exchange
The , abbreviated as Tosho () or TSE/TYO, is a stock exchange located in Tokyo, Japan. It is the third largest stock exchange in the world by aggregate market capitalization of its listed companies, and the largest in Asia. It had 2,292 listed co ...
and the New York Stock Exchange
The New York Stock Exchange (NYSE, nicknamed "The Big Board") is an American stock exchange in the Financial District of Lower Manhattan in New York City. It is by far the world's largest stock exchange by market capitalization of its listed c ...
, as well as exchanges in Osaka, Nagoya, Sapporo, Kyoto, Fukuoka
is the sixth-largest city in Japan, the second-largest port city after Yokohama, and the capital city of Fukuoka Prefecture, Japan. The city is built along the shores of Hakata Bay, and has been a center of international commerce since ancie ...
, London
London is the capital and largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary down to the North Sea, and has been a majo ...
, Paris, and Switzerland.
The company has assembly plants around the globe. These plants are located in China, the United States, Pakistan, Canada, England, Japan, Belgium, Brazil, México, New Zealand, Malaysia, Indonesia, India, Philippines, Thailand, Vietnam, Turkey, Taiwan, Perú and Argentina. As of July 2010, 89% of Honda and Acura vehicles sold in the United States were built in North American plants, up from 82.2% a year earlier. This shields profits from the yen's advance to a 15-year high against the dollar.
American Honda Motor Company is based in Torrance, California
Torrance is a city in the Los Angeles metropolitan area located in Los Angeles County, California, Los Angeles County, California, United States. The city is part of what is known as the South Bay (Los Angeles County), South Bay region of the m ...
. Honda Racing Corporation
Honda Racing Corporation (HRC) is a division of the Honda, Honda Motor Company formed in 1982. The company combines participation in Motorcycle racing, motorcycle races throughout the world with the development of racing machines. Its racing act ...
(HRC) is Honda's motorcycle racing division. Honda Canada Inc. is headquartered in Markham, Ontario
Markham () is a city in the Regional Municipality of York, Ontario, Canada. It is approximately northeast of Downtown Toronto. In the 2021 Census, Markham had a population of 338,503, which ranked it the largest in York Region, fourth largest ...
, it was originally planned to be located in Richmond Hill, Ontario
Richmond Hill (Canada 2021 Census, 2021 population: 202,022) is a city in south-central Regional Municipality of York, York Region, Ontario, Canada. Part of the Greater Toronto Area, it is the York Region's third most populous municipality and th ...
, but delays led them to look elsewhere. Their manufacturing division, Honda of Canada Manufacturing
Honda of Canada Manufacturing (french: Honda Canada Inc.) is located in Alliston, Ontario and is the automobile manufacturing division of Honda Canada Inc.
Manufacturing
The Honda of Canada Manufacturing (HCM) plants in Alliston have a land area ...
, is based in Alliston, Ontario. Honda has also created joint ventures around the world, such as Honda Siel Cars and Hero Honda Motorcycles
A hero (feminine: heroine) is a real person or a main fictional character who, in the face of danger, combats adversity through feats of ingenuity, courage, or strength. Like other formerly gender-specific terms (like ''actor''), ''hero' ...
in India, Guangzhou Honda and Dongfeng Honda
Dongfeng Honda Automobile Co., Ltd. is an automobile manufacturing company headquartered in Wuhan, China, and a 50:50 joint-venture between Dongfeng Motor Group and Honda Motor Company. It currently produces a variety of Honda models also ava ...
in China, Boon Siew Honda in Malaysia and Honda Atlas
Honda Atlas Cars Pakistan ( ur, ) is a Pakistani automobile manufacturer which is a subsidiary of Japanese car maker Honda. Founded in 1992, as a joint venture between Honda Motor and Atlas Group, based in Lahore, Pakistan.
The company st ...
in Pakistan. The company also runs a business innovation initiative called Honda Xcelerator, in order to build relationships with innovators, partner with Silicon Valley startups and entrepreneurs, and help other companies work on prototypes. Xcelerator had worked with reportedly 40 companies as of January 2019. Xcelerator and a developer studio are part of the Honda Innovations group, formed in Spring 2017 and based in Mountain View, California
Mountain View is a city in Santa Clara County, California, United States. Named for its views of the Santa Cruz Mountains, it has a population of 82,376.
Mountain View was integral to the early history and growth of Silicon Valley, and is the ...
.
Following the Japanese earthquake and tsunami in March 2011, Honda announced plans to halve production at its UK plants. The decision was made to put staff at the Swindon plant on a 2-day week until the end of May as the manufacturer struggled to source supplies from Japan. It's thought around 22,500 cars were produced during this period.
For the fiscal year 2018, Honda reported earnings of US$9.534 billion, with an annual revenue of US$138.250 billion, an increase of 6.2% over the previous fiscal cycle. Honda's shares traded at over $32 per share, and its market capitalization was valued at US$50.4 billion in October 2018.
Honda's Net Sales and Other Operating Revenue by Geographical Regions in 2007
Products
Automobiles
Honda's automotive manufacturing ambitions can be traced back to 1963, with the Honda T360, a Kei truck built for the Japanese market. This was followed by the two-door roadster, the Honda S500
The S500 was the second production car from Honda (and its first passenger automobile), released in 1963, following the T360 truck into production by four months. It was a larger-displacement variant of the S360 roadster which, though developed ...
also introduced in 1963. In 1965, Honda built a two-door commercial delivery van, named the Honda L700
The L700 is a commercial station wagon from Honda. Produced for only eleven months beginning in October 1965, it shared the S600 roadster's mechanicals and used a bored out version of that car's high-tech inline-four engine. At 687 cc, the ...
. Honda's first four-door sedan was not the Honda Accord, but the air-cooled, four-cylinder, gasoline-powered Honda 1300 which was introduced in 1969. The Civic was a hatchback that gained wide popularity internationally, but it wasn't the first two-door hatchback built by Honda. That was the Honda N360, a Kei car
Kei car (or , kanji: , "light automobile", ), known variously outside Japan as Japanese city car or Japanese microcar, is the Japanese vehicle category for the smallest highway-legal passenger cars with restricted dimensions and engine capacit ...
that was adapted for international sale as the N600. The Civic, which appeared in 1972 and replaced the N600 also had a smaller sibling that replaced the air-cooled N360, called the Honda Life, which was water-cooled.
The Honda Life represented Honda's efforts in competing in the ''kei'' car segment, offering sedan, delivery van and small pick-up platforms on a shared chassis. The Life StepVan had a novel approach that, while not initially a commercial success, appeared to be an influence to vehicles with the front passengers sitting behind the engine, a large cargo area with a flat roof and a liftgate installed in back, and utilizing a transversely installed engine with a front-wheel-drive powertrain.
As Honda entered into automobile manufacturing in the late 1960s where Japanese manufacturers such as Toyota and Nissan had been making cars since before WWII, Honda instilled a sense of doing things a little differently than its Japanese competitors. Its mainstay products like the Accord and Civic (with the exception of its USA-market 1993–97 Passport which was part of a vehicle exchange program with Isuzu (part of the Subaru-Isuzu joint venture)) have always employed Front-wheel drive powertrain implementation, which is currently a long-held Honda tradition. Honda also installed new technologies into their products, first as optional equipment, then later standard, like anti-lock brakes, speed-sensitive power steering, and multi-port fuel injection
Fuel injection is the introduction of fuel in an internal combustion engine, most commonly automotive engines, by the means of an injector. This article focuses on fuel injection in reciprocating piston and Wankel rotary engines.
All compr ...
in the early 1980s. This desire to be the first to try new approaches is evident with the creation of the first Japanese luxury chain Acura
Acura is the luxury vehicle, luxury and performance division of Japanese automaker Honda, based primarily in North America. The brand was launched in the United States and Canada on March 27, 1986, marketing luxury and performance automobiles. It ...
, and was also evident with the all-aluminum, mid-engined sports car, the Honda NSX
The Honda NSX, marketed in North America as the Acura NSX, is a two-seat, mid-engined coupe sports car manufactured by Honda.
The origins of the NSX trace back to 1984, with the HP-X (Honda Pininfarina eXperimental) concept, which was a mid-eng ...
, which also introduced variable valve timing
In internal combustion engines, variable valve timing (VVT) is the process of altering the timing of a valve lift event, and is often used to improve performance, fuel economy or emissions. It is increasingly being used in combination with varia ...
technology, which Honda calls VTEC.
The Civic family is a line of compact car
Compact car is a vehicle size class — predominantly used in North America — that sits between subcompact cars and mid-size cars. "Small family car" is a British term and a part of the C-segment in the European car classification. However, p ...
s developed and manufactured by Honda. In North America, the Civic is the second-longest continuously running nameplate from a Japanese manufacturer; only its perennial rival, the Toyota Corolla
The is a series of compact cars (formerly subcompact) manufactured and marketed globally by the Toyota Motor Corporation. Introduced in 1966, the Corolla was the best-selling car worldwide by 1974 and has been one of the best-selling cars in ...
, introduced in 1968, has been in production longer. The Civic, along with the Accord and Prelude
Prelude may refer to:
Music
*Prelude (music), a musical form
*Prelude (band), an English-based folk band
*Prelude Records (record label), a former New York-based dance independent record label
*Chorale prelude, a short liturgical composition for ...
, comprised Honda's vehicles sold in North America until the 1990s, when the model lineup was expanded. Having gone through several generational changes, the Civic has become larger and more upmarket, and it currently slots between the Fit and Accord.
Honda's first hybrid electric vehicle
A hybrid electric vehicle (HEV) is a type of hybrid vehicle that combines a conventional internal combustion engine (ICE) system with an electric propulsion system ( hybrid vehicle drivetrain). The presence of the electric powertrain is intende ...
was the 1999 Insight. The Civic was first offered as a hybrid in 2001, and the Accord followed in 2004. In 2008, the company launched the Clarity, a fuel cell car
A fuel cell vehicle (FCV) or fuel cell electric vehicle (FCEV) is an electric vehicle that uses a fuel cell, sometimes in combination with a small battery or supercapacitor, to power its onboard electric motor. Fuel cells in vehicles generate e ...
.
In 2008, Honda increased global production to meet the demand for small cars and hybrids in the U.S. and emerging markets. The company shuffled U.S. production to keep factories busy and boost car output while building fewer minivan
Minivan (sometimes called simply as van) is a North American car classification for vehicles designed to transport passengers in the rear seating row(s), with reconfigurable seats in two or three rows. The equivalent classification in Europe i ...
s and sport utility vehicle
A sport utility vehicle (SUV) is a car classification that combines elements of road-going passenger cars with features from off-road vehicles, such as raised ground clearance and four-wheel drive.
There is no commonly agreed-upon definitio ...
s as light truck sales fell.
Its first entrance into the pickup segment, the light-duty Ridgeline, won Truck of the Year from ''Motor Trend
''MotorTrend'' is an American automobile magazine. It first appeared in September 1949, and designated the first Car of the Year, also in 1949.
Petersen Publishing Company in Los Angeles, California, Los Angeles published ''MotorTrend'' until 19 ...
'' magazine in 2006. Also in 2006, the redesigned Civic won Car of the Year from the magazine, giving Honda a rare double win of Motor Trend honors.
It is reported that Honda plans to increase hybrid sales in Japan to more than 20% of its total sales in the fiscal year 2011, from 14.8% in the previous year.
Five of United States Environmental Protection Agency
The Environmental Protection Agency (EPA) is an independent executive agency of the United States federal government tasked with environmental protection matters. President Richard Nixon proposed the establishment of EPA on July 9, 1970; it be ...
's top ten most fuel-efficient cars from 1984 to 2010 come from Honda, more than any other automakers. The five models are: 2000–2006 Honda Insight ( combined), 1986–1987 Honda Civic Coupe HF ( combined), 1994–1995 Honda Civic hatchback VX ( combined), 2006– Honda Civic Hybrid ( combined), and 2010– Honda Insight ( combined). The ACEEE has also rated the Civic GX as the greenest car in America for seven consecutive years.
Honda currently builds vehicles in factories located in Japan, the United States of America, Canada, China, Pakistan, the United Kingdom, Belgium, Brazil, Indonesia, India, Thailand, Turkey, Argentina, Mexico, Taiwan, and the Philippines.
Motorcycles
Honda is the largest motorcycle manufacturer in Japan and has been since it started production in 1955. At its peak in 1982, Honda manufactured almost three million motorcycles annually. By 2006, this figure had been reduced to around 550,000 but was still higher than its three domestic competitors. In 2017, India became the largest motorcycle market for Honda. In India, Honda is leading in the scooters segment, with 59% market share. During the 1960s when it was a small manufacturer, Honda broke out of the Japanese motorcycle market and began exporting to the United States. Working with the advertising agencyGrey Advertising
Grey Group is a global advertising and marketing agency with headquarters in New York City, and 432 offices in 96 countries, operating in 154 cities. It is organized into four geographical units: North America; Europe, Middle East & Africa, Asia ...
, Honda created an innovative marketing campaign, using the slogan "You meet the nicest people on a Honda
The Honda Super Cub or Honda Cub is a Honda underbone motorcycle with a four-stroke single-cylinder engine ranging in displacement from .
In continuous manufacture since 1958 with production surpassing 60 million in 2008, 87 million in 2014, an ...
." In contrast to the prevailing negative stereotypes of motorcyclists in America as tough, antisocial rebels, this campaign suggested that Honda motorcycles were made for the everyman. The campaign was hugely successful; the ads ran for three years, and by the end of 1963 alone, Honda had sold 90,000 motorcycles.
Taking Honda's story as an archetype of the smaller manufacturer entering a new market already occupied by highly dominant competitors, the story of their market entry, and their subsequent huge success in the U.S. and around the world has been the subject of some academic controversy. Competing explanations have been advanced to explain Honda's strategy and the reasons for their success.
The first of these explanations was put forward when, in 1975, the Boston Consulting Group
Boston Consulting Group, Inc. (BCG) is an American global management consulting firm founded in 1963 and headquartered in Boston, Massachusetts. It is one of the Big Three (or MBB, the world’s three largest management consulting firms by rev ...
(BCG) was commissioned by the UK government to write a report explaining why and how the British motorcycle industry had been out-competed by its Japanese competitors. The report concluded that the Japanese firms, including Honda, had sought a very high scale of production (they had made a large number of motorbikes) in order to benefit from economies of scale
In microeconomics, economies of scale are the cost advantages that enterprises obtain due to their scale of operation, and are typically measured by the amount of output produced per unit of time. A decrease in cost per unit of output enables ...
and learning curve
A learning curve is a graphical representation of the relationship between how Skill, proficient people are at a task and the amount of experience they have. Proficiency (measured on the vertical axis) usually increases with increased experience ...
effects. It blamed the decline of the British motorcycle industry on the failure of British managers to invest enough in their businesses to profit from economies of scale and scope
Scope or scopes may refer to:
People with the surname
* Jamie Scope (born 1986), English footballer
* John T. Scopes (1900–1970), central figure in the Scopes Trial regarding the teaching of evolution
Arts, media, and entertainment
* Cinem ...
.
The second explanation was offered in 1984 by Richard Pascale, who had interviewed the Honda executives responsible for the firm's entry into the U.S. market. As opposed to the tightly focused strategy of low cost and high scale that BCG accredited to Honda, Pascale found that their entry into the U.S. market was a story of "miscalculation, serendipity, and organizational learning" – in other words, Honda's success was due to the adaptability and hard work of its staff, rather than any long-term strategy. For example, Honda's initial plan on entering the US market was to compete in large motorcycles, around 300cc. Honda's motorcycles in this class suffered performance and reliability problems when ridden the relatively long distances of the US highways. When the team found that the scooters they were using to get themselves around their U.S. base of San Francisco
San Francisco (; Spanish language, Spanish for "Francis of Assisi, Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the List of Ca ...
attracted positive interest from consumers that they fell back on selling the Super Cub instead.
The most recent school of thought on Honda's strategy was put forward by Gary Hamel and C. K. Prahalad
Coimbatore Krishnarao Prahalad (8 August 1941 – 16 April 2010) was an Indian-American entrepreneur and author. He was the Paul and Ruth McCracken Distinguished University Professor of Corporate Strategy at the University of Michigan Step ...
in 1989. Creating the concept of core competencies
A core competency is a concept in management theory introduced by C. K. Prahalad and Gary Hamel.Prahalad, C.K. and Hamel, G. (1990)The core competence of the corporation", Harvard Business Review (v. 68, no. 3) pp. 79–91. It can be define ...
with Honda as an example, they argued that Honda's success was due to its focus on leadership in the technology of internal combustion engines. For example, the high power-to-weight ratio engines Honda produced for its racing bikes provided technology and expertise which was transferable into mopeds. Honda's entry into the U.S. motorcycle market during the 1960s is used as a case study for teaching introductory strategy at business school
A business school is a university-level institution that confers degrees in business administration or management. A business school may also be referred to as school of management, management school, school of business administration, o ...
s worldwide.
ATVs
Honda builds utility ATVs under models Recon, Rubicon, Rancher, Foreman and Rincon. Honda also builds sports ATVs under the models TRX 90X, TRX 250X, TRX 400x, TRX 450R and TRX 700.
Power equipment
Power equipment production started in 1953 with H-type engine (prior to motorcycles). Honda power equipment reached record sales in 2007 with 6.4 million units sold annually. By 2010 (Fiscal year
A fiscal year (or financial year, or sometimes budget year) is used in government accounting, which varies between countries, and for budget purposes. It is also used for financial reporting by businesses and other organizations. Laws in many ...
ended 31 March) this figure had decreased to 4.7 million units. Cumulative production of power products has exceeded 85 million units annually (as of September 2008).
Honda power equipment includes:
Engines
Honda engines powered the entire 33-car starting field of the 2010 Indianapolis 500
The 94th Indianapolis 500 was held at the Indianapolis Motor Speedway in Speedway, Indiana on Sunday, May 30, 2010. It was the 15th Indy 500 sanctioned by the Indy Racing League, and was the premier event of the 2010 IndyCar Series season, 2010 IZ ...
and for the fifth consecutive race, there were no engine-related retirements during the running of the Memorial Day Classic.
In the 1980s Honda developed the GY6 engine The GY6 engine design is a four-stroke single-cylinder in a near horizontal orientation that is used on a number of small motorcycles or scooters made in Taiwan, China, and other southeast Asian countries.
It has since become a generic technology ...
for use in motor scooters. Although no longer manufactured by Honda, it's still commonly used in many Chinese, Korean and Taiwanese light vehicles.
Honda, despite being known as an engine company, has never built a V8 engine
A V8 engine is an eight-cylinder piston engine in which two banks of four cylinders share a common crankshaft and are arranged in a V configuration.
The first V8 engine was produced by the French Antoinette company in 1904, developed and us ...
for passenger vehicles. In the late 1990s, the company resisted considerable pressure from its American dealers for a V8 engine (which would have seen use in top-of-the-line Honda SUVs and Acura
Acura is the luxury vehicle, luxury and performance division of Japanese automaker Honda, based primarily in North America. The brand was launched in the United States and Canada on March 27, 1986, marketing luxury and performance automobiles. It ...
s), with American Honda reportedly sending one dealer a shipment of V8 beverages to silence them. Honda considered starting V8 production in the mid-2000s for larger Acura sedans, a new version of the high-end NSX sports car (which previously used DOHC V6 engines with VTEC to achieve its high power output) and possible future ventures into the American full-size truck and SUV segment for both the Acura and Honda brands, but this was canceled in late 2008, with Honda citing environmental and worldwide economic conditions as reasons for the termination of this project.
Robots
ASIMO is part of Honda's Research & Development robotics program. It's the eleventh in a line of successive builds starting in 1986 with Honda E0 moving through the ensuing Honda E series The E series was a collection of successive humanoid robots created by the Honda Motor Company between the years of 1986 and 1993. These robots were only experimental, but later evolved into the Honda P series, with Honda eventually amassing the k ...
and the Honda P series The P series is a chronological progression of prototype humanoid robots as developed by Honda. The research conducted allowed the eventual creation of ASIMO, the world's most advanced humanoid robot of its time. Honda Motor's President and CEO Hir ...
. Weighing 54 kilograms and standing 130 centimeters tall, ASIMO resembles a small astronaut
An astronaut (from the Ancient Greek (), meaning 'star', and (), meaning 'sailor') is a person trained, equipped, and deployed by a human spaceflight program to serve as a commander or crew member aboard a spacecraft. Although generally r ...
wearing a backpack, and can walk on two feet in a manner resembling human locomotion, at up to . ASIMO is the world's only humanoid robot able to ascend and descend stairs independently. However, human motions such as climbing stairs are difficult to mimic with a machine, which ASIMO has demonstrated by taking two plunges off a staircase.
Honda's robot ASIMO (see below) as an R&D project brings together expertise to create a robot that walks, dances and navigates steps.
2010 marks the year Honda developed a machine capable of reading a user's brainwaves to move ASIMO. The system uses a helmet covered with electroencephalography
Electroencephalography (EEG) is a method to record an electrogram of the spontaneous electrical activity of the brain. The biosignals detected by EEG have been shown to represent the postsynaptic potentials of pyramidal neurons in the neocortex ...
and near-infrared spectroscopy sensors that monitor electrical brainwaves and cerebral blood flow signals that alter slightly during the human thought process. The user thinks of one of the limited number of gestures it wants from the robot, which has been fitted with a Brain-Machine Interface.
Aircraft
Honda has also pioneered new technology in its HA-420 HondaJet, manufactured by its subsidiary Honda Aircraft Company, which allows new levels of reduced drag, increased aerodynamics and fuel efficiency thus reducing operating costs.Mountain bikes
Honda has also built a Downhill mountain biking, downhill racing bicycle known as the Honda RN-01. It is not available for sale to the public. The bike has a gearbox bicycle, gearbox, which replaces the standard Derailleur gears, derailleur found on most bikes. Honda has hired several people to pilot the bike, among them Greg Minnaar. The team is known as Team G Cross Honda.Former products
Solar cells
Honda's solar cell subsidiary company Honda Soltec (Headquarters: Kikuchi-gun, Kumamoto; President and CEO: Akio Kazusa) started sales throughout Japan of thin-film solar cells for public and industrial use on October 24th, 2008, after selling solar cells for residential use in October 2007. Honda announced in the end of October 2013 that Honda Soltec would cease business operations in the Spring of 2014 except for support for existing customers and the subsidiary would be dissolved.Motorsports
Honda has been active in motorsports, like Formula One, MotoGP and others.Automobiles
Honda entered Formula One for the first time in 1964 Formula One season, 1964, just one year after starting the production of road cars, making both engine and chassis. Honda achieved their first victory at the 1965 Mexican Grand Prix, and another win at the 1967 Italian Grand Prix, before they withdrew after the 1968 Formula One season, 1968 season. They returned to the sport in 1983 Formula One World Championship, 1983 as an engine manufacturer, remaining until 1992 Formula One World Championship, 1992. This period saw Honda dominate Grand Prix racing, as between 1986 Formula One World Championship, 1986 and 1991 Formula One World Championship, 1991 they won five consecutive Drivers' Championships with Nelson Piquet, Ayrton Senna and Alain Prost, and six Constructors' titles with Williams Grand Prix Engineering, Williams and McLaren. A third stint from 2000 Formula One World Championship, 2000 to 2008 Formula One World Championship, 2008, initially as engine maker and later also as team owner, yielded 17 podiums, including one win, and second place in the 2004 Formula One World Championship, 2004 constructors' standings. They returned as a power unit supplier for the second year of the hybrid era in 2015 Formula One World Championship, 2015 and initially struggled, but intense development saw them become race winners again by 2019 Formula One World Championship, 2019, and in 2021 Formula One World Championship, 2021 they won the World Driver's Championship with Max Verstappen and Red Bull Racing. Honda stopped formally supplying Formula One engines after 2021 to focus its resources on Carbon neutrality, carbon neutral technologies, but has extended power unit support for Red Bull Powertrains, Red Bull Powertrains (RBPT) until 2025.
Honda debuted in the Championship Auto Racing Teams, CART IndyCar World Series as an engine supplier in 1994 PPG Indy Car World Series, 1994, and the company won six consecutive Drivers' Championships and four Manufacturers' Championships between 1996 PPG Indy Car World Series, 1996 and 2001 CART season, 2001. In 2003, Honda transferred its effort to the IRL IndyCar Series. In 2004 IndyCar Series, 2004, Honda won the Indianapolis 500 for the first time and claimed the Drivers' and Manufacturers' Championships, a feat which it repeated in 2005 IndyCar Series, 2005. From 2006 IndyCar Series, 2006 to 2011 IndyCar Series, 2011, Honda was the series' lone manufacturer, before manufacturer competition returned for 2012 IndyCar Series, 2012. Since 2012, Honda's turbocharged V6 engines have won the Indianapolis 500 several times as well as claimed multiple Drivers' and Manufacturers' titles. In the Japanese Super Formula Championship, Honda-powered cars have won the championship numerous times since 1981, with their title tally in the double digits. In Formula Two, Honda engines dominated the premier series in 1966 and scored multiple titles in the early 1980s.
In sports car racing, Honda won the 24 Hours of Le Mans in 1995 24 Hours of Le Mans, 1995 in the GT2 class, and in 2010 24 Hours of Le Mans, 2010 and 2012 24 Hours of Le Mans, 2012 they won in the LMP2 category. Honda made their factory debut in the Super GT, Super GT Series (previously known as the All Japan Grand Touring Car Championship, All-Japan GT Championship) in 1997 All Japan Grand Touring Car Championship, 1997, and in 2000 All Japan Grand Touring Car Championship, 2000 they won their first championships. Since then, they have won several further titles, uniquely with both mid- and front-engined cars. Through their Acura
Acura is the luxury vehicle, luxury and performance division of Japanese automaker Honda, based primarily in North America. The brand was launched in the United States and Canada on March 27, 1986, marketing luxury and performance automobiles. It ...
and Honda Performance Development, HPD divisions, Honda has also competed in sports prototype racing, beginning with the Spice-Acura prototypes that won the IMSA GT Championship, IMSA GT Lights championship in 1991 IMSA GT Championship, 1991, 1992 IMSA GT Championship, 1992 and 1993 IMSA GT Championship, 1993. Acura joined the American Le Mans Series in 2007 American Le Mans Series, 2007 and won the 12 Hours of Sebring in class on their debut, before winning the championship in both the LMP1 and LMP2 classes in 2009 American Le Mans Series, 2009. The cars were rebranded as HPDs for 2010 American Le Mans Series, 2010, after which they won multiple titles in the ALMS and also won the FIA World Endurance Championship in the LMP2 class. Acura returned to prototype racing in 2018 IMSA SportsCar Championship, 2018 in the DPi class of the IMSA SportsCar Championship, winning championship titles in 2019 IMSA SportsCar Championship, 2019, 2020 IMSA SportsCar Championship, 2020 and 2022 IMSA SportsCar Championship, 2022 as well as the 24 Hours of Daytona overall in 2021 24 Hours of Daytona, 2021 and 2022 24 Hours of Daytona, 2022. Honda's Group GT3, GT3 car won both the IMSA SportsCar Championship, IMSA GTD and Super GT, Super GT GT300 titles.
During the Group A era of the Japanese Touring Car Championship, Honda won seven manufacturers' titles and six drivers' titles in the sub-1,600 cc division between 1986 and 1993 Japanese Touring Car Championship, 1993. The following Super Touring era of touring car racing saw Honda win the Japanese and North American Touring Car Championship, North American championships in 1996 and 1997, while in Europe Honda's Super Touring cars claimed over 40 wins across the British Touring Car Championship, British, Super Tourenwagen Cup, German and European Touring Car Championship, European series. After the collapse of the Super Touring regulations in the early 2000s, Honda remained involved in the British Touring Car Championship, where their cars would win multiple championships in the mid-2000s and throughout the 2010s. Honda entered the World Touring Car Championship in late 2012 World Touring Car Championship, 2012, and in 2013 World Touring Car Championship, 2013 they won the Manufacturers' World Championship. Honda's TCR Touring Car, TCR car won the global TCR Touring Car#TCR Model of the Year, TCR Model of the Year award in 2019 and 2020.
Motorcycles
Honda Racing Corporation
Honda Racing Corporation (HRC) is a division of the Honda, Honda Motor Company formed in 1982. The company combines participation in Motorcycle racing, motorcycle races throughout the world with the development of racing machines. Its racing act ...
(HRC) was formed in 1982. The company combines participation in motorcycle races throughout the world with the development of high-potential racing machines. Its racing activities are an important source for the creation of leading-edge technologies used in the development of Honda motorcycles. HRC also contributes to the advancement of motorcycle sports through a range of activities that include sales of production racing motorcycles, support for satellite teams, and rider education programs.
Soichiro Honda, being a race driver himself, could not stay out of international motorsport. In 1959, Honda entered five motorcycles into the Isle of Man TT race, the most prestigious motorcycle race in the world. While always having powerful engines, it took until 1961 for Honda to tune their chassis well enough to allow Mike Hailwood to claim their first Grand Prix motorcycle racing, Grand Prix victories in the 125 and 250 Cubic centimetre, cc classes. Hailwood would later pick up their first Senior TT wins in 1966 and 1967 Isle of Man TT, 1967. Honda's race bikes were known for their "sleek & stylish design" and exotic engine configurations, such as the 5-cylinder, 22,000 rpm, 125 cc bike and their 6-cylinder 250 cc and 297 cc bikes.
In 1979, Honda returned to Grand Prix motorcycle racing with the monocoque-framed, four-stroke engine, four-stroke Honda NR500, NR500. The Fédération Internationale de Motocyclisme, FIM rules limited engines to four cylinders, so the NR500 had non-circular, 'race-track', cylinders, each with 8 valves and two connecting rods, in order to provide sufficient valve area to compete with the dominant two-stroke engine, two-stroke racers. Unfortunately, it seemed Honda tried to accomplish too much at one time and the experiment failed. For the 1982 season, Honda debuted its first two-stroke race bike, the NS500 and in , Honda won their first 500 cc Grand Prix motorcycle racing, Grand Prix World Championship with Freddie Spencer. Since then, Honda has become a dominant marque in motorcycle Grand Prix racing, winning a plethora of top-level titles with riders such as Mick Doohan and Valentino Rossi. Honda also head the number of wins at the Isle of Man TT having notched up 227 victories in the solo classes and Sidecar TT, including Ian Hutchinson (motorcycle racer), Ian Hutchinson's clean sweep at the 2010 Isle of Man TT, 2010 races.
The outright lap record on the Snaefell Mountain Course was held by Honda, set at the 2015 TT by John McGuinness (motorcycle racer), John McGuinness at an average speed of on a Honda CBR1000RR, bettered the next year by Michael Dunlop on a BMW S1000RR at .
In the Motocross World Championship, Honda has claimed six world championships. In the World Enduro Championship, Honda has captured eight titles, most recently with Stefan Merriman in 2003 and with Mika Ahola from 2007 to 2010. In motorcycle trials, Honda has claimed three world championships with Belgian rider Eddy Lejeune.
Electric and alternative fuel vehicles
Compressed natural gas
The Honda Civic GX was for a long time the only purpose-built natural gas vehicle (NGV) commercially available in some parts of the U.S. The Honda Civic GX first appeared in 1998 as a factory-modified Civic LX that had been designed to run exclusively on compressed natural gas. The car looks and drives just like a contemporary Honda Civic LX, but does not run on gasoline. In 2001, the Civic GX was rated the cleanest-burning internal combustion engine in the world by the United States Environmental Protection Agency, U.S. Environmental Protection Agency (EPA). First leased to the City of Los Angeles, in 2005, Honda started offering the GX directly to the public through factory trained dealers certified to service the GX. Before that, only fleet vehicles, fleets were eligible to purchase a new Civic GX. In 2006, the Civic GX was released in New York, making it the second state where the consumer is able to buy the car. In June 2015, Honda announced its decision to phase out the commercialization of natural-gas powered vehicles to focus on the development of a new generation of electric vehicle, electrified vehicles such as hybrid electric vehicle, hybrids, plug-in electric cars and hydrogen-powered fuel cell vehicles. Since 2008, Honda has sold about 16,000 natural-gas vehicles, mainly to taxi and commercial fleets.
Flexible-fuel
Honda's Brazilian subsidiary launched flexible-fuel vehicle, flexible-fuel versions for the Honda Civic and Honda Fit in late 2006. As other Brazilian flex-fuel vehicles, these models run on any blend of hydrous ethanol (Neat alcohol fuel, E100) and E20 fuel, E20-E25 gasoline. Initially, and in order to test the market preferences, the carmaker decided to produce a limited share of the vehicles with flex-fuel engines, 33 percent of the Civic production and 28 percent of the Fit models. Also, the sale price for the flex-fuel version was higher than the respective gasoline versions, around US$1,000 premium for the Civic, and US$650 for the Fit, despite the fact that all other flex-fuel vehicles sold in Brazil had the same tag price as their gasoline versions. In July 2009, Honda launched in the Brazilian market its third flexible-fuel car, the Honda City. During the last two months of 2006, both flex-fuel models sold 2,427 cars against 8,546 gasoline-powered automobiles, ''See Table 08 for flex-fuel sales and Table 07 for gasoline sales''. jumping to 41,990 flex-fuel cars in 2007, ''See Table 08''. and reaching 93,361 in 2008. ''See Table 08''. Due to the success of the flex versions, by early 2009 a hundred percent of Honda's automobile production for the Brazilian market is now flexible-fuel, and only a small percentage of gasoline version is produced in Brazil for exports. ''Up to February 2009. See "Produção por Tipo, Empresa e Combustível " Tables 6 (gasoline) and 7 (flex-fuel). All gasoline vehicles were exported (see Table 01 Exportação de Autoveículos por Empresa, Tipo e Modelo – 2009)''. In March 2009, Honda launched in the Brazilian market the first flex-fuel motorcycle in the world. Produced by its Brazilian subsidiary Moto Honda da Amazônia, the CG 150 Titan Mix is sold for around US$2,700.Hybrid electric
In late 1999, Honda launched the first commercial hybrid electric car sold in the U.S. market, the Honda Insight, just one month before the introduction of the Toyota Prius, and initially sold for US$20,000. The first-generation Insight was produced from 2000 to 2006 and had a fuel economy in automobiles, fuel economy of for the EPA's highway rating, the most fuel-efficient mass-produced car at the time. Total global sales for the Insight amounted to only around 18,000 vehicles. Cumulative global sales reached 100,000 hybrids in 2005 and 200,000 in 2007.
Honda introduced the Honda Insight#Second generation (ZE2/ZE3; 2009), second-generation Insight in Japan in February 2009, and released it in other markets through 2009 and in the U.S. market in April 2009. At $19,800 as a five-door hatchback it will be the least expensive hybrid available in the U.S.
Since 2002, Honda has also been selling the Honda Civic Hybrid (2003 model) in the U.S. market. It was followed by the Honda Accord Hybrid, offered in model years 2005 through 2007. Sales of the Honda CR-Z began in Japan in February 2010, becoming Honda's third hybrid electric car in the market. , Honda was producing around 200,000 hybrids a year in Japan.
Sales of the Honda Fit Hybrid, Fit Hybrid began in Japan in October 2010, at the time, the lowest price for a gasoline-hybrid electric vehicle sold in the country. The European version, called Honda Jazz Hybrid, was released in early 2011. During 2011 Honda launched three hybrid models available only in Japan, the Honda Fit#Fit Shuttle and Fit Shuttle hybrid (2011), Fit Shuttle Hybrid, Honda Freed Hybrid, Freed Hybrid and Freed Spike Hybrid.
Honda's cumulative global hybrid sales passed the 1 million unit milestone at the end of September 2012, 12 years and 11 months after sales of the first generation Insight began in Japan November 1999. A total of 187,851 hybrids were sold worldwide in 2013, and 158,696 hybrids during the first six months of 2014. ''Honda sold 187,851 hybrids in 2013''. ''Honda sold 158,696 hybrids during the first six months of 2014''. , Honda has sold more than 1.35 million hybrids worldwide.
Hydrogen fuel cell
In Takanezawa, Japan, on 16 June 2008, Honda Motors produced the first assembly-line Honda FCX Clarity, FCX Clarity, a hybrid vehicle, hybrid hydrogen vehicle, hydrogen fuel cell vehicle. More efficient than a hybrid electric vehicle, gas-electric hybrid vehicle, the FCX Clarity combines hydrogen and oxygen from ordinary air to generate electricity for an electric motor. In July 2014 Honda announced the end of production of the Honda FCX Clarity for the 2015 model.
The vehicle itself does not emit any pollutants and its only by-products are heat and water. The FCX Clarity also has an advantage over gas-electric hybrids in that it does not use an internal combustion engine
An internal combustion engine (ICE or IC engine) is a heat engine in which the combustion of a fuel occurs with an oxidizer (usually air) in a combustion chamber that is an integral part of the working fluid flow circuit. In an internal combus ...
to propel itself. Like a gas-electric hybrid, it uses a lithium ion battery to assist the fuel cell during acceleration and capture energy through regenerative braking, thus improving fuel efficiency. The lack of hydrogen filling stations throughout developed countries will keep production volumes low. Honda will release the vehicle in groups of 150. California is the only U.S. market with infrastructure for fueling such a vehicle, though the number of stations is still limited. Building more stations is expensive, as the California Air Resources Board (CARB) granted $6.8 million for four H2 fueling stations, costing US$1.7 million each.
Honda views hydrogen fuel cell vehicles as the long-term replacement of piston cars, not battery cars.
Plug-in electric vehicles
The battery electric vehicle, all-electric Honda EV Plus was introduced in 1997 as a result of California Air Resources Board, CARB's zero-emissions vehicle mandate and was available only for leasing in California. The EV plus was the first battery electric vehicle from a major automaker with non-Lead–acid battery, lead–acid batteries The EV Plus had an all-electric range of . Around 276 units were sold in the U.S. and production ended in 1999. ''See Appendix E: Table E.1, pp. 124''
The all-electric Honda Fit EV was introduced in 2012 and has a range of . The all-electric car was launched in the U.S. to retail customers in July 2012 with initial availability limited to California and Oregon. Production is limited to only 1,100 units over the first three years. A total of 1,007 units have been leased in the U.S. through September 2014. ''See the section: December 2012 Plug-in Electric Car Sales Numbers'' The Fit EV was released in Japan through leasing to local government and corporate customers in August 2012. Availability in the Japanese market is limited to 200 units during its first two years. In July 2014 Honda announced the end of production of the Fit EV for the 2015 model.
The Honda Accord Plug-in Hybrid was introduced in 2013 and has an all-electric range of Sales began in the U.S. in January 2013 and the plug-in hybrid is available only in California and New York. A total of 835 units have been sold in the U.S. through September 2014. The Accord PHEV was introduced in Japan in June 2013 and is available only for leasing, primarily to corporations and government agencies.
The Honda Prologue is planned to be introduced in 2024 as a mid-size crossover EV SUV based on a General Motors Ultium platform.
Batteries
In August 2022, Honda and LG Energy Solution announced a joint venture to build a new lithium-ion battery factory in the US for Honda and Acura electric vehicles. At the time of the announcement, the goal was for 40 gigawatt hours.Marketing
Japanese marketing
Starting in 1978, Honda in Japan decided to diversify its sales distribution channels and created Honda Verno, which sold established products with a higher content of standard equipment and more sporting nature.Honda 国内四輪 新販売チャネル施策と、アキュラブランド導入を発表Honda公式サイト 2005年12月14日 The establishment of ''Honda Verno'' coincided with its new sports compact, the Honda Prelude. Later, the Honda Vigor, Honda Ballade, and Honda Quint were added to ''Honda Verno'' stores. This approach was implemented due to efforts in place by rival Japanese automakers Toyota dealerships (Japan), Toyota and Nissan#Japan, Nissan.
As sales progressed, Honda created two more sales channels, called Honda Clio in 1984, and Honda Primo in 1985. The ''Honda Clio'' chain sold products that were traditionally associated with Honda dealerships before 1978, like the Honda Accord, and ''Honda Primo'' sold the Honda Civic, kei cars such as the Honda Today, superminis like the Honda Capa, along with other Honda products, such as farm equipment, lawnmowers, portable generators, and marine equipment, plus motorcycles and scooters like the Honda Super Cub. A styling tradition was established when ''Honda Primo'' and ''Clio'' began operations in that all ''Verno'' products had the rear license plate installed in the rear bumper, while ''Primo'' and ''Clio'' products had the rear license plate installed on the trunk lid or rear door for minivans. The Renault Clio was sold in Japan at Nissan dealerships, but was renamed the Renault Lutecia. Lutecia is derived from the name of ''Lutetia'', an ancient Roman city that was the predecessor of Paris.
As time progressed and sales began to diminish partly due to the collapse of the Japanese asset price bubble, Japanese "bubble economy", "supermini" and "kei" vehicles that were specific to ''Honda Primo'' were "badge engineered" and sold at the other two sales channels, thereby providing smaller vehicles that sold better at both ''Honda Verno'' and ''Honda Clio'' locations. As of March 2006, the three sales chains were discontinued, with the establishment of ''Honda Cars'' dealerships. While the network was disbanded, some Japanese Honda dealerships still use the network names, offering all Japanese market Honda cars at all locations.
Honda sells genuine accessories through a separate retail chain called '':ja:ホンダアクセス, Honda Access'' for both their motorcycle, scooter, and automobile products. In cooperation with corporate group partner Pioneer Corporation, Pioneer, Honda sells an aftermarket line of audio and Internavi, in-car navigation equipment that can be installed in any vehicle under the brand name :ja:ギャザズ, Gathers, which is available at Honda Access locations as well as Japanese auto parts retailers, such as Autobacs. Buyers of used vehicles are directed to a specific Honda retail chain that sells only used vehicles called '':ja:Auto Terrace, Honda Auto Terrace.''
In the spring of 2012, Honda in Japan introduced ''Honda Cars Small Store'' which is devoted to compact cars like the Honda Fit, and ''kei car, kei'' vehicles like the Honda N-One and Honda S660 roadster.
*All cars sold at :ja:ベルノ店, Honda Verno
Prelude
Prelude may refer to:
Music
*Prelude (music), a musical form
*Prelude (band), an English-based folk band
*Prelude Records (record label), a former New York-based dance independent record label
*Chorale prelude, a short liturgical composition for ...
, Honda Integra, Integra, Honda CR-X, CR-X, Honda Vigor, Vigor, Honda Saber, Saber, Honda Ballade, Ballade, Honda Quint, Quint, Honda Crossroad, Crossroad, Honda Element, Element, Honda NSX, NSX, Honda HR-V, HR-V, Honda Mobilio Spike, Mobilio Spike, Honda S2000, S2000, CR-V, Honda That's, That's, Honda MDX, MDX, Honda Rafaga, Rafaga, Honda Capa, Capa, and the Honda Torneo, Torneo
*All cars sold at :ja:クリオ店, Honda Clio
Honda Accord, Accord, Honda Legend, Legend, Honda Inspire, Inspire, Honda Avancier (station wagon), Avancier, Honda S-MX, S-MX, Honda Odyssey (North America), Lagreat, Honda Stepwgn, Stepwgn, Honda Elysion, Elysion, Honda Stream, Stream, Honda Odyssey (international), Odyssey (int'l), Honda Domani, Domani, Honda Concerto, Concerto, Honda Accord Tourer, Accord Tourer, Honda Logo, Logo, Fit, Insight, Honda That's, That's, Honda Mobilio, Mobilio, and the Honda City, City
*All cars sold at :ja:プリモ店, Honda Primo
Honda Civic, Civic, Honda Life, Life, Honda Acty, Acty, Honda Vamos, Vamos, Honda Vamos, Hobio, Honda Ascot, Ascot, Honda Ascot#Ascot Innova (CB3/4), Ascot Innova, Honda Torneo, Torneo, Honda Civic Ferio, Civic Ferio, Honda Freed, Freed, Honda Mobilio, Mobilio, Honda Orthia, Orthia, Honda Capa, Capa, Honda Today, Today, Honda Z, Z, and the Honda Beat, Beat
International marketing
In 2003, Honda released its ''Cog (television commercial), Cog'' advertisement in the UK and on the Internet. To make the ad, the engineers at Honda constructed a Rube Goldberg Machine made entirely out of car parts from a Honda Accord (Japan and Europe seventh generation), Honda Accord Touring. To the chagrin of the engineers at Honda, all the parts were taken from two of only six hand-assembled Pre-production car, pre-production models of the Accord. The advertisement depicted a single cog which sets off a chain of events that ends with the Honda Accord moving and Garrison Keillor speaking the tagline, "Isn't it nice when things just... work?" It took 606 takes to get it perfect.
Honda has done humor marketing such as its 1985 four-page "How to fit six Hondas in a two-car garage" print ad or "descending so low in a parking garage, they pass stalagmites and a Golem, Gollum-like figure."
In 2004, they produced the ''Grrr (advertisement), Grrr'' advert, usually immediately followed by a shortened version of the 2005 ''Impossible Dream'' advert. In December 2005, Honda released ''Impossible Dream (Honda advert), The Impossible Dream'' a two-minute panoramic advertisement filmed in New Zealand, Japan, and Argentina which illustrates the founder's dream to build performance vehicles. While singing the song "The Impossible Dream (The Quest), Impossible Dream", a man reaches for his racing helmet, leaves his trailer on a minibike, then rides a succession of vintage Honda vehicles: a motorcycle, then a car, then a powerboat, then goes over a waterfall only to reappear piloting a hot air balloon, with Garrison Keillor saying "I couldn't have put it better myself" as the song ends. The song is from the 1960s musical ''Man of La Mancha'', sung by Andy Williams.
In 2006, Honda released its ''Choir'' advertisement, for the UK and the internet. This had a 60-person choir who sang the car noises as the film of the Honda Civic is shown.
In the mid to late 2000s in the United States, during model close-out sales for the current year before the start of the new model year, Honda's advertising has had an animated character known simply as Mr. Opportunity, voiced by Rob Paulsen. The casual-looking man talked about various deals offered by Honda and ended with the phrase "I'm Mr. Opportunity, and I'm knockin'", followed by him "knocking" on the television screen or "thumping" the speaker at the end of radio ads. In addition, commercials for Honda's international hatchback, the Jazz, are parodies of well-known pop culture images such as Tetris and Thomas The Tank Engine.
In late 2006, Honda released an ad with ASIMO exploring a museum, looking at the exhibits with almost childlike wonderment (spreading out its arms in the aerospace exhibit, waving hello to an astronaut
An astronaut (from the Ancient Greek (), meaning 'star', and (), meaning 'sailor') is a person trained, equipped, and deployed by a human spaceflight program to serve as a commander or crew member aboard a spacecraft. Although generally r ...
suit that resembles him, etc.), while Garrison Keillor ruminates on progress. It concludes with the tagline: "More forwards please". Honda also sponsored ITV Sport, ITV's coverage of Formula One in the UK for 2007. However, they had announced that they would not continue in 2008 due to the sponsorship price requested by ITV being too high.
In May 2007, focuses on their strengths in racing and the use of the Red H badge – a symbol of what is termed as "Hondamentalism". The campaign highlights the lengths that Honda engineers go to in order to get the most out of an engine, whether it is for bikes, cars, powerboats – even lawnmowers. Honda released its Hondamentalism campaign. In the TV spot, Garrison Keillor says, "An engineer once said to build something great is like swimming in honey", while Honda engineers in white suits walk and run towards a great light, battling strong winds and flying debris, holding on to anything that will keep them from being blown away. Finally one of the engineers walks towards a red light, his hand outstretched. A web address is shown for the Hondamentalism website. The digital campaign aims to show how visitors to the site share many of the Hondamentalist characteristics.
At the beginning of 2008, Honda released – the ''Problem Playground''. The advert outlines Honda's environmental responsibility, demonstrating a hybrid engine, more efficient solar panels, and the FCX Clarity, a hydrogen-powered car. The 90-second advert has large-scale puzzles, involving Rubik's Cubes, large shapes, and a 3-dimensional puzzle. On 29 May 2008, Honda, in partnership with Channel 4, broadcast a live advertisement. It showed skydivers jumping from an airplane over Spain and forming the letters H, O, N, D, and A in mid-air. This live advertisement is generally agreed to be the first of its kind on British television. The ad lasted three minutes.
In 2009, American Honda released the ''Dream the Impossible'' documentary series, a collection of 5- to 8-minute web vignettes that focus on the core philosophies of Honda. Current short films include ''Failure: The Secret to Success'', ''Kick Out the Ladder'' and ''Mobility 2088''. They have Honda employees as well as Danica Patrick, Christopher Guest, Ben Bova, Chee Pearlman, Joe Johnston and Orson Scott Card. The film series plays at dreams.honda.com. In the UK, national television ads feature voice-overs from American radio host Garrison Keillor, while in the US the voice of Honda commercials is actor and wrestler John Cena
In the North American market, Honda starts all of its commercials with a two-tone jingle since the mid-2010s.
Sports
The late F1 driver Ayrton Senna stated that Honda probably played the most significant role in his three world championships. He had immense respect for founder, Soichiro Honda, and had a good relationship with Nobuhiko Kawamoto, the chairman of Honda at that time. Senna once called Honda "the greatest company in the world". As part of its marketing campaign, Honda is an official partner and sponsor of the National Hockey League, the Anaheim Ducks of the NHL, and the arena named after it: Honda Center. Honda also sponsors The Honda Classic golf tournament and is a sponsor of Major League Soccer. The "Honda Player of the Year" award is presented in United States soccer. The "Honda Sports Award" is given to the best female athlete in each of twelve college sports in the United States. One of the twelve Honda Sports Award winners is chosen to receive the Honda-Broderick Cup, as "Collegiate Woman Athlete of the Year." Honda sponsored La Liga club Valencia CF starting from 2014–15 La Liga, 2014–15 season. Honda has been a presenting sponsor of the Los Angeles Marathon since 2010 in a three-year sponsorship deal, with winners of the LA Marathon receiving a free Honda Accord. Since 1989, the Honda Campus All-Star Challenge has been a quizbowl tournament for Historically black colleges and universities.Facilities (partial list)
US sales
Production numbers
See also
* Comparison of Honda water-pumps * Honda advanced technology * Honda Airport * Honda Battle of the Bands * Honda G-Con * Honda F.C., football (soccer) club * Honda Heat, rugby union club * Honda in motorsport * Honda Performance Development * Honda Type R * List of Honda assembly plants * List of Honda transmissions * List of motor scooter manufacturers and brandsNotes
References
* "Move Over, Volvo: Honda Sets New Safety Standard for Itself", an article in the "News" section of the March 2004 issue of ''Motor Trend
''MotorTrend'' is an American automobile magazine. It first appeared in September 1949, and designated the first Car of the Year, also in 1949.
Petersen Publishing Company in Los Angeles, California, Los Angeles published ''MotorTrend'' until 19 ...
'', on page (paper), page 32
*
* The story of Honda's entry and growth in the American market is documented in Terry Sanders' film The Japan Project: Made in JapanHonda
Honda's Midlife Crisis: Honda's slipping market position and views of Fukui Takeo (Chief Executive magazine, December 2005 issue)
Honda's Corporate History
External links
* *Honda Press Library
(Japanese, but with graphical timelines of car and bike models) * * * Wiki collection of bibliographic works on Honda {{Authority control Honda, Multinational companies headquartered in Japan Aircraft manufacturers of Japan Boat builders Car manufacturers of Japan Defense companies of Japan Japanese Imperial Warrant holders Lawn and garden tractors Marine engine manufacturers Moped manufacturers Motor vehicle engine manufacturers Motorcycle manufacturers of Japan Robotics companies of Japan Scooter manufacturers Truck manufacturers of Japan Manufacturing companies established in 1948 Vehicle manufacturing companies established in 1948 Technology companies established in 1948 Japanese companies established in 1948 1950s initial public offerings Companies listed on the Tokyo Stock Exchange Companies listed on the New York Stock Exchange IndyCar Series engine manufacturers Car brands Japanese brands Luxury motor vehicle manufacturers Motorcycle engine manufacturers Engine manufacturers of Japan Diesel engine manufacturers Pump manufacturers Electric motor manufacturers