Honda Marketing

Case Study2

Latest Topic of IndustryIn order to renovate the industry, market transition would play significant role to lead direction toward advanced circumstances. In the process, migrate the technology driven business models, key element to bridge suitable property with traditional asset. It was challenging for all players in automobile industry, when it comes to discuss augmented functionality, and integrate onto existing infrastructure.

Honda Story 41th

Honda was first runner to develop car navigation system. It was exclusive

effort to invent entire process from scratch and referred Military property

to integrate with car accessories. In order to detech accurate information,

it is required to collect real time mapping data and reflect it quickly.

Gas Rate Gyroscope

Survey from the feature of tank, that stabilize barrel toward target, even

though, running on unevenness route. Gyroscope regulates positions

and control it accurately. Kume decomposed it to scrutinize function

and came up to consider, applying to electric strategy.

Navigation systemGyroscope outlooks brought new idea to Honda development teams. It

detects the current spot and measure distances between corner and

cars, thus automatically judge interval each scopes. It was remarkable

landscape for automobile industry, because, no other brands have still

not invented this functionality.

Tread a thorny path

Although entire landscape has been build up, several barriers was

standing against them. To improve probability of Gyroscope, it was

necessary to revamp details forward the functionality. In order to

prevent dispersion of working engine, keep temperature at stable level

regardless of external surrounding.

External factor Even the Gyroscope has completed and integrated with function to

monitor trace and detect the current spot, the maps showed wrong

direction and it influenced bad phenomenon on trials. It ignored details

with some roads and spaces, even it was duplicate and crossing.

Birth of car navigation system

It was experiment to pass through distances between Suzuka to Tokyo.

Pointed out the destination and system navigates them with closing

option for specific spot. Nevertheless, repeated rotation again and

again, it finally reached out there, and it accomplished to come out first

automatic car navigation system.

Marketing Case #114

Latest Topic of IndustryToyota was top-runner to lead Japanese automobile industry and culminate values from supporters. Honda and Nissan was second, third player, segmented different positions from other global brands for controling business presence. From next decade, the tuning with software technology, and data management property onto physical platforms, it enables to flock and take some intervals independently.

Honda Story 41th

Honda was pondering to become top runner of digital navigation system.

Even, it selected wrong way at first, the members had never abandoned

future roadmaps, in order to make high possibilities to detect data

between car and current positioning. In other words, their mentality

supports accomplishment forward.

Digitalization

5 months later, the release of Gyro-Cator, 3 different projects had

commenced to development altogether. Analogue maps, Automatic

navigation system, Optical fiber Gyro. It was footprint to go over other

players on this game, and took superior position. Digital maps played

leader of this landscape.

Analogue

Map

Optical

Fiber

GyroAutomatic

Navigation

System

Map MatchingThe critical difference Analogue from digital was function of map

matching. In other words, digitalization enables to comprehend current

location with higher probabilities by measuring the traces and shape of

roads. Finally, Honda monopolized patents of this technology as

industrial top runner.

Digital

Data

Problematic data storage

Data storing was harshness to complete detection between digital

figures and practical operation. It was time to standardize CD, rather

Floppy disk, and prepare plenty of them enough to cover exponential

data. Their mission was the invention of non-misleading directing

device with high numbers of possibilities.

Analogue to DigitalIn 1983, it was behind roadmap to achieve analogue development,

because it substitute micro-film with LD. It was critical difficulties to

switch maps automatically. Amid the termination of analogue

development, digital maps surging in US, and ETAK has released new

devices with specific areas.

HONDA

ETAK

Complete long-running

In 1987, restarted development of digital navigation system, in order to

integrate higher possibilities and map matching, projected with nothing

but main streets. It was the reason to complete with short term

achievement, and embedded on new models in 1990 released second

legend at last.

CRT

Speed Censor

CD ROM drive

Man Machine

Interface Unit

Marketing Case #115

Latest Topic of IndustryAuto tech is positive investment and corporate support with financial assistance of startup growth. Artificial Intelligent and Internet of things control the power of creating new industry and blockchain is also new scheme at heavy industry. It is time to change business models, centralize business resources, for opening and diversified property to realize market practice in accordance with tech advancement quickly.

Honda Story 42th

To consider invention of new technology, it is inevitable discussion to

ponder potential accident and the methodology to prevent it happening

again. NASA ideologically approach is unexpected surprised with Honda

team, convinced them to forward process and arming new instruments.

Airbag system

Honda launched original project to produce airbag system. In American

councils, it had been hot topics since passive restraint system enacted

as duty instrument. Honda adopted parallel heterogeneous free

competitiveness principles and in consequences, went with total gas

formulation.

Missed public opportunityIn early stage, it was not fitted with mass production, because of putting

on 400 atmospheric pressures bomb, thicker and firm tubes, non-

credible opening valves. Even, it adopted inflator style of development,

burning gunpowder and generate gases, in consequences pulled down

marketing, since it is lack of social perceptions.

Inflator

Steering

Airbag

Learning from NASA

Airbag has unmeasurable testing system, because once it activates

with impulse, it never return to look into details, called “one-shot device”.

This team directed to NASA to learn methodology and identity from

their experiences at space technology of MDAC company.

Fault Tree AnalysisFTA is methodology to exclude interference with pondering potential

issue and set clearly goals. It increases probabilities to achieve original

paths and make it obvious to induce bad factors. Logically identify the

matters and solve it step by step to reach concrete process to go over.

A

B

FG

Social Responsibility

In terms of the macro sight, FTA stands as social representative to save

life and social responsibilities. In order to consider with the accidents, it

needs to discompose issue incidents and prepare solution to each

matters. Regardless of any impacts, it is indispensable to invent new

method to make it comfortable.

Marketing Case #116

Latest Topic of IndustrySharing economy brought brand new style in automobile industries, and it was directly impact to traditional players. We have been updating car economy, improve manufacturing process and advance technologies. In accordance with market volume added, various players drove features to take initiation of prosperous fundamental. In next decades, we envision some possibilities to appear tech-driven renovation.

Honda Story 43th

Honda took amount of effort to reduce accident numbers. It was long-

running process and need to keep striving persistently. Owing to their

completion, empirical data was accumulated and make it use of

effectively and found it promptly. Robust security system will detect

practical data and it made their position stronger.

Pursue the 100% credibility

It is required to achieve and ensure 99.9999％ credibilities with one-

millionth accident and breakdown numbers. 99.999％ was insufficient to

cover brand safety and need in consider with total sales amounts. This

new challenges was stirring their motivation to go over difficulties in

order to produce Honda yeilds.

Breakdown

Single Failure PointTo mitigate possibilities of car accident, Honda was taking on less

single failure point to improve entire system. For instance, two censors

embedded front and back respectively, and it detect the collision. In

order to maintain this function even either of them has been broken, put

alternative devices per automobiles.

Detective Censor

Emotional Confidence

In the process, it was indicated that some possibilities to be our oder of

conduction, because of inducement with chattering and strip ring. To

solve this issue, invented swirling cable reel to keep conducting well.

Although it was compared with similar one, it was selected by emotional

confidence.

Collision ExperimentCollision test is executed to survey if it works well with airbag or

censors and other functionalities. In the censor practice, it was

repeatedly assessed with several situations and estimates possibilities

to scrutinize details of car ornaments as well. Through some predictions,

it empirically testified necessary cased to prevent big troubles.

Traceability system

Not only detect external climate or condition correlated with electric

fluctuation, traceability system working to administrate entire parts and

discover issues quickly. In 1990, this system listed the potential data

promptly and contributed to substitute parts as soon as found wrong

points. It was detective system to reduce bad influences with making

use of effective data.

Marketing Case #117

Latest Topic of IndustrySharing resources is key components to lead open-discussion and programs. Since Internet has been provided to public nodes, it enables them to make practice and leading data driven strategy. On the Metcalf-law, network effects work among neural connection and generate data aggregation migrates to the dots. It entails industrial renovation to cover with advanced technologies.

Honda Story 44th

Safety and comfortable is key factor of automobile industry. Neverthelss,

driving experience is much better since brand has been taking effort to

improve it dynamically, but some problematic issues at steering points.

Honda team was taking part it as top runner to look for best contribution.

Safety Vehicle

In 1970s, external condition had radical transitions with traffic accidents

and natural environment. In order to avoid and prepare for these

incidents, NHTSA proposed Experimental Safety Vehicle, themed

safety of collision and prevention. It aimed to realize, flexible operation,

high stabilities, and practice.

Back Wheel Optimization Less role of back wheel on FF type automobile compares to front one.

80% of functions, steering, brake, running is operated with front wheels

against fastened back end. At the steering points, it was discussed,

manage to make use of it and operate effectively. New challenges

stirred members and projected to improve functionality.

4-wheel operation theory

Establish the model of theory to manage project in parallel. This model

is core value to build up entire method and fundamental of 4WS

development. It drove to obvious direction with this advocacy, ”Reverse

in low speed, same in high speed”. Answered to track entrainment

accidents with this methodology.

Low

High

Discover the fellowAt Sibaura Institute of Technology, one group is researching this rule

and control under and over-steering. In addition, their research center

has drum style experimental instruments. It has capable to operate

gear in box, and control ratio of stability and usability to confirm in

advance.

Rubber angle responsive style

At the first time, gear operation is dependence on car speed. However,

it was complicated to steer consecutively between reverse and same

direction. In order to make it simple, so far it belonged to velocity, but

change it as responsive angle of handling drive. In accordance with that,

we could operate back wheel with them.

Marketing Case #118

Latest Topic of IndustryElectric Vehicle is supposed to be at the new landscape of automobile technologies. It is soaring famous in China and lead toward European continent through new silk road. Auto industry is entirely turning point to generate new driver, infrastructure and consumer society. Government deregulation is also influential when it comes to technical emergence in particular, China is symbolic instances.

Honda Story 45th

New concept taught Honda teams, not only business development, but in

essence of challenges importance. It was good opportunity to them and

strengthen team working and the way to provide technology into market.

It told them with some various aspects and seed for success.

Crank system

New crank system idea had realized operation, initially same direction,

and at some points, will move reverse side each other. In addition to

unprecedented trials, combination with 2 cranks at this points, achieve

to complete new simple function without complicated electric handling.

Conservative BarrierNew concept 4WS has huge barrier to expand into public reputation.

Even among members, some of them suspects technology and resist

with integration. It was unclear even if 4WS seem to go over difficulties,

unless it will work practically at the real driving scene.

Drive Experiment

Although, number of issues prevented to overcome issues, developer

Furukawa found that conservative mentality is influential driver to make

them less interest. In order to approach their empathy, his committee

brought them test and experimental driving with conceptual car.

Testify trialIt was experimented with several trials, take in consideration with

predictable accidents and breakdown. Several scenes was

hypothesized and execute try-and-error again and again. In the Europe,

invited some local drivers to try on this service. It was positive feedback

and ascertained the value of technology.

Importance of challenging

4WS theory taught team of Honda, the importance of challenges and

disclose ideas to public. To raise original idea and go for specified goas

with members. It is significant process for all researchers to take

experiences overcoming difficulties and struggling to realize technology

value. Customer satisfaction is first core consensus with them.

Marketing Case #119

Latest Topic of IndustryAutomobile industries seek sustainable growth, nevertheless machine brand will run into the advantage of technology. AI and physical surface mixture is key element, and external electric fuel provision would have new title of argument, if the market could solve this issues. Public support is necessary and government ought to pave ecosystem with robust infrastructure entails.

Honda Story 46th

New engine roadmaps was fierce and long-running to all members.

However, it was based on Honda spirit to generate new technology and

contribute auto societies. It was sure to be the seed of Japanese

properous industry and ecosystem to support inheritance of techie

pavement.

New Concept Engine

New concept engine was consist of hybrid type, low and high rotation

high torque, and multiple capacity per liter. At first, it takes equal

balance between rotation and consume effort to make it stable. Even

though, Honda staffs overcome this issues, it was not critical step to

invent new concept.

Refine the engineOne team projected idea to improve fuel consumption, and realize

exclusive outcome, 50 Mile Per Gallon. It was attached, rocking arm

and high speed cam piece, convert it per conditions. This new function

would have realized efficient engine usages and revamp entire process.

100 horsepower per liter

VTEC development had potential to become core competence for new

engine evolution. However, horsepower was insufficient capacity as

evaluated engine at integra models. 90 was, equivalent to 140

horsepower on 1.6L engine. The research center leader encouraged to

aim for 100 horsepower per liter.

Technically problem8000 rotation is 20% increased numbers in compare to 6800 of 1.6L

engine. And inertial force is also multiple 40% on it. It will burden heavy

heating value and inevitable to lighten parts with high endurable

capacity. It involves various issues to realize new challenges and

achieve advanced technology.

Fierce Leadership

For the new challenges, the leader of project Kajitani proclaimed

member, that follow us if you are willing to open the door for new

technology. It was challenging opportunity for all of them and no one

rejected with his passion to achieve new goals. In consequences, it was

involved excellent staffs and members entails.

Proclaim..

Marketing Case #120

Latest Topic of IndustrySoft empowerment will harness on hard business convergence. It is almost combination and applied new technology, and realize automatic experiences. Non-handling car operation system is indispensable standard to all stakeholders, and have been hoping to alter traditional way to drive. Nvidia and hyper-processing brands will replace core driver in the vehicles and transform new style entails.

Honda Story 47th

Customer satisfaction is the same meaning of coming true their dream.

Honda engineer team embraces themselves with high pride to achieve

their mission goals. Their business mentality is inheritances and practical

working at this stages.

Appropriate application

Within limited terms and capacities, development team would need to

invest proper resources in the spot of process. In order to make vein

efforts, self-questions if this technology is appropriate at this stage, was

their methodology to discern genuine asset. Each judgement is

experienced approach and it accelerates development speed.

Problematic BalanceBulbtiming lift and belt had difficulties to keep balances, and it

accelerated rotation numbers with hardship for maintenances.

Considered from some possibilities, it adopted combi bulbtiming in

consequences. In addition, high density and strong driven pulley

reduced inertia moment.

Improve capacity

Enlarged the DOHC engine, intake valve shapes from 30mm to 33mm,

and mitigated air resistance to achieve 160 horsepower and 7600

rotations. At low-speed torque improvement, volumetric efficiency got

higher and endure widespread coverages. New materials was key

element to revamp functionalities.

Strictly Assessment VTEC engine was aiming for integration in all new models. It was

necessary to fulfill requirement in order to combine the capacity.

Customer judges product quality and development teams had to go

over their expectation with tech solution. In other words, quality control

is manufacturer’s mission to supply their business.

Pride of leadership

Honda engineer were filled their pride with creation of new technology

and innovation in the auto market. They would like to realize dream of

engine, and it achieve exclusive drive experiences. Challenge spirits

leaded their mission completion and contribute customer satisfaction in

consequences.

Marketing Case #121

Latest Topic of IndustryChip is smaller to generate data aggregation and increase optimization with tech innovation. IoT will take in charge of parts at automotive driving sense and people will not be part of operation in consequences. Deep learning processor would accelerate data accumulation and service accommodation on the root of destination. Even it had taken some efforts to prove testimonials, it is actually going further than expected now.

Honda Story 48th

Honda OEM project was third core business to increase the growth of

their brand. However, it has already existed some rivals and need to

overcome this battles. In order to make difference their position, original

invention was key element and driver for them.

Widely use business

Even though, 2 wheel automobile takes advantage position with other

brands, engine development and widely used automobile was few

experiences to complete process. In order to enter new market, Honda

was needed to overcome complexities of customer demands and

business deployment.

OEM engine provisionThe problematic point of OEM production is invisible of customer face.

In order to satisfy the demand of customer, prepare the various lineups

and respond it quickly. It was tough road to manage the resources to

each issue, and require to yield small number od stocks per brand.

Unrealistic Goal

Although in the early stage, their production capacity was annually

200,000 sales, future goal was set to over 1million in the market. It was

projected with three core competences, 2 wheel, 4 wheel automobiles

and OEM business. It represented the attitude toward new

opportunities.

Customer SatisfactionTo succeed the OEM models, “Capture the accurate market needs, and

respond it quickly” was key driver to increase their position. Not only to

make research and development on the desk, but will go around to see

the market and grasp current condition in order to refer into the service.

Overwhelming rival

In those days, Briggs has top market player and over 8million sales,

and 80% share of worldwide engine production. Thanks to the mass

yield effectiveness, lower per product cost and increase market position.

Even, once executed customer research, it was no prospect to win this

game over.

Marketing Case #122

Latest Topic of IndustryAlexa and voice recognition system will shed into the auto industries and reshape our behavior with car itself. We have driven it as our transportation tools for a while, however, it is almost the same communication as if we could see between pets or clerk themselves. And it more influential to our touching point as oral methodology. Regardless of licenses, it permits us to move around and non-human world comes.

Honda Story 49th

Waigaya is one of Honda notable community to create new idea with

various talented. It was a part of component to generate Honda internal

strong power and bring good conversation with the team members

respectively.

Clarify the Problems

As well as clarify the market demand, develop and focus on specific

customer request with new technology. Visit around the outsourcing

client and made survey of local issue. To compile up research outcome,

secluded themselves in the mountain and discuss to pick it up.

Reach consensus Since they could share each of problems and aggressive argument with

some aspects, reached consensus of direction toward new engine

models. It was not targeting with affordable price, but endurable market

with specific advantage in compare to other rivals.

Waigaya

Sometimes, as a Honda developer culture, they assemble at specific

place and have a discussion to include various ideas, Waigaya is

expression of scenery when the members were talking at that time. To

describe the functional draft, people shared deeper insight and market

sense respectively.

Creative IdeaWaigaya is creative community and brought some exclusive idea to the

team. To avoid burning out the engine, automatic oil alert has invented

to suspend it automatically in accordance with under the amount of

specific rate. It was new idea in this community and realized physical

invention.

Half Cost

Half cost was challenging goal to all members. To make use of external

resources, they would collaborate with other team and asked for

cooperation to reduce cost achievement. Thanks to some acceptance,

even it seemed to be tough at first time, attain the goal by sharing

components and it balanced each other.

Marketing Case #122

Latest Topic of IndustryHuman error often occur in case of rule ignorance and careless driving. It has been on the table to discuss was of prevention and regulation to exclude tragedicstories. However, it is unable to control human operation under surveillance on properly operation. Automatic drive system has potential capacity to pave new rules with data assessment and navigate us route to avoid the accidents.

Honda Story 50th

Engine history has some varieties of legend and effort by many Honda

staffs to reach success episode. Since it was difficult to predict accurately

customer issue and future demand. In order to solve this problem, Honda

members often visit the real stories and collect feedback through

examination.

Synthetic Manpower

ME engine unveiled in 1977, and achieved 1million sales in 5 years

since then. It was turning point to start new business and fostered

future cash cow to reap profit and diffuse Honda brand. Involved sales

and EG team was also success factor to drive business engine to

accomplish it.

Customer FeedbackME engine is used on boat to transport on the sea and support their

lives with fishing. To confirm scenes of riding boats and fishing

practices with ME engine horse power, Honda staffs often visit rivers

and listen to customer feedback in Eastern Asian countries. It clarifies

customer demand and tailored with response.

Hint was broken engine

When the staff visit sales retailors, it found broken engine at repairing

space, which was damages by rubbed cylinder. In addition, oil was

mixed with sand and required stronger air cleaner. Broken parts and

repairing told and brought them some signals to improve products.

Market reputationNevertheless, Honda product was exclusive and accepted by some

local merchants, others has not received their offers. Even it was cost

efficient at the point of stocks, it was expensive in the market.

Furthermore, other maker customized with each mechanics, but Honda

was not and unreasonable to them.

ZE Project

ZE engine was targeted to consumers market and reasonable, free-

maintenance, and smaller size, efficient energy rotation. It was times to

direct low-energy consumption and affordable functions to all

customers. Development staffs to analyze a lot of sold data, reflect the

drawbacks revision onto the new mechanic engines.

Marketing Case #124

Latest Topic of IndustryInternet has been shifting plenty of traditional business shapes toward connected world. IoT and AI is unprecedented topics in decades ago, otherwise in the science fiction movies. It is advanced progression to take initiation and move forward to reach new type of machine consensus and automatic judgement without intermediate.

Honda Story 51th

Honda’s original spirit has created plenty of business opportunities and

efficient operation. Not only for it assesses as business property, but in

essence to seek customer satisfaction was leadership mind of marketing

and business cultivation. Historical success would teach us many tips

inclusive.

OHV Engine

SV engine was used as normal standard, against this model, OHV has

high endurable and quality, keep cleanness with high mileage. However,

OHV was over sized model, not to fit standard formulation, and heavier

engine took higher cost and more parts to compose system.

Pursue original formatEngine size was struggled issue to put them onto automobile. Adjust

the shape in order to fit the space would require new idea, but it was

not familiar and core problem to go through the barriers. ME engine

draft was just solution to map the shape of bigger engine to arrange

new style.

Overheat issue

Once attempted to lean cylinder to fit space, but it has overheated issue

in last situation. Even experienced staffs was against opinion and

resisted, he was coherent attitude to proceed cylinder inclination to

solve this issues. This kind of topics ignited members to seek solution

to the questions.

Parts ConsolidationMultiple parts was core problems and sought consolidation to make it

synthesis and reduce cost. Analyze thickness data mapping and looked

for the balances of heating, in order to lighten engine. Pile up their

efforts and creative ideas, realized less number of parts than ME

engine model.

Brand New Functionality

Mechanical decompression and transistor magnet firing process was

acquired as new function and realize it smooth movement. Not only for

migrating to OHV models, but also developed original function,

therefore, it achieved high class usabilities and efficient operation and

consolidation.

Marketing Case #125

Latest Topic of IndustryChina will become large economy of EV auto development and consumption. In accordance with government decision, market will react the shifts toward eco-friendly and automatic footprints. Tesla was blurring audiences loyalty at the last conference and it was just announcement with new models and unveiled local decade strategy. Toyota has decided to catch up this trend and divided into the race again.

Honda Story 52th

Honda was expericed with plenty of turning points at the stake of new

production with automobile technology. It was educational and

knowledgeable histories for them, and overcoming these experiences told

them new leadership passion and business cultivation then.

OHV plus cylinder

ZE engine became user-friendly and easy-to-design concept models,

that was familiar among general makers and take their standard

position. It was the factor to make success with sophisticated 2, 4

wheel fundamentals and constant effort with development team

members.

Bigger size of 2 wheel machineIn America, bigger motor cycles was believed the best riding for

consumers, however, it was different character and culture with

Japanese products. In order to increase sales, customized the models

with American style and yield bigger size auto as well as UK brand has

announced.

Ergonomics concept

At the basic development, focus ergonomics concept and it will be able

to fit scenes of long-running and safety, comfortable for all drivers. It

was development and customer-driven drafts, which seek new

combination with cutting-edge technology and market-in style design.

Development GoalIn the roadmaps, development teams set the goals and bring it

consensus with them. 1, safety steering and sufficient operation

coverage. 2, High and flexible duration brake. 3, focus on human

experience and easy for beginners. 4, Higher conspicuity. 5,

Maintenance quality. 6, Unique and design-oriented.

Maintenance

quality

Higher conspicuity

Human experience

Flexible brake

Operation coverage

Unique and design

oriented

Disc Brake

In preparing for mass production, it was turning point to adopt disc or

drum brake. Soichiro Honda responded to this answer without

hesitation, should be disc brake, and chosen as standard. It was highly

echoed and brought breakthrough of pad friction and allophone,

achieved the goal finally with highly effort and time consumption.

Marketing Case #126

Latest Topic of IndustryIn 2017, automobile market is facing turning point with advanced technology and traditional mixture. It was new formation included various talented and capable to regenerate future market. Not only the market expansion, but it is also more convenient with high class utilities and entitled customers to be released from latent accident and predictable sciences during drive experiences.

Honda Story 53th

Honda was new type of business creation and build up original

technology. In order to produce bigger size manufacturing, it reformed

property and strengthen capacities. Owing to their high prediction, market

reacted to them with positive response and hyper order numbers.

Experiential story

Honda Soichiro has undergone the scene taught him shape gaps

between Japanese and western size. He witness it at Swiss local parks

even automobile size was enough for local Japanese driver, however, it

was surprised that bigger for their suitable site in compare to Japanese

distribution.

Make use of Idle equipmentThe activation of idle equipment was key factor to drive high yield

engine and body. It was first time to produce bigger size models and

invite American engineer to discuss future export. In order to realize

minimum investment to be risk-aversion, each factory sought practice

with effective manufacturing.

Excellent start

Even it was tiny number of production with 5 per day, market accepted

Honda new models and explosive popularities. Extra orders and

excessive supply request, it was expected until released this style.

Paving entire line and production arrangement, transferred engine

fulfillment to factory.

Buy it..

Nanahan BoomNanahan means 755cc sports style bike category and people excited

with them. It was big booming, not only for bike fans but accepted

public familiar with Honda herald models. And it was winning at some

race contests. Honda’s prediction hits the trend and stirred big market.

Nanahan rider（Comic）

Bigger is benefit

America riders were appetite to take bigger size and horsepower to run

faster and powerful. Following the make of Kawasaki bike, Z1, 900cc,

Honda had entered market with GL1000 with 900cc. Even it was export

from Japan at first, change the style to local manufacturing and sales in

order to respond to demand.

Marketing Case #125

Latest Topic of IndustryChina will become large economy of EV auto development and consumption. In accordance with government decision, market will react the shifts toward eco-friendly and automatic footprints. Tesla was blurring audiences loyalty at the last conference and it was just announcement with new models and unveiled local decade strategy. Toyota has decided to catch up this trend and divided into the race again.

Honda Story 52th

Honda was expericed with plenty of turning points at the stake of new

production with automobile technology. It was educational and

knowledgeable histories for them, and overcoming these experiences told

them new leadership passion and business cultivation then.

OHV plus cylinder

ZE engine became user-friendly and easy-to-design concept models,

that was familiar among general makers and take their standard

position. It was the factor to make success with sophisticated 2, 4

wheel fundamentals and constant effort with development team

members.

Bigger size of 2 wheel machineIn America, bigger motor cycles was believed the best riding for

consumers, however, it was different character and culture with

Japanese products. In order to increase sales, customized the models

with American style and yield bigger size auto as well as UK brand has

announced.

Ergonomics concept

At the basic development, focus ergonomics concept and it will be able

to fit scenes of long-running and safety, comfortable for all drivers. It

was development and customer-driven drafts, which seek new

combination with cutting-edge technology and market-in style design.

Development GoalIn the roadmaps, development teams set the goals and bring it

consensus with them. 1, safety steering and sufficient operation

coverage. 2, High and flexible duration brake. 3, focus on human

experience and easy for beginners. 4, Higher conspicuity. 5,

Maintenance quality. 6, Unique and design-oriented.

Maintenance

quality

Higher conspicuity

Human experience

Flexible brake

Operation coverage

Unique and design

oriented

Disc Brake

In preparing for mass production, it was turning point to adopt disc or

drum brake. Soichiro Honda responded to this answer without

hesitation, should be disc brake, and chosen as standard. It was highly

echoed and brought breakthrough of pad friction and allophone,

achieved the goal finally with highly effort and time consumption.

Marketing Case #128

Latest Topic of IndustryAutomobile economy will land next stage with AI-driven market. Each interval shifts non-human handling manipulation which mitigate some risks to collide with high speed or slipping operation. Non-intermediate process will realize better situation to come out through our effort and maximize enormous data empowerment by tech leaders. 3D-priting or new alternative will also take place traditional manufacturing.

Honda Story 55th

Honda was top player to localized ecosystem at automobile industry.

Since it was launched Brazil new manufacturing, their process

management was exclusive and friendly each country staffs. It was

speculation with future market growth and contribution with specific

societies.

From Belgium to Brazil

New model has been released to ship forward Brazil market, in order to

capture 2-wheel economy at high growth businesses. In early 1970,

local manufacturing is fundamental to expand market and distribute

products with fitting demand. Except for Brazil, Italy, Iran, Nigeria was

promising target.

Brazil Italy

Nigeria IranBelgium

Decline the proposalBrazil was the existing trading country, small import and export

business. In their speculation, local government will accept offers to

build factory for 2-wheel supplying. However, this proposal was rejected

by local authorities, because of resistance against indigenous

competitors there.

Engine Roadmap

In contrast, Manaus regional top manager is passionate to collaborate

with Honda and negotiated persistently. Owing to contribution, it was

realized to establish factory and attribute tax advantage as well. It was

free-trading in this area, and tolerate steps to procure parts there.

Young ownershipTop manager was 34-year-old young player and almost joined10

members under 30. In order to process it smoothly, Honda side was

positive action to collaborate with local staffs and develop facilities. As

VW has been familiar brand with local drivers, follow the pavement and

develop matching localized products.

Maunas character

Maunas factory was high in-house ration to produce one 2-wheel to the

market. Third-party supplier was so far from establishment, therefore,

local team originate the internal process to complete manufacturing. It

was different structure in Japan, but it works well in Brazil to go through

entire management.

Marketing Case #129

Latest Topic of IndustryFor next fifty years, internet will realize exponential growths and it influences personal lifestyle. Even now we are using computing and smartphone to access data aggregation, it will be implemented without our intentions in connected world. Automobile industry will migrate intangible pipeline while we are going on driving new type of concept cars. Open data use platform is next standard to seek updates.

Honda Story 56th

Bike was not well used by woman community, against main customer

was male drivers. In order to expand market, Honda projected to develop

original models and optimize it for fitting with woman usability. In

accordance with new technology, it becomes realistic to all citizens for

taking on it.

Family Bike Brand

In 1970s, small car had been overwhelming market of 2 wheel bikes,

and motorcycle gang brought bad impressions. In accordance with 2

wheel market got matured, super cab users became elder and out of

targeted segment, induced the difficulties to expand rest of market.

Old Style..

Womanized bikeNevertheless, 20% of female acquired car licenses, only less on-tenth

woman drives 2 wheel bikes. It was not easy for them, to lift up bikes as

it was too heavy and not to be fashionable with their style. Most of

females complain existing models of super cab and require designable

utilities.

Not designable..

Soft concept

In order to reform with woman preferable style, change their concept as

easy handling and safety imagination. Even the team planned to market

new products in consideration with deep insight, it was required to put

into market quickly. Although, it acquired new customers, it perceived

with several drawbacks.

Real market ResearchGoto and members walked into research to capture genuine trend of

each customers. Against male perspective, female has different opinion

and it was more emotional and negative with riding bike for daily life. It

was essential to pile up idea from scratch comprehensive concepts

except for 2 wheel vehicle.

New cycle planning

Through research outcome, it was compile by 4 concepts of new

designing. 1 Powered cycle, 2 Alternative bicycle, 3 Renewal of Cab

model, 4 Automobile experiences. This concept was based on bicycle

usability and enhance functionalities with new technology. Simple and

light is key factor to realize new models.

Marketing Case #130

Latest Topic of IndustryConnected industrial ecosystem is key factor, drive entire system and enhance the level of manipulation. In order to establish new shape automobile structure, pursue formation consists of data-driven independent nimble decision making. It relies on the system to be involved with various players consolidation and mining concepts. To see future 50 years landscape, non-human control will take mainstream.

Honda Story 57th

Customized female style was first to the market. And it was well-accepted

by consumer with cute and simple manipulation designing. To learn with

this story of market expansion to focus external customer. It was

exclusive strategy and process for new practice.

Achieve the goal

Design entire images, it was considered roadmaps to filter bike-style

engine shape and redesign it centralized of machines. Lighten total

carry, and make it affordable price for all woman customers. Simple 2

cycle was adopted, in considered to reduce weight and more easy to lift.

Womanized functionKick and go style won’t be accepted among female, therefore, it was

several trials to integrate new functions. Woodpecker style is affordable

manipulation to wind a back string. It was customized handling for

female traits and accepted by woman interviewers.

S,E,D flow system

New style of system had released to include various divisions. This

style consists of coherent process and make process quickly. Owing to

whole team consolidation, they could achieve highly promotion and

easily to be adopted with customer satisfaction.

Lessen parts and burdenIn order to achieve relaxing experiences, less parts and new formation

was requirement. Unit-swing forms consist of simple structure includes,

engine, wheel, rear fork consolidated. In the process of welding, it will

have been covered by wax through the step of conveyor.

Market never die

New genre of roadpal was released with exclusive promotion. It was

alternative with bicycle, but more casual and cute design. It was also

included high manipulation and simple designs. Cultivate new market

extended to female users and contributed business appearance. Even

this model was demolished in accordance with matured, but seed for

demands.

Marketing Case #131

Latest Topic of IndustryIn coming 2018, connected industries would accelerate the importance of penetration at every sectors. In particular, digital-driven product will have new feature and data is key factor to comprehend each elements. In order to take market share and influential positions, digital-shifts is inevitable and susceptible with nimble market transformation. We need to pay attention and look into them essentially.

Honda Story 58th

New idea is coming from younger proponents and it enables us to lead

communication and business development. In order to customize their

style as if the advancement of topics, leaderships had to allow them to be

involved in challenges and make it possible together.

Rookie Idea

It was 27 year-old average engineer to produce new car feature on

market. Even Japanese auto economy took their place as No.1 in the

world, domestic market went down market shares and stagnant with it.

4 wheel auto was suffered from regulation of US exports.

Concept makingNew concept was light vehicle and named as city. 1, Generate new

demand beyond traditional market. 2, Pursue young individual style. 3,

Lifestyle and high functionality. 4, Original imagination. 5, International

designing. 5 components were key development of new brand.

Beyond Traditional Market

Pursue young style

Lifestyle and functionality

Original Imagination

International Designing

Emotional Promotion

Push this new models to the market, decided to promote original

hardware, combine splendid design and surface. They made visual

sketch to present leader teams. It was pursuing emotional design

driven style and communication, include some catchy copies in it.

Young powerEach team members has promoted their own idea, engineering, sales,

promotion. This roadmaps was accepted by executive leaderships and

determined to allocate resources and budget to develop new models. It

was dynamic judgement to be given authority to market new type of

automobile.

Conceptual design

It was new challenges for younger staffs to create sophisticated models.

Basic concept is “designing car in the city”, and it capture the heart of

fashionable trends. It describes the new designing description and

images to take initial communication with potential customers.

STREET

Marketing Case #132

Latest Topic of IndustryThe latency of new market creation in next decade has been discussed among the leader worldwide. Auto mobile industry replaces horsepower transportation with engine-drive box. From next, the box will connect to Internet and judge the proper direction itself on the process. Internet connectivity has large spaces to gain numerous data and induce them to lead specific spots where it will be.

Honda Story 59th

Younger power was sustanble resources of Honda automobile ans has

been able to capture consumer aspect with them. In addition, internal

negotiation was primary among senior manager to make it open

opportunities for next generations. Honda attempted to accommodate

environment for all members to take new challenges.

Rhythm driven

It was fresh idea to make new challenge with rhythmical theme. Even

the appointed band was not so famous, but admirable uniqueness and

ideal tempo for promotion. Music style PR was accepted by younger

community and it makes dancing action to remember the name.

Mass announcement Breaking the traditional custom, young team has promoted with

unexpected style. It was more casual and access to fashionable

channels with iconic shapes. Shed it with unique surfaces and visuals

to be attractive among fully curious generations. First impression was

excellent to be directed to their hearts.

Cushion style engine

In 1984, basic research was just started with new engine system.

Thinner type engine will be put at rear seat and improve manipulation to

drive automobile. It was named ” Zabuton-engine” after the meaning of

under floor mid-ship engine rear drive and “Zabuton” is JP original

cushion.

Engine-driven inventionEven once it was dismissed new engine idea, development team

considered another option and reached out to invent the suitable shape

with this functionalities. Sporty shape and lower center balance of

gravity capacities would supposed to be accepted as ideal models.

Symbolic Sporty Model

Depicted Honda original concept and mapping each components to

describe attribution with new modeling. Power weight ration was

vertical, wheel-base weight ration was horizontal to plot each in line and

made competitors mapping. It was similar shape as if milky way, so

called “Milky Way Chart”.

Power Weight

Wheel base weight

Milky Way

Marketing Case #133

Latest Topic of IndustryCES is no longer the exhibition for electric devices, but is more broadly releasing, automobile, cloud and blockchain. In next decades, physical products will connect to data and upset the traditional model toward data-driven ecosystem. It will come random innovation and make it possible under the 5G fundamental. Data will deplete natural energy to generate electric consumption and require new power to keep advancement.

Honda Story 60th

Honda was new challenger to take initiate not only internal engine, but

entire surface with new materials. Almi was unprecedented idea, and

abnormally considered to be adopted it as conceptual model. However,

Honda team has determined to lighten weight and pursued the fastes

model.

New Prototype

New model was made of alminium and steel covered surface bodies

respectively, however, either of them is not properly to be driving speed.

The steel models is heavier for the shape to accelerate faster and

sporty brands. Hence it was decided to be adopted all alminiums

beside keep comfortable and safety.

Unprecedented challenges It was first time with only alminium materials covered entire surfaces of

sporty brand. Almi is clean stuff and one-third lighter than steels,

besides friendly to environment with low-emission and recyclable.

Against, it costs a lot to melt welding and inevitable to establish specific

factory to produce for the models.

Applied idea from Bullet Train

Japanese bullet train, Shinkan-sen was consist of aluminium materials.

Normally, to weld almi was not easy and taking some processes with

plenty of costs. Customize stuffs with request at Honda sporty model,

made up mixture with stronger almi 6000 type and standard of 5000

type.

Selective materialsFinally, it was unified with 5 type of almi sorts to allocate each fittable

style. This new shape has achieved some benefit, 140kg than normal

steel coverage, in total 200kg lighter car had been released. Based on

this framework, almi model has been applied to prototype and collision

experiment and so forth.

Strictly testing

Ayrton Senna was traveling to suzuka circuit for the test of F1 McLaren

and Honda gave him request to be in touch of new sporty model. He

detected it is too soft and indicated shortage of endurable. It was so

slight differences for normal drivers, but critically for professionals to

feel on driving.

Feel it insufficient..

Marketing Case #134

Latest Topic of IndustryIn the business process, technology will bring out new space and make it enhance our standard. In particular, auto industries will have moved nimble and dynamic upset happen in some decades. In order to maintain unique business style, we have to think highly of market consensus and customer demand balances. Which is key factor to decide the scalability and potential with tech-driven ecosystem.

Honda Story 61th

Honda was passionate to drive new model and brought it out at sporty

market. It was first time so that plenty of subjects were surprised with

their original functionalities. It was praised by many fans and loved

among big communities. Their community making was splendid and

succeed in external models.

External perspective

It was first time for auto industry to make some experimental tests

outside country. Honda R&D Europe attempted to strengthen bodies

and endurable with practice driving. Local development is basic style to

yield the products to fit market. Harmonize driver and auto timing and

enable to go at the same time.

Data driven improvementTest data has been sent to the research center and revamp function

and capacity to lead discussion. In compare to the previous race, it has

improved over 50% endurable and it acquires sporty style capacities in

consequences. In Chicago auto show, it was demonstrated with red

color new model.

Next Sporty Car

Trial was demonstrated at public road and circuit each other. Besides,

Nürnberg in Europe. As soon as some people who has experienced

driving, take off the car and startling functionalites and capacities.

American journalist praised Honda sporty type and felt certain

advancement.

Special facilitiesIn order to produce sporty model, Honda has developed their own

manufacturing system. Almi welding takes important role to customize

body to achieve fast driving experiences. In addition, applied some

experts internal to this project and prioritize human process.

Evolution model

Honda has started owner’s meeting to be interacted each other with

talking about NSX model. It is just to bring a fun with favorite topics and

engage with original brand. It includes some curriculum to lean the

methodology of comfortable driving and running machine correctly from

experts.