Honda's operating methods are very flexible. The Honda branch established in the United States in 1991 has surpassed Chrysler Automobiles in sales in the US market and ranked third. Honda's Accord and Civic cars have been rated by users as the best and most popular cars over the years. In Europe, Honda also established a branch in the UK. Honda's automobile production has reached approximately 3 million vehicles.
Honda, which started with the production of bicycle power-assisted engines in 1948, has always used "dreams" as the driving force, and continues to provide individuals and society with a broader mobile culture in the form of "commodities". The concept of "respecting individuality" and valuing each individual's individuality has enabled Honda to form a corporate culture that promotes creativity and freedom of employees. Now, Honda has developed into a company that has original technology in various fields from small general-purpose engines, scooters to sports cars, and continues to develop and produce new products.
Since its inception, Honda has been continuously developing its own business with the concept of "satisfying customers all over the world".
With the tenet of "How to Satisfy Local Customers", we have not only established a broad sales and service network to provide local goods and services, but also established a whole set of systems for local production and research and development of new products.
At present, in addition to Japan, Honda has more than 120 production bases in 29 countries around the world. Through motorcycles, automobiles and general-purpose products, it patronizes more than 17 million customers every year.
At the same time, Honda is also actively fulfilling its social obligations as a corporate citizen and actively exploring solutions for environmental protection and safety.
In today's increasingly prominent global environmental issues, Honda strives to address air pollution, reduce CO2 emissions, and effectively use resources and energy as issues in various corporate activities such as product development, production, and sales, in order to achieve clean product emissions, A series of measures have been taken to reduce fuel consumption and realize the "green factory" of the production line, which has made a positive contribution to reducing the impact on the global environment. As a manufacturer that provides a mobile culture, Honda considers not only the safety of passengers but also pedestrians, and is committed to producing more safe products. At the same time, it actively participates in various activities to solve traffic system problems, such as the promotion of safe driving, and makes unremitting efforts to build a richer mobile cultural society.
Sub-brand
Legend (mileage) Civic (civic) Airwave (air wave) Stream (time rhyme) FCX
Legend (mileage)
Honda solemnly launched the first generation of mileage (Legend) in 1968, as the banner of the Honda sedan series, mileage reflects the quality of luxury cars in many aspects, the interior is natural and generous, the materials are luxurious and elegant, creating a harmonious and pleasant cabin atmosphere . At the Guangzhou Auto Show in November 2003, Mileage launched a new luxury car with excellent performance.
Civic
The development of Civic is parallel to the development of Honda manufacturers. The first Civic was launched in 1972. It was a small, low-cost, rear-storage car. At that time, the first fuel crisis occurred in the United States. This car was quickly recognized as a benchmark by news reporters, auto industry players, and most public consumers. Every car of the same type as Civic is a very delicate small car with good performance and fuel saving.
Airwave
Airwave, the original codenamed QX, is a re-developed wagon model by HONDA based on the Fit chassis. The positioning is similar to the MITSUBISHI Colt Plus. The length of the car is 4.3 meters. The domestic 206SW is also this type of car; the overall shape inherits Odyssey's Low, wide, and flat. The front water tank guard adopts a large double-spread wing design similar to that of the Stream. The rear is a new visual experience. The biggest feature of this car's appearance is that it conforms to the name of Airwave, especially the C-pillar part is Covered with glass, a special nameplate is used as a partition only at the bottom of the C-pillar.
Stream (Rhyme)
Stream is a new concept seven-seater RV RV, focusing on the Smart compartment layout design, and the flexible driving performance and the chic and smooth body lines are the attractive features of the new car. The overall three-layer crystal headlights, rounded rear and unique window contours, and the combination of high-mounted taillights and brake lights, can best express the idea of a new design. Time rhyme is like a magnet, wherever it goes, it attracts joy and admiration. In addition to the shape of the whale and dolphin, the most important thing is that the Stream feels very refreshing as a whole without too many chrome-plated decorations.
FCX
Since Honda FCX first released the "FCX-V1" fuel cell test vehicle in 1999, it has successively gone through the arduous development process of the 5 generations of "FCX-V2", "FCX-V3", "FCX-V4" and "FCX". In 2002, "FCX" was recognized by the US government for the first time in the world; in September, "FCX" was recognized by the U.S. Environmental Protection Agency (EPA) as a "zero-pollution vehicle" for the first time in the world. On December 2, 2002, Honda delivered the first batch of FCX to the Japanese government and the Los Angeles city government, becoming the world's first fuel cell vehicle manufacturer to achieve commercial sales. The emergence of Honda FCX marks that a zero-pollution fuel cell vehicle has finally come out of the laboratory, and its performance can meet people's basic requirements for a "car".
Car logo story
Honda established a trademark design research group in the 1980s. From more than 2500 design drawings from all over the world, it determined the current Sanxian speaker-style trademark, which is the framed "H", and the H in the pattern is "Honda "The first letter of the pinyin Honda. This logo reflects the characteristics of technological innovation, employee perfection and solid management, as well as a sense of tension and relaxation.
Luxury car brand
ACURA is a luxury car brand of Honda Motor Company with its own logo. It was born in March 1986 and currently has six models, of which the RL 3.2 liter is a high-end coupe.
The history of ACURA
On the occasion of celebrating the 20th anniversary of Acura's founding, as a leader in the luxury car market in the field of cars and trucks (such as RL, TL, MDX and TSX), Acura combines innovative technology, top performance, stylish design and luxury equipment, and is in the minds of the public The ideal car in China.
Acura was born, launched and established itself as a leading force in the fiercely competitive automobile market. Its success story is not only a strong testament to the company’s products, but also fully reflects the establishment of the first Japanese luxury brand by corporate leaders The foresight of the car. History has proved that Acura not only reinterpreted luxury cars, but also permanently changed the luxury car market, from the slow evolution of a few brands to the fierce competition of many brands. Today, the Japanese luxury car brand has been recognized, but it was hard to find a trace in the 1980s, when the highly creative Legend car was still on the drawing board.
1 Planning
In the early 1980s, the American auto market was extremely competitive. The oil shortage, economic depression, and new government regulations in the 1970s led to great changes in public buying habits, and the products purchased by the public also changed significantly. Small is big. Japanese manufacturers (such as Honda) have built a good brand image. Their products have reliable performance, low fuel consumption and low prices, which make many competitors envy and envy. Even the most economical Honda can provide a unique and fun driving experience, and the company's reputation for reliability is second to none. Honda's new technologies, such as the CVCC engine, are sought after by consumers, so competitors have to turn to find new countermeasures.
Honda’s success is a sign of these changes. At the right time (the oil crisis in the early 1970s) the right product (the innovative CIVIC) was launched and Honda's sales grew rapidly. Its follow-up models (such as Accord and Prelude) prove that Honda is not only catching up with a good time. Honda led the concept of "production where there is demand" and embarked on an ambitious plan to produce cars in the United States. The new plant broke ground in Ohio in 1980.
When the Marysville manufacturing plant in Ohio started production, the automotive market changed slightly. With economic growth, sales of luxury cars have begun to climb. Manufacturers such as BMW, Mercedes-Benz, and Audi have won the public favor with their aerodynamic designs, while discarding the chrome decoration and over-assuming designs of American luxury cars in the 1960s and 1970s. Due to the luxury and outstanding performance of European cars, European manufacturers have begun to occupy the high-end market, and their main customer base is the American middle class. At that time, the middle class expanded in number, had more discretionary income, and had enough purchasing power to achieve things they had never dreamed of before.
Many company employees drove Honda cars when they were young, but as income grew, Honda did not have more high-end models to choose from. Although the special edition Accord is equipped with leather seats, even these limited edition cars cannot be called luxury cars. In contrast, Honda owners who are looking for larger, more luxurious, and more powerful models have to abandon Honda and buy Mercedes-Benz, BMW, Audi and other European luxury brands.
In 1981, a new larger Honda sedan was in early planning. It will be larger than the Accord, have ample space, be equipped with the first Honda V6 engine, and be equipped with luxurious equipment. Its selling point is not only fuel economy, but also dynamic performance that excites the driver. Honda's executives believe that this perfect car will help Honda retain customers who like high-end cars.
But there is a problem. As buyers' recognition of Japanese brands rests on the reliability and economy of the products, luxury is a completely different style. The traditional view is that it is foolish for economic car manufacturers to try to compete for the high-end market from European car manufacturers. However, Honda rejected this traditional view and succeeded.
2 Second sales network
When Honda plans to enter the high-end market, from the perspective of its product chain, success seems out of reach. Honda had only three models at the time: Civic, Accord and Prelude, which was not even a complete product line. The reason why Honda's models are popular among the public and the media is that they are clearly prepared for people who have a sense of financial budget. The price is affordable, even the most expensive Accord is well below 1,000. Basic luxury equipment, such as power windows and leather upholstery, is rarely seen in Honda products. Although no one doubts that Honda can make excellent cars, few believe that Honda can compete with European luxury brands.
The new Honda sedan was called HX inside Honda, and later it was named Legend. Under the guidance of Tom Elliott, Senior Vice President of Automotive Operations, HX will become the cornerstone of Honda's luxury car business, competing with Volvo, BMW and other similar models. The HX is equipped with a 24-valve fuel-injected V6 engine, which is powerful, precise and advanced. Its independent suspension and 4-wheel disc brakes give the vehicle the maneuverability of a European sports car, but at the same time it also has the ride comfort that luxury car buyers expect. It will also be equipped with advanced stereo speakers, air conditioning, anti-lock braking and electric accessories. The price will be close to 1,000, almost twice the price of the basic Accord model in the early 1980s.
The problems faced by selling such a luxury car through Honda’s original dealership are obvious. Not only will it overload the already busy dealerships (an average of 600 Honda cars are sold each year), but customers may wonder why such a luxury car bears the Honda logo. In the end, Honda executives believe that HX is not only too large but also expensive, and it is very inconsistent with CIVIC to sell together. Therefore, in order to meet the needs of luxury car buyers, Honda will start a new business unit. It will be completely separated from Honda, using a unified and independent distribution system, providing first-class customer service and a second-to-none sales experience. Honda's new business unit will be able to meet the mass market's demand for buying "value". The new division pursues luxury and performance. Internally, it is called the second sales network.
The idea of launching the world's first Japanese luxury car brand is like a gamble. If there was only one when it was launched and it was so expensive, it would be too risky. Therefore, it is necessary to follow HX and launch another model with a slightly lower configuration than HX, without losing the luxury and performance pursued by the second sales network. Fortunately, a solution was found in the Japanese market, which is Quint-Integra. Integra is equipped with a dual-cam 16-valve 4-cylinder fuel injection engine, with advanced chassis adjustment system and eye-catching appearance, even an advanced sports coupe like Volkswagen GTI dwarfs. Its fashionable styling, advanced technology and outstanding performance are a powerful supplement to HX and the new division.
Later, there were plans for a third car, which will be launched in the most prestigious and challenging market: a special sports car.
In February 1984, American Honda Corporation confirmed its development direction in the high-end market. The second sales network has become a topic of scrutiny by the media, and there are many critics. Some critics believe that the idea of creating a Japanese luxury car brand—especially from a company known for producing economical cars—is nothing more than an unrealistic fantasy.
Regardless of what the media say, the work continues. It is very important to separate the new business unit from Honda as much as possible. This means the need to establish a new dealer network, new services, new parts system, new sales and marketing systems... everything is new. The task of developing the sales network fell on Ed Taylor, the assistant vice president of the new business unit. Honda is known for its image as an economic car manufacturer, and it mainly attracts users who are looking for value for money. The new business unit aims to attract customers who want to buy European luxury cars. This means that dealers need to provide good customer service, meet or exceed the expectations of luxury car buyers, and make them feel noble, not just the feeling of buying an expensive Honda car. Paul Pugh, Automotive Local Service Manager, is responsible for the establishment of a new service network.
The new division needed a name, and the task of naming the second sales network fell to Ira Bachrach's Namelab in San Francisco, California. The name should reflect the brand image and style of the high-end car division. In September 1984, the new name was officially announced: Acura. The name comes from the Latin "acu", which means fine processing or exquisite processing technology.
In November 1984, future dealers gathered at the Anatole Hotel in Dallas for a secret meeting. For the first time, Schmillen, Elliott, Taylor and Pugh from Honda in the United States and Zong Guo Zhiying, president of Honda in the United States, introduced the distribution plan for the first time. The new sales store must be separated from the existing Honda sales store, and cannot even be adjacent to each other. In addition, the exterior of the store should be unique, which distinguishes it from Honda's sales store in terms of feel.
On that day, there will be more exciting content for the lucky few participants. This is the first time people outside Honda's headquarters have seen HX and Integra. The response to this plan was mixed. Although people are generally optimistic about the vehicle itself, for Honda, a popular brand, some dealers believe that any vehicle manufactured by Honda should be available from Honda dealers. Contrary to this opinion, more people think that it is a wise move to incorporate new models into a new business unit and launch a new brand image.
Honda began to select dealers in February 1985, with extremely strict standards. Future distributors must have sufficient funds to support the construction of new sales outlets. Acura's management insists on setting up sales stores in major markets, such as Los Angeles, New York, Seattle, and places where luxury car sales are strong throughout the United States.
For Honda's service managers, Acura will introduce new technologies, and Pugh will be responsible for establishing new service training centers in Los Angeles, Atlanta, and New Jersey. The service managers hired in September 1985 had only a few months to master the new Acura technology before Acura started selling at the end of March 1986. A large number of new technologies need to be mastered. Acura is not only equipped with two new engines, including the Honda V6 engine for the first time, but also uses electronic fuel injection, four-wheel disc brakes, dual overhead camshafts and other new innovative technologies, and these new technologies are standard equipment Applied to all vehicles.
While Taylor and Pugh established a dealership, sales and service network, the newly formed Honda Public Relations Department invited a selected group of journalists to Japan in November 1985 to see the vehicles first. On the Honda Tochigi Circuit, selected media were able to drive Legend and Integra for the first time to experience the difference between Honda and Acura products.
The driving experience is the best proof. Although some mass media are still expressing doubts about the viability of Japanese luxury car brands, Motor Trend magazine expressed different opinions. "We believe that Acura’s miracle of success is largely due to Honda’s reputation. Legend is a very good one. The new darling of the market." Anyone who has driven Legend will find that the new car is not a replica of a European or American luxury car, nor is it different from the larger car models sold by Toyota and Nissan at the time. "It is indeed a new way to open up the market." Car and Driver commented. Integra has also won a good reputation. "Integra is exactly the type that car enthusiasts are keen on, and the price is only a little more than 1,000. How can such a car not win the market?! Soar and Driver commented.
On March 27, 1986, the public could finally get a glimpse of the true face of Lushan Mountain and take a look at the new Japanese luxury cars discussed by the auto media. The opening of the first 60 Acura stores was a turning point in the luxury car market. From that moment on, luxury car brands are no longer equivalent to European brands.
3 early
When the first batch of Acura went on sale, there was still suspicion among the mass media and Acura's competing brands. On the day of Acura’s opening, Schmillen appeared on the famous NBC "Today Show" interview with the then President of Volvo North America. The latter revealed the attitude of most European manufacturers towards Acura: "Cars," he said, "but I don't think they have the ability to truly enter the luxury car market in the United States?! Chmillen was calm and calm after hearing this. "There was no us in this market 15 years ago, and we have grown from zero to 500,000 today. We believe that we can continue to maintain this momentum of development," he responded.
History proves that Schmillen is correct. By the end of the first year, Acura had sold 52,869 vehicles, and dealerships had increased to 150. In 1987, sales continued to climb, and Acura announced annual sales of 109,470 vehicles. This figure is not only twice the total sales volume of the previous year, but also more than any European luxury car, including Volvo, sold in the US market, which makes the most demanding critics speechless. , It is undoubtedly proved that Acura is a new force in the luxury car market.
Acura's series of advertisements are also aggressive, and the design and feel are completely different from Honda's advertisements. Acura dares to compare with the strongest brands in Europe. It emphasizes the performance and luxury of the vehicle and the company slogan "Precision Crafted Performance", which is the same as the Honda Formula One team.
By the end of 1987, Acura's cars and sports cars had won series of awards and established the reputation of the luxury car brand. Legend and Integra won the comparative test respectively, and even the most demanding critics have to admire their bravery. Constant praise and praise; Integra and the classic Legend Coupe became a member of the Acura family in 1987, and were included in the Car and Driver Top 10 Car List. The Legend Coupe won the Motor Trend 1987 Import Car Award, and Road and Track selected the Legend Coupe. It is one of the 10 best cars in the world.
The most important sign of success for the Acura division was that in the second half of 1987, Toyota and Nissan announced plans to add their own luxury car divisions.
4 The challenging nineties
From the 1980s to the 1990s, Acura continued to write its own glorious chapters. In the JD Power customer satisfaction survey, Acura has always been among the top, and Legend Coupe is still ranked in Car and Driver's 10 best cars list, and sales continue to climb.
At the 1989 Chicago Auto Show, Acura lifted its veil, revealing its "jewel in the crown", which is the third vehicle Acura brand new NSX in its three-product strategy to the luxury car market. It is novel and unique, comparable to the world's top luxury cars, and fully demonstrates Acura's technological leadership. Acura's new NSX is the first mass-produced model with an aluminum monocoque body. It is equipped with the first engine with variable electronic valve timing and lift (VTEC™), and is equipped with a titanium connecting rod mass-produced engine for the first time. When the media was finally able to drive the mass-produced NSX, the technical parameters and top performance of the vehicle brought more praise to itself. What makes NSX unique is its easy-going personality. When NSX won the laurel of the comparison test of five foreign models, Car and Driver said, "The winning NSX combines the following advantages: a very attractive appearance, a comfortable cockpit that is eager to try, and a ready to take you for a drive. High-reliability engine, confident and robust, and exciting maneuverability." Motor Trend commented more concisely, declaring that NSX is "the best sports car ever."
Acura has not stopped in its core products. Although Legend and Integra redefine their market scope and the market sales performed well, Honda still redesigned these two cars in the early 1990s. The 1990 Integra is larger, equipped with a more powerful engine, more luxurious interior and more refined ride comfort and handling. Then came the 1991 Legend cars and sports cars that were larger, more powerful, and more luxuriously equipped. The new Legend has consolidated the position of this model in the luxury car market. It has been the best-selling luxury imported model leading the US market for six consecutive years. slogan.
In 1990, when the NSX was launched, the Acura badge appeared on the vehicle for the first time. It uses a set of mechanical calipers in the design to express the exquisiteness of Acura products and attention to detail.
However, in the early nineties, the luxury car market changed again. Toyota and Nissan became new challengers in 1990, making existing European brands realize that they must change their products and price points to cope with new Japanese competitors. The U.S. economy is facing another recession. The yen's exchange rate against the U.S. dollar is moving strongly, and the price advantage that Japanese cars have always maintained has suddenly disappeared. As the world economy continues to slump, the luxury car market has begun to shrink, and sales of all manufacturers have declined.
Acura is fully prepared to deal with these changes, and its core products are still the main force in the luxury car market. Despite the new models and accompanying reviews and praise, Acura was still not immune to the economic situation at the time.
Acura has responded to the harsh reality of yen fluctuations in a unique way. It avoids the influence of the exchange rate market by completing the assembly of some vehicles in the United States. This is the first time that an imported luxury brand has done so. The first car designed, manufactured, and assembled in the United States was the 1996 2.2-liter CL sports car, followed closely by the 3.0-liter CL with a V6 engine. As Acura sales began to rise in the last five years of the 1990s, American production increased. By 1999, more than half of Acura sold in the United States was assembled in the United States.
At the same time, Acura began to expand its product line. Vigor entered the market in 1992 to fill the gap in price and specifications between Integra and Legend. After Acura began to use numbers and letters to name its models, the TL series began to replace Vigor. In 1994, the new Integra was launched, and since then it has consistently ranked among the top 10 Car and Driver cars, thus consolidating Acura's position in the sports car market. Legend was replaced by RL, and through the use of innovative equipment, such as the first satellite navigation system with a touch screen, Acura's dominance in the high-end car market was further improved. At the same time, Acura also leads the rapidly growing luxury sports utility vehicle market, launching SLX in 1995, which is the first sports utility vehicle from a luxury car manufacturer.
Acura continues to maintain its leading position in technology. The VTEC engine introduced in NSX was quickly applied to other vehicles in this series. The 1992 Integra GS-R, 1996 CL and 1999 TL are all equipped with VTEC engines. Today, all Acura engines use this technology. Acura is also equipped with a navigation system. This technology was introduced in 96 RL models and improved in subsequent generations. By adopting a global positioning (GPS) system, Acura continues to maintain its leading position in this field and is considered a leader in this field.
5 The new millennium, the new Acura
In the mid to late 1990s, the stock market became prosperous, the Internet became a growing economic entity, and technology penetrated every aspect of daily life to an unprecedented degree. Sales of luxury cars have increased, and Acura sales have picked up again since 1995.
With a solid reputation for technological innovation, Acura can easily reposition itself in the crowded luxury car camp and connect itself with the technology-conscious public. The first example that embodies the spirit of Acura's revival is the 1999 TL. Like the previous CL, the design, development and production of TL are also carried out in the United States. The 1999 TL marked a large number of standard configurations. The only optional equipment is a DVD-based navigation system. The new TL immediately caused a shock in the public and the press, and became the best-selling model in its class for three consecutive years. A year later, the redesigned CL also received praise. It has also improved the equipment level. The Model S is equipped with a 260-horsepower engine and a sports-regulated suspension.
In 2000, Acura upgraded again, launching its first SUV, MDX, which was completed from design to development by itself. As another model developed in the United States, MDX quickly achieved success. Motor Trend hailed it as the SUV of the year, and MDX was selected as the North American car of the year, and became the winner in the luxury SUV field in the evaluation of the 5 best models of Car and Driver.
Acura's reputation for innovation is even more famous because of the emergence of MDX. The navigation system has become the industry benchmark. Its third-row seats can be laid down to be flush with the floor, which is completely impossible for its competitors. The variable torque management four-wheel drive system gives MDX off-road power without sacrificing the fun of driving on the road. It is also the first luxury SUV to meet ULEV (Ultra Low Emission Vehicle) standards.
When CL was introduced to the market in 1996, it marked the beginning of a new era in Acura's history. CL's design, manufacturing and production were all completed in the United States, becoming a precedent for Acura's future models. The 1999 TL is the second Acura product produced in the United States, followed by the MDX in 2001, which was produced by the Canadian Honda production department in Alliston, Ontario. Today, TL and MDX continue to be produced in North America, including the new RDX sports utility vehicle that will be on sale later this year. Since 1999, approximately two-thirds of Acura's vehicles sold have been produced in North America.
Acura attaches great importance to the driver's sense of participation. Before the 2002 model year, both TL and CL offered Model S models. They had more powerful engines and sport-regulated suspension. Model CL-S was equipped with a 6-speed manual transmission and a spiral anti-skid differential, Car and Driver said , "Through a series of changes, the gap between the front and rear drives has been shortened."
As the perfect combination of high technology and driving pleasure, the public has responded enthusiastically to Acura. In 2001, Acura announced its year-end sales of 170,469 vehicles, breaking the record it set in 1991. Despite the short-term economic downturn at the beginning of the new century, Acura sales have maintained a strong momentum, reflecting the value of its strategy of vehicle production in the United States.
6 Acura today
Today, Acura has the strongest and most extensive product line that it is proud of in its history. What Acura brand attracts valued customers is not a traditional symbol of social status, but a sense of leading the times. This is because Acura is committed to creating exciting world-class luxury cars. The application of technology is not only to enhance driving pleasure, but also to make the driver’s life better. Just like the Super Handling All-Wheel Drive? (Sh-AWD super four-wheel drive free control system) and Collision Mitigation Braking System? Take control, a satellite navigation system with real-time traffic information updates or HandsFreeLink? Bluetooth? (Hands-free Bluetooth) integrated system technology can enable Acura drivers to better control their lives.
In the past 20 years, the automotive market has undergone significant changes and will continue to evolve and develop in the future. With new vehicles such as RDX sport utility vehicles, continuously improved vehicles such as RSX, TSX and TL, and upcoming alternatives such as NSX equipped with V-10 engines, Acura will continue to be at the forefront of the luxury car market in the future. Leading the development of the times.
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