History of Honda

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 3 million motorcycles annually. By 2006 this figure had reduced to around 550,000 but was still higher than its three domestic competitors.
 

History

During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese motorcycle market and began exporting to the U.S. Working with the advertising agency Grey Advertising, Honda created an innovative marketing campaign, using the slogan "You meet the nicest people on a Honda." 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.
 

Honda's succes

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.
 

High scale of production

The first of these explanations was put forward when, in 1975, Boston Consulting Group (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 and learning curve 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.
 

Hard work

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 U.S. was to compete in large motorcycles, around 300 cc. It was only when the team found that the scooters they were using to get themselves around their U.S. base of San Francisco attracted positive interest from consumers that they came up with the idea of selling the Super Cub.
 

Leadership in technology

The most recent school of thought on Honda’s strategy was put forward by Gary Hamel and C. K. Prahalad in 1989. Creating the concept of core competencies 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 schools worldwide.


Wiki


Super Cub C100, C102, C110, C111. C110D, C114, C50, Super Cub 50 49
Beat (FC50) 49
CB50 49
Dio 49
Elite E (SB50) 49
Elsinore (MR50) 49
Express (NC50) 49
Hunter Cub (CT50) 49
MB5, MB50 49
Metropolitan Jazz (CHF 50) 49
Metropolitan II (CHF50P) 49
Motra (CT50) 49
MT5, MT50 49
NCZ50 also known as Motocompo 49
Spree (NQ50) 49
Mini Trail (Z50A) 49
Mini Trail (Z50M) 49
Mini Trail (Z50R) 49
Mini Trail (Z50J) 49
Moped (P50) 49
Moped (PA50) 49
Moped (PC50) 49
Ruckus (NPS50) 49
Honda SS50 49
ZB50 49
Zoomer 49
Trail (C105T) 55
70, CD70 70
Super Cub S65, CL65, C65, C70, Passport 70
Mini Trail (CT70) 70
Motosport (SL70) 70
Scrambler (CL70) 72
Aero 80 (NH80) 80
XR80 80
CR85RB (CR85R Expert) 85
Motosport (SL90) 90
Sport 90 (S90) 90
Trail (CT90) 90
Bravo 100
Scrambler (CL100) 100
H100S Super 100
Bali also known as SJ 100 100
Super Cub C100EX 97
Activa 110
Aviator 110
CB Twister 110
Dio 110
Dream yuga 110
Trail (CT110) 110
XRM 110
Super Cub 110 110
Aero & Lead (NH125) 125
CBR125 125
CB125 125
CG125 125
Atlas Honda CG125 125
CLR125 "CityFly" 125
CM125 125
CR125M 125
Dylan 125 125
Innova (ANF125) 125
Juno M80 125
MT125 125
Pantheon FES125 125
PCX 125
RC143 125
Rebel 125
Scrambler (CL125) 125
Shine 125 125
Sonic 125
Super Sport (CB125) 125
Super Sport (SS125) 125
Super Sport (CG125) 125
Honda NSR125 125
Varadero (XL125V) 125
CBR150 150
CRF150R Expert 150
CRF150R 150
CRF150F 150
SH150, SH150i 150
Unicorn 150
CBR150R 150
TMX 150
Pantheon FES150 150
NSR150 150
Juno M85 170
CB175 175
CD175 175
Super Sport (CB175) 175
XL175 175
Juno K 190
Fatcat (TR200) 200
Phantom (TA200) 200
Reflex (TLR200) 200
Roadmaster (CD200) 200
Scrambler (CL200) 200
Sport (CB200) 200
Honda TLR200 200
Juno K 220
Dream (C71, CA71, CE71, C72, CA72) 250
Honda C71, C76, C72, C77 Dream 250
Hawk (CB72) 250
CJ250T 250
Nighthawk (CB250) 250
Sport (CB250) 250
CD250U 250
Helix (CN250) 250
CBF250 250
Hornet (CB250F) 250
CB250 G5 250
CBR250 250
CBR250R 250
CB250RS 250
Rebel (CMX250C, CMX250CD) 250
Elsinore (CR250M) 250
CR250R 250
MVX250F 250
NSR250R (MC16, MC18, MC28) 250
Reflex (NSS250) 250
NX250 250
Big Ruckus 250 (PS250) 250
VT250-FII (VT250F) 250
Spada (VT250L) 250
VTR250 (Interceptor and MC33) 250
XL250 250
XR250R 250
XRE300 300
Dream (C76, C77) 350
Honda C71, C76, C72, C77 Dream 350
Scrambler (CL77) 350
Super Hawk (CB77) 350
CB350 K4 SOHC vertical twin, twin CV carbs (Green only, UK) 325
Four (CB350F) 350
Sport (CB350) 350
XL350R 350
Scrambler (CL360) 360
Sport (CB360, CJ360T) 360
CB-1 (NC27) 400
Honda CB400F 400
Hawk (CB400T, CB400T II) 400
CB400N 400
CBR400RR (NC23, NC29) 400
CBX400 400
CL400 400
Custom (CM400) 400
NS400R 400
Honda Bros NT400 400
RVF400 400
VF400F 400
VFR400 400
Four (CB400F) 408
CB450DX (CB450N/PC14) 450
CRF450R 450
Hondamatic (CM450A) 450
Nighthawk (CB450SC) 450
Rebel (CMX450C) 450
Scrambler (CL450) 450
Sport (CB450) 450
Ascot (FT500) 500
Ascot (VT500, VT500FT) 500
CX500 500
Four (CB500) 500
Interceptor (VF500F) 500
Magna V30 (VF500C) 500
NSR500 500
Silver Wing (GL500) 500
Sport (CB500 twin) 500
Tourist Trophy (GB500) 500
Turbo (CX500) 500
XBR500 500
Four (CB550F) 550
Nighthawk (CB550SC) 550
599 600
CB600F also known as Hornet, and 599 600
CBF600N 600
CBF600S 600
Hurricane (CBR600F) 600
Honda CBR600F2 600
Honda CBR600F3 600
CBR600F4i 600
CBR600RR 600
Shadow (VT600C VLX) 600
Transalp (XL600V) 600
XR600R (offroad) 600
Deauville (NT650V) 650
Four (CB650) 650
CBX650 650
Bros/HawkGT (NT650) 650
NTV/Revere (NTV650) 650
Nighthawk (CB650SC) 650
Silver Wing (GL650) 650
Transalp (XL650V) 650
Turbo (CX650T) 650
XR650L 650
Nighthawk (CB700SC) 700
Honda DN-01 700
Deauville (NT700V) 700
Transalp (XL700V) 700
Honda NC700D Integra 700
Africa Twin (RD07) 750
Four (CB750K) 750
Hondamatic (CB750A) 750
CBX750 750
Interceptor (VF750F, VFR750) 750
Magna (VF750C V45) 750
Magna Deluxe (VF750CD) 750
Nighthawk (CB750, CB750SC) 750
VFR750R RC30 750
RVF750 RC45 750
NR 750
XLV750R 750
RC212V 800
Interceptor (VFR800FI) 800
Pacific Coast (PC800) 800
Crossrunner 800
CBR900RR including CBR954RR 900
Custom (CB900C) 900
Super Sport (CB900F) aka 919 900
RC211V 990
CB1000 1000
CB1000R 1000
CBF1000 1000
CBR1000RR 1000
Custom (CB1000C) 1000
CBX1000 1000
Firestorm (VTR1000) 1000
Gold Wing (GL1000) 1000
Hurricane (CBR1000F) 1000
RC51 (RVT1000R) 1000
Honda VTR1000f (aka Super Hawk aka Firestorm) 1000
Super Sport (CBX) 1000
VTR1000R (RVT1000) SP1 & SP2 RC51 1000
XL1000V Varadero 1000
CBR1100XX 1100
Gold Wing (GL1100) 1100
Magna (VF1100C V65) 1100
Pan-European (ST1100) 1100
Super Sport (CB1100F) 1100
Racing Modified CB1100F (CB1100R) 1100
X11 1100
Gold Wing (GL1200) 1200
VFR1200F 1200
CB1300 1300
Pan-European (ST1300) 1300
Gold Wing (GL1500) 1500
Valkyrie (GL1500C) 1500
Gold Wing (GL1800) 1800

 

we ship worldwide

Helpline: +31 53 4­80 9100