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Honda

From Alfawiki
Honda Motor Co., Ltd.
Native name
本田技研工業株式会社
Honda Giken Kōgyō Kabushiki-gaisha
Company typePublic
IndustryManufacturing
FoundedOctober 1946; 80 years ago (1946-10) (brand)
24 September 1948; 78 years ago (1948-09-24) (incorporation)
FounderSoichiro Honda
HeadquartersToranomon,
Minato, Tokyo
,
Japan
Area served
Worldwide
Key people
Products
RevenueTemplate:Gain Template:Yen (2022)[1]
Template:Gain Template:Yen (2022)[1]
Template:Gain Template:Yen (2022)[1]
Total assetsTemplate:Gain Template:Yen (2022)[1]
Total equityTemplate:Gain Template:Yen (2022)[1]
Owners
Number of employees
204,035 (2022)[2]
Divisions
Subsidiaries
List
Websiteglobal.honda

commonly referred to as Honda, this Japanese multinational corporation is headquartered in the Toranomon Alcea Tower located in Minato, Tokyo.

Established in October 1946 by Soichiro Honda, the company has maintained its position as the top global motorcycle manufacturer since 1959 and is projected to have produced over 500 million motorcycles by the year 2025.[3] It also dominates worldwide internal combustion engine output, manufacturing more than 14 million units each year.[4] By 2001, Honda had become Japan’s second-largest producer of automobiles and was ranked eighth internationally for vehicle production in 2015.[5] Its most iconic product remains the legendary Honda Super Cub motorcycle.[6]

In March 1986, the company introduced Acura, marking Japan’s first luxury vehicle brand dedicated exclusively to that market segment. Besides cars and motorcycles, Honda’s product range extends to include lawn and garden equipment, marine engines, personal watercraft, power generators, and robotics technologies. Since initiating research in artificial intelligence and robotics in 1986, the firm unveiled its ASIMO robot in the year 2000. The aerospace division began with GE Honda Aero Engines in 2004 and later launched the HA-420 HondaJet in 2012. Its operations in China involve partnerships such as Dongfeng Honda and GAC Honda.

In the fiscal year of 2013, approximately 5.7% of total revenue—equivalent to roughly US$6.8 billion—was allocated toward research and development efforts.[7] Additionally, that year marked a milestone as Honda became the first Japanese automaker to achieve net vehicle exports from the United States, sending out more vehicles than it imported.[8]

History

Soichiro Honda (1906–1991), the visionary behind Honda, developed a strong interest in automobiles early in life. In 1937, he established Tōkai Seiki to produce piston rings. Despite initial difficulties, the company eventually secured a contract with Toyota. By 1941, after enhancing product quality and introducing automation, Tōkai Seiki became a supplier to Toyota.

During World War II, control of Tōkai Seiki was under the Ministry of Commerce and Industry, with Toyota owning a 40% share. Honda played a role in wartime efforts by automating the production of propellers for military aircraft. Following the war, significant partnerships with Toyota and others facilitated Honda’s recovery from factory destruction and earthquake damage. Honda sold the remains of Tōkai Seiki to Toyota and founded the Honda Technical Research Institute in 1946.

Honda initially produced motorized bicycles utilizing surplus 50 cc engines before developing proprietary engines for customers. In 1949, the Honda Technical Research Institute was dissolved to form Honda Motor Co., Ltd., bringing on engineer Kihachiro Kawashima and business strategist Takeo Fujisawa. The collaboration between Fujisawa and Soichiro Honda was instrumental in the company's early expansion.

The first fully assembled motorcycle was the 1949 Honda D-Type "Dream." By 1961, Honda had secured its inaugural Grand Prix victories and World Championships in both the 125 cc and 250 cc classes. By 1964, it had ascended to become the world’s leading motorcycle manufacturer.

Honda's debut automobile was the T360 mini pickup truck introduced in August 1963, equipped with a 356 cc engine and classified as a Kei car. Shortly thereafter, the S500 sports car was launched, showcasing Honda’s motorcycle heritage through its chain-driven rear wheels.

Over the following decades, Honda broadened its product range, expanded operations worldwide, and increased exports. In 1986, it introduced the Acura luxury brand into the United States market. The 1991 release of the Honda NSX supercar highlighted cutting-edge engineering featuring an all-aluminum monocoque chassis and a mid-engine V6 with variable valve timing technology.

During the 1990s, leadership transitioned as CEO Tadashi Kume was succeeded by Nobuhiko Kawamoto in 1990. Kawamoto redirected Honda’s approach toward market-responsive product development, emphasizing recreational vehicles such as the Odyssey and CR-V while discontinuing less successful models. Additionally, he ceased Formula One participation after 1992 to reduce expenses amid potential acquisition attempts by Mitsubishi Motors.

In 2006, Honda launched its subsidiary Honda Aircraft Company to manufacture the HondaJet, with deliveries to customers commencing in December 2015.

February 2015 saw Takahiro Hachigo take over as CEO from Takanobu Ito amid a wave of senior management retirements.

By October 2019, Honda entered negotiations with Hitachi to merge their automotive parts divisions, aiming to establish a supplier generating nearly $17 billion annually.

In early 2020 during the COVID-19 outbreak, Honda evacuated personnel from Wuhan and became the first major American automaker to temporarily halt production; operations recommenced by May 2020. Later that year, Honda and General Motors announced a North American partnership involving vehicle sharing, joint purchasing agreements, research and development collaborations, and connected services.

In 2021, Honda revealed intentions to be the pioneer automaker offering a vehicle equipped with level 3 autonomous driving capabilities.

In March 2022, Honda joined forces with electronics leader Sony to develop electric vehicles combining Sony’s technological expertise with Honda’s manufacturing strength. The joint venture Sony Honda Mobility was officially established in October 2022, planning to launch EVs under the "Afeela" brand in the U.S. market starting in 2026.

February 2023 marked an agreement between Honda and General Motors to jointly produce hydrogen fuel cell systems for automotive and industrial uses.

Early in 2023, safety recalls affected approximately half a million vehicles due to seat belt latch defects impacting models such as CR-Vs and Accords. Later that year in December, a global recall involving roughly 4.5 million vehicles addressed fuel pump malfunctions following previous recall actions.

Proposed merger with Nissan

On 23 December 2024, Honda revealed a memorandum of understanding to merge with the automobile manufacturer Nissan, with the objective of becoming the third-largest global automaker by sales volume. Mitsubishi Motors, partly owned by Nissan with a 24% stake, also participated in the discussions regarding integration. The intended completion date for the merger was set for 2026, while Mitsubishi aimed to reach a decision by January 2025.

By February 2025, merger negotiations between Honda and Nissan were discontinued after both companies’ boards voted against moving forward. The talks collapsed primarily due to disagreements, notably Honda's suggestion that Nissan should operate as a subsidiary.

Executive leadership

  • Chairman: Toshiaki Mikoshiba (appointed April 2019)
  • President and CEO: Toshihiro Mibe (appointed April 2021)

Former Chief Executives

Company overview and divisions

Revenue distribution by segment (2024)
Segment Percentage
Automobiles 66.4%
Financial services 15.9%
Motorcycles 15.8%
Power products and other 1.9%

Honda’s corporate headquarters are located in Minato, Tokyo, Japan. The company’s stock is publicly traded on the Tokyo Stock Exchange, New York Stock Exchange, and other prominent exchanges such as Osaka, Nagoya, London, Paris, and Switzerland.

The firm maintains manufacturing facilities globally, including in China, the United States, Japan, Canada, Brazil, Mexico, India, and Europe. By 2010, nearly 89% of Honda and Acura vehicles sold within the U.S. market were produced in North America, a strategy that helped shield earnings from currency exchange volatility.

Notable subsidiaries include American Honda Motor Company based in Torrance, California, Honda Racing Corporation (HRC), and Honda Canada Inc. headquartered in Markham, Ontario. Canadian manufacturing is concentrated at Honda of Canada Manufacturing located in Alliston. Honda’s joint ventures broaden its footprint in emerging economies such as Honda Siel Cars India, Hero Honda Motorcycles in India, Guangzhou Honda and Dongfeng Honda in China, Boon Siew Honda in Malaysia, and Honda Atlas in Pakistan.

Innovation is driven through Honda Xcelerator, an initiative that partners with Silicon Valley startups and entrepreneurs to create new prototypes. As of 2019, Xcelerator had collaborations with approximately 40 companies and operates under the Honda Innovations division headquartered in Mountain View, California. Furthermore, Honda manages motorsport facilities through Honda Mobilityland, which includes the renowned Suzuka Circuit and Twin Ring Motegi race tracks.

Following the 2011 Tohoku earthquake, Honda temporarily scaled back production at its UK plants due to supply chain interruptions. Employees at the Swindon plant were placed on a reduced two-day workweek schedule until May 2011.

Financial performance

In fiscal year 2018, Honda reported net earnings of US$9.534 billion alongside revenues totaling US$138.250 billion, marking a growth of 6.2% compared to the prior year. During October 2018, shares traded above $32 per share with a market capitalization reaching US$50.4 billion.

Year Revenue
(million US$) 		Net income
(million US$) 		Total assets
(million US$) 		Number of employees
2005 77,851 4,376 83,853 Template:N/A
2006 89,172 5,373 95,145 Template:N/A
2007 99,784 5,331 108,329 167,231
2008 108,026 5,400 113,540 178,960
2009 100,112 1,370 118,189 181,876
2010 92,655 3,052 125,594 176,815
2011 107,242 6,762 138,851 179,060
2012 100,941 2,820 149,616 187,094
2013 119,523 4,443 164,988 190,338
2014 118,425 5,741 156,220 198,368
2015 121,286 4,636 167,675 204,730
2016 121,190 2,860 151,303 208,399
2017 130,193 5,734 176,311 211,915
2018 138,250 9,534 174,143 215,638
Region Revenue (¥ millions) Percentage (%)
North America 10,470,000 51.23%
Asia 4,290,000 21.02%
Japan 1,960,000 9.59%
Europe 943,000 4.62%
Other regions 1,150,000 5.63%


Automobiles

Honda commenced its automobile production in 1963 with the introduction of the Honda T360 kei truck tailored for the Japanese market, alongside the two-door Honda S500 roadster. The company's first four-door sedan, the air-cooled Honda 1300, appeared in 1969. The Civic hatchback made its debut in 1972 and quickly gained international acclaim. In the kei car category, the Honda Life offered flexible platform options to compete effectively.

Since the late 1960s, Honda has distinguished itself from rivals such as Toyota and Nissan by prioritizing front-wheel drive systems. During the early 1980s, it pioneered advancements including anti-lock braking systems and multi-port fuel injection technology. The establishment of Acura marked Honda’s foray into the luxury vehicle sector, while the NSX sports car introduced the innovative VTEC variable valve timing mechanism.

The Civic remains among North America’s longest-standing Japanese nameplates, alongside the Toyota Corolla. Over successive generations, it has been refined to feature more premium attributes and is strategically positioned between the Fit and Accord models within Honda’s portfolio.

Honda unveiled its inaugural hybrid vehicle, the Insight, in 1999; subsequently, hybrid variants of the Civic and Accord were launched in 2001 and 2004 respectively. The Clarity fuel cell vehicle was introduced in 2008—a year that also saw an escalation in global manufacturing capacity to address rising demand for compact cars and hybrids amid a downturn in light truck sales. The Ridgeline pickup earned Truck of the Year honors in 2006, while the redesigned Civic was recognized as Car of the Year by Motor Trend.

The company aimed to elevate hybrid sales in Japan to exceed 20% by fiscal year 2011, up from a previous rate of 14.8%.

Highlighting Honda’s leadership in fuel economy, five out of the EPA’s top ten most fuel-efficient vehicles from 1984 to 2010 were Hondas—including multiple Civic variants and Insights. Additionally, the ACEEE consistently named the Civic GX as America’s greenest car for seven consecutive years.

Honda operates vehicle manufacturing plants worldwide, with facilities located in Japan; North America; Europe; and Asia-Pacific regions such as China and India.

Motorcycles

Since initiating production in 1955, Honda has maintained its position as Japan’s leading motorcycle manufacturer. Production peaked at nearly three million units annually in 1982 but declined to approximately 550,000 by 2006, still surpassing its three domestic competitors. By 2017, India emerged as Honda’s largest motorcycle market globally, where it commands a dominant 59% share of the scooter segment.

During the 1960s, Honda expanded beyond Japan by entering the United States market with a groundbreaking advertising campaign created by Grey Advertising. Featuring the slogan "You meet the nicest people on a Honda," this campaign successfully reshaped motorcycles’ image from rebellious symbols to mainstream transportation options. Running for three years, it helped Honda sell around 90,000 motorcycles by the end of 1963.

Honda’s entry into the US market has been widely studied. A Boston Consulting Group report from 1975 attributed Japanese manufacturers’ success to large-scale production that leveraged economies of scale and learning curves—contrasting with British firms’ insufficient investment.

Alternatively, Richard Pascale’s 1984 analysis highlighted flexibility and organizational learning as critical factors rather than fixed strategic planning. Initially targeting larger motorcycles (~300 cc), Honda encountered performance challenges on American highways but shifted focus to selling the highly popular Honda Super Cub after identifying consumer preferences.

In 1989, Gary Hamel and C.K. Prahalad introduced the concept of core competencies using Honda's expertise in internal combustion engine technology as a prime example of competitive advantage. Technologies developed for racing motorcycles were adapted into commercial products such as mopeds. Honda’s US market strategy remains a prominent case study within business education worldwide.

[[File:2004supercub.jpg|thumb|right|2004 Honda Super Cub]

ATVs

Honda produces utility ATVs under several model lines including Recon, Rubicon, Rancher, Foreman, and Rincon. Their range also encompasses sport-oriented ATVs such as the TRX 90X, TRX 250X, TRX 400X, TRX 450R, and TRX 700.

Power equipment

The company's venture into power equipment began in 1953 with the introduction of the H-type engine. This division reached its highest point in 2007, achieving annual sales of 6.4 million units, but saw a decline to 4.7 million units by the fiscal year 2010. By 2008, total production had surpassed 85 million units. In September 2023, Honda withdrew from the U.S. market for gasoline-powered lawn mowers and certain other power equipment categories.

Honda’s lineup in power equipment includes:

Engines

At the 2010 Indianapolis 500, Honda engines powered every competitor on the grid, marking a streak of five consecutive races without any engine-related retirements. During the 1980s, Honda developed the GY6 engine designed for scooters; although Honda no longer manufactures this engine, it remains widely utilized by light vehicle producers in China, Korea, and Taiwan.

Despite its extensive expertise in engine technology, Honda has never produced a V8 engine for passenger cars. In the late 1990s, it declined dealer requests to create a V8 for SUVs and Acura models. Plans to produce V8 engines during the mid-2000s—including applications for Acura sedans and a new NSX sports car—were ultimately abandoned in late 2008 due to environmental considerations and economic challenges.

Robots

ASIMO represents a cornerstone of Honda’s robotics Research & Development efforts and is the eleventh generation following the original Honda E0 introduced in 1986. Weighing 54 kilograms and standing 130 centimeters tall, ASIMO resembles a compact astronaut equipped with a backpack and can walk upright at speeds up to . It stands as the sole humanoid robot capable of independently climbing and descending stairs. While replicating human movement remains challenging, ASIMO showcases sophisticated mobility skills such as walking, dancing, and stair navigation. In 2010, Honda incorporated a Brain-Machine Interface enabling control of ASIMO through brainwave signals detected via electroencephalography and near-infrared spectroscopy sensors.

Aircraft

Through its subsidiary Honda Aircraft Company, Honda manufactures the HA-420 HondaJet. This aircraft incorporates cutting-edge technology that reduces aerodynamic drag and enhances fuel efficiency, resulting in significantly lower operating expenses.

Mountain bikes

Honda engineered the RN-01 downhill racing bicycle featuring a gearbox system that replaces conventional derailleur gears. Although this model is not available commercially, it is utilized by professional riders such as Greg Minnaar, competing under Team G Cross Honda.

Rockets

Starting in 2019, Honda embarked on developing rocket engine technology. In June 2025, the company successfully completed a test involving launch and landing of a reusable launch vehicle at its facility in Taiki, Hokkaido. Honda’s objective is to achieve sub-orbital spaceflight by the year 2029.

Solar cells

Honda’s solar energy division, Honda Soltec (based in Kikuchi-gun, Kumamoto; led by CEO Akio Kazusa), began marketing thin-film solar cells for residential customers in 2007 and expanded to public and industrial sectors across Japan in October 2008. However, by late 2013 Honda announced plans to discontinue Honda Soltec’s operations by spring 2014 while continuing support for existing clients until fully dissolving the subsidiary.

Motorsports

Since its inception, Honda has maintained a strong presence in motorsports, notably in Formula One and MotoGP. Starting in 2022, all of Honda’s motorsport endeavors have been consolidated under its subsidiary Honda Racing Corporation (HRC). Prior to this consolidation, HRC, founded in 1982, focused exclusively on motorcycle racing, while Honda Motor Company directly oversaw automobile racing programs.

Honda Performance Development (HPD), founded in 1993 as Honda's motorsport division for North America, was renamed Honda Racing Corporation USA (HRC US) in 2024 to create a unified global motorsport structure. Honda also owns two premier Japanese race tracks—the Suzuka Circuit and Mobility Resort Motegi—which are managed by Honda Mobilityland.

Automobiles

Honda made its initial entry into Formula One in 1964, developing both engines and chassis. After achieving victories in 1965 and 1967, the company withdrew from the sport in 1968. It returned as an engine supplier from 1983 through 1992, dominating Grand Prix racing with five straight Drivers' Championships (1986–1991) and six Constructors' titles while partnering with Williams and McLaren. Between 2000 and 2008, Honda competed as both engine supplier and team owner, securing one race win and finishing second in the constructors' championship in 2004. Reentering Formula One as a power unit supplier during the hybrid era starting in 2015, Honda progressed to race victories by 2019 and clinched the 2021 World Drivers' Championship with Max Verstappen and Red Bull Racing. Although Honda withdrew from Formula One after the 2021 season to concentrate on carbon-neutral technology development, it extended its power unit supply agreement with Red Bull until 2025. A full factory return is planned for 2026 as a works team providing engines to Aston Martin.

In North American open-wheel competition, Honda began supplying engines to the CART IndyCar World Series in 1994, achieving six consecutive Drivers' Championships and four Manufacturers' titles from 1996 to 2001. After transitioning to the IRL IndyCar Series in 2003, Honda earned its first Indianapolis 500 victory in 2004 and continued winning multiple championships thereafter. From 2006 through 2011, Honda was the exclusive engine supplier before competition resumed; since then, its turbocharged V6 power units have amassed numerous championships including several Indy 500 wins. In Japan’s Super Formula Championship, vehicles powered by Honda have secured many titles since 1981.

In sports car racing, Honda claimed the GT2 class victory at the 1995 24 Hours of Le Mans and LMP2 class championships in both 2010 and 2012. Entering the Super GT Series in 1997, Honda captured its first titles by the year 2000 and has accumulated multiple championships driving both mid- and front-engine cars. Competing through Acura and HPD brands in sports prototype categories, Honda has won IMSA GT Lights championships (1991–1993), ALMS titles (2009), FIA World Endurance Championship LMP2 crowns, and IMSA SportsCar Championship DPi class championships (2019, 2020, and 2022). Acura also secured overall victories at the 24 Hours of Daytona consecutively from 2021 to 2023. Additionally, Honda’s GT3-spec cars have achieved success by winning IMSA GTD and Super GT GT300 class championships.

During the Group A period of the Japanese Touring Car Championship (1986–1993), Honda earned seven manufacturers’ titles and six drivers’ championships within the sub-1,600 cc category. In the following Super Touring era, Honda captured both Japanese and North American championships between 1996 and 1997 while accumulating over forty wins across British, German, and European touring car series. After the conclusion of Super Touring regulations, Honda remained actively involved in the British Touring Car Championship, securing multiple titles throughout the mid-2000s and into the 2010s. Entering the World Touring Car Championship late in the 2012 season, Honda won the Manufacturers’ championship in 2013. Its TCR Touring Car model was honored with global TCR Model of the Year awards in 2019, 2020, and again in 2024.

Motorcycles

HRC combines the worldwide motorcycle racing scene with the creation of cutting-edge race machines, fostering advancements that benefit Honda's commercial motorcycle lineup. Its scope covers the sale of production racing bikes, backing satellite teams, and rider training programs, all of which bolster Honda's position as a frontrunner in motorcycle sports innovation.

Soichiro Honda, the company's founder and an avid racer, entered five motorcycles in the renowned 1959 Isle of Man TT. By 1961, enhanced tuning helped Mike Hailwood achieve Honda’s inaugural Grand Prix victories in the 125cc and 250cc categories. Honda's race motorcycles became well-known for their streamlined aesthetics and distinctive powerplants, including the remarkable 5-cylinder 125cc engine spinning at 22,000 rpm and the 6-cylinder 250cc variants.

Honda returned to Grand Prix competition in 1979 with the NR500, which featured pioneering non-circular cylinders designed to comply with FIM’s four-cylinder regulations; however, this model did not achieve success. The introduction of the NS500 two-stroke in 1982 marked a significant breakthrough, leading to Freddie Spencer’s capture of the 1983 500cc World Championship—Honda’s first premier-class title. Since that milestone, Honda has maintained dominance in Grand Prix racing with champions such as Mick Doohan and Valentino Rossi. Furthermore, Honda holds the record for Isle of Man TT victories with 227 solo and sidecar wins, highlighted by Ian Hutchinson’s clean sweep in 2010.

At the 2015 Isle of Man TT, John McGuinness set a lap record on a CBR1000RR at an average speed on the Snaefell Mountain Course; this record was later broken in 2016 by Michael Dunlop riding a BMW S1000RR.

In motocross competition, Honda has amassed seventeen world championship titles. The company also boasts eight World Enduro championships, most recently won by Stefan Merriman (2003) and Mika Ahola (2007–2010). In motorcycle trials, Belgian competitor Eddy Lejeune secured three world championship titles aboard Honda motorcycles.

Compressed natural gas

The Honda Civic GX stood for many years as the sole factory-built natural gas vehicle (NGV) available commercially in select regions of the United States. Launched in 1998 as a factory-converted Civic LX powered solely by compressed natural gas, it closely resembled a standard Civic LX but operated entirely without gasoline. By 2001, the Civic GX had earned recognition from the US EPA as the cleanest-burning internal combustion engine.

Initially leased to municipal fleets such as Los Angeles city government, Honda expanded availability to consumers in 2005 through authorized dealerships trained specifically for servicing this model. The vehicle's market presence further grew in 2006 when it became available for retail purchase in New York, extending beyond fleet-only sales.

In June 2015, Honda announced plans to discontinue natural gas vehicles to concentrate efforts on advancing electric vehicle technologies including hybrids, plug-in electric cars, and hydrogen-powered fuel cell vehicles. Since its introduction in 2008, approximately 16,000 natural gas-powered vehicles had been sold by Honda, mainly targeting taxi services and commercial fleet operators.

Flexible-fuel

Honda’s Brazilian division introduced flexible-fuel variants of the Honda Civic and Honda Fit toward the end of 2006. These vehicles are capable of running on any mixture of hydrous ethanol (E100) and gasoline blends ranging from E20 to E25. Initially produced in limited quantities—33% of Civics and 28% of Fits featured flex-fuel engines—to gauge market acceptance, these models carried a price premium of approximately US$1,000 for the Civic and US$650 for the Fit. This contrasted with other Brazilian flex-fuel vehicles typically priced similarly to their gasoline-only counterparts. In July 2009, Honda added its third flexible-fuel model to Brazil’s lineup with the launch of the Honda City.

During November and December of 2006 alone, sales of flex-fuel vehicles reached 2,427 units compared to 8,546 gasoline-powered cars; this grew substantially to 41,990 flex-fuel units sold in 2007 and climbed further to 93,361 in 2008. By early 2009, all Hondas manufactured domestically in Brazil were flexible-fuel models, while gasoline-only versions were primarily produced for export markets.

In March 2009, Honda debuted the world’s first flexible-fuel motorcycle in Brazil. Manufactured by Moto Honda da Amazônia, the CG 150 Titan Mix was introduced at an approximate price point of US$2,700.

Hybrid electric

Honda introduced the first commercially available hybrid electric vehicle in the US market in late 1999 with the launch of the Honda Insight, preceding the Toyota Prius by one month and initially priced at around US$20,000. The inaugural Insight model (2000–2006) delivered an EPA-rated highway fuel economy of , making it the most fuel-efficient mass-produced vehicle at that time. Worldwide sales of this generation reached approximately 18,000 units. By 2005, global hybrid vehicle sales had climbed to 100,000 units and doubled to 200,000 by 2007.

The second-generation Insight debuted in Japan in February 2009 and was subsequently introduced in other markets within the same year, including the US, where it was offered at $19,800 as an affordable hybrid five-door hatchback option.

Since 2002, Honda has been selling the Civic Hybrid in the United States, followed by the Accord Hybrid model from 2005 to 2007. The Honda CR-Z, launched in Japan in February 2010, became Honda’s third hybrid offering. By early 2011, Honda’s annual hybrid production volume in Japan had reached roughly 200,000 units.

The Honda Fit Hybrid was launched in Japan in October 2010 as the country’s most economically priced gasoline-electric hybrid. Its European version, known as the Honda Jazz Hybrid, was introduced in early 2011. In that same year, Honda expanded its hybrid lineup in Japan with three additional models: the Fit Shuttle Hybrid, Freed Hybrid, and Freed Spike Hybrid.

By September 2012, nearly thirteen years after releasing its first-generation Insight, Honda’s cumulative global hybrid sales exceeded one million units. In 2013, worldwide sales of Honda hybrids reached 187,851 units, followed by 158,696 units sold during the first half of 2014. As of mid-2014, total global hybrid sales had surpassed 1.35 million vehicles.

Hydrogen fuel cell

On June 16, 2008, Honda completed production of its first assembly-line hydrogen fuel cell vehicle, the FCX Clarity, at its facility in Takanezawa, Japan. The FCX Clarity operates as a hybrid hydrogen fuel cell car that generates electricity through a chemical reaction between hydrogen and oxygen from ambient air to power an electric motor. This model was produced until the 2015 version. Emitting only water vapor and heat without pollutants, it incorporates a lithium-ion battery to support acceleration and regenerative braking processes for improved fuel efficiency. Production capacity has been limited due to sparse hydrogen refueling infrastructure outside California. The California Air Resources Board (CARB) invested $6.8 million towards establishing four hydrogen refueling stations, each costing approximately $1.7 million. Honda envisions hydrogen fuel cell vehicles as a future replacement for conventional piston engine cars rather than competing directly with battery electric vehicles.

In February 2024, Honda introduced the CR-V e:FCEV plug-in hybrid fuel cell SUV in the US market. This model features an electric motor powered by two high-pressure hydrogen tanks with a combined capacity of , alongside a 17.7 kWh plug-in battery. It is also the only CR-V variant available in Japan and is imported from Honda’s manufacturing plant in Marysville, Ohio, with production commencing on June 5, 2024. The vehicle qualifies for hydrogen-related incentives through H2 credits.

Plug-in electric vehicles

The Honda EV Plus was introduced in 1997 as an all-electric model, developed in response to CARB's zero-emissions requirement, and was exclusively available for lease in California. It marked the first major automaker’s battery electric vehicle to utilize batteries other than lead–acid, providing a driving range of approximately 100 miles. Before production ceased in 1999, around 276 units were leased across the United States. The fully electric Honda Fit EV debuted in 2012 with an 82-mile range and was initially offered to retail customers in California and Oregon, limited to a total of 1,100 units over a three-year span; by September 2014, 1,007 units had been leased in the US. In Japan, the Fit EV was primarily leased to government and corporate clients under a two-year cap of 200 units. Production concluded after the 2014 model year.

The Honda Accord Plug-in Hybrid launched in 2013 with an all-electric range of 13 miles and was mainly marketed in California and New York; by September 2014, sales totaled 835 units in the United States. Additionally, the Accord PHEV was leased to corporate and governmental organizations in Japan beginning June 2013.

Introduced in 2020, the Honda e is a retro-inspired electric compact car offering a range of 137 miles. Its successor, the Honda e:Ny1, unveiled in 2023 as Honda’s inaugural electric SUV, boasts a maximum range of up to 256 miles on higher-end trims.

In April 2022, Honda partnered with General Motors to form a joint venture aimed at producing affordable electric vehicles based on GM’s Ultium platform with the goal of competing against Tesla. Nevertheless, this alliance was terminated in October 2023 due to slower-than-anticipated EV market growth and evolving industry dynamics. Despite the cancellation, upcoming models such as the Honda Prologue and Acura ZDX will still utilize Ultium technology and be assembled by GM, while future Honda electric vehicles will be independently engineered and manufactured at Honda facilities.

Batteries

In August 2022, Honda and LG Energy Solution announced a collaborative venture to establish a lithium-ion battery manufacturing plant in the United States dedicated exclusively to supplying batteries for Honda and Acura electric vehicles. The factory aims for an initial production capacity of 40 gigawatt-hours.

Japanese marketing

Beginning in 1978, Honda expanded its dealership structure within Japan by launching Honda Verno, which featured sportier vehicles equipped with enhanced standard features; this coincided with the release of the Honda Prelude. Subsequently, models such as the Honda Vigor, Honda Ballade, and Honda Quint were introduced into Verno outlets. This approach was developed in response to similar strategies employed by competitors Toyota and Nissan.

Further expanding its network, Honda established two additional sales channels: Honda Clio in 1984, which focused on traditional models like the Honda Accord, and Honda Primo in 1985, specializing in compact cars including the Honda Civic, kei cars such as the Honda Today, along with other products like agricultural machinery, generators, marine equipment, motorcycles, and scooters. Distinctive styling elements included varying rear license plate placements depending on the sales channel.

As economic challenges impacted sales during Japan's downturn, badge engineering allowed supermini and kei vehicles to be marketed across all three channels. By March 2006, these separate networks were merged into one unified Honda Cars dealership system. Despite this consolidation, some dealers continue to use the original channel names while offering a comprehensive lineup covering the entire Japanese market.

In addition to vehicle sales, Honda operates a distinct retail chain called Honda Access, which specializes in genuine accessories for motorcycles, scooters, and automobiles. In partnership with Pioneer Corporation, Honda distributes aftermarket audio systems and in-car navigation products under the Gathers brand through Honda Access outlets as well as other automotive parts retailers. For pre-owned vehicles, Honda maintains a dedicated sales network known as Honda Auto Terrace.

In 2012, Honda launched Honda Cars Small Store within Japan to cater specifically to compact models like the Honda Fit alongside kei cars including the Honda N-One and the Honda S660 roadster.

Models retailed through Honda Verno: Prelude, Integra, CR-X, Vigor, Saber, Ballade, Quint, Crossroad, Element, NSX, HR-V, Mobilio Spike, S2000, CR-V, That's, MDX, Rafaga, Capa, Torneo

Models retailed through Honda Clio: Accord, Legend, Inspire, Avancier (station wagon), S-MX, Lagreat (Odyssey North America), Stepwgn, Elysion, Stream, Odyssey (international), Domani, Concerto, Accord Tourer, Logo, Fit, Insight, That's, Mobilio, City

Models retailed through Honda Primo: Civic, Life, Acty, Vamos (including Hobio), Ascot (including Ascot Innova), Torneo, Civic Ferio, Freed, Mobilio, Orthia, Capa, Today, Z, Beat

International marketing

In 2003, Honda introduced its Cog campaign in the UK and online platforms. The commercial featured engineers constructing an intricate Rube Goldberg Machine solely from components of a Honda Accord Touring. The sequence begins with a single cog setting off a complex chain reaction that culminates in the Accord moving, accompanied by Garrison Keillor delivering the tagline, "Isn't it nice when things just... work?" Filming this advertisement required 100 takes.

Honda’s approach to humor in marketing includes the 1985 print advertisement titled "How to fit six Hondas in a two-car garage," as well as a series of commercials depicting vehicles lowering themselves in parking garages past stalagmites and characters reminiscent of Gollum.

The 2004 Grrr commercial was followed by the 2005 Impossible Dream advertisement. Launched in December 2005, The Impossible Dream is a two-minute panoramic film shot across New Zealand, Japan, and Argentina that reflects the founder’s vision for high-performance vehicles. It showcases a man riding classic Honda motorcycles and cars while singing "Impossible Dream," ending with Garrison Keillor’s remark, "I couldn't have put it better myself."

In 2006, Honda released the Choir commercial targeting the UK market and online audiences. This ad featured a 60-member choir imitating car sounds alongside visuals of the Honda Civic.

During the mid to late 2000s, Honda’s US model clearance sales were supported by an animated figure named Mr. Opportunity (voiced by Rob Paulsen), who promoted special offers with the tagline "I'm Mr. Opportunity, and I'm knockin'." Campaigns for the international Jazz hatchback parodied popular culture icons such as Tetris and Thomas the Tank Engine.

Towards the end of 2006, an advertisement showcased ASIMO exploring a museum with childlike curiosity, narrated by Garrison Keillor reflecting on technological progress. The slogan for this campaign was "More forwards please." Honda sponsored ITV’s Formula One coverage in the UK during 2007 but withdrew sponsorship in 2008 due to elevated costs.

In May 2007, Honda launched the Hondamentalism campaign, highlighting their engineers’ commitment across various products—from motorcycles to lawnmowers. The television spot depicted engineers braving harsh conditions toward a red light symbolizing perfection, narrated by Garrison Keillor. This campaign also featured an interactive digital platform designed to engage users.

Early in 2008, Honda introduced Problem Playground, which emphasized environmental consciousness through hybrid engines, solar technology, and the hydrogen-powered FCX Clarity. The 90-second spot displayed large-scale puzzles such as Rubik's Cubes. On May 29, 2008, Honda collaborated with Channel 4 to air a three-minute live skydiving advertisement over Spain that spelled out H-O-N-D-A—marking the first live British television advertisement of its kind.

In 2009, American Honda launched the Dream the Impossible documentary series—short web-based films showcasing Honda’s fundamental principles with appearances from employees and notable personalities like Danica Patrick and Orson Scott Card. These are accessible at dreams.honda.com. In UK commercials, Garrison Keillor provides narration; meanwhile, US ads feature actor and wrestler John Cena as voice talent. Since the mid-2010s, North American advertisements have opened with a distinctive two-tone musical jingle.

Sports

The late Formula One legend Ayrton Senna attributed a crucial part of his three world championship titles to Honda. He held deep admiration for founder Soichiro Honda and fostered a close connection with then-chairman Nobuhiko Kawamoto, describing Honda as "the greatest company in the world."

Honda's promotional efforts encompass official alliances and sponsorships with prominent North American sports leagues and events, including the National Hockey League, the Anaheim Ducks, and the Honda Center arena. Until 2023, it was the title sponsor of The Honda Classic golf tournament and continues to back Major League Soccer in the United States by presenting the "Honda Player of the Year" accolade. The "Honda Sports Award" recognizes outstanding female athletes across twelve collegiate sports in the U.S., with one winner receiving the prestigious Honda-Broderick Cup as "Collegiate Woman Athlete of the Year."

In soccer, Honda became a sponsor of La Liga team Valencia CF starting with the 2014–15 season. Since 2010, it has served as a presenting sponsor for the Los Angeles Marathon, where victors are awarded a Honda Accord. Additionally, since 1989, Honda has supported the Honda Campus All-Star Challenge, an academic quiz competition for Historically black colleges and universities.

Sales

Calendar year Total US sales
1992 768,845
1993 716,546
1994 788,230
1995 794,579
1996 843,928
1997 940,386
1998 1,009,600
1999 1,076,893
2000 1,158,860
2001 1,207,639
2002 1,247,834
2003 1,349,847
2004 1,394,398
2005 1,462,472
2006 1,509,358
2007 1,551,542
2008 1,284,261
2009 1,150,784
2010 1,230,480
2011 1,147,000
2012 1,422,000
2013 1,525,312
2014 1,540,872
2015 1,586,551
2016 1,637,942
2017 1,641,429
2018 1,604,828
2019 1,608,170

Production numbers

For passenger vehicles:

Calendar year Global production figures
2009 3,012,000
2010 3,643,000
2011 2,909,000
2012 4,110,000
2013 4,112,000
2014 4,513,769
2015 4,543,838
2016 4,999,266
2017 5,236,842
2018 5,357,013

See also

Sources

  • "Move Over, Volvo: Honda Sets New Safety Standard for Itself", Motor Trend, March 2004 edition page 32
  • Annual Reports from Honda Motor Co Investor Relations
  • Film by Terry Sanders, The Japan Project: Made in Japan, chronicles Honda's expansion into the American market
  • "Honda's Midlife Crisis: Slipping Market Position and Views of Fukui Takeo", Chief Executive magazine December 2005
  • Corporate History of Honda

External links

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