11 Honda Australia started officially on February 4' , share the initiative in developing new products for 1969 in a rented flat. tomorrow, with a focus on increased durability, Honda grew enormously during the following reliability and performance. decades and in October 1991 Honda MPE was Honda was the first company in the world to established. Dedicated to Honda Motorcycles, develop a humanoid robot capable of autonomous, Power Equipment and Marine, and separate from bipedal motion. Honda's advanced robot, ASIMO, HONDA Honda cars, the company was formed to focus incorporates artificial intelligence enabling the attention on the many opportunities in the robot to understand and independently respond Australian market. to body language and gestures. Honda's goal is to The Povver of Dreams create a robot that will be a true partner to THE PRODUCT humankind. meets local needs, the company has gone beyond The strength of the Honda brand derives from the Honda is also taking aim at the sky. Two of establishing local sales networks. Many products simple fact that each Honda product is designed, Honda's recent challenges include the development are not only manufactured but also developed in engineered and manufactured to be the leader in its of a compact business jet and a piston aircraft the regions where they ru·e used. Honda has more field, delivering optimum performance, reliability, engine. Honda's US R&D operation has already than 120 manufacturing facilities in 29 countries economy and world leading enlission levels. created a prototype of the jet, which is entering the outside Japan, producing motorcycles, automobiles, THE MARKET Honda's advanced engineering has created the test flight phase. and power products that bring Honda in contact Honda, the world's largest engine manufacturer, is world's best engines, and as a result, Honda is the with over 15 million customers each yeru·. involved in many different market segments in world's largest and most successful engine At the same time, Honda recognises Australia. They range from prestige cars via manufacturer. its social responsibility as a corporate motorcycles, outboard engines and power Honda's first product, the A-type bicycle citizen. Honda is working to reduce the equipment to general purpose engines for original engine, was produced in small quantities impact on the global environment at all equipment manufacturers. in 1947. Today, in Australia, more than stages of its operations, from development Offering state-of-the-art technology, scrupulous 80,000 engines are sold each year to and production to sales. This involves quality, safety and superb performance, Honda sells Original Equipment Manufacturers. improving the efficiency with which the more than 200,000 products each year into the These engines power the likes of icons company uses energy and other natural Australian market and 15 null ion products globally. such as Victa, Rover, Onga and Davey, resources, reducing harmful emissions and The remarkable penetration of the Honda brand who badge their own products powered by Established increasing the fuel efficiency of its products, as in Australia has been made possible by the variety these outstanding Honda engines. 111 Japan, the US well as creating green factories to help solve the of products and the sales and service dedication of Honda' s commitment to the environment and and Germany in 2003, Honda Research Institute world's environmental problems. over a thousand retail outlets and 280 OEMs. The quality motor vehicle manufacturing has been (HRI) has been chru·ged with fundamental reseru·ch great range of products means that customers are thoroughly demonstrated by the introduction of and is working closely with local scientific constantly introduced to the Honda brand at many the unforgettable Civic, Accord, Legend, NSX, CRY, COITLinunities. HRl is applying reseru·ch in the field THINGS YOU DIDN'T KNOW ABOUT different points. S2000, MDX and, more recently, the Insight which of rutificial intelligence to enhance automotive HONDA is a hybrid motor vehicle. safety and to develop advanced robots, and is using ACHIEVEMENTS The GB30 outboru·d engine was released in 1964, new materials research to supp01t the development 0 The Honda Collection Hall in Japan The Honda brand can list many mSoichiro Honda, the founder of one of the world's products which appealed to him - starting with fi·om 2 to 225hp. investigating the feasibility of deriving automotive Soichiro Honda in 1948 to a prototype In 1949, the first 'Dream' D-type motorcycle was mightiest motor corporations, was born in motorcycles. By 1948, the company began to The first Honda power product, the F-150 Tiller, fuel from plants. jet aircraft engine now under produced, setting the stage for all of the many races Hamamatsu, in the Shizuoka Prefecture of Japan, in prosper as Japan's post-war economy took its first, was released in 1959 followed in 1965 by the E300 development. Honda has since won. In 1961 , Honda Racing Terun 1906. His father owned a blacksmith' s shop and bold steps towru·ds expansion. portable generator. Today, Honda is a market leader PROMOTION 0 The Collection Hall includes a priceless took out the first five places in the Isle of Man TT repaired bicycles as a sideline. A prutner, Mr Takeo Fujisawa, looked after the in the Power Equipment market in Australia with Honda utilises a mixture of television, radio, press, link with Australian history: Sir Jack Race. Today, Honda dominates the Moto GP As a teenager, Soichiro Honda was apprenticed commercial side of the new enterprise, leaving Mr products ranging from lawn mowers to outdoor and electronic advertising. Supporting the Brabhrun' s Honda-powered Formula 2 Cha111pionship which Valentino Rossi won from to a car repair shop in Tokyo. He embarked on a Honda free to design and test. They worked in brushcutters, generators, tillers and pumps. promotion of the brand is the racing program, with cru· in which he won the 1966 European 200 I to 2003. Honda dominated this premier class number of his own projects, displaying an harmony out of a tiny rented factory, and continued Honda participating both domestically and title with a record number of victories. for two decades with Australian riders Wayne exceptional gift in technical innovation. He even this management style even when the Honda RECENT DEVELOPMENTS internationally. 0 Honda's indoor cm-to-cru· Gardner and Mick Doohan. Indeed, Honda hand-built racing cru·s which notched up a string of company had established itself as a major multi­ Honda has brought the world a myriad of leading A fundamental component of supp01ting brand omnidirectional crash test facility, the achieved its 500'11 World Grand Prix victory in victories on the Japanese circuit. national business, until both retired from active edge technologies, such as the CYCC (Compound awru·eness is corporate identification; with over world's first, was completed in 2000 motorcycle racing in 200 I' Founding his own business in the 1930s, Mr pruticipation in 1973. Vottex Controlled Combustion), fitted to the first I ,000 retail outlets, Honda has a very strong external and provides collision simulation But two-wheeled Hondas weren't the only Honda tested his talents behind the wheel of a In Australia, Honda products were imported by automobile engine to meet the US Clean Air Act presence within Australia. conducted under real world successful ones. Honda's first sports cru· (S500) racing car, but an accident ended his cru·eer. He various companies in almost every state before an requirements. More recently, Honda led the world conditions. and light truck (T360) were released in 1963 and then studied metallurgy, and started a business official presence was established in 1969. The first in bringing to market a fuel cell vehicle, the FCX. BRAND VALUES 0 Honda has built more than 300,000 only three yeru·s later in 1966 Brabham Honda won producing engine pru·ts. moves towru·ds a unified, national representation Honda's ongoing efforts in research and Since its foundation, Honda has been powered by lawnmowers at Honda Manufacturing I I straight races, a first in F2 racing. Honda has After the devastation of World were modest. MrT. Shiomi, Honda Australia 's first development play a central role in helping create dreams. The ongoing dream is to provide genuine Australia (HMA) in Melbourne. progressed with many milestones on and off the Wru· ll, Mr Honda revived his General Manager, decided that since he had no staff, original, innovative products that meet both the satisfaction to people everywhere. Products of the 0 Honda Australia Roadcraft Training track including the domination of Fl racing with business by fitting war no stock, no dealers and a limited expectations of customers and the needs of society. highest quality at a reasonable price are the core of (HART) provides rider and driver the likes of Ayrton Senna and Nigel Mansell surplus engines to knowledge of the Australian Honda' s Wako Research Centre focuses on "The Power of Dreams" which encapsulates training to more than 12,000 riders and throughout the 1980s and into bicycles. The market, his apartment in the fundamental research in the fields of electronics, Honda's core values. drivers each yeru·. the '90s. intuitive and to------­ inner Melbourne suburb of biotechnology and new materials. Four facilities Honda's mission is to offer products, 0 Honda Australia Riders Club (HRCA) innov a tive South Yarra would serve .....Sii:lii:i~ technologies and services that has more than 75,000 members ru1d former as the company contribute to society and improve organises events such as ride days, mechanic premises. Thus, people's lives. Dreams are track days and Moto GP hospitality. central to all activities and 0 In December 2002 Honda began to Honda's respect for people deliver the FCX motor vehicle, and their individual powered by a revolutionru·y fuel cell, to differences has led to a free, Japanese customers. This vital corporate culture that demonstrates Honda's co1TL111itment to encourages creativity. the environment in engineering ru1d To ensure that Honda manufacturing.

62 63 11 Honda Australia started officially on February 4' , share the initiative in developing new products for 1969 in a rented flat. tomorrow, with a focus on increased durability, Honda grew enormously during the following reliability and performance. decades and in October 1991 Honda MPE was Honda was the first company in the world to established. Dedicated to Honda Motorcycles, develop a humanoid robot capable of autonomous, Power Equipment and Marine, and separate from bipedal motion. Honda's advanced robot, ASIMO, HONDA Honda cars, the company was formed to focus incorporates artificial intelligence enabling the attention on the many opportunities in the robot to understand and independently respond Australian market. to body language and gestures. Honda's goal is to The Povver of Dreams create a robot that will be a true partner to THE PRODUCT humankind. meets local needs, the company has gone beyond The strength of the Honda brand derives from the Honda is also taking aim at the sky. Two of establishing local sales networks. Many products simple fact that each Honda product is designed, Honda's recent challenges include the development are not only manufactured but also developed in engineered and manufactured to be the leader in its of a compact business jet and a piston aircraft the regions where they ru·e used. Honda has more field, delivering optimum performance, reliability, engine. Honda's US R&D operation has already than 120 manufacturing facilities in 29 countries economy and world leading enlission levels. created a prototype of the jet, which is entering the outside Japan, producing motorcycles, automobiles, THE MARKET Honda's advanced engineering has created the test flight phase. and power products that bring Honda in contact Honda, the world's largest engine manufacturer, is world's best engines, and as a result, Honda is the with over 15 million customers each yeru·. involved in many different market segments in world's largest and most successful engine At the same time, Honda recognises Australia. They range from prestige cars via manufacturer. its social responsibility as a corporate motorcycles, outboard engines and power Honda's first product, the A-type bicycle citizen. Honda is working to reduce the equipment to general purpose engines for original engine, was produced in small quantities impact on the global environment at all equipment manufacturers. in 1947. Today, in Australia, more than stages of its operations, from development Offering state-of-the-art technology, scrupulous 80,000 engines are sold each year to and production to sales. This involves quality, safety and superb performance, Honda sells Original Equipment Manufacturers. improving the efficiency with which the more than 200,000 products each year into the These engines power the likes of icons company uses energy and other natural Australian market and 15 null ion products globally. such as Victa, Rover, Onga and Davey, resources, reducing harmful emissions and The remarkable penetration of the Honda brand who badge their own products powered by Established increasing the fuel efficiency of its products, as in Australia has been made possible by the variety these outstanding Honda engines. 111 Japan, the US well as creating green factories to help solve the of products and the sales and service dedication of Honda' s commitment to the environment and and Germany in 2003, Honda Research Institute world's environmental problems. over a thousand retail outlets and 280 OEMs. The quality motor vehicle manufacturing has been (HRI) has been chru·ged with fundamental reseru·ch great range of products means that customers are thoroughly demonstrated by the introduction of and is working closely with local scientific constantly introduced to the Honda brand at many the unforgettable Civic, Accord, Legend, NSX, CRY, COITLinunities. HRl is applying reseru·ch in the field THINGS YOU DIDN'T KNOW ABOUT different points. S2000, MDX and, more recently, the Insight which of rutificial intelligence to enhance automotive HONDA is a hybrid motor vehicle. safety and to develop advanced robots, and is using ACHIEVEMENTS The GB30 outboru·d engine was released in 1964, new materials research to supp01t the development 0 The Honda Collection Hall in Japan The Honda brand can list many m

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