Honda Slides

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This is a presentation summary of my report on hybrid vehicles for my Strategic Management of Technology class.

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Honda Slides

  1. 1. Honda<br />Soichiro Honda<br />1946<br />Hamamatsu, Japan<br />
  2. 2. Honda, a brief history<br />Honda Technical Research Institute, 1946<br />Bicycle engines<br />Began making motorcycles 1949<br />Came to US market in 1959<br />First sports car – Japan, 1963<br />Honda Civic - 1972<br />Insight Hybrid introduced – Japan 1997 (US 1999)<br />
  3. 3. Honda Philosophy<br />Has remained independent<br />Cautious about being first-movers<br />Glo-calization strategy – 33 countries<br />First HEV in America<br />Environmental Responsibility<br />Employee recognition for development – and their independence<br />Matching consumers’ needs with commitment to the environment<br />
  4. 4. Honda Insight HEVbackground<br />Loss Leader for first few years – Penetration Pricing<br />Slow initial sales<br />View of HEV design by Honda and other automakers – this is key to my report and pivotal for Honda<br />Parallel development with FC technology<br />
  5. 5. More on Honda’s independence<br />No mergers or acquisitions<br />No industry memberships<br />No joint ventures<br />Chose not to license its technology<br />Reasons: for design control<br />Retain influence on cleaner technologies<br />Internalization of knowledge and learning<br />Company direction, as expressed by Honda president Hiroyuki Yoshino, “It is better for a person to decide about his own life than having it decided by others”<br />
  6. 6. Cost/Benefits of the InsightThis example can show the pragmatism used at the company instead of the all-or-nothing right-now approach used by other automakers<br />Costs or risks include:<br />Selling the car at a loss for market presence<br />Uncertainty of buyers faced with a new technology – another key point<br />Smaller take-up would mean higher maintenance costs for both company and consumer<br />Benefits (perceived and real) include:<br />Accessed at regular gas stations<br />Improved fuel consumption<br />Image of environmental responsibility<br />Comparable performance to traditional combustion engine cars<br />
  7. 7. Internal Debate- The Real Question<br />Was it productive to delay production of Fuel Cell automobiles in favor of promoting its existing hybrids?<br />Should Honda abandon Hybrid vehicle technology to focus solely on Fuel Cell design? Or continue with the Hybrids that are gaining popularity and allow time for a wait and see approach for FC vehicles?<br />
  8. 8. Developing Technologies at Honda- according to HSV, perhaps the biggest risk-taking area of the company<br />Fuel Cell technology<br />Nanotechnology<br />Zero Emissions technology<br />Design Streamlining<br />Robotics<br />Advanced Materials<br />Alternative Energy<br />Check this car out<br />
  9. 9. The one you’ve been waiting for<br />Last but not least – ASIMO<br />

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