Honda saw the opportunity to design an affordable motorcycle for everyday use in post-WWII Japan. The Honda Super Cub motorcycle was successful in meeting this need. When expanding to the US, Honda initially struggled to sell its larger motorcycles. However, after US staff began using the Super Cub for errands, it attracted buyers looking for inexpensive transportation. The Super Cub became a smash hit, allowing Honda to gain 63% of the US motorcycle market. Honda adapted to cultural differences between Japan and the US, positioning the Super Cub as wholesome transportation rather than the intimidating image of Harley Davidson. This success was due to Honda learning from its customers, developing new technology tailored to local needs, and effective

1. Cross Cultural Execrcise-2
Real-life culture based Case Study
Prepared By-
Harshal Godhia
BITS Goa, Session – A
For-
Cross Cultural Team A9

2. The Story of the Honda Super
Cub

3. Post WW-II Japan, host culture
• Poor and resource-starved economy
• Honda sees a vision, a 2-wheeler for the masses
If you can design a small motorcycle, say 50 cc with a cover to
hide the engine and hoses and wires inside, I can sell it. I bet you that
every soba noodles shop will want one for deliveries.

4. The case, Honda expanding
overseas to US
US Motorbike market
• Small market(1k dealers) dominated by Harley
Davidson, and imports like Triumph
• The American culture viewed riders as nefarious
outsiders lad in leather jackets and riding in packs to
terrorize small towns and cause trouble at funfairs
• Furthermore, Japanese products with funny names
were looked upon suspiciously by American
consumers.

5. Honda’s Plan
• Initial target to grab 10% of the import’s with its
250cc, 305 cc long distance bikes
• But that had modest sales. The staff of Honda
America, rode around in the Super Cub performing
errands/marketing/banners
• This attracted buyers who just wanted inexpensive,
convenient, individual transportation for short trips
around town. Young bikers who did not relate to the
Harley Persona.
• Super Cub was a smash hit. Honda went from no
presence to 63% of the entire market .

6. Cultural Adaption
• A necessity product in Japan, was actually a successful
business model for the US culture
• The marketing slogan reinforced the notion of
wholesomeness, in contrast to the scary outsider image of
Harley Davidson.

7. Culture Comparison

8. Best Practices
• Honda was highly successful in its domestic
market, volume related cost reductions
followed and it used this as a springboard for
penetration into world markets
• They learnt firsthand, managers & staff used
the Honda Super Cub themselves
• Produce development was handled by those
who possessed deep insight and real empathy
for their customers
• Strong focus on new technology. Super Cub
was completely built from ground up

9. ..contd
• Continuous learning and feedback. After the
low sales of their larger machines 250 cc,
Honda didn’t stop, they stuck with their vision
and learnt from the market reaction’s
• Marketing, advertisement. Honda partnered
with some of the best agencies and their ad
campaign’s are some of the best

10. Thanks 
References
• http://designmind.frogdesign.com/blog/how-honda-succeeded-in-the-
united-states.html