Cub Stories
Onward to the ‘Sleeping Giant’ Southeast Asia – Super Cub Shows its True Value as Popularity Explodes
This modern ‘Super Cub Paradise’ is closely associated with Southeast Asia, and to a lesser degree Latin America. From morning to night, countless Super Cubs provide mobility for people’s daily lives.
However, Takeo Fujisawa, who conceived of this worldwide expansion plan from before the birth of the Super Cub, initially planned to first conquer America, then Europe, and finally Southeast Asia. American Honda was established in 1959, followed by European Honda in 1961, and finally Asian Honda Motor Company was established in 1964.
This was a well thought out strategy. Top priority was given to the American market, which was indispensable to Honda achieving its biggest initial growth. Following this, the company would work hard to gain recognition in the motorcycle strongholds of Europe. And finally, when the time was ripe, it would advance into the promising future markets of Southeast Asia.
As in the case in Europe, Honda’s advance into Southeast Asia was conducted with the utmost care. Like Europe, the countries of Southeast Asia cannot be lumped together; they each have their own individuality; and no business success can be achieved unless their distinct characteristics are properly understood.
Even in Southeast Asia, the Super Cub Created Exciting New Demand
Asian Honda, located in a 10-story building on one of Bangkok's main thorough fares. (photo from in-house Honda publication ‘Flying’)
The C70/90 produced by Thai Honda Manufacturing in the 1980s. Famed Thai singer Nantida Kaewbuasai starred in ads that made popular the nickname ‘Rot Pooyin Nantida’ (ladies’ bike Nantida)
In 1962, two years before establishing Asian Honda, the company opened a representative office in Singapore, and commenced survey studies. Following two years of intensive analysis, Honda provided 100% funding for the establishment of a local corporation, Asian Honda, in Thailand, where conditions were relatively stable.
Needless to say, expansion in Southeast Asia centered around sales of the inexpensive Super Cub. However, it also required a steady hand and continuous long-term effort. This was because the pace of economic development in the countries of Southeast Asia was slow.
When Asian Honda was first established in Thailand, motorcycle ownership in the country was roughly 100,000 units, and motorcycles were not yet a viable mode of transportation for ordinary people. Even so, motorcycle ownership increased to150,000 by 1966, just two years after the start of Asian Honda’s sales activities. Of the additional 50,000 units sold, 70% were Hondas, and 90% of these were Super Cubs, indicating that it was enjoying skyrocketing popularity in Thailand, as well.
Asian Honda adopted a basic policy of establishing a retail network and offering outstanding after sales service. It also put extra effort into advertising by launching a Thai version of the ‘Nicest People’ campaign. Development was so rapid that by 1967 Honda commenced local production of the Super Cub.
From its base at Asian Honda, sales expanded into Malaysia, the Philippines, Singapore and Indonesia. In each case, Honda’s operations were most intensive from the late 1960s to the 1970s. Today, Super Cubs can be seen being ridden all over Southeast Asia, but this has been the result of steady, continuous efforts conducted over decades in line with the measured economic growth of these blossoming Southeast Asian countries.
