Trajectory of Challenges
Entering the Automobile Market
Motorcycles Go Global
Against the backdrop of a strong economy, interest in,
and expectations for, motorization were on the rise in Japan.
Honda was building a framework to enter the automobile market,
and in 1963 it launched its first k-truck, the T360.
This marked Honda’s start as an auto manufacturer. Meanwhile,
Honda took on the challenge to take its’ motorcycle business global
in search of a larger market.

Japan in the 1960s
Economic expansion continued over a long period, with real economic growth remaining high at around 10% per year. Domestic demand expanded, exports increased, the population grew and the labor force moved from rural to urban areas, and the level of education improved significantly. In addition, road networks were developed and motorization accelerated. While the car boom and other improvements in lifestyle brought affluence, new social problems such as traffic accidents and pollution also emerged.

The “Enu-koro” ignites the “my car” boom
N360 (1967)
The N360 (nicknamed “Enu-koro” (Little Puppy N)) had a roomy interior that could easily seat four adults, a maximum output of 31 PS (more than its rivals), and an astonishingly low price of 313,000 yen. Its cute appearance earned it the nickname ”Enu-koro”. Top priority in designing the N360 was placed on interior spaciousness, based on the concept of making the mechanisms small and the cabin space large. The M/M (Man Maximum, Machine Minimum) philosophy remains the basis of Honda’s automobile development to this day.

Contributing to the Development of
Japanese Motorsports
Suzuka Circuit (1962)
In 1960, Japan did not have highways yet. Honda began a project to build a full-scale, completely paved racing track. After only one year and a month of construction, the Suzuka Circuit was completed in 1962. The track is 6,004 m long, with a capacity of 200,000 spectators (10,000 in the grandstands). The circuit attracted worldwide attention for its accommodations, restaurants, and an automobile amusement park.

Car Racing the Next Frontier for the
Motorcycle World Champion:
Declaration of participation in Formula 1 (1964)
Honda had just released production cars, as the last Japanese manufacturer to enter the automobile market, but soon took on the challenge of Formula 1 racing, the pinnacle of car racing. No other Japanese car manufacturer had even considered such a challenge. Despite Honda’s efforts, its first race, the German GP, was a disastrous failure. Nonetheless, Honda continued on this difficult path, and in its second year, achieved its first victory in the final race of the season, the Mexican GP.

Revolutionary Portable Generator
That Could Be Held in One Hand
E300 Portable Generator (1965)
Following tillers and outboard engines, Honda launched the E300 handheld generator in a market where few leisure-use products were available. The switches were designed with round knobs and screw heads were kept out of view as much as possible, in accordance with Soichiro Honda’s insistence that, “Generators should not show any mechanical elements and should give the user a sense of security.” The result was a novel cubic design reminiscent of a fully encased household electrical appliance, which went on to be used in a variety of settings around the world.

The Motorcycle that Sparked the
Worldwide “Nana-han” Boom
Dream CB750 FOUR (1969)
The CB750 FOUR was the culmination of new challenges: the world’s first mass-produced motorcycle with a parallel four-cylinder SOHC engine, hydraulic disc brakes, double cradle frame, and four mufflers. With a maximum output of 67 PS and a top speed of 200 km/h, it outperformed other manufacturers’ flagship models, and even spawned the popular term “Nana-han” (7-and-a-half) to symbolize the large motorcycle that completely changed the European-dominated motorcycle market.
- Japan-U.S. Security
Treaty signed. - Cabinet approves the
National Income
Doubling Plan. - The Organization of
Petroleum Exporting
Countries (OPEC) is
formed.
- MITI plans to create
three groups of
passenger car
manufacturers. - John F. Kennedy
becomes president
of the United States. - The Soviet Union
successfully launches
and recovers a human
satellite ship.
- MITI announces
liberalization of trade
in 230 items
(liberalization rate of
88%). - Japan and the U.S.
sign GATT tariff
agreement.
Honda’s first overseas production
subsidiary, Honda Motor, a
motorcycle production and sales
company, established in Belgium.

Die&Machinery factory established
in the Shirako Factory.
Wins manufacturers’ titles in the
125 cc, 250 cc, and 350 cc classes
of the World GP.
SPORTS 360, SPORTS 500 and
T360 introduced at the 9th All
Japan Auto Show.

Gas Turbine (GT) R&D established*6
Production of motorcycles begins through a technical collaboration
with San Yang Industry (SY) of
Taiwan.
Wins 125 cc and 250 cc classes of the Isle of Man TT races.

Suzuka Circuit completed
in Suzuka City,
Mie Prefecture.


Juno M85 (horizontally opposed
two-cylinder with Badalini
transmission) launched*7

- President Kennedy
assassinated in
Dallas. - Japan announces its
intent to become a
GATT Article 11
country (prohibiting
trade restrictions on
balance of payments
grounds). - Meishin Expressway
opens.
15th anniversary of the company’s
founding
Wins the 50 cc, 250 cc, and 350 cc classes in the first World GP road
race in Japan.

Launches the T360 k-truck
(Honda’s first automobile product)
Wins the 250 cc and 350 cc classes of the Isle of Man TT Races.
Wins manufacturers’ titles in the
250 cc and 350 cc classes of the World GP.

Launches the S500 compact
sports car.
Launches the G20 and G30
general-purpose engines.
- Tokyo Olympics held.
- Tokaido Shinkansen
begins service
(between Tokyo and
Shin-Osaka). - Japan joins the OECD
(Organization for
Economic Cooperation
and Development).
Takeo Fujisawa appointed vice president.
Honda France (FH), a sales
company, is established in France.
Production of motorcycles begins
at Atlas Autos (AHL) in Pakistan
through a technical collaboration.
Asian Honda Motor (ASH)
established in Thailand.

All Honda Service Factory (SF) established.


Declares participation in
Formula 1.
Makes first appearance in
F1 at Round 6, German GP,
with RA271.


“You Meet the Nicest People On
a Honda” campaign wins a U.S. magazine advertising award.
Sayama Factory established;
automobile plant and industrial machinery plant begin operations

Wins the 125 cc, 250 cc, and 350 cc classes of the Isle of Man TT races
S600 launched.

Honda's first outboard engine,
GB30 (4-stroke) launched.

- Liberalization of
imports of complete
passenger cars
implemented. - Izanagi economic
boom begins. - Automobile driver’s
license holders
exceeds 20 million.
Honda U.K. (HUK) established in
the U.K.
Wins Isle of Man TT races in 50 cc, 250 cc, and 350 cc classes.

Dream CB450 (with Honda’s first DOHC engine for mass-produced motorcycles) launched*8
- Japan’s population
exceeds 100 million. - Automobile emission
regulations are
implemented,
including CO
concentration of 3%
or less. - Japan Automobile
Appraisal Association
established.
Second generation Super Cub with OHC engine C50, C65, C70, and
C90*9 launched
Wins Isle of Man TT races in 50 cc, 25 cc, and 500 cc classes
Achieves first ever complete domination of all five World GP classes
Participates in F1 Italy GP with
newly developed 3000 cc engine
(RA273)

F90, the first diesel-powered tiller,
launched.

- The Kennedy Round
concluded among
major countries. - Basic Law on Pollution
Control Measures
promulgated. - Japan overtakes
West Germany to
become the world's
second largest
producer of
automobiles. - European Community
(EC) established.

Automobile plant at Suzuka Factory begins operations.
Cumulative production of Super
Cub reaches 5 million units.

N360 introduced.
Production of motorcycles begins
at Thai Honda (TH).
Wins the Isle of Man TT Races
250 cc, 350 cc, and 500 cc classes.
Announces withdrawal from World
GP racing.

RA300 wins F1 Italian GP.
GB40 4-stroke outboard engine introduced.
- Basic Law on
Consumer Protection
announced. - Air Pollution Control
Law and Noise
Regulation Law
enacted. - Organization of Arab
Petroleum Exporting
Countries (OAPEC)
formed. - Automobile
acquisition tax
established (3%).
Enters F1 French GP with new
air-cooled engine (RA302), but retires, finishes 2nd with the
water-cooled engine (RA301).
N series K-car tops the domestic sales report.
Begins N360 exports to Italy,
Southeast Asia, and other markets.
Ends F1 racing activities after the 1968 season.

Hunter Cub CT50 launched.
Cumulative production of
motorcycles reaches 10 million
units.
- Tomei Expressway
opens. - The Ministry of
Transportation
institutionalizes the
recall system. - First manned moon
landing by the U.S.
Apollo 11.
Canadian Honda (CH) established
in Canada.

Honda Australia (AUH), an
automobile sales company,
established in Australia.
Begins production of automobiles through a technical collaboration
with Malaysia’s Kah Motor (HKL).

Honda’s first compact passenger
car, the 1300, launched.
Begins production of motorcycles
at Boon Siew Sdn. Bhd. (BSW)
through a technical collaboration
in Malaysia.
Begins production of automobiles
for the first time overseas, through
a technical tie-up with San Yang
Industry (SY) of Taiwan

Dream CB750 FOUR
launched in Japan and
exported to the U.S. and
Canada.
- 5Honda R&D Center was spun off from Honda to form Honda R&D Co., Ltd. Soichiro Honda’s reason for this decision was to create an environment in which research and development could be separated from business reasons, and to create an environment in which future-oriented research could be conducted freely without being influenced by the ups and downs of the immediate business, and to produce and nurture novel and original technologies. Since then, Honda R&D has developed and brought to market innovative technologies that have supported the backbone of Honda for the past 60 years, and with the change to an integrated management structure for motorcycles in February 2019 and automobiles in April 2020, the divisions responsible for motorcycle and automobile development will be merged with Honda. The Honda R&D Center will now specialize and focus on the functions of advanced research and development, pioneering uncharted new worlds for future value creation. “Mass production must succeed more than 100% of the time. On the other hand, advanced technology that will be the core of the future must be tackled with a strong will, even if it is likely to fail 99% of the time.” Honda concluded that the two areas should be separated, leading to the reorganization.
- 6The development team who worked on gas turbine engine research, originally for automobiles, played an important role in developing the engine that would later lead to the HF120.
- 7Honda’s first automatic-transmission motorcycle equipped with HRD, the prototype of HFT.
- 8The CB450’s engine was based on the N360 engine.
- 9The first generation engine’s OHV (overhead valve) was replaced by OHC (overhead camshaft), which continued to be produced for several decades while undergoing minor improvements.