Trajectory of Challenges

The 1990s

Overcoming Crisis Through Reforms
and Market Challenges

The bubble economy had burst. Faced with an unprecedented business crisis
due to its inability to grasp changing market needs,
Honda introduced company-wide TQM (Total Quality Management)
and implemented the “800,000 unit domestic automobile sales structure,”
aiming to sell 800,000 automobiles in Japan.
The Creative Mover (lifestyle creation) series, turned around the sluggish sales,
becoming a major turning point that supported
Honda’s subsequent automobile business.

Japan in the 1990s

Japan in the 1990s

The bubble economy had collapsed. Land prices and stock prices plummeted due to an increase in the official land price index and the enforcement of the Land Price Tax Law in 1991. A prolonged recession led to a financial crisis in which even banks and securities firms went bankrupt. Meanwhile, a new change was emerging: Internet-related investment heated up, leading to an IT bubble. On the environmental front, the Kyoto Protocol was adopted in 1997, committing Japan to reduce greenhouse gas emissions by 6% from the 1990 level.

Odyssey (1994)

The first Creative Mover aimed at creating a car
with new ideas

Odyssey (1994)

In the 1990s, Honda sought to create new value. To enrich people’s lives, Honda began with looking at how cars should be made. The Odyssey, the first model in the Creative Mover series, was a hit as a minivan to replace sedans. The series continued to expand, based on the concept that “the car is a tool for people to create and direct their own lives as they wish, and the main character is always the person.”

NSX (1990)

A New Generation of Sports Cars
Filled with Dreams and Technology

NSX (1990)

While many sports cars require advanced driving skills, the NSX was launched as a new-generation sports car with a human-centric concept, easy for anyone to drive and with high performance. In order to perfect its driving, turning, and stopping, the same drive system as F1 cars was employed, with a mid-engine and rear-wheel drive. It was also the first mass-produced car in the world to adopt an all-aluminum body. The new car offered both dynamic performance and ease of driving.

CB1000 Super Four (1992)

Road Sports Suitable for a New Era

CB1000 Super Four (1992)

The CB1000 Super Four was came out of the BIG-1 project, which aimed to determine “what Honda’s naked road sport models should be like for the new era.“ The CB1000 Super Four, which pursued performance that captivated the hearts of its riders, was a huge hit despite large motorcycle licenses (or “Limited license”) were difficult to attain at the time. Since then, the CB1000 Super Four was steadily matured and evolved, and in 2022, the 30th anniversary model was introduced.

BF35A and BF45A Outboard Engines(1992)

New Honda Outboard Engines
with Flair in Design and Color

BF35A and BF45A Outboard Engines(1992)

For 20 years, Honda had been focusing on 4-stroke outboard engines based on the belief that "watercraft should not pollute the water,” Finally, society began to question the use of two-strokes as an environmental problem. At that time, Honda developed a new outboard engines. Unlike the straight and square outboard engines that had been the norm, the beautifully designed silver BF45A and BF35A made the Honda brand stand out.

Twin Ring Motegi (1997)

Mobility World to Nurture the Future
of People and Nature

Twin Ring Motegi (1997)

Twin Ring Motegi was opened in August 1997, with the aim of contributing to improving life culture by providing a venue and opportunity to experience the joy of recreation and motorsports in nature, learn safe driving, and acquire scientific knowledge and skills. In 2022, on its 25th anniversary, it was renamed to Mobility Resort Motegi, in hopes of further coexistence between people, nature, and mobility.

1990

  • Bank of Japan raises
    the official discount
    rate by 6%.
  • Revised standards for
    K-cars (overall length
    and displacement
    increased by 660 cc)
    come into effect.
  • Unification of East
    and West Germany;
    birth of Federal
    Republic of Germany.

Tadashi Kume retires, Nobuhiko
Kawamoto becomes Honda’s
fourth president

Details

Capital alliance agreement signed
with Rover Group.

Details
NSX launched.

NSX launched.

Africa Twin 750 launched.

Details

AH headquarters relocates from
Gardener, Los Angeles to Torrance.

Honda Cars Philippines, Inc.
(HCPI), an automobile production
joint venture, established in the
Philippines.

McLaren-Honda’ Ayrton Senna
wins F1 drivers’ title.

Digital map and navigation system
(second-generation Legend)
introduced.

Details
Japan’s first Honda SRS airbag system for the passenger seat is equipped with the Legend.

Japan’s first Honda SRS airbag
system for the passenger seat is
equipped with the Legend.

1991

  • Bubble economy
    bursts.
  • Liberalization of beef
    and orange imports
    begins.
  • The Recycling Law
    came into effect.
  • The automatic-only
    driver’s license system
    is established.

Soichiro Honda, Honda’s Supreme
Advisor passes away.

McLaren Honda takes the constructors’ title at the F1 Japanese GP, Ayrton Senna wins the drivers’ title.

McLaren Honda takes the
constructors’ title at the F1
Japanese GP, Ayrton Senna wins
the drivers’ title.

Motorcycle Operations and
Power Products Operations
established.

HFT-equipped RC250MA
motocrosser wins the All Japan
Motocross Championship series
title.

Details

Civic Ferio launched.

VTEC-E engine introduced.

1992

  • Official land prices
    fall for the first time
    in 17 years.
  • The EC agrees to a
    quota of 1.26 million
    automobiles for
    export to the U.S.

Automobile plant starts operation
at HUM in the U.K. Production of
the Accord begins.

Details

Wuyang-Honda Motorcycle
(Guangzhou) Co., Ltd. and Tianjin
Honda Motorcycle Co., Ltd.
established in China.

Details

Won WGP Japan GP in all classes
(125 cc, 250 cc, and 500 cc).

CB400 Super Four and CB1000 Super Four launched.

CB400 Super Four and
CB1000 Super Four
launched.

NR equipped with the world's first
oval piston engine for a production
motorcycle, launched.

Cumulative production of the
Super Cub reaches 20 million units
(world record for motorcycles)

Honda Cars Manufacturing
(Thailand) Co., Ltd. established.

Details

Honda Atlas Cars Pakistan Limited
(HACPL), an automobile production
and sales joint venture,
established in Pakistan.

Announced suspension of F1
racing activities after 1992 season.

CBR900RR Fireblade (SC28) launched.

CBR900RR Fireblade (SC28)
launched.

BF35A and BF45A outboard engines with a new sleek, silver-colored design, launched.

BF35A and BF45A outboard
engines with a new sleek,
silver-colored design,
launched.

Details

1993

  • Fuel efficiency
    standards for gasoline
    passenger vehicles
    reviewed (target for
    FY2000).
  • European Union (EU)
    inaugurated.
  • Basic Environment
    Law enacted.

Concluded a basic agreement with
Isuzu Motors for mutual
complementation of products*18

Honda Motor China (HMC)
established in Hong Kong.

Honda Collection Hall opens at
Suzuka Circuit.

Successful first flight of MH02
all-composite experimental light
jet*19

Details

Jialing-Honda Motor Co., Ltd.
established in China.

Details

Hamamatsu Factory’s power
products factory obtains ISO 9001
certification (Honda’s first
domestic factory).

GX120 General-purpose engine
becomes world’s first engine to be
certified as emission-compliant by
the State of California, U.S.A.

Middle East office (HAMER)
established in the United Arab
Emirates (UAE).

Details

1994

  • Japan-U.S.
    Comprehensive Talks
    reach agreement on
    three areas excluding
    automobiles and parts.
  • MITI announces
    elimination of
    voluntary restrictions
    on passenger car
    exports to the U.S.
  • The United States
    becomes the world’s
    largest automobile
    producer for the first
    time in 14 years.

Regional Operations (Japan)
established (4 regional
independent Operations system),
aiming for self-reliance in each region

Details
Honda’s first minivan, the Odyssey, launched.

Honda’s first minivan,
the Odyssey, launched.

Agreed to dissolve capital alliance
with Rover Group.

Dongfeng Honda Auto Parts Co.,
Ltd. established.

WGP500 Mick Doohan wins series
title and manufacturer's title

Power Products Operations
consolidated into HGH
(SD integration)

Honda’s CG125 motorcycle is
featured on a commemorative
postage stamp in Brazil.

Established Fujian Mindong-Honda
Generator Co., Ltd. as a joint
venture to produce and sell small
generators in China

Honda CUV ES, an electric scooter,
launched on a limited lease basis
for public offices.

Details
Supersport motorcycles RVF / RC45 (750cc) launched.

Supersport motorcycles
RVF / RC45 (750 cc) launched.

1995

  • The Great Hanshin-
    Awaji Earthquake
    occurs.
  • The Product Liability
    Law (PL Law) goes
    into effect.
  • Number of
    automobiles owned
    exceeds 70 million.

Domestic automobile sales plan to
reach 800,000 units.

Details

New Civic made in the U.S. is
certified as the first LEV
(Low Emission Vehicle) for
mass-produced gasoline vehicles.

Honda Siel Cars India (HSCI),
automobile production and sales
joint venture, established in India.

Cumulative global production of
Civic reaches 10 million units.

3-stage VTEC engine and Honda
Multimatic (CVT) developed and
equipped on Civic.

CR-V launched.

CR-V launched.

Wins WGP manufacturers’ titles in
the 500 cc and 125 cc classes.

Operational test-flight of Honda's
first turbofan engine HFX-01.

Details

Developed the world’s first new
brake system for motorcycles,
M.A.C. ABS for small motorcycles
and T.R.-C. ABS for large
motorcycles.

1996

  • General elections
    based on a parallel
    primary election and
    proportional
    representation system
    are held for the first
    time.
  • Newly established
    large motorcycle and
    standard motorcycle
    licenses.
  • Vehicle Information
    and Communication
    System (VICS) begins
    operation.
Life Creation Vehicle series Step Wagon S-MX launched.

Life Creation Vehicle series Step
Wagon, S-MX launched.

HRE-R, a research and
development base, established in
Rome, Italy.

Production of City begins at
Ayutthaya Plant in Thailand.

Domestic motorcycle PRO’S
drealership system introduced*20.

Details

Wins WGP500 manufacturers’ title.

Honda Automoveis do Brasil (HAB),
an automobile production and
sales company, established in
Brazil

Details

Honda Europe Motorcycle (HEM),
a new company for motorcycle
operations in Europe, established
in Rome, Italy.

Details

Honda Vietnam (HVN), a
motorcycle production and sales
joint venture, established in Vietnam.

Details

Thailand strengthens regional
functions by adding ASEAN
regional headquarters function to
Asian Honda Motor (ASH).

 Unveiled P2, a prototype of an autonomous walking humanoid robot.

Unveiled P2, a prototype of an
autonomous walking humanoid
robot.

1997

  • Consumption tax
    raised to 5%.
  • Environmental Impact
    Assessment Law
    enacted.
  • Kyoto Conference on
    Global Warming
    Prevention held.
  • Ministry of
    Transportation
    announces motorcycle
    emission regulations.

Cumulative global motorcycle
production reaches 100 million
units.

Honda R&D Southeast Asia (HRS)
established in Thailand.

Twin Ring Motegi opens.

Twin Ring Motegi opens.

Details
World’s first 360° freely tilting ultra-compact and lightweight 4-stroke general-purpose engines, the GX22 and GX31, launched.

World’s first 360° freely tilting
ultra-compact and lightweight
4-stroke general-purpose engines,
the GX22 and GX31, launched.

Details

Begins leasing and sales of Honda
EV Plus electric vehicle in Japan
and the U.S.

Details

WGP500 NSR500 wins all 15 races.

Compact Little Cub with
small-diameter wheels adopted
from the Super Cub launched.

Hybrid system Honda Integrated
Motor Assist (IMA) introduced.

1998

  • Law Concerning the
    Promotion of
    Measures to Cope
    with Global Warming
    enacted.
  • Preferred numbering
    system for license
    plates begins.

Nobuhiko Kawamoto retires,
Hiroyuki Yoshino becomes Honda’s
fifth president.

Details

Guangzhou Honda Automobile Co.,
Ltd. (GHAC) and Dongfeng Honda
Engine Co., Ltd. (DHEC)
established in China.

Details
 Japan’s first CART IndyCar race held at Twin Ring Motegi.

Japan’s first CART IndyCar race
held at Twin Ring Motegi.

Details
Compact, lightweight new-generation generator EU9i with sine-wave inverter launched.

Compact, lightweight
new-generation generator EU9i
with sine-wave inverter launched.

Details

Honda R&D India (HRID), a
motorcycle and power products
R&D office, established in India.

WGP500 Honda wins 22
consecutive races.

Honda Collection Hall opens at
Twin Ring Motegi.

CB1300 Super Four launched.

VFR (800cc) launched.

C100 BIZ, a model exclusively for
local production in Brazil (the
first Cub-type model to adopt
under-seat helmet storage)
launched.

1999

  • The euro, the EU’s
    common currency,
    is established.
  • Nissan and Renault
    agree to a capital
    tie-up.
Honda’s first hybrid car, the Insight, is simultaneously launched in Japan and the U.S.

Honda’s first hybrid car, the
Insight, is simultaneously launched
in Japan and the U.S.

Accord production begins at
Guangzhou Honda Automobile Co.,
Ltd. (GHAC).

CB400 Super Four Hyper VTEC
launched.

New-generation S2000, a real
open-sports model, launched.

Honda Motorcycle & Scooter India
Pvt. Ltd (HMSI), a motorcycle
production and sales base,
established in India.

Details

WGP500 Àlex Crivillé debuts, and
wins riders’ and manufacturers’
titles.

New generation 4-stroke scooter
Honda Giorno Crea launched*21.

  • 18The contract was concluded with Isuzu, to extend Honda’s lineup which was short on RV models.
  • 19An ultra-compact jet that used composite materials for its entire fuselage structure. Although it was an experimental aircraft, it was later positioned as the world’s first all-composite business jet.
  • 20“PRO'S” was named after the professional dealers who could respond to a wide range of customer needs.
  • 21Equipped with the world's first liquid-cooled, 4-stroke 50 cc engine for a mass-produced motorcycle, the Giorno Crea achieved 1/2 the emissions of Japan’s new emission regulations and approximately 30% better fuel economy compared to conventional 2-stroke engines (compared to a Honda scooter of the same displacement, based on 30 km/h flat road test values). The chassis was made of a die-cast aluminum frame, a first for a scooter in Japan, and a modular structure was adopted to improve production efficiency to serve as the basic framework for future Honda scooters.
Honda Motor Co., Ltd.75 Years of History 1948-2023