HONDA The Power of Dreams

History From its founding vision to its latest initiatives, explore the path of Honda’s challenges.

The 1950s

1950年代

Honda Takes on Brave Challenges
with Dreams and Passion

With 34 associates and 1 million yen in capital, Honda started out as a small town factory in Hamamatsu. The company ran with passion toward its dream. After the launch of the Cub F-Type, business grew rapidly with its unique sales network and excellent motorcycle products. Honda gained a firm position in the motorcycle industry after the Super Cub C100 became a hit in Japan and the U.S., and the company participated in the Isle of Man TT races.

The Super Cub C100 (1958) Unique Product that Proved “Good Products Know No National Boundaries”

Following the words of Soichiro Honda, “Make something that can fit in the hand,” the company pursued a motorcycle size and functional design that would be easy for anyone to handle. The new model was epoch-making, and many new innovations were incorporated without hesitation, including a 4-stroke engine, which was considered difficult to mass-produce in the 50 cc category, and an automatic centrifugal clutch that eliminated the need for clutch lever operation. The design concept remains consistent to this day, and the Super Cub continues to be loved around the world.

F150 tiller (1959) The “Red Whirlwind” born from the desire to help people who work.

Honda’s first tiller, using its own technology, was developed in the postwar WW2 era, to ease heavy labor for farmers who were mostly elderly and female. Innovative technologies such as a low center of gravity with an inverted engine positioning and centralized hand operation pursued ease of use. Painted red, a rarity for industrial products at the time, the F150 became a sensational hit as soon as it went on sale, leading to what was called the “Honda whirlwind that painted the fields red.”

Cub F-Type (1952) Bicycle Auxiliary Engine that Became a Hit Through Direct Mail Marketing

With postwar reconstruction, bicycles with auxiliary engines became an important means of transportation, and amid countless competing products, the innovative design of the "white fuel tank and red engine" took Japan by storm. Honda's sales network rapidly expanded from 400 to 13,000 outlets.

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The 1960s

Entering the Automobile Market Motorcycles Go Global

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.

N360 (1967) The "Enu-koro" ignites the "my car" boom

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.

Dream CB750 FOUR (1969) The Motorcycle that Sparked the Worldwide "Nana-han" Boom

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.

E300 Portable Generator (1965) Revolutionary Portable Generator That Could Be Held in One Hand

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.

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The 1970s

Inheriting the Passion and Principles from the Founding Era to Take on New Challenges in the New Era

Inheriting the Passion and Principles from the Founding Era to Take on New Challenges in the New Era

At a time when emission regulations and oil crises created the need for clean and fuel-efficient vehicles, Honda succeeded in developing the CVCC, a revolutionary low-emission engine. The Civic equipped with CVCC became a huge hit in Japan and the United States.
In 1973, both Soichiro Honda and Takeo Fujisawa retired from their posts, triggering the company to move on from its founding phase, to its expansion phase.

Civic (1972) Aiming to Become the "People's Car" Worldwide

At a time when most domestic small cars were RWD sedans, the Civic was an FWD 2-box without a trunk, with tires as close the chassis' corners as possible. Honda's original trapezoidal hatchback design achieved an unprecedented level of comfort. In 1973, a model equipped with a low-pollution CVCC engine was introduced.

ME (Million Seller) Engine Series (1977) Develop to Sell a Million Units

The development concept that led to the seemingly foolhardy goal of 1 million units was "durable, long-lasting, and at one-half the cost." Five years later, in 1982, the ME engine achieved annual sales of 1 million units, a memorable product for general-purpose engines that was the culmination of Honda's comprehensive capabilities.

Road Pal (1976) Cultivating a New Market of Female Users

Italian actor Sophia Loren appeared in a Honda ad, calling out "Rattatta!" while lightly stepping on the Road Pal's kick starting pedal. Its popular price point and the ease of use attracted many women who came to dealers to buy the Road Pal, asking for the "Rattatta!" Honda went on to develop several derivative models and became a pioneer in the family bike segment.

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The 1980s

Growth into a Global Company, Expansion in the New Era

Growth into a Global Company. Expansion in the New Era

The City, among other major Honda models, had become best-sellers. Honda's overseas manufacturing was accelerating. With motorcycles, fierce competition for market share in the family bike market continued. In this period, Honda was also preparing to make the leap toward becoming a global company, and it proceeded to build a system that complemented its characteristics by connecting countries around the world through its network.

Second Phase of F1 Participation (1983) Honda's Second Phase of F1 Participation Sparks Social Phenomenon in An Unprecedented Bubble Economy in Japan

"Racing is part of Honda's corporate culture. It does not matter if we win or lose. We want to show our best technology to the users of Honda cars in the form of entertaining spectacles," Kiyoshi Kawashima, then president of Honda said. The dominance of the McLaren-Honda team sparked a Formula 1 boom in Japan. The team set a new record with 15 wins in 16 races in 1988 and a double-title in the four consecutive seasons to 1991.

Mini-Tiller Comame F200 (1980) Creating New Markets in Europe and Japan

The F200 was developed based on the concept of an entry-level model for amateur and hobby gardeners, at a time when the agricultural industry was shrinking and the need for home vegetable gardens was beginning to grow. The Comame's cute, compact appearance and high performance that contrasted with large tillers were well received, and at its peak, 50,000 units were sold annually in Japan alone, making it a best-selling product.

Tact (1980) The Benchmark for the Rest of the Industry

The Tact was launched amid intensifying competition for market share. This coincided with a period in which women were rapidly entering the workforce, and the Tact's popularity exploded as a family bike, especially among women. In response to the mandatory wearing of helmets on motorized bicycles in 1986, the Tact Fullmark was launched in 1987 with a built-in helmet storage space under the seat. This revolutionized the scooter's structure, making it a must-have for all scooters, regardless of manufacturer.

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The 1990s

Overcoming Crisis Through Reforms and Market Challenges

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.

Odyssey (1994) The first Creative Mover aimed at creating a car with new ideas

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."

BF35A and BF45A Outboard Engines (1992) New Honda Outboard Engines with Flair in Design and Color

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 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.

CB1000 Super Four (1992) Road Sports Suitable for a New Era

The CB1000 Super Four 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 being difficult to attain at the time. Since then, the CB1000 Super Four steadily matured and evolved, and in 2022, the 30th anniversary model was introduced.

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The 2000s

Maintaining Independence and Self-reliance in the Face of Fierce Headwinds

Maintaining Spirited Independence in the Face of Fierce Headwinds

"The Power of Dreams" was established as Honda's global brand slogan to guide all its activities in the 21st century. The slogan clearly states the company's will of spirited independence in an era of mergers and acquisitions.
During this period, Honda launched advanced creations worthy of its brand in the new century, such as the Fit with a center tank layout and FCX Clarity fuel cell vehicle.

FCX Clarity (2008) Pursuing Environmental Performance, And Enjoyment and Pleasure that FCVs Can Provide

Honda has been evolving fuel cell vehicles since the FCX was introduced in 2002, and the FCX Clarity was a further breakthrough. Honda built a revolutionary platform by downsizing the power plant, including the fuel cell system, drive motor, and hydrogen tank. In addition to its environmental performance, the FCX Clarity proposed to the world the concept that "a car should always be a dream come true and fun to drive."

ASIMO (2000) Envisioning a Future to Make People Happy Through Technology

ASIMO was created to be with people, to be useful, to improve their quality of life, and to expand their possibilities. In addition to being able to move freely on stairs and slopes, ASIMO was also able to provide specialized movements and audio guidance tailored to the user's needs.

DN-01 (2008) Eliminating clutch operation, making sports cruising easier

Using technology to help people — This desire led to Honda's pursuit of motorcycles that are easy for anyone to ride, and the start of research into automatic transmissions for motorcycles. The DN-01, equipped with the innovative Human Friendly Transmission (HFT) automatic transmission, the culmination of 40 years of research, was a sports cruiser that delivered a next-level relaxed and direct ride.

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The 2010s

Taking on the Challenge of a Completely Different Dimension Weaving New Dreams with Society

Taking on the Challenge of a Completely Different Dimension. Weaving New Dreams with Society

Amid the ongoing global recession, Honda established its six-region global operation structure to promote self-reliant management in each region of the world. The goal was to create products that meet the needs of each region.
This strategy evolved toward the realization of the 2030 Vision and led to bold reforms of the business management structure to achieve further growth, such as the establishment of the Monozukuri Center.

N-BOX (2011) Innovative Ideas to Change Japan's Vehicles

The N-BOX took maximum advantage of the k-car standard to achieve unprecedented utility. Honda managed to create an innovative platform through its M/M (Man Maximum, Machine Minimum) philosophy. Honda's goal was to create a new "vehicle" that could be used by all kinds of people living in Japan, from daily life to hobbies and even nursing care.

Miimo HRM520 (2013) A Lawnmower with "Gentleness and Affinity" that Blends In with the Customer's Lifestyle

With the growing demand for robotic lawnmowers, especially in Europe, Honda developed a robotic lawnmower based on three concepts: reliable, easy to use, and trustworthy. It can mow the lawn automatically by setting the day, time, and area, and its design is typically Honda, "gentle and friendly" to blend in with the daily lives of customers.

PCX (2010) Pursuing Scooter Value as a Global Standard

Each region of the world has its own road conditions, and its riders' tastes differ. However, Honda believed that by thoroughly pursuing the essence of a scooter, it could create a scooter that will please everyone. The PCX was developed with this in mind. With its luxurious design, relaxed riding position, and large 14-inch tires for riding stability, the goal was "a design that can be ridden in various cities around the world."

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The 2020s

Serving People Worldwide with the "Joy of Expanding Their Life's Potential"

Honda positioned this period of a once-in-a-century change as its second founding, and is pursuing a wide range of initiatives. What should Honda aim for, driven by its dreams? What is the value Honda provides to its customers? How does Honda create this value? These are questions Honda is using to define its axis of corporate activities and continue to be a company that society wants to exist.

Honda e (2020) A New Generation of Urban Commuter

Honda's goal in developing the new EV was to create mobility that would evolve to the next stage. The Honda e was created to be a unique entity that is connected to a variety of things, universal, comfortable, witty, and brings smiles to users' faces. It aims to realize a prosperous future by pursuing a completely new kind of appeal, based on flexible ideas.

GB350 (2021) Classic Roadster from the Indian Market

The H'ness CB350, aiming to increase Honda's market share in India, the world's largest motorcycle market, was also introduced in Japan. Named as the GB350, it gained popularity as a traditional roadster. The relaxed riding position, upright single-cylinder engine, and steel front and rear fenders all contribute to the bike's tasteful appearance.

HondaJet (2023) A new challenge in the sky aiming for 2028

HondaJet, which has been in development since 1986 aiming to achieve freedom of mobility in the sky, is a tremendous dream come true for an automobile manufacturer to enter the aircraft business. In 2023, Honda announced another grand dream: to commercialize a new light business jet, based on the HondaJet 2600 Concept, which will be the world's first light jet capable of nonstop transcontinental flight across the United States.

More about the 2020s

Honda Motor Co., Ltd.75 Years of History 1948-2023

Helping people. Creating new value.
Honda’s early leaders called these desires their “dreams”
and took on the challenge to realize these dreams
in management, in manufacturing, in sales,
and at the sales front around the world.
These are the dreams that
Honda has challenged over the past 75 years,
which will also guide Honda’s aspirations in the future.

Honda Motor Co., Ltd. 75 Years of History Web Site TOP

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