Achieving Both Environmental Performance and Rich Experience-Based Value to Provide Value as a Flagship Model Pursued by Honda
This is Honda’s first outboard motor with an output of 350 horsepower. As a flagship model, it needs to be a product with all kinds of value beyond performance. How did you go about solidifying the concept?
Kabayama
We are really thankful that Honda’s outboard motors are being used by many people around
the world. Some typical examples would be for pleasure boats and large, sporty
inflatable boats in Europe, and by fishing professionals in Asia. Of course, the main
battleground for large outboard motors is North America. Besides offshore pleasure
boats, recently, we have also seen growth in pontoon boats. In addition to boats that
express a lot of power, there are signs that the BF350 is being installed for traveling
further distances in comfort and for enjoying a quiet moment onboard. To incorporate the
feelings of such customers, the voyage before reaching the destination and the onboard
experience must be even more enriching. At the same time, consideration for society and
the environment—as represented by the Sustainable Development Goals (SDGs)—are also
required in recent years. We wanted to make a product that can be used with the pride of
a Honda flagship model while considering such changes in the times and values.
Suda
Under such circumstances, the concept called “ecoluxe” became the keyword.
Kabayama
Ecoluxe has the meaning of achieving both values of ‘eco’—consideration for the
environment—as well as ‘luxury.’ Besides powerful propulsion, through low fuel
consumption, low vibration, quiet operation, and other features, the BF350 achieves
high-quality voyages and onboard experiences having a sense of unity with nature and
people. This is also in line with the words of founder Soichiro Honda that “watercraft
should not pollute the water,”*2 which we have been prioritizing since Honda
starting making outboard motors. We also sought a fitting design that has both
innovativeness and
functional beauty.
*2 “Watercraft should not pollute the water” is Honda founder Soichiro Honda’s belief about outboard motors and passed down as the DNA of Honda Marine. In the 1960s, lightweight and low-cost two-stroke models were the mainstream, but being particular about environmental performance, Honda chose to enter the world of outboard motors with four-stroke models, which did not discharge engine oil into the water but were hampered by higher weights and costs.
Suda
Traditionally, outboard motors often protect the top part of the engine using square
covers. The engines themselves were promoted and might seem to be lacking as elements of
styling. However, this would not allow us to express the concept of ecoluxe. We embarked
on development with the goal of achieving a styling that blends functions and design,
keeping in mind greater harmony with the water, wind, and hull.
This is the same with motorcycles and automobiles. One characteristic of Honda’s designs is that we bring out beauty by turning function into design. We aimed for a product that can match any hull by using a simple and clean styling while keeping functionality as the core.
A Flowing One-Motion Form That Unites with the Hull and Nature; Agile Evolution That Also Used VR
It has a very simple and slim form, and everything gives a sense of unity. How did you come up with this shape?
Kabayama
We kept in mind “one-motion form” to achieve a unique styling. It is a simple and slim
form with a sense of unity that does not have any unevenness; any angle offers a view of
the outboard motor being integrated as one from the top to the propeller. The outboard
motor is part of a boat, which moves by cutting through both air and water. Therefore,
we sought a style that is completed by uniting with the hull and nature. The outboard
motor itself encloses the engine with a tight surface and solid tone, and its posture
expresses an energetic stance while conveying its firm core. Such ideas were made into
sketches and Mr. Suda was asked to create models, and this process was repeated many
times when we studied the design.
Suda
It was an extremely agile approach, where the form was created by repeatedly making a
model and then making revisions while checking the shape. First, a half-sized clay model
was made, then its data was used to create a full-sized urethane model at an early stage
for confirmation. As the model has a height that exceeded 2 m, I was surprised when I
first saw how big it was.
Kabayama
Yes, we came up with this form after repeatedly making models and gradually revising
them. It is not an overstatement to say that we would not be here if we did not have Mr.
Suda’s techniques and speed. Another major factor was that Mr. Suda’s skills allowed us
to use virtual reality (VR).
Suda
We are located in Saitama Prefecture. We were developing outboard motors in an
“ocean-less” prefecture, and given the large size of the model, we could not easily
bring it to the sea and check its state when attached to a boat. Therefore, we often
carried out simulations that looked close to the actual thing using VR. The evolution of
technology is amazing, and we can reproduce all kinds of environments—such as when
berthed at a pier or when moving at sea—with great realism. Eventually, we created
videos, carried out VR verification after reproducing the operating environment using
computer graphics (CG), and showed the results at internal evaluation meetings. We also
asked colleagues in the United States to look at the VR model, and they rated it highly
for being able to give a very detailed image.
Being Thoroughly Particular About Every Detail to Achieve High-Quality Authenticity
It really conveys that it was created with particular attention in all areas, including the use of CG technology.
Suda
Everything in the modeling was linked to functions. The back panel expresses the rear
intake inlet and the air-water separation function, which passes over the top and
bottom. The one-motion form is further emphasized while making use of the functions.
Kabayama
Furthermore, the outside of the characteristic inlet is decorated with plated garnish,
and together with the adoption of a large, three-dimensional plated emblem, it can be
recognized as a Honda product with one look in all environments, whether during the day
or at night. This gives a design that is intricate and classy yet simple and clean.
Kabayama
Another area in which we paid close attention to the details is the thought put into the
controller. The steering station of a boat is usually quite simple, created by placing a
chair and installing a steering wheel and controller. In addition to our traditional
robustness and reliability, this time, we refined the design from the perspective of a
sense of unity between the person and the hull.
There will always be rolls when on a boat. From the perspective of ergonomic design, we were particular about peace of mind that comes from supporting the body by placing one’s hand on the controller when the boat rolls, and a sense of unity between a person’s hand and the controller. The area in contact with the hand was given a shape that fits the palm and a soft, leathery material that feels good to the touch and is not slippery. In addition, so that the places for holding and operating can be understood at a glance, even when dark, the zoning of the functional area was emphasized by adding metallic decorations.
Such a controller design was a major design challenge. We were anxious that this was a timing to significantly change Honda Marine’s past design image and user interfaces. Still, we moved forward while repeatedly discussing with designers from major boat manufacturers. Communications between creators really bolstered self-confidence.
The BF350 born through the accumulation of various such efforts won a Red Dot award. Lastly, what are your thoughts on receiving this award?
Kabayama
I feel like we have received an endorsement that customers can buy this product with
confidence. As a large outboard motor, this is an extremely expensive purchase. The
added value from winning a Red Dot award—which is proof that the BF350 is recognized by
the world—can help make owning this product a source of pride, and I think there is
meaning there.
Suda
I feel very encouraged that we received this prestigious award. This award is the result
of everyone involved in the development continuing to stay creative and innovate until
the very end without giving up. I am grateful that the world has recognized the BF350
born as a result of this effort. I hope to use the lessons learned this time as fuel for
my future growth.
Profiles
Hidetoshi Kabayama
Automobile
Product Designer
Kenji Suda
Motorcycle and Power Products
Modeler
