To Build Honda in Ten Years:
A “Selfish” Brand Planner’s Vision of Honda’s Future
Tao Yinan
Product Brand Strategy Department, Business Strategy Division, Automobile Business Strategy Unit
CAREER
- 2017
Joined Honda Motor Co., Ltd.
- 2018
Local offices operations, Automobile Sales, China Operations, China Headquarters
- 2019
Export operations, Export Planning, Operations Promotion, Automobile Business Division
- 2020
Raw material sales and freight forwarding, Europe Section, Sales Department 1, Sales Management, Automobile Business Division (*Later reorganized as Europe, Africa & Middle East Section, Sales Department 2)
- 2023
Brand Policy, Marketing Planning, Business Strategy Department, Automobile Business Strategy Management, Automobile Business Development, Electric Business Development Division (*Later reorganized as Product Brand Strategy Section)
I wanted to leave China to see the world
I am from Shanghai, China, where I studied industrial design at university and graduated. I took Japanese class at university. I also often referenced Japanese literatures when writing my thesis and wanted to read them properly. I was getting interested in Japan more and more. I realized that learning foreign language would expand my world, which made me study abroad in Italy for a year.
I always had a strong desire to go abroad, and always wanted to leave China. When I thought about staying in Shanghai in the future, I could easily imagine where I would be in 20 years, and I was afraid it would be boring to me, and I would not be satisfied with the situation. I wanted to put myself in a different environmentand experience new things to advance my career. Feeling possibilities in an unpredictable future, I set my sights on finding a job overseas.
You can be selfish. There are lots of selfish people in Honda
Although I could choose to work in Europe or the U.S., I felt uncomfortable with relaxing European atmosphere. I wanted to advance my career fast, and I felt the speedy atmosphere in Asia was good to me. I began to think about finding a job in Japan because Japan was popular for its industrial design. In a lot of choices, I applied to Honda, a company that takes pride in its products, because I thought I could make use of what I had learned at university.
I still remember what I said in my job interview. “My life is small and boring. I can imagine myself in my 40s easily if I continue to stay in Shanghai. I don’t want that life.” The interviewer said to me, “You’re selfish, aren’t you?” I was confused as to whether it was meant in a good or bad way, but he also said, “Don't worry, there are many selfish people in Honda.” I was happy to find a company that accepted me as I was. My parents felt happier than me about the fact that I could get into Honda. They advised me to follow my heart even though I went to Beijing for my job interview without telling them.
In her second year with Honda, Tao was selected as the MC for the entrance ceremony in front of 1,350 new employees.Assigned to the new global EV Honda 0 Series
After joining I was assigned to the Overseas Sales Department and worked on sales in various regions, starting with China, then Europe and Africa. It was very exciting that I could know various cultures of many countries and regions I had ever been to, and support people from those countries without cultural barrier. Since 2023, I have been involved with the Honda 0 Series, working on brand building and communication planning.
Honda has a “2-way communication” culture, so I have the opportunity to talk one-on-one with my supervisor on a regular basis. We review what I did in the past, and discuss my achievements and my future. Based on my experience working on China and Europe, I expressed my desire to move to marketing, where I could get a broad view of the company’s business, which resulted in my transfer, and here I am today. With my five years of experience in overseas sales, I think my strength lies in my ability to understand what our customers in overseas feel from a global perspective.
keyword2-way communication
Honda’s evaluation system is based on 2-way communication, in which the individual reports their own performance and the supervisor provides feedback. The system supports autonomous career development by reconciling the ideas and thoughts of both parties and building a relationship of mutual trust.
China’s EV presence and response to Honda 0 Series
At the Beijing Motor Show held in April this year, I found the intense competition among companies in the EV market and the presence of China, which is my roots, and an EV giant and cannot be ignored. Chinese EV brands have successfully communicated what value their products and services bring, and there was much I could learn.
Of course, Honda is not a small player. Honda has a sense of trust and stability that newer EV brands do not have. I am very happy that we were able to demonstrate how Honda has taken on the challenge not only with China, but also to the rest of the world, through the Honda 0 Series.
Saved by Honda’s openminded corporate culture
Ever since I joined, I have felt that everyone in the company is open-minded. At first I could not speak Japanese well, and often made mistakes in the use of honorific and humble language, which is essential for daily conversation. Everyone around me gently told me the correct way to speak, rather than scolding me, and their frequent advice on a daily basis was very helpful. Thanks to them, my Japanese improved a lot.
Also, in communicating with others, Chinese people tend to be straightforward in expressing their thoughts, whereas in Japan, the emphasis is on reading the atmosphere and adapting to the surroundings. There were times when I struggled with my identity, wondering whether I should be reserved in my opinions or who I should be. Honda, however, has a culture of Waigaya and Yama-gomori, in which employees are welcome to express their opinions freely. In my daily work, Honda also places importance on individual issues and requests, which made me realize that it is ok to express my opinions that differ from others without hesitation, and that I didn’t have to change my identity.
keywordWaigaya
Honda's unique culture of open and frank discussions about dreams and how they should work, regardless of age or position.
keywordYama-gomori [Mountain seclusion]
Honda’s unique culture of exercising creativity, and concentrating on discussion, with the aim of outputting themes, at an off-site location. In addition to day trips, there are also cases where participants stay overnight at recreation facilities.
Continue to challenge, and increase the possibilities
I feel a great deal of responsibility, working on the Honda 0 series, which symbolizes a turning point for Honda. I have to work on it with a perspective of next five to ten years. Each small decision can affect the brand image in the future. It sometimes daunts me, but it also motivated me.
My desire to leave Shanghai and grow while constantly taking on new challenges is certainly being fulfilled. In the future, I would like to have a chance of working in a position where I can communicate more closely with overseas customers. I would like to continue to explore my possibilities while being involved in a wide range of work and deepening my relationships with many people. This is my current goal.
My work-life balance
I like running. I started running after the COVID-19 hit, and it got me hooked. Every Wednesday is my training day, and I always leave the office on time. I am grateful that my team understands my situation and makes sure that they don’t have meetings or other plans that need me on Wednesday nights.
*Content and employee organizations are accurate as of the time of the interview.
The Diversity of Honda Associates
