HONDA The Power of Dreams

“Cool范儿骑士” (Cool Smart Riders): Aiming to Develop Cool and Safe Riders

Juan Li | Honda Motor (China) Investment Co., Ltd. Shanghai Office (HMCI-S)

As the Motorcycle Operations of Honda Motor (China) Investment Co., Ltd., the Shanghai Office develops safety riding promotion activities in cooperation with joint ventures and dealers. In this issue, Juan Li introduces our activities in China.

• Activities at Dealers
• New Promotional Campaign
• In Pursuit of Our Goal of “Achieving Zero Fatalities in Traffic Accidents Involving Honda Motorcycles and Automobiles Worldwide by 2050”

Activities at Dealers

We work to help our customers become the ideal riders, “Cool范儿骑士” (Cool Smart Riders), by linking the desire to look cool with safety riding. To this end, we provide a range of support including riding guidance, clothing advice, and safety awareness. In particular, Honda DreamWing, a big-size motorcycle dealer, trains safety riding instructors and provides experiential programs to customers at all stores, including skill improvement training and public road riding advice. In addition, in-store sales and service staff act as riding coordinators, serving as partners in solving customers’ riding-related concerns and problems and providing advice on safety riding at all four stages of the process, from business negotiations to test riding, motorcycle delivery, and inspection. We will continue our safety riding promotion activities based on the principles of “safety handed down from person to person” and developing various programs to meet the needs of our customers.

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New Promotional Campaign

To further expand the activities of “Cool范儿骑士” (Cool Smart Riders), we have been distributing a video titled “Cool范儿骑士成長記” (Cool Smart Rider Growth Record), which chronicles a rider’s growth to becoming a cool and safe rider, as a new promotional campaign since 2022. The story consists of 10 episodes, each three minutes long, and has been viewed five million times in a year. In 2023, we have added videos that use characters to promote motorcycle knowledge, bringing the total to 50 videos. To continue disseminating easy-to-understand information to a wide range of people, we will continue to add more videos and help promote safety riding.

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In Pursuit of Our Goal of “Achieving Zero Fatalities in Traffic Accidents Involving Honda Motorcycles and Automobiles Worldwide by 2050”

Safety riding education is essential to Honda’s goal of achieving zero fatalities in traffic accidents. In China, safety driving promotion activities started in 2003 with the training of safety driving instructors. Subsequently, to further strengthen our activities, we established an instructor academy in 2022 for the purpose of human resource development and are working to increase the number of instructors and expand our activities.
Approximately 30,000 people participate annually in experiential education using actual vehicles throughout China.

With the slogan “Safety for Everyone” in mind, we will continue to move forward with the aim of promoting a better understanding of safety among all traffic participants.