HONDA The Power of Dreams

When we started the safety riding promotion activities back in 1989, the motorcycle market in Thailand was expanding rapidly. This led to an increase in the number of traffic accidents, and people began to regard motorcycles as dangerous. In responce, we established Safety Riding Promotion Operations, just as we had done in Japan, to ensure the safety of our customers and the survival of our business, in the hope that motorcycles would continue to be accepted by society in the future.

In order to promote safety riding to as many people as possible, we focused on training instructors in the early stages of our activities. We then opened a Traffic Education Center, and not only educated a wide range of customers, but produced and developed many educational booklets and advertisements.
At the same time, we actively worked with the government to promote efforts related to developing laws such as helmet use and motorcycle rider licensing. In recent years, we have also developed new tools such as the APT^*1 and, as a result of our efforts to promote its use, it has been adopted as an exam question for motorcycle licenses. As a result of our efforts over the past 33 years to propose various solutions as the leading safety riding company, and to provide our customers and Thai society with a high quality of life through safety, last year we were honored with the Value of the Land: Pride and Dignity of Thais award^*2.

1. APT: Accident Prediction Training. Developed for Thailand based on Japan’s KYT (Kiken-Yosoku Training / Accident Prediction Training). Inclusion as part of motorcycle licensing exam planned for end-2022.
2. Honda Safety Thailand awarded on September 9, 2021

Our main focus now to develop a safety riding mindset are two-fold:
1. Skills for kids
2. Lead by example

(1) Skills for kids: Our program is based on the idea that education must begin at an early age in order to develop good habits by the time they become adults. With our Safety for Kids^*3 program, we focus on education from childhood.

(2) Lead by example: Our Zero Accident Society Project shares best practices from within our organization with the outside world, reaching out to as many people as possible. Some of the activities within our organization are: training for associates who commute by motorcycle, training for new employees, training to raise awareness of safety riding prior to long weekends, and awards for employees who have been accident-free for a certain amount of time.

1. Safety education begins with primary school students, teaching how to correctly wear helmets and cross roads