Management
Worldwide Honda Kicks Off, Connecting with World and Sharing Honda’s Passion Through Video Project
POINTWhat you can learn from this article
- In its period of transformation, Honda is redefining its global brand slogan, “The Power of Dreams”
- Honda is strengthening efforts to share its uniqueness pursued since its founding with people both inside and outside the company
- Honda is sharing philosophy and aspirations globally through "Worldwide Honda", showcasing its activities in regions around the world
The mobility industry is undergoing a once-in-a-century transformation. Honda views this as a second founding period and redefined its global brand slogan in 2023. In line with this, Honda launched the "Worldwide Honda" video project in 2025 to convey the spirit embodied in the slogan through its initiatives around the world. This issue of Honda Stories speaks with Ryusaku Senda, General Manager of the Brand Communication Center, about the reasoning behind redefining the brand slogan, and with Tomoko Kondo, "Worldwide Honda" project member, about the project’s aims and behind-the-scenes stories.
Honda's direction in an era of transformation, expressed through a new slogan
In 2023, Honda redefined its global brand slogan as “The Power of Dreams — How we move you.” to declare Honda’s intent to continue being a company that moves people’s hearts and society. The addition of the tagline “How we move you.” to the 2001 slogan “The Power of Dreams” was driven by significant changes in the environment surrounding Honda.
Ryusaku Senda, Assistant Vice President, General Manager of Brand Communication Center, Corporate Planning Unit
The redefining of its brand slogan aims not only for every department, region, and individual around the world to understand the company’s intent, but also to achieve a state where everyone can embody Honda's essence.
The mobility Honda provides is not merely a tool to transport people. It holds the wonderful value of transcending people from various constraints like time and space, and augmenting human capabilities and potential.
Honda brings together people driven by a strong desire to further evolve this universally essential mobility an spread "the joy and freedom of mobility" worldwide. The brand slogan demonstrates that when every individual at Honda holds a dream, and their strong convictions and unique personalities collide, diverse knowledge and dreams interact with each other, leading to create, or generate, significant value.
Since the redefinition, we have undertaken various activities to promote understanding and implementation. This includes revising the corporate logo and guidelines, expanding brand assets such as corporate advertising and the creation of the Honda Global Font, and establishing a global execution framework.
As a result, we are steadily approaching our original goal of enabling many domains to autonomously embody the essence of Honda. However, strengthening initiatives from a cross-regional and cross-business perspective remains an ongoing challenge.
Worldwide Honda video project showcases Honda’s global initiatives
Honda operates businesses across many areas, including motorcycles, automobiles, power products (tillers, lawn mowers, snow blowers, etc.) and aircraft, and is both consistent and diverse.
Launched in April 2025, "Worldwide Honda" is a global project that compiles events and initiatives from around the world into short 30-second videos. Through these videos, "Worldwide Honda" conveys the spirit embodied in the new global brand slogan, and the diverse essence of Honda.
Tomoko Kondo, the "Worldwide Honda" project member in the Brand Planning Studio, explains:
Through many discussions with regional brand managers, we realized that Honda’s diverse global initiatives were not being shared enough. But, there must be a consistent underlying vision.
This is precisely why we started the "Worldwide Honda" project.
Tomoko Kondo, Assistant Chief Administrator, Brand Planning Studio, Brand Communication Center, Corporate Planning Unit
Behind Honda’s activities around the world lies a common philosophy and spirit. By compiling and sharing the diverse activities as easy-to-understand videos, Honda shares its essence and spirit with people all over the world.
Through this project, we aimed to not only introduce Honda’s activities worldwide, but to express and share globally the uniqueness of Honda that consistently emerges across the videos.
In producing the videos, we focused on not over-explaining with words, but rather to make sure the visuals were as self-explanatory as possible. We also paid attention to ensuring each region’s uniqueness and personalities were reflected in the footage, rather than using uniform expressions.
For example, in “F1 TOKYO FAN FESTIVAL”, the project’s first video, we prioritized conveying the underlying reason and passion behind why Honda hosted the event, ensuring it was not merely an event report.
At one time, F1 was extremely popular in Japan thanks to Ayrton Senna. It does not, however, enjoy the same level of popularity today. On a global scale, however, F1’s popularity is rising, particularly in the United States, influenced by factors like the Netflix documentary series and related film releases. We wanted Japanese people to feel this global F1 excitement again. That is why we chose as our first video this content that featured F1 cars not on racing tracks, but on Odaiba’s public roads in Tokyo.
The result was a video that conveys the “passion” and the “challenge for the future” that Honda aims to deliver through F1. Furthermore, as the “Worldwide Honda” video series expands, I believe we have become better able to convey Honda’s passion.
One of the scenes from "F1 TOKYO FAN FESTIVAL 2025" movie
Conveying Honda’s passion while showcasing local character and distinctiveness
With the “Worldwide Honda” project, while overall planning and coordination are handled by project members, all videos are produced by local subsidiaries. That allows the videos to convey a unified concept, while featuring the unique characteristics and cultures of the regions.
In India, for example, a ceremony began with a dance performance, while in Brazil, a mural of Ayrton Senna, the F1 driver still deeply loved by many, was featured. Each country offers scenes that are uniquely its own, and we always look forward to discovering them. We hope viewers will also look forward to seeing what kind of videos we create next.
(Left) Dance performance in India (Right) Brazilian mural of Ayrton Senna
"Worldwide Honda" is now being broadcast not only across Honda’s various media channels but also on “Honda Cars TV”, shown at Honda dealerships in Japan. This provides an opportunity for customers visiting dealerships for purchase or maintenance to learn about Honda’s diverse global businesses and activities.
For associates, learning about Honda’s overseas activities and initiatives broadens their horizons and strengthens their sense of responsibility as members upholding the Honda brand.
Every word and visual we deliver represents the Honda brand, shaping trust with customers and society worldwide.
We also want associates to take an interest in initiatives in other countries and regions. We hope they realize their work is a vital part of the global picture, and feel pride in Honda’s ongoing, ambitious challenges worldwide, and foster a sense of pride in being part of Honda.
"Worldwide Honda" will continue to evolve as a project that communicates Honda’s philosophy and aspirations with people both inside and outside the company.
As the mobility industry entered a period of major transformation in recent years, challenges in new areas, namely electrification and intelligent systems, emerged. These challenges demanded new thinking, actions, and speed unconstrained by traditional frameworks. Honda’s President Mibe also felt a strong sense of crisis, questioning whether departments and associates had become too defensive, relying on past successes.
In this context, Honda identified its current stage as a “Second Founding Period.” Reaffirming and communicating the unique identity it has pursued since its founding, both within the organization and to the world, became a key management priority, leading to the redefinition of its brand slogan.