Corporate profile and divisions

Honda is headquartered in Minato, Tokyo, Japan. Their shares trade on the Tokyo Stock Exchange
and the New York Stock Exchange, as well as exchanges in Osaka, Nagoya, Sapporo, Kyoto, Fukuoka,
London, Paris and Switzerland.

The company has assembly plants around the globe. These plants are located in China, the United
States, Pakistan, Canada, England, Japan, Belgium, Brazil, México, New Zealand, Malaysia, Indonesia,
India, Philippines, Thailand, Vietnam, Turkey, Taiwan, Perú and Argentina. As of July 2010, 89
percent of Honda and Acura vehicles sold in the United States were built in North American plants,
up from 82.2 percent a year earlier. This shields profits from the yen's advance to a 15-year high
against the dollar.[23]

Honda's Net Sales and Other Operating Revenue by Geographical Regions in 2007[24]

Geographic Region Total revenue (in millions of ¥)

Japan 1,681,190

North America 5,980,876

Europe 1,236,757

Asia 1,283,154

Others 905,163

American Honda Motor Company is based in Torrance, California. Honda Racing Corporation (HRC) is
Honda's motorcycle racing division. Honda Canada Inc. is headquartered in Markham, Ontario,[25] it
was originally planned to be located in Richmond Hill, Ontario, but delays led them to look
elsewhere. Their manufacturing division, Honda of Canada Manufacturing, is based in Alliston,
Ontario. Honda has also created joint ventures around the world, such as Honda Siel Cars and Hero
Honda Motorcycles in India,[26] Guangzhou Honda and Dongfeng Honda in China, Boon Siew Honda
in Malaysia and Honda Atlas in Pakistan.

Following the Japanese earthquake and tsunami in March 2011 Honda announced plans to halve
production at its UK plants.[27] The decision was made to put staff at the Swindon plant on a 2-day
week until the end of May as the manufacturer struggled to source supplies from Japan. It's thought
around 22,500 cars were produced during this period.
For the fiscal year 2018, Honda reported earnings of US$9.534 billion, with an annual revenue of
US$138.250 billion, an increase of 6.2% over the previous fiscal cycle. Honda's shares traded at over
$32 per share, and its market capitalization was valued at US$50.4 billion in October 2018.[28]

Year Revenue

in mil. USD$ Net income

in mil. USD$ Total Assets

in mil. USD$ Employees

2005 77,851 4,376 83,853

2006 89,172 5,373 95,145

2007 99,784 5,331 108,329

2008 108,026 5,400 113,540

2009 100,112 1,370 118,189

2010 92,655 3,052 125,594

2011 107,242 6,762 138,851

2012 100,941 2,820 149,616

2013 119,523 4,443 164,988 190,338

2014 118,425 5,741 156,220 198,561

2015 121,286 4,636 167,675 204,730

2016 121,190 2,860 151,303 208,399

2017 130,193 5,734 176,311 211,915

2018 138,250 9,534 174,143 215,638

Products

Automobiles

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For a list of automobiles, see List of Honda automobiles.

Tenth generation Honda Civic in production from 2016–present

Fifth generation Honda CR-V

Honda's automotive manufacturing ambitions can be traced back to 1963, with the Honda T360, a
kei car truck built for the Japanese market.[29] This was followed by the two-door roadster, the
Honda S500 also introduced in 1963. In 1965, Honda built a two-door commercial delivery van,
called the Honda L700. Honda's first four-door sedan was not the Accord, but the air-cooled, four-
cylinder, gasoline-powered Honda 1300 in 1969. The Civic was a hatchback that gained wide
popularity internationally, but it wasn't the first two-door hatchback built. That was the Honda
N360, another Kei car that was adapted for international sale as the N600. The Civic, which appeared
in 1972 and replaced the N600 also had a smaller sibling that replaced the air-cooled N360, called
the Honda Life that was water-cooled.

The Honda Life represented Honda's efforts in competing in the kei car segment, offering sedan,
delivery van and small pick-up platforms on a shared chassis. The Life StepVan had a novel approach
that, while not initially a commercial success, appears to be an influence in vehicles with the front
passengers sitting behind the engine, a large cargo area with a flat roof and a liftgate installed in
back, and utilizing a transversely installed engine with a front-wheel-drive powertrain.

As Honda entered into automobile manufacturing in the late 1960s, where Japanese manufacturers
such as Toyota and Nissan had been making cars since before WWII, it appears that Honda instilled a
sense of doing things a little differently than its Japanese competitors. Its mainstay products, like the
Accord and Civic (with the exception of its USA-market 1993–97 Passport which was part of a vehicle
exchange program with Isuzu (part of the Subaru-Isuzu joint venture)), have always employed front-
wheel-drive powertrain implementation, which is currently a long-held Honda tradition. Honda also
installed new technologies into their products, first as optional equipment, then later standard, like
anti lock brakes, speed sensitive power steering, and multi-port fuel injection in the early 1980s. This
desire to be the first to try new approaches is evident with the creation of the first Japanese luxury
chain Acura, and was also evident with the all aluminum, mid-engined sports car, the Honda NSX,
which also introduced variable valve timing technology, Honda calls VTEC.

The Civic is a line of compact cars developed and manufactured by Honda. In North America, the
Civic is the second-longest continuously running nameplate from a Japanese manufacturer; only its
perennial rival, the Toyota Corolla, introduced in 1968, has been in production longer.[30] The Civic,
along with the Accord and Prelude, comprised Honda's vehicles sold in North America until the
1990s, when the model lineup was expanded. Having gone through several generational changes,
the Civic has become larger and more upmarket, and it currently slots between the Fit and Accord.
Honda produces Civic hybrid, a hybrid electric vehicle that competes with the Toyota Prius, and also
produces the Insight and CR-Z.

In 2008, Honda increased global production to meet demand for small cars and hybrids in the U.S.
and emerging markets. The company shuffled U.S. production to keep factories busy and boost car
output, while building fewer minivans and sport utility vehicles as light truck sales fell.[31]

Its first entrance into the pickup segment, the light duty Ridgeline, won Truck of the Year from
Motor Trend magazine in 2006. Also in 2006, the redesigned Civic won Car of the Year from the
magazine, giving Honda a rare double win of Motor Trend honors.

It is reported that Honda plans to increase hybrid sales in Japan to more than 20% of its total sales in
fiscal year 2011, from 14.8% in previous year.[32]

Five of United States Environmental Protection Agency's top ten most fuel-efficient cars from 1984
to 2010 comes from Honda, more than any other automakers. The five models are: 2000–2006
Honda Insight (53 mpg‑US or 4.4 L/100 km or 64 mpg‑imp combined), 1986–1987 Honda Civic
Coupe HF (46 mpg‑US or 5.1 L/100 km or 55 mpg‑imp combined), 1994–1995 Honda Civic
hatchback VX (43 mpg‑US or 5.5 L/100 km or 52 mpg‑imp combined), 2006– Honda Civic Hybrid (42
mpg‑US or 5.6 L/100 km or 50 mpg‑imp combined), and 2010– Honda Insight (41 mpg‑US or 5.7
L/100 km or 49 mpg‑imp combined).[33] The ACEEE has also rated the Civic GX as the greenest car
in America for seven consecutive years.[34]

Motorcycles

For a list of motorcycle products, see List of Honda motorcycles.

Honda is the largest motorcycle manufacturer in Japan and has been since it started production in
1955.[10] At its peak in 1982, Honda manufactured almost three million motorcycles annually. By
2006 this figure had reduced to around 550,000 but was still higher than its three domestic
competitors.[10]

In 2017, India became the largest motorcycle market of Honda.[35] In India, Honda is leading in the
scooters segment, with 59 percent market share.[36]
During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese motorcycle
market and began exporting to the U.S. Working with the advertising agency Grey Advertising,
Honda created an innovative marketing campaign, using the slogan "You meet the nicest people on
a Honda." In contrast to the prevailing negative stereotypes of motorcyclists in America as tough,
antisocial rebels, this campaign suggested that Honda motorcycles were made for the everyman.
The campaign was hugely successful; the ads ran for three years, and by the end of 1963 alone,
Honda had sold 90,000 motorcycles.[11]:{{{1}}}

Taking Honda's story as an archetype of the smaller manufacturer entering a new market already
occupied by highly dominant competitors, the story of their market entry, and their subsequent
huge success in the U.S. and around the world, has been the subject of some academic controversy.
Competing explanations have been advanced to explain Honda's strategy and the reasons for their
success.[37]

The first of these explanations was put forward when, in 1975, Boston Consulting Group (BCG) was
commissioned by the UK government to write a report explaining why and how the British
motorcycle industry had been out-competed by its Japanese competitors. The report concluded that
the Japanese firms, including Honda, had sought a very high scale of production (they had made a
large number of motorbikes) in order to benefit from economies of scale and learning curve effects.
It blamed the decline of the British motorcycle industry on the failure of British managers to invest
enough in their businesses to profit from economies of scale and scope.[38]