P54
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TOKYO (Reuters) - Plenty of people think Honda Motor Co is not the kind of daring, risk-taking company it once was. One of them is Takanobu Ito, who just happens to be the Japanese automaker's chief executive.
His solution? A simple, gasoline-electric hybrid technology which he believes will set a new standard for fuel efficiency and recapture the success of the CVCC engine 40 years ago, which helped transform Honda from a small company into a global leader.
Carmakers, battling to stand out in an industry hammered by over-capacity and weak demand, are looking for an optimum balance of gasoline and electricity to propel cars after Toyota Motor Corp's triumph with the Prius hybrid.
Initially tentative in embracing the technology, Honda believes it has found the right formula with a revamped version of its "one motor" hybrid system.
"We believe we have reached a point with hybrid technology ... where we can provide game-changing technology and products," Ito told Reuters on Wednesday.
"We believe that rivals will definitely follow us."
Honda's new hybrid system will power the next generation of its cars and could be introduced in the remodelled Fit subcompact car by late 2013 in Japan, according to people close to the company.
Honda introduced its "one motor" hybrid system in 1999. It is currently used in models including the CR-Z compact sports car and the Fit subcompact, also known as the Jazz.
RECAPTURING FORMER GLORIES
Since becoming chief executive in 2009, the 59-year-old Ito has pushed Honda to come up with its own hybrid technology and repeat the successes of its hard-driving founder.
Soichiro Honda championed advances such as fuel-efficient CVCC engines with cleaner tailpipe emissions in the 1970s, and saw them adopted by carmakers including Toyota, Ford and Chrysler.
Honda needs that kind of a booster again.
Hit in 2011 by a Japanese earthquake and tsunami and floods in Thailand that wrecked its production network, the company also suffered a lackluster launch for the 2012 Civic, which some criticized for an uninspired design and a bumpy ride.
It is now counting on the new Accord mid-sized car, its core model for the U.S. market which was launched there this month. Ito said the car's engine, transmission and platform have all undergone improvements, though it still lags behind Nissan's Altima in fuel efficiency.
Ito also sees the next Fit series as key to improving the company's performance. For the North American market, the Fit will be built in Mexico and will go on sale in the spring of 2014, sources close to the firm said.
Developing new technologies is costly and Honda, which spends about 500 billion yen ($6.4 billion) in R&D annually, does not rule out alliances.
"We absolutely won't reject an alliance if we can work together with another company in a way that leads to our customers being more impressed with Honda's products," Ito said.
"But if we are just going to put onto our product an advanced technology that another company has developed, then Honda engineers will be deprived of the joy of involvement, so that is not the way to go."
http://www.chicagotribune.com/classified/automotive/sns-rt-us-honda-ceobre88b121-20120912,0,1735944.story
Could the new CR-Z use that system?
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ciwai08
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Thanks for posting this. It sounds like it might be a significant upgrade to IMA(?) which would be fantastic as the "integrated" aspect of IMA has always been appealing. Seems like the first HCH was somewhat competitive with the 1st gen Prius, but after that its been trailing and getting farther behind.
There are a couple of weird errors in the article, they weren't "initially tentative", they had the first hybrid on the american market. And it makes it seem like CVCC was adopted by other car makers, which certainly never happened, although it was instrumental in passage of clean air act, which ultimately led to unleaded gas and catalytic converters.
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P54
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ciwai08 wrote:
Thanks for posting this. It sounds like it might be a significant upgrade to IMA(?) which would be fantastic as the "integrated" aspect of IMA has always been appealing. Seems like the first HCH was somewhat competitive with the 1st gen Prius, but after that its been trailing and getting farther behind.
There are a couple of weird errors in the article, they weren't "initially tentative", they had the first hybrid on the american market. And it makes it seem like CVCC was adopted by other car makers, which certainly never happened, although it was instrumental in passage of clean air act, which ultimately led to unleaded gas and catalytic converters.
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You know Honda was never good at marketing, however Ford is very good at it. Back in those days Ford even dared to put pictures of the CVCC engine in articles about their new technology, Ford claimed it was theirs and published that in Europe. Other makers at that time agreed to use Honda's technology on their cars, if it actually happened or not I'm not sure as the catalytic converter came on the market. Anyway Ford in Europe took credit for the CVCC engine.
Honda should not have marketed the IMA as hybrid as it falls short of the system Toyota have developed which is more complex. They should have called it something else, like iAssist or something to differentiate it from the full hybrid systems and hence comparisons with Toyota. Anyway if Honda finally have gotten the "bugs" out and found a cost effective way to increase FE that is good news. No sense in saving fuel at the expense of expensive batteries and related hybrid system. One day the cost of batteries and other items will eat up whatever you saved on gas. Look forward to see how the new "one motor hybrid", IMA will work and the cost of adding it to the car. At least Honda has its own hand into battery development through Blue Energy, the joint venture with GS Yuasa.
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according2kev
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So they haven't learned their lesson huh?
Honda, just keep quiet until you are ABSOLUTELY SURE you have something that's game changing.
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P54
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according2kev wrote:
So they haven't learned their lesson huh?
Honda, just keep quiet until you are ABSOLUTELY SURE you have something that's game changing.
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I guess Honda knows better than us what they have in store. Regarding game changer, would you like Honda to follow Ford? Ford's new Mondeo (Fusion) is called a game changer by Ford. With 3 cyl 1.0L engine. That is a pretty small engine for that size car. All in the name of FE and less CO2. Hopefully Honda is not going that route. Maybe "kei cars" are the future?
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DCR
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I missed the news that Toyota has left the planet.
Honda would be wise to focus on what they do best, and the hybrid is not it.
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Ultima
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How dare any of you criticize Honda? They given us such vehicles as Insight, Crosstour, ZDX, CRZ, ILX, RL, etc.. Clearly, they know what consumers want.
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P54
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Ultima wrote:
How dare any of you criticize Honda? They given us such vehicles as Insight, Crosstour, ZDX, CRZ, ILX, RL, etc.. Clearly, they know what consumers want.
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I think you missed it, those vehicles you mentioned are for enthusiasts, those people among us who wants something special, just like someone who buys Aztek and Ferrari. Honda knows what consumers want and that is why they make , Fit, Civic, Accord, Pilot, Odyssey etc. Yes Honda knows there are performance enthusiasts and they too will be catered to. Just wait.
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P54
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DCR wrote:
I missed the news that Toyota has left the planet.
Honda would be wise to focus on what they do best, and the hybrid is not it.
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Back in the days when Honda first entered racing with their motorcycles in Europe people were laughing at them. Honda returned and beat them all. Just because the Prius turned out to be a success does not mean Honda should adopt the Toyota hybrid system. Honda might eventually come up with their own car through trial and error that people would prefer over Prius. Besides Toyota is one of the largest auto manufacturers with vast resources compared to Honda. Toyota have the money to just buy into other companies when they need technology they don't have themselves. We'll see how the next gen. IMA and the new PHEV Accord and new Accord hybrid will pan out.
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Colin
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P54 wrote:
Toyota have the money to just buy into other companies when they need technology they don't have themselves.
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Ironic since Toyota essentially stole their HSD technology from http://www.paice.net/ and ended up licensing it after a legal battle and an out of court settlement.
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P54
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Colin wrote:
P54 wrote:
Toyota have the money to just buy into other companies when they need technology they don't have themselves.
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Ironic since Toyota essentially stole their HSD technology from http://www.paice.net/ and ended up licensing it after a legal battle and an out of court settlement.
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Seems like Hyundai/Kia did the same. BTW initially it was told that Ford used Toyota hybrid system, however since Toyota had to settle with Paice does it mean Ford has their own deal with Paice or does Ford still rely upon Toyota in their hybrid technology?
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Mikeydred
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P54 wrote:
Colin wrote:
P54 wrote:
Toyota have the money to just buy into other companies when they need technology they don't have themselves.
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Ironic since Toyota essentially stole their HSD technology from http://www.paice.net/ and ended up licensing it after a legal battle and an out of court settlement.
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Seems like Hyundai/Kia did the same. BTW initially it was told that Ford used Toyota hybrid system, however since Toyota had to settle with Paice does it mean Ford has their own deal with Paice or does Ford still rely upon Toyota in their hybrid technology?
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Your answer is in the article, read the link. I am not trying to be smart it actually a good link. Honda should be proud of their accomplishments and second time may be a charm, much like everything else Toyota bought their way to success.
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Chris David
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As an investor, I hope Ito is right.
As an enthusiast, sounds like more boring investment in earth dreams BS. 6.4 billion dollars a year on research and yet they can't manage to make a car as good as the the DC2 ITR that came out 15 years ago.
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P54
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Chris David wrote:
As an investor, I hope Ito is right.
As an enthusiast, sounds like more boring investment in earth dreams BS. 6.4 billion dollars a year on research and yet they can't manage to make a car as good as the the DC2 ITR that came out 15 years ago.
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Honda makes more than cars. And top priority is not a DC2 ITR. That car would not have passed today's standards so I guess the cars they make today are better.
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DrWhiner
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As an enthusiast, sounds like more boring investment in earth dreams BS. 6.4 billion dollars a year on research and yet they can't manage to make a car as good as the the DC2 ITR that came out 15 years ago.
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- Don't just wrote Honda off, what Honda spent in the last couple of years developing is now about to be released in the next couple of years,
- Don't you think Honda need a strong foundation before it can turn its attention to 'fun'? Do you want to go to movie or a party when your house is on fire?
P.S. The auto business is capital intensive: I think GM spent $1.2 b for Volt.
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TR
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Unfortunately I don't think it matters anymore.
Prius (Toyota) became synonymous with "hybrid".
The best comparison I can provide is the iPhone (Apple). iPhone 5 is just a minor upgrade to iPhone 4 and while you have better choices now, iPhone loyalists simply do not care. iPhone release was covered by major news networks as if it was an election day. It was kinda sad.
I didn't mean to start the iPhone vs. X argument by the way :)
Having said that, Honda should definitely not give up.
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Colin
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TR wrote:
Unfortunately I don't think it matters anymore.
Prius (Toyota) became synonymous with "hybrid".
Having said that, Honda should definitely not give up.
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Indeed, in January of 2000, I'm sure that Yahoo thought the good times would never end. And before that it was AOL and before that it was Compuserve.
Honda will continue to fight because being the underdog is (arguably) in their DNA. IMO, the battle isn't over yet.
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FiSH-Chan
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TR wrote:
Unfortunately I don't think it matters anymore.
Prius (Toyota) became synonymous with "hybrid".
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IMO Honda still has a bit of chance outside of USA. I have people coming up to me and asking if the City is a hybrid (mainly because it's a Honda and that aero shape). Toyota and Honda both are more or less equal when it coms to perception about hybrid, however people generally know Toyota gets better numbers.
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MalcolmR
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.
This comment by Ito illustrates one of many reasons for my admiration of Honda.
| "But if we are just going to put onto our product an advanced technology that another company has developed, then Honda engineers will be deprived of the joy of involvement, so that is not the way to go." |
Demonstrates a profound understanding of people and of business.
Malcolm
:)
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