Honda may not offer hybrid-only models in Asia
Although Honda Motor president and CEO Takanobu Ito announced during the 43rd Tokyo Motor Show that all future Honda models would be hybrid-powered, he was careful to tell Malaysian and Thai auto journalists that this goal could vary from market to market
This means that a new model launched in developed countries such as Japan may come with a hybrid powertrain, but could be sold elsewhere with conventional engines, depending on the market standards. However, Ito, who has an engineering background and was previously president at Honda R&D, was also quick to point out that the Asean region is becoming more important to Honda, and could be treated with priority under certain circumstances.
“Ten years ago a new model would always be launched in Japan first before being introduced in other markets. But today things are different. Although the core technology such as hybrid power, engine downsizing and safety (frame structure) may be developed and introduced in Japan first, each region is capable of choosing the best options for their own markets,” he said.
Ito said the Brio eco-car is an example of cooperation between Honda’s development teams in Japan and in the Asean region.
“After the Brio we developed the Mobilio [which is the next step of the Brio] in Asean without help from Japan and launched it in Indonesia. This is why we have our own R&D offices in each region,” he said.
Ito also said that one of the upcoming global models from Honda would be making its world premiere outside Japan.
“Sedans are important in Asia, so the new model will be produced and sold there first,” he said.
Honda has long been developing motorcycles for different markets through its regional R&D, and one of its global models, the CBR250, is produced in Thailand and exported around the world.
“We set up our R&D outside Japan and worked together with our suppliers and factory to ensure production of this global model,” said Honda Motor managing officer Yoshiyuki Matsumoto.
“In the past it was believed that vehicles made in Japan were the best in terms of quality, but what we want to offer is a badge that says ‘Made by Honda’ by ensuring the highest standards globally,” said Hiroshi Kobayashi, president of Asian Honda Motor, which is the regional headquarters for Honda for the Asia-Oceania region.
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