KEEN ON THE GREEN DREAM
History and legacy. If there are two key factors that keep Japanese auto brands top-of-mind among Filipino buyers, these are the two. You can’t be a new kid on the block and outright claim a shared history and legacy with your target market. That just simply defies all laws of time and space.
And among the long-time Japanese brands that have built a loyal following among Pinoys, Honda comes in with an added layer of environmental and socially responsible mindfulness.
Apart from being one of the world’s most trusted brands, Honda has ranked prominently in the worldwide Ethical Consumer Research Association for its green credentials (encompassing environment, responsibility, safety and concern for human rights and animal welfare).
Thus, it was really no surprise that Honda in the Philippines would announce its consolidated efforts to put all of its product portfolios (transport and power tools) on the same green-er page.
Last Thursday at Shangri-La The Fort in Taguig City, Honda highlighted its commitment to carbon neutrality with its reveal of electrified products: The Civic RS e:HEV, its first 2-wheeled battery electric vehicle, the all-new EMI e: with the Honda Mobile Power Pack e:, and battery-powered handheld products such as leaf blower, hedge trimmer, lawn trimmer, and chainsaw.
Honda’s electrification efforts not only paves the way for the brand’s future, but it also somewhat pays homage to the company’s roots. Honda Giken Kogyo began as a motorcycle manufacturer in 1948, becoming Japan’s dominant motorcycle brand by 1954. Then, in the 1960s, it began making 4-wheeled vehicles.
Then, the world’s first compact coupe to incorporate a hybrid electric powertrain, the Honda CR-Z, was showcased as a concept car at the 2007 Tokyo Motor Show, eventually making its way as an official part of Honda Cars Philippines’ product lineup by 2013. That CR-Z was one fun-to-drive car, and it re-introduced Honda to me as a carmaker that was dead-serious in the development of new-energy vehicles (NEVs).
At last Thursday’s event, former HCPI president Toshio Kuwahara made a surprise appearance as the vice president and head of regional operations (Asia and Oceania) of Honda Motor Co Ltd., as well as the president and CEO of Asian Honda Motor Co Ltd.
“We take immense pride when a Honda car becomes a cherished part of a family’s journey, a Honda motorcycle becomes a trusted companion for daily commutes, and our power products simplify tasks and enhance lives. Today, we are pleased to share our dreams for electrification in the Philippines, ” he said.
He also announced the new tagline for the company’s global brand slogan: “The Power of Dreams – How We Move You.”
“This redefined slogan is rooted in our timeless pursuit to create values for customers by continuing to offer people the joy and the freedom of mobility that transcend the constraints of time and place and augment endless possibilities,” he explained.
“We have set bold electrification goals for our global vehicle sales. We aim to have electric vehicles and fuel cell electric vehicles account for 40 percent of our sales by 2030, 80 percent by 2035, and 100 percent by 2040. We are developing a comprehensive strategy that caters regional mobility needs, including launching vehicles tailored to each market’s unique characteristics, alongside establishing an EV value chain to ensure not only the delivery of products to customers, but also sustainability throughout the vehicle lifecycle,” he said.
2-wheel electrification
Kuwahara also announced that Honda is targeting annual sales of 4 million electric motorcycles by 2030 globally, and that this year, Honda is planning to launch an electric motorcycle equivalent to 110 to 125cc class.
“By 2025, we will have more than 10 models, as well as plug-in rechargeable electric motorcycles worldwide. Furthermore, we will introduce around 30 electric models globally by 2030,” he disclosed.
‘From zero’
Kuwahara also highlighted Honda’s 0 Series during his speech.
Honda introduced the Honda 0 Series at the Consumer Electronics Show or CES 2024 in Las Vegas last January. The Honda 0 Series is a new lineup of EVs that symbolizes Honda’s ongoing major transformation in line with its global brand slogan and electrification policy. The series name represents Honda’s determination in taking on this challenge of developing new EVs by going back to the starting point of Honda as an automaker and creating completely new EVs “from zero.”
Kuwahara stressed that the company’s “unwavering goals are zero environmental impact and zero traffic fatalities, as we strive to offer joy and freedom of mobility for a sustainable future. But the Honda 0 Series goes beyond that. We went back to the origin of Honda automobile design and development. The ‘man maximum, machine minimum’ principle is a fundamental approach to Honda automobile design. This means maximizing the space for people and minimizing the space required for mechanical components, providing freedom and comfort for driver and passengers.”
2 power women
The night also trained the spotlight on Honda’s two “power women” in the Philippines, HCPI president Rie Miyake and Honda Philippines president Sayaka Arai.
Miyake said: “We are proud to present the New Honda Civic RS e:HEV in the Philippines, and we will fully reveal all its details at the 9th Philippine International Motor Show this October.”
She added, “As we march towards a safer, carbon neutral future, we are committed in continuing Honda’s efforts to remain a company that society wants to exist by providing practical and meaningful solutions to communities. The expansion of our electrified vehicle lineup through the CR-Ve :HEV and Civic e:HEV is just the beginning of our electrification journey.”
Arai said that “the all new EM1 e: is powered by the Honda Mobile Power Pack e:, offering a comfortable, quiet, and emission-free ride that is perfect for daily commutes.”
“With the growing number of EVs in the market, Honda remains committed to providing products that are of top-quality, reliable, and unquestionably durable, which embodies our commitment to sustainable transportation solutions. Honda Mobile Power Pack e: is a lithium-ion battery, duly certified by UN R136 electrical battery safety international regulation, which is convenient to use as you can charge anywhere with the Off-board charger,” Arai added.
Arai also presented four Direct-Current Handheld battery- powered (DCHH) products – the leaf blower, lawn trimmer, hedge trimmer, and chainsaw.
