Honda "Clumsy" When Flirting With Foreigners, Wants To Get More Open

Bertel Schmitt
by Bertel Schmitt

With all the tie-ups going on between Japanese and mostly European car makers, conventional wisdom had it that Honda would not take part in the nampa with the gaijin. Everybody saw them stay pure and Nipponese. Not so, said Executive Vice President Koichi Kondo yesterday to The Nikkei [sub]. They would very much like a little tete-a-tete with attractive suitors. They were the wallflower, because they were too shy and awkward. Now, Honda is ready to play.

“Honda has its own corporate culture. We have been on our own since the company’s foundation,” Kondo told a press conference. “I think Honda is clumsy at simply enjoying the benefits of M&As.”

Koichi Kondo said that Honda does “not rule out a technological alliance were we likely to benefit from such a tie-up.” He said Honda is not considering such an option at present, but Japanese girls say that all the time. Get the shibari ropes ready.

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Niky Niky on Apr 29, 2010

    VW doesn't need Honda. Ford doesn't need Honda, they have Mazda... arguably the synergy of Ford/Mazda chassis engineers are better than the similar at Honda... Ford might have once benefited from Honda input on engines, but the new-generation MZRs seem to be much better than the previous ones in terms of power and economy. GM? Dead end. They've let go of Subaru after merely using them for a short-lived brand-engineering exercise... are woefully underutilizing Suzuki's engineering capabilities (and laying all their bets on Daewoo)... while Honda may have dealt with them in the past through Isuzu, I don't think they'll be looking that way for the future. BMW is an interesting synergy. They're two makers known for high-technology engines and cars. Honda would give BMW much-needed input on developing those bottom-feeder front-drive models, while BMW might give Honda the extra volume it needs to compete in terms of development dollars. A Honda I3 or I4 in a next-generation base-model BMW... high-revving, turbocharged and reliable... how can that not be enticing? S&M, anyone?

  • ThetaII ThetaII on Apr 30, 2010

    Honda's reputation was built on engineering excellence combined with bullet-proof reliability. Those are still qualities that resonate. Honda needs to get back to what made them great.

  • Ronin Ronin on Apr 30, 2010

    Honda sure wasn't shy about quickly slapping its name on a- what was it anyway, an Isuzu Rodeo?- until it was able to ramp up its own SUV line.

  • FromBrazil FromBrazil on Apr 30, 2010

    well, don't want to be rude or anything, but Honda has its nose so deeply up its own a.. that they'll probably make a terrible partner for anyone. plus there's all the other businesses. So badge engineering galore, amybe, real worthwhile technological advances, hummm, can't see it.

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