Honda, That Green-Eyed Monster?

Martin Schwoerer
by Martin Schwoerer

For some companies, the ongoing financial crisis will be fatal, but for others, it may turn out to be a historical opportunity to re-define themselves. When weak brands disappear, others can fill their niche. Honda, for one, seems to be one of the first car makers to seize the opportunity that the industry’s re-structuring is providing. “Where we want to be by 2015 is the environmental leader. I mean that in a credible sense, not a greenwash sense,” Chris Brown, the head of marketing for Honda Motor Europe, told The Guardian. Which is easy to say, although Brown says Honda does support an eco-rating system to prevent misleading environmental advertising claims. But the first step in this branding conversion was announced last week, when Honda said it would be terminating its Formula One activities and re-assigning its F1 engineers to work in eco-technology. Egads! Is Honda about to put all that talent towards becoming the car for the dour, anti-car league? Honda is directing its $150m+ ad budget for Europe and Africa towards addressing this question. As Brown puts it, “We want to change the conversation completely. At the moment everything is heavy-handed, preachy and overwhelming. We want it to be positive, optimistic, joyful, powerful.”

Making Greeniness (Treehuggism?) a car company’s main focus might sound radical, but I actually think it is eminently sensible. Most people are not like us: they don’t feel they need a sporty, luxurious or ostentatious car. A sizeable minority wants to drive a pleasant, reliable, responsive vehicle that has a small-as-possible ecological impact. In the past, Volvo may have tried to occupy this space in the car-driver’s mindset, but was too inept in the follow-through. Toyota currently defines “follow-through” when it comes to hybrids, but at what cost? Premium-gargling pistonheads will feel regret when a former sports brand re-defines its focus to cater to Bobos. From a branding point of view however, focus is king. And if those out-of-work F1 guys are working on the CR-Z, the “positive, optimistic, joyful, powerful” stuff might just have a chance.

Martin Schwoerer
Martin Schwoerer

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  • Stein X Leikanger Stein X Leikanger on Dec 13, 2008

    NASCAR sponsors hit by sticker shock - NYTIMES: http://www.nytimes.com/2008/12/14/business/14nascar.html?_r=1

  • Martin Schwoerer Martin Schwoerer on Dec 15, 2008

    Everybody, thanks for your interesting comments! I was more or less on the road over the weekend and was not really aware this piece would be published when it was. I have nothing to add at the moment, but I appreciate the lively debate. Just one thing to folkdancer: Bobo is marketing lingo and refers to a perceived class of consumers, the "bourgeois bohemian", i.e. artsy (-fartsy) people with money. It was silly of me to use jargon without explanation -- sorry about that. I do hope nobody thought I meant "Bobo" as in "Jamaican slang for cannabis", or "A common nickname for Boise, Idaho", or as "portuguese slang for Fellatio".

  • CanadaCraig You can just imagine how quickly the tires are going to wear out on a 5,800 lbs AWD 2024 Dodge Charger.
  • Luke42 I tried FSD for a month in December 2022 on my Model Y and wasn’t impressed.The building-blocks were amazing but sum of the all of those amazing parts was about as useful as Honda Sensing in terms of reducing the driver’s workload.I have a list of fixes I need to see in Autopilot before I blow another $200 renting FSD. But I will try it for free for a month.I would love it if FSD v12 lived up to the hype and my mind were changed. But I have no reason to believe I might be wrong at this point, based on the reviews I’ve read so far. [shrug]. I’m sure I’ll have more to say about it once I get to test it.
  • FormerFF We bought three new and one used car last year, so we won't be visiting any showrooms this year unless a meteor hits one of them. Sorry to hear that Mini has terminated the manual transmission, a Mini could be a fun car to drive with a stick.It appears that 2025 is going to see a significant decrease in the number of models that can be had with a stick. The used car we bought is a Mk 7 GTI with a six speed manual, and my younger daughter and I are enjoying it quite a lot. We'll be hanging on to it for many years.
  • Oberkanone Where is the value here? Magna is assembling the vehicles. The IP is not novel. Just buy the IP at bankruptcy stage for next to nothing.
  • Jalop1991 what, no Turbo trim?
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