And The Honda Beat Goes On

by Bertel Schmitt

Published: June 24th, 2011

There is no replacement for displacement? How about a roadster “powered” by a 0.66 liter engine (yes, 40 ci, give or take a thimble) that is not allowed to make more than 63 hp?

Honda is developing a Kei car roadster, President Takanobu Ito said at Honda’s shareholders meeting yesterday, confirming rumors that even had Motor Trend hot & bothered.

It wouldn’t be a Honda first. 1991, Honda launched a two-seater Kei convertible, called the Beat. It didn’t last long and was discontinued in 1996.

“By offering a successor to the Beat, which still remains popular even today, Honda is likely looking to draw young men into the minivehicle market,” figures The Nikkei [sub]. Young men? I guess that means young Japanese women favor a Porsche.

Or how about a family car for Japan’s increasingly childless couples?

#Beat #BertelSchmitt #Honda #Japan #KeiCar

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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Demetri on Jun 24, 2011

The export version of the Daihatsu Copen actually comes with a 1.3l engine, since it doesn't have to conform to kei standards. So this new Beat won't necessarily have to be restricted to 63hp if it makes it out of Japan.

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Slow kills on Jun 24, 2011

I can't pretend to be interested in a FWD convertible, despite being fine with the dinky engine and cramped quarters.

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- Kablamo on Jun 24, 2011
  
  The Beat is MR, hence the appeal to enthusiasts.
  
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