Tag: Li Nian

By on April 26, 2010

Yes Howie Long, Honda has managed to sell everything from lawnmowers and mopeds to cars and jets under the same brand name for decades, without ever damaging the value of the Honda brand. In fact, given that Acura is Honda’s only auto branding exercise thus far and it’s hardly the strongest brand in the world, the best branding advice for Honda seems to be stick with the Honda thing. Which might explain why this Everus concept from the Motor Company’s forthcoming China-only brand, Li Nian, is such an Acura-like disappointment [via Paul Tan].

By on January 21, 2010


The extent to which Honda has lost its mojo has been a hot topic in these pages of late. Though the big H has stumbled with Acura, hybrids, design and other crucial areas, one major positive seems to persist: the strength of the Honda name. Which is why it’s so strange to read Bloomberg report that Honda will launch a new brand in China next year. The new brand, named Li Nian meaning “ideal” or “spirit”, will be used for Honda’s new sub-Fit small car, designed to take advantage of China’s reduced tax on engines smaller than 1.6 liters.
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