The brand Honda once stood for innovation. The Japanese could have secured a head start through technology early on as a brand claim. In 1990 they built the NSX sports car entirely from aluminum - long before Audi. In 1999 Honda launched the Insight hybrid model, the first 3-liter gasoline production car. At the same time, experiments were started with the fuel cell. Special features such as the Van FR-V with three seats in the front row were afforded. Or a motorcycle with oval pistons. And a jazz, equipped with the best rear seat concept in the small car class. It has never been reached before.
And today? Japan's third largest car brand tends to be more mainstream than extravagance - except for the new NSX. Customers don't have Honda on their shopping list as often as they used to. In Germany, new registrations amounted to around 25.000 units, a decrease of almost two-thirds compared to the peak from the 90s. There is no Honda model in the top 50 new registrations. In Europe, the company sold exactly 2016 vehicles in 159.126. That is considerably better than in 2015 (plus 20,8 percent), but still at a low level. For comparison: Kia sales totaled 436.000 vehicles. The cause also lies in the restructuring that began at the beginning of the decade. Honda Europe currently only has around half as many employees. The R&D center in Offenbach has also shrunk significantly.
Honda has a market share of less than one percent in Germany. "We are only in the private customer business," says Hirokazu Tomiki, President of Honda Germany. Therefore, they took the mid-size sedan Accord in Europe from the program. "Nearly 90 percent of business customers are on the road in the D segment," says Tomiki.
Something to compensate for the Accord departure the new Civic sedan, which has almost left the compact class with 4,63 meters in length. So far, the Civic has been produced in nine plants and on four continents, annually over 600.000 times. The new generation of Civic is produced in Swindon for the global market. This includes the variant with 1.0-liter three-cylinder turbo gasoline engine. During test drives this engine amazed by a very smooth running. The three-cylinder will later receive the jazz. Shortly before the start of production in the Civic, 2017 will be equipped with a newly developed 1,6-liter diesel engine. To revive the sporty image, this task is attributed to the Civic Type R. He has around 15 percent an unusually high proportion of the series. For the first time Honda offers the compact athlete in the US. No successor should get the station wagon (Tourer). The current model will be produced until the autumn.
Recently, Honda announced to electrify the drives in Europe as well. "To 2025, two-thirds of our sales will be hybrid, plug-in hybrid, fuel cell and electric vehicles," said Katsushi Inoue, President and COO Honda Motor Europe.
The next step could be the new CR-V, the flagship of the brand's upcoming SUV. However, Honda struggles in the first step, initially only to a normal hybrid. The two-engine technology comes from the US accord and was adapted for Europe. Plug-in versions will come later. "We will gradually hybridize all of our four series," promises Philip Ross. However, the Senior Vice President at Honda Motor Europe does not want to reveal when it comes to the battery-electric drive. Allegedly, a study will be on display at the upcoming IAA in September. When electric motor Honda works with Hitachi together. The Civic could become Honda's first BEV (Battery Electric Vehicle). Its platform was also designed for plug-in and electric drive as well as for all-wheel drive. Not for the fuel cell.
This role falls to the Clarity. The mid-range sedan is only available in the US and in Japan. Ten copies are running in Europe under the so-called HyFIVE initiative (Hydrogen For Innovative Vehicles). Next year, Honda plans to offer the Clarity in America as a plug-in hybrid as well as an electric model.
In the popular class of B-segment crossover / SUV Honda since 2015 with the HR-V (4,29 meter) is set up. It is based on the jazz platform and is built in Mexico. The next generation (from about 2020) should come back from Japan. Below that would be room for a city SUV. A model of this size (3,99 meter) is already in Mexico off the band, the WR-V. Plans to offer this model also with us, Honda does not currently confirm. (Michael Specht / SP-X)