During the Tokyo Motor Show, Honda CEO Takanobu Ito held a press conference specifically discussing the direction of the company and the challenges it's been facing in the current economic climate. Ito, himself a motorcyclist, stated that the company's long term ambitions lie in alternative fuels. Specifically, fuel cell technology and creating the infrastructure to support it. For the short term, Ito only sees electric battery technology as ideal for short-distance transport.
In regards to the economy, Honda's two-wheeled division is weathering the storm due largely to sales of what the company calls "commuter" motorcycles (basically small displacement scooters). According to Tatahiro Aoyama, Managing Director for Honda's motorcycle division, sales of commuter motorcycles has remained steady and has even seen a growth in the Asian market. On a worldwide scale, of the 15 million units sold, 14 million are commuters. The rest are "fun" motorcycles. In this category Honda is really feeling the crunch as units collect dust on dealer floors.
Honda got things started off...
Honda got things started off with its robotic humanoid "ASIMO" introducing Honda CEO Takanobu Ito. Ito-san then proceeded to chart Honda's mission for the coming year and the years to come.
Asked what steps were needed to stimulate the sales of fun motorcycles, Aoyama points to a two-pronged approach; as Honda's "ridership" is getting older, the need to build suitable models, like the CB1100 and CB1300 with more relaxed riding positions and less power becomes the tool for these enthusiasts to still enjoy riding but without the aches and pains. The company also recognizes that these older buyers will need to be replaced by young riders, of which the current crop is getting smaller. To this end Aoyama notes that Honda is constantly working on inexpensive and fun models to attract the younger crowd, forced to ride small displacement bikes required under the tiered licensing system of many countries.
In his short tenure as Honda CEO (he was previously head of automotive R&D), Ito has recognized the challenges associated with his new role, stating "my current job is not as much fun sometimes," but it's a challenge he openly embraces as he helps lead the company into the future.