Honda Hybrid
Presented By:
Jay Amstutz
Tracy Claybon
Dana Khy
Lori Meyer
Ayesha Ranasinghe
Honda
“Honda has been a leader in fuel-efficiency
and low-emission technology. With all of
our products, we work to balance your
desire for fun and performance with
society's need for clean air and water.”
(www.hondacorporate.com)
Company History
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Automobile manufacturers for over 40 years
More than 100 factories in 33 countries
Ten Research & Development facilities
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Design, engineer, and development
Cutting edge of technology for
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Motorcycles, ATVs, generators, personal watercraft,
power equipment, and marine engines
Newest generation of manufacturing
equipment that allows for
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Greater model flexibility, higher levels of quality, and a
quicker response to changing consumer demands
Environment
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Three stages are:
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to continue to make the cleanest, most fuel-efficient
gasoline engines as possible
To market the Integrated Motor Assist gas-electric
hybrid system in vehicles like the Civic to encourage
customer acceptance of breakthrough technology
to work rapidly to develop alternatives to gasoline, like
the fuel cell-powered electric vehicles.
The Honda Civic GX was voted by the EPA as
the “Cleanest Car on Earth” with an
internal combustion engine
Government Regulations
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Clean Air Act of 1970 -regulates air emissions
from area, stationary, and mobile sources
California Air Resources Board (CARB).
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10% of vehicles in California had to be manufactured
to be “zero emissions” vehicles by 2003
Energy Policy Act of 1992 gives incentives for
people to reduce fuel consumption.
Production
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Honda’s current plan is to produce only
50,000 Hybrid cars a year in Japan
• the more expensive price tag
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Future: No plans to build a US plant
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a fuel-cell automobile
Technology
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Integrated Motor Assist (IMA) System
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1.3-liter gasoline engine and a high output electric
motor
Gasoline engine is the main power source
Assisted by the nickel-metal hydride battery
pack.
This battery pack is recharged by braking
link
Civic vs. Prius
Civic vs. Prius
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Features
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Engine
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Honda vs. Toyota
• Old vs. New
• Toyota- 70 hp gas, 44 hp electric, SULEV
• Honda- 85 hp gas, 13 hp electric, ULEV
• Future
Strengths
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Pioneers of Hybrid technology.
Perceived as a leader in innovation and environmental
awareness and concern.
Early entrant into the market with this technology.
Unique features
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Gasoline-electric technology which allows you to travel up to 650 miles
on one tank of gas.
The battery recharges itself and the Hybrid’s reliability and safety is as
high as the regular Civic model.
Owners receive a one time federal tax deduction of up to $2,000.
Assimilation of the Hybrid with an already popular model, the
Honda Civic.
Established relationships with consumers
through dealerships.
Weaknesses
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It only produces 50,000 Hybrid cars a year.
It is produced in Japan.
Honda is currently charging a higher price than
the regular Civic, and they currently lose
money on each one they sell.
A lack of information and knowledge about its
performance and reliability.
Opportunities
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Go after a larger market with promotions
of the Hybrid to the general automobile
consumer.
Increase overall production
Make contracts with the U.S.
government to use these vehicles.
Install the Hybrid technology into
other Honda models.
Threats
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Competition
The failure of Honda’s future plans to introduce
the fuel cell car. If the fuel cell car fails, and
other competitors have already gained market
share with their own models of Hybrid cars,
Honda will have no place in the market with an
innovative and advanced automobile anymore
because of their limited production
of the Honda Hybrid.
Current Promotions
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Focused on environmental audiences and
government organizations.
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Environmental magazines and Donations
Ineffective because of the lack of information
on the benefits and features of the car.
Currently, there has not been excessive
promotions due to the fact that they lose money
on every hybrid sold.
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Promotion for Honda
Our Promotions
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Continue to promote the Honda Hybrid based on its
great fuel consumption efficiency and its green,
friendly relationship with the environment.
Capturing the attention and interest among
environmentally savvy people.
High price tag of the Civic Hybrid would place a cap
on any increasing demand due to only 50,000
Hybrids made a year.
Advertising Campaign
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Commercials would be based on the notion of
• The efficiencies of the engine
• Gas mileage of the car
• The clean air of the environment that is not
negatively affected by the output of the car
Focus on the credible name of the Honda brand and the
favorable image of its cars.
Special Events
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Special guest appearances at environmental
events that combat against pollution.
Conduct a nationwide race where the car would be
driven around the country.
• How many times tank needs to be filled.
• $ spent on fuel in order to finish race.
Sweepstakes
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Give a Hybrid vehicle away to a lucky sweepstakes
entrant.
• Listen to an infomercial
• Pre-selection to go to dealership
Sweepstakes at malls, campus tours, car shows,
and fairs.
The Hybrid Conclusion
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The Hybrid is produced to create a perception of
Honda as an innovative and environmental
corporation.
The Hybrid as a result of successful researches to
stay ahead of the competition.
The Hybrid contributes to the Honda’s continuing
success in keeping the environment as clean as
possible.
QUESTIONS?