Honda 2009 Annual Report Download - page 22

Download and view the complete annual report

Please find page 22 of the 2009 Honda annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 92

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92

JAPAN
Total industry demand for motorcycles in Japan in fiscal 2009 was approximately
550 thousand units*, about 21% lower than in the previous year. Although sales
of motorcycles in the 51cc–125cc class were strong, this decrease in demand
was due mainly to restrictions on emissions of motorcycles, such demographic
factors as the decline in the number of younger people, the decline in the
number of people who acquire motorcycle driving licenses and the shortage of
motorcycle parking spaces in city areas.
Amid these difficult operating conditions, Honda strengthened its lineup by
launching the CB223S, a road sports model in April 2008, and an all-new 50cc
Monkey leisure model for the first time in 30 years in February 2009 and newly in-
troducing the VTR, a naked road sports model in March 2009. In addition, in July
2008, Honda launched the all-new CBR1000RR and the CBR1000RR-ABS,
equipped with electronically controlled “Combined ABS” for super sports models.
In fiscal 2009, although sales of new models and the Lead 110 scooter were
strong, Honda’s sales in all categories were lackluster because of more-intense
market competition and other factors. As a result, Honda’s total sales for the year
were down 25.4%, to 232,000 units.
In production activities, based on its concept of a “people-friendly and envi-
ronmentally-responsible plant,” Honda introduced its latest cutting-edge, highly
efficient manufacturing technologies. Also, Honda began production at its new
Kumamoto Factory in April 2008, which will be the leader plant for worldwide
motorcycle production.
* Source: Japan Automobile Manufacturers Association (JAMA)
NORTH AMERICA
Total demand for motorcycles and all-terrain vehicles (ATVs) in the United States*
during calendar 2008 declined 16% from the previous year, to approximately 1.33
million units. Although demand for mid-size motorcycles and scooters appears to
have increased because of the increase in gasoline prices during the first half of
the year, spending on recreational products shrank along with the emergence of
the subprime loan issue, and market conditions deteriorated sharply following the
financial crisis in September.
VTR (Japan)
A naked road sports model, the VTR has undergone a full
model change and become a higher eco-performance bike
with a sporty design.
CB223S (Japan)
A light road sports model with simple, basic styling
Annual Report 2009
20
Motorcycle Business
Review of Operations