Honda 2010 Annual Report Download - page 11

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Although automobile markets have diminished in size
in the industrialized countries following the onset of the
financial crisis, markets in the emerging economies have
continued to expand. Among these, in India, the potential
market has expanded from the more affluent to the
middle class, and this is stimulating growth in demand.
Honda introduced a new small concept car at the Auto
Expo 2010 in New Delhi in January of this year, with an
eye toward launching the vehicle in 2011. This small car is
being developed to meet the needs of customers in such
markets as India, and, to offer it at a more attractive price,
Honda is taking a broad range of initiatives, including
intensifying local procurement capabilities.
Honda has amassed tremendous know-how in
the development, parts procurement and production
of two-wheeled vehicles in Asia. Thus far, Honda has
grown its automobile production operations in emerging
nations by applying know-how based on its experience
in industrialized countries. Going forward, we believe it
will be important for Honda to utilize the development,
procurement and production know-how we have gained
in Asia to manufacture automotive products that meet
customer needs. In this way, we can develop markets in
today’s emerging economies and the next-generation
markets of the future. In the newly emerging markets also,
Honda will aim to manufacture products that offer new
value to its customers.
performance. Also, since the electric power source is a
lithium-ion battery, the EV-neo can be recharged quickly
for extended riding using household electric power. Based
on the use of motorcycles, a two-wheeled vehicle achieves
high performance with currently available electric drive
technology. We will move ahead proactively with marketing
activities for the EV-neo aimed at expanding the sales and
ownership of this new eco-friendly transport vehicle.
We are also taking active initiatives in the energy
management field, including energy generation through
the development and marketing of compact household co-
generation units and next-generation, thin-film solar cells.
Looking to the future, as environment-related
technologies become significantly more important, Honda
will strengthen its lineup of hybrid vehicles; develop new
technologies for electric drivetrains, including batteries;
and make further advances in fuel cell electric vehicles.
We will also take initiatives in developing high-efficiency
energy management products and aim to be a leader in
the environmental technology field.
Initiatives in Emerging Markets
9