Honda 2011 Annual Report Download - page 12

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Please find page 12 of the 2011 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.

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For example, in Brazil, which is an important emerging country, the market share of
Honda products is about 80%, but, by far, the most-important factor in Honda’s position
in that market is our entry-level models. These are Cub-style 100cc bikes that are light,
quick and offer an easy ride, which is exactly the kind of performance that a commuter
bike should provide. As we have evolved these bikes as Honda motorcycles, we have cre-
ated supply systems that enable us to offer them at affordable prices.
Also, by making these bikes available at affordable prices, Honda is able to provide
products to customers in an even-wider range of markets. In mid-2011, Honda introduced
a new 125cc model in Nigeria, the largest bike market in Africa, where about 800,000
motorcycles are sold a year. By using highly competitive parts manufactured in China,
Honda is able to offer these bikes to customers in Nigeria at affordable prices. In new
markets, competition is tough because motorcycle manufacturers in China and India are
already marketing low-priced models, but, by drawing on Honda’s global resources, we
will take aggressive action in developing the African market, with Nigeria as the base.
Strengthening the Honda Brand with Distinctive Styling
Along with affordable prices based on cost-competitiveness, another important element
for success in the motorcycle business is having distinctive “Honda styling.” Particularly
for large and sport-type bikes targeted at customers who want to ride their bikes for fun,
Honda aims not only for performance and specifications but also pursues strong and indi-
vidualistic styling that makes everyone who sees the bike aware that it is a Honda. Design
and styling that make potential customers think “I want that Honda bike. I love it.” are
key success factors.
Honda’s large bikes come in the VFR series and the CB series. The VFR series aims to of-
fer bikes that use the latest technology to make riding an interesting and fun experience.
On the other hand, the CB series bikes are in the tradition of styling and value that Honda
has created over the years in Japan and the United States. Having two series of bikes, one
targeting traditional needs and the other focusing on a new wave, is an advantage for a
top motorcycle manufacturer. Our next goal will be to make
Honda motorcycles even more unique in terms of design
and performance.
We are expecting major growth in the global
motorcycle market in the years ahead. As a leading
motorcycle manufacturer, Honda will work to offer
products at affordable prices, using our technology
and quality as a foundation. As we work to offer
design and styling that is even more unique to
Honda, we will continue to respond to the
expectations of our customers throughout
the world.
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