Honda 2011 Annual Report Download - page 14

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To respond effectively to this trend, Honda is already upgrading our mini-vehicle en-
gines, transmissions and platforms. Therefore, an all-new mini-vehicle equipped with tech-
nology unique to Honda is expected to be launched in the near future.
The BRIO was launched in 2011 in Thailand as an eco-car with good fuel economy as
well as exported to other ASEAN member nations. Plans also call for launching the BRIO
as an entry-level car in India. To compete successfully in the rapidly expanding market for
compact cars in emerging markets, the key factor is “affordability”. Honda will draw on
the know-how we have accumulated in Asian countries as a motorcycle manufacturer to
enhance our competitiveness in automobiles.
Initiatives to Develop and Market New Energy-Generating Products
In power products business, Honda supplies general-purpose engines that power construction,
agricultural and other types of machinery and, thereby, supplies useful products that help
people get things done every day. In emerging markets, these products are even more
indispensable for people’s lives than motorcycles, and, as economic growth continues in
these countries, their markets are expected to expand. For example, in the African market,
demand for electric power generators is expanding, and Honda is drawing on the capabili-
ties of our production bases in China and India to the fullest to expand sales by offering
attractive products at affordable prices.
Also, in India, along with previously available electric power generators, Honda has be-
gun to manufacture our first inverter power generators in that country, which can be used
with high-precision equipment, such as medical devices, and require advanced technology
to produce. In China, Honda has also become the first Japanese company to manufacture
small tillers in that country. Through these and other activities, Honda is responding to
demand in emerging markets by drawing on our technology and know-how to meet cus-
tomers’ expectations and develop new markets.
In addition, as part of our power products business, Honda is working ag-
gressively to develop and market new energy-creation products, such as solar
power panels and small cogeneration units for household use.
For Honda, the next 10 years will be crucial in determining whether we can
successfully survive the major changes taking place in business conditions:
namely, the “increased awareness on a global scale of issues related to the
natural environment” and “structural change in the world economy”. Hon-
da must focus especially on further developing our advanced environmental
technologies, strengthening our business position in emerging markets and
bolstering our competitiveness in the small car business as we aim to make
new leaps forward by enhancing the core characteristics that make Honda
unique.
Power Products and Other Businesses
12