How Honda Is Trying To Be Cool Again

For years, Honda was regarded one of the most innovative companies in the world--one full of surprises. It made cheap cars, but also supercars and engines for Formula 1 teams. A few models are among the world's most popular. It is also the world's largest engine manufacturer. But it has not held onto its reputation for innovation. It is struggling in China, and it is challenged by the EV era. Watch the video to learn how Japanese company plans to reclaim its identity as an innovator.

Chapters:
0:00 - 01:22 Introduction
01:26 Chapter 1 - Premier engineering
06:36 Chapter 2 - The end of innovation
12:14 Chapter 3 - The future

Producer: Robert Ferris
Editor: Andrea Miller
Animation: Jason Reginato, Christina Locopo
Senior Managing Producer: Tala Hadavi
Additional footage: Getty Images, Honda, Toyota
Additional Sources: Guidehouse Insights

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How Honda Is Trying To Be Cool Again

[KNRS]

I love Hondas in general. The issue is that they’ve become so obsessed with simplifying, cost cutting, and making things so bland that it’s sort of lost the DNA of past Hondas. Not to mention they’re the most expensive of the mainstream brands with fewer discounts, and in some cars, they skimp on features that every competitor offers.

They’ve sort of lost that fun and sporty character of past Hondas, and become expensive and cheap.

[WeWatchShortShorts]

probably unpopular opinion... I'd rather buy a car built in Japan than the U.S. the majority of Hondas in the U.S. now are built in the u.s.
... the quality shows

[ksuen]

Honda like all automakers got rid of their practical/affordable cars like The Fit, and replaced them with expensive SUVs.

[piltg]

Honda never tried to be cool, the aftermarket and street racing and customization made them cool. Remember Toyota made Scion a whole new company just to try to be cool like Honda with customization.

[rhenry]

Their cars are too expensive for what you get. They want to compete with luxury cars but aren’t offering luxury cars.

[turbinator]

This video doesn’t address another problem. If I’m buying a Japanese branded car like Honda I’m expecting high build quality like to do when their Honda factories in Japan. More of these vehicles like Acura that they make in the US are not the same as manufactured in Japan.

[userbosco]

The S2000, what an epic ride. They need something similar or a new Prelude.

[fastmover]

What made the Honda Accord and Civic "cool" was the fact that they were customizable--especially for the younger owners. Because of this, Accords and Civics became better-handing, sportier and more esthetically appealing even though they were, at their base, family sedans or economy cars. Of course, the reputation for affordability, reliability and dependability helped among the younger demographic, too.

[letit]

The problem with Honda right now, they're overcharging. For a new accord it almost 30k. It like they're trying to sell you a metal chain and calling it gold. And also Honda was never consider cool. It was considered a reliable and more important affordable car, which is now losing that main appeal.

[kj.rising]

Honda is a solid company with excellent vehicles. As others have mentioned, they need better suppliers. They are behind in EV but let’s see how that develops. I recently purchased a new Accord Touring and it’s a great car. My opinion, their cars are reliable, easy to maintain and drive much better than Toyota.

[mrnobodymobile]

I'm telling you Mazdaz's have been slept on for a while now not to mention their engines being Toyota made.

[zak]

A lot of Honda vehicles just aren't competitive in their respective segments. If you look at the new CR-V for example, it's lacking so many features compared to its competition and you can find something just as reliable at Toyota or something with way more features for the money at Hyundai/Kia.

[harveysanchez]

The guy in beginning, Gregory Noble, making such statement of Honda is not making the transition to electric vehicles quickly enough, yet many electric vehicles are just sitting in many car dealers lots, and we all know, many people want more sportier cars with gasoline engines vs electric motors. I can't believe he made such statement when everyone is screaming loud all over the Internet that they don't want EV's.

[PercentAshamedOfU]

Honda never lost their appeal. In fact, aside from BMW (BMW! A luxury performance brand), Honda was one of the last car companies to throw Manuals in multiple models. And good ones. Like BMW, their engines are incredible and some of the best in the world. Heck, up till the 2010s, Honda engineered Double-wishbone suspension in their largest sedan, which by the way is Front-Wheel-drive. Do you know how hard and expensive that is? And how very few average drivers noticed or even cared about the benefits of that? BMW does not offer double wishbone suspension. Porsche (Aside from the GT3RS) doesn’t use it. Most non-performance cars/off-road SUVs don’t use it. Honda has always had that edge, that drive to be a little better while excelling at a little of everything, and when they change, they’re just evolving with the times. They haven’t lost that spark.

What they HAVE lost is their quality and reliability. And so has Toyota, which says A LOT about the garbage corporations are selling us these days.

[MOBMJ]

My dad had 3 pilots in his lifetime, a 2008, 2012 and 2017. all where great except the 2017. It had transmission issues and went back to the dealership 4 times. my dad got a lawyer and joined a class action were people were experiencing the same thing on pilots and odysseys.

My dad told Honda, I just want a New car. I don't care about the money. I still love the car but, if you fight it, I will destroy you guys. they said no, good luck. we are not giving you a new car.

here we are with $50K later

[johndaugherty]

Honda will and always has been conservative with marketing. They let the vehicles speak for themselves.
However, they’ve lost the “Honda Edge” that Soichiro Honda pushed. Even with Hirotoshi as the predominant shareholder, he lacks the vision and interest of Akio Toyoda. It’s as if they’ve almost swapped places and Akio is pushing racing/development and Hirotoshi is listening to a board of miscalculating and stock pushing advisors.
Without excitement, there is no future in motor, sports, or sales. Get to it Hirotoshi!!!🙏🏻

[heyitsbroski]

I'll never sell my 2005 Accord EX V6. That V-tech is so sweet. It's simple and low maintenance.

[blackericdenice]

I bought a Honda lawnmower and let it run low on oil. It started knocking. I put oil in it and expected it to last a month. That was three years ago.

[meandmrsjones]

My 2020 Honda Pilot has had multiple recalls since I purchased it. When I call to make an appointment to have it fixed, they say the parts are unavailable or limited, and only urgent needs will be addressed. It is up to my local dealership to decide if the fix to my vehicle is urgent or not.

[RJAV]

Headgasket issues, rod bearing issues, transmission issues, tin can build quality. Honda is definitely not what it used to be 🤷