Download - Honda Challenge - UK July 2012
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7/29/2019 Honda Challenge - UK July 2012
1/111EUROPEAN REGION ENGLISH EDITION
THE MAGAZINE FOR ALL HONDA ASSOCIATES
ALL JULY2012
PASSION
Goingto the place
14
16
15
DRIVES THE
GLOBALHOW A GLOBAL STRATEGY,
GREAT NEW PRODUCTS AND
THE PASSION OF OUR PEOPLE
ARE KEY TO THE SUCCESS OF
OUR MOTORCYCLE BUSINESS
APPROACH
Specialreports
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Your magazine your storiesallenge is your magazine, to be used as a tool to help you ocus on your
role throughout 2012. Were always looking or new stories rom around
region to eature and i you have an idea that you think would be o
rest to Challenge readers, we would love to hear rom you.
LEASE SEND IT TO
r call HME HR on +44-1753 590175.
SPIRIT Minoru Kato, HMEs Director o theMotorcycle Division, has a clear
and simple vision: to sell more
motorcycles. But not just Hondamotorcycles he recognises the
need or a wider growth in the
total market, especially in terms
o getting younger customers to
discover what he calls the joy o
riding to change the ace o two-
wheeled mobility.
Its an inspiring and visionary
position or him to take,
particularly in difcult economic
times. Yet ater the frst impact o
the downturn in 2008, we have
been recovering strongly, with ten
new models unveiled at the EICMA
show in Milan last November, and
over 15 new or upgraded models
coming up in the year ahead.
Kato-san spoke to us about the
challenges and opportunities that
ace the Motorcycle vision, as it
enters an exciting new phase
and how the passion o our people
will play a key role.
Im looking at how we
increase total motorcycle sales
not just Honda and also how
we expand our market share.We need to motivate our dealers
and use a new marketing strategy to
strengthen the Honda brand
in Europe. Otherwise, in the uture,
the motorcycle market will continue
to shrink.
Well reinorce the idea o Honda
as a mobility company: a company
that society wants to exist. I believe
that once a customer has sat on the
seat o one o our motorcycles they
will want to ride it it is like that frst
ride on a rollercoaster or a child.
So, i one o your customers
hasnt ridden beore, please get
them to have a go even i only as
a passenger. This is about driving
a broader vision or motorcycles:
whether or commuting or or
pleasure, riding a motorcycle is a
special eeling and there is huge
potential there, in that eeling
and enjoyment.
I believe that once
a customer has sat on
the seat of one of our
motorcycles they will
want to ride it
3
THIS IS AN EXCITING TIME FOR OUR EUROPEAN MOTORCYCLE BUSINESS,
AS WE MOVE FROM A REGIONAL PRODUCT BASE TO A GLOBAL RESOURCE
OF NEW AND EXCITING PRODUCTS. HOWEVER, IT WILL NOT ONLY BE THESE
NEW PRODUCTS WHICH WILL SET US APART: THE EFFORTS AND INCREDIBLE
PASSION OF OUR ASSOCIATES WILL ENSURE OUR SUCCESS
Welcome to this summer edition o
Challenge magazine. In this issue, were
ocusing on our Motorcycle division
a dynamic part o our business that
is entering a new and exciting era.
With a range o new products and a
strong global strategy to back them
up, HMEs Director o the Motorcycle
Division Minoru Kato tells us how the
passion o our Associates and the
unique experience o actually riding a
motorcycle will be key to our success.
We all have a role to play in Hondas
success. Soichiro Takizawa, Managing
Director at HUM, reiterates this on pages
12-13, where we catch up with the team
behind the successul development
and launch o the New Civic. Just as on
the production line in Swindon, the job
that each o us does is critical, and has
purpose and value. Ultimately, it is all
about the customer experience.
It is a powerul message, and one
that is underpinned, as always, by
the processes and approaches that
have always made us unique Honda
Philosophy, TQM and the huge value
o going to the place and seeing
reality. On pages 14-15 we speak to
HMEs Head o HR Richard Day about
his recent travels across the region,
delivering Honda Philosophy and TQM
training to Associates. The story o his
journey has lessons or the whole region,
and reinorces that our origins are as
important as ever, and will continue to
help us lead the way.
HONDA
Everyoneto play
hasa part
A GLOBAL APPROACHOur uture product strategy or motorcycles
in Europe will be based on the companys
new Global strategy:
Global modelssold in all, or many markets
Global allocation with production allocated to
the most suitable actories
Global procurement meaning were using our
global purchasing power and supplier base to
make sure were getting the best cost and quality
in terms o materials and components
Vision:
To establish Honda as an
unchallenged top brand through
ocus on the Joy o Customer
and new value creation.
Company aim:
In the light o our 2020 Vision,
to realise outstanding
competitiveness through product,
technology and constitution.
Europe Region aim:
To build a platorm to ensure
a stable business structure in
12MT, and urther development
o new markets.
Tasks and main initiatives:
Plan product requirements or
the next generation Strengthen sales orce
(strengthen dealer network)
Enhance customer reputation
Develop new markets
Establish an operational structure
capable o quickly coping with
market changes
OurMotorcycle
strategyfor
11th mid-term
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orking with Kato-san is Head o
usiness Development Dave Hancock,
ho has 25 years experience as
Genteki test rider. The leadership
mbination o Kato-san and Dave is
gely positive or the business, as they
ve orged a strong relationship and are
dynamic driving orce behind the vision
the Motorcycle division.
Its obvious that the last ew years
ve been a dicult period, as customer
mand changes with the economic
mate. Some sectors such as Super
ports have declined, while others like
venture-styled on-o bikes, have
own in popularity. Weve responded
this growth with three new bikes the
ossrunner, the Crosstourer and the
C700X, which has had a particularly
couraging start to its sales lie this
ar. And despite the severe economic
uation in Southern Europe, were also
oud that the PCX125 is the number
e selling scooter in Europe and its
w being joined by a 150cc model. For
ato-san, the innovation that has gone
o new models like the NC700 will set
apart rom the competition.
In the NC700 weve really improved
e Dual Clutch Transmission (DCT)
stem, making it easier to use. Weve
d a lot o great reviews and theres a
o new interest in this rom customers.
ow, we have to promote this next
generation system more, even to
experienced riders its a strong
weapon against our competitors.
Were in a strong position, but while
were number one in terms o the
general market, Kato-san says we
shouldnt be satised.
Were number two in terms o big
bikes and number two in the small
commuter market. From my point o
view, this isnt number one: I want to
be the real number one: I believe that
thanks to products and strengthening
our sales network, we will be.
Kato-san tells us that the Global
strategic approach based on great
communication is key, both to the
development o the new models and
to their success with customers. Our
European Associates in many parts o
the business have played an important
role in helping us to achieve our current
model line up, working closely with
their ellow SED Associates in Japan.
In addition to helping nalise model
specications, colours and pricing,
theyve also been involved in market
research, and in designing and testing
many o the new models. This is key
ensuring we refect the European
market and customer requirements,
whilst enabling us to benet rom the
global product strategy. Kato-san
tells us more.
I want to be the
real number one: I
believe that thanks
to products like the
new PCX, and the
NC700X, we will be
SPIRIT
Ater the Lehman crisis and the exchange
rate problems, were acing a very dicult
situation. But now, based on the Global
strategy, we have many new models at
reasonable prices and our colleagues are
motivated and have real passion.That Global strategy has had a
positive impact to reduce costs, as Italian
designers work with the teams in Japan.
Collaboration is very important its about
building mutual trust to develop great
concepts or all markets.
The challenge has been to make a single
voice rom Europe to make the Global
strategy a success communication is key
to developing a consensus.
Kato-san believes that with a global
approach and the passion and know-how
o our Associates, our new model line up
marks an exciting uture or Honda. While
weve learned rom the past, its now time
to infuence the uture, starting with the new
models. There will be challenges not least
anticipating the market in Southern Europe
but with this strong new line up we need to
make sure that we have an eective dealer
network to deliver and create a brand that
places Honda in the customers mind as the
number one option. Kato-san understands
that our Associates are key to this.We are ready we have so much
motorcycle expertise in each country, and
the new model PFS training seminars have
been really popular. I eel there is a real
excitement rom Associates in Europe, that
were entering a new period.
But dont be satised with our current
market share: we can promote more,
encourage dealers more, work with
customers and expand the infuence o
our new models through initiatives like test
riding events, so that our customers can
experience the Joy o Riding.
Many o our Motorcycle Associates
are also passionate motorcyclists. They
take great pride in their work and want
to share their passion through helping
to provide our customers with the best
products and services.
Were working hard to get our external
marketing right and were providing our
dealers with all the training and materials
they need to understand the products
and to explain this to customers. By doingthis, were showing customers that we
understand what they want, how they ride,
and that we share their passion.
Our Motorcycle Associates are
passionate what they do comes rom
the heart and this is key to making our
customers loyal.
Each o you has such a powerul part
to play. Because you can move your
customers just by being passionate, its
possible to move them to ollow their hearts
and to buy our products.
Ultimately, the Motorcycle Vision is
based on passion please express this
passion to the dealers and our customers
this, above all, is the most important
point that will help us to compete with
our competitors.
Weve re-entered the 50cc market
with the Vision50
Launched the new mid-capacity
NC700 series with optional Dual Clutch
Transmission (DCT)
Celebrated 20 years o the Fireblade
with a special anniversary model
Launched the Crosstourer, creating
a new class o adventure-sports-
touring bike
Marked 35 years o the Goldwing
with a new version o the 1800cc six-
cylinder touring bike
SED reers to the three corporate
unctions that are key to our
success: Sales, Engineering and
Development. Its at the heart o the
way we develop products, and means
that the strengths o specialists in
each o these areas work closely
together to bring ideas through
rom development to the creation
o products that will please both
our customers and society as a
whole. Heres a taste o how the
SED process has strengthened
our position:
5
PCX125
CROSSTOURER
HONDA
FAST
FACTS Honda wins at the
Isle o Man TT inthe past fve years:
Superbike 4
Supersport 1 4
Superstock 3
Supersport 2 2
Senior 4
Sidecar 1 3
Sidecar 2 3
This year, Kato-san attended the TT races or the irst time.
It was yet another successul event or Honda.
It was an amazing
experience to be at
the TT races and
to be at the place
where it all began
for Honda
Honda wins at the Isle o Man TT since 1964:
Total number o TT wins or Honda 163
Total number o wins by Louth based
Honda (UK) Racing 58
Total number o wins or John
McGuinness 19 (nine o these
were on the Honda Fireblade)
John McGuinness holds the outright
lap record with an average
speed o 131.578 mph
WINNING SPIRIT
Moto GP
As the champions, were hoping or
another successul year, and we want to
win the triple crown o rider, constructor
and team world titles.
Production machine racing
For Superbike and MX, were building
a new programme and were in the
second year o our three-year plan we
ully expect to be winning races in both
championships and will continue to
strengthen our teams to push or the
world title once again.
For Kato-san, racing is very
important: it creates pride
in our products and internal
motivation. Here, he rounds up
the latest on our racing teams.
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7
HONDA
THE COLLABORATION BETWEEN EUROPEAN DESIGN
AND JAPANESE INNOVATION IS KEY TO THE SUCCESS OFOUR GLOBAL PRODUCT STRATEGY FOR MOTORCYCLES.
CHALLENGE SPOKE TO DESIGNER TEOFILO PLAZA ABOUTHIS PASSION FOR DESIGNING FOR HONDA, AND THE
EXCITING FUTURE AHEAD
As Kato-san has reminded us, riding a
motorcycle or the frst time is a special
experience one that can change lives and
create a lietimes passion and loyalty. And
this isnt just the case or our customers
the same applies to our designers too.
HRE-I Styling Group Activity Leader Teoflo
Plaza began his career as a reelance car
designer, but his passion or motorcycles
was sparked when he joined Honda.
At rst, I hadnt envisaged staying long
in Rome. But everything changed rom the
moment I rst sat on a motorcycle. I had
a TransAlp rom Honda and ater riding it
I just called up my ather and told him to
sell my car.
Later, in 2005, I was transerred to Japan,
to work or HGA in the Innovation Design
Research Studio. Over two years, I worked
as a Senior Designer on three projects there,
including the 2008 Fireblade. This was a
undamental period or me a real challenge,
but also a antastic lie experience living in
Tokyo and I also met my wie there.
Teolo returned to Rome, and today is
Styling Group Activity Leader at HRE-I.
Its my role to try and get the most
creativity out o my team. Designing a
motorcycle is never about one designer,
or one person it is a massive team eort.
Together we must nd the most creative
route possible.
Inspiration comes rom a million places.
It could come rom heavy machinery, rom
a sculpture or even a cartoon or example,
much o the inspiration or the design and
concept behind the CrossRunner actually
came rom the Road Runner character.
Since 2000, Teolo has worked on many
o our most inspirational products, rom the
2006 NT700V Deauville to the VFR 1200F. So
what has kept him at Honda?Its only when youre in the motorcycle
business that you realise just how important
the history o Honda is. When I work, and I
am approaching a problem or looking at a
nished design, I think, What would Soichiro
Honda think o this? Would he be pleased
and proud o it?. He was the ounder o this
company, but he was also an exceptional
thinker, and a real inspiration.
With the move toward a Global product
strategy, Teolo sees this as critical moment
or the business.
Were moving towards a more global
approach to building bikes because its not
enough to make specic products or one
market we need to coordinate with other
markets beore we land a product. Because
we make products that are sold globally,
we try to connect the main research and
development oce in Japan HGA with
every other R&D oce, whilst also creating
discussions between all the global R&D
oces themselves.
The European region isnt important
just as a market its also about tradition.
In terms o big, un motorcycles, Europe has
been the main reerence, because all o the
big makers, i not Japanese, are European.
The tradition and the culture o this region is
very well appreciated globally i you sell a
motorcycle in South East Asia, youre not
just selling a Japanese product, but also one
with a European infuence. This is critical,
because while we need to think globally:
European design in particular Italian design
is always very appreciated. Teolo sees an
exciting uture ahead, especially in terms o
how our new products t into a developing
mobility market.
The uture is challenging: on one
hand, the uture is bright or the commuter
market as our cities become more congested
and people demand the easier mobility o
two wheels.
However, un motorcycling is trickier.
In the past it was easy to make bikes
aster, more powerul and lighter: now, it isall about emotion. Not just emotions that
come rom speed, or power, but the more
visual emotions that give customers not
just the joy o riding, but o ownership too.
This is tougher: the challenge in designing
a motorcycle is to express all o these
intangible emotions in the moment that the
customer rst sees the bike. The uture is
about these emotions, and how we express
them in our products.
Our global thinking gives us an advantage,
as we have a presence in so many markets,
with so many products. We have a very
global approach to the way we think about
design, and so can appeal to as many
people as possible in the most attractive
way possible.
Ultimately, Honda has unique strengths:
our mentality and Honda Philosophy are
our biggest advantage. Its not just about
how we make the products, its about how
we approach challenges. We have both an
analytical and passionate way o approaching
projects, and this consistent approach makes
us strong.
A design Teoflo is based in Rome,with HRE-IBorn in Spain, Teoflo has lived inRome since 2000Involved in the design o many
motorcycles including: the 2005
SH 125 and 150, 2006 NT700V
Deauville, 2007 SH 300, 2008
Transalp, EVO 6 Concept, 2008
CBR1000RR V4 Concept, VFR1200F,
CrossRunner 800, NC700X
FAST
FACTS
Inspiration comes
from a million places.
It could come from
heavy machinery, from
a sculpture or even
a cartoon
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GENPOS ACROSS EUROPE AREWORKING AT IMPROVING THEIR
DEALER NETWORKS WITH NEW ITTOOLS AND TRAINING
for
One o our main objectives is to take
care o the dealer network so it is in the
best condition when the market begins to
grow again.
Thats why its really important to increase
the quality o the network and highlight its
distinctive eatures the ones that make us
stand out rom the competition.
Were developing the network in our
ways: simplication, training, marketing
and sharing.
Thanks to the simplication process,
weve streamlined how we manage dealers.
One way were doing this is by reducing the
amount o documents we physically store,
making them available online instead. This
allows aster access and has helped us
reduce the number o human errors.
Our advanced product training, sales
techniques and management skills are being
pushed orward through HPDP courses.
Marketing has been helped through
the development o the web portal,
which allows us to align details o test
drives and customer contacts. It would have
been extremely expensive or a dealer to
purchase a similar Customer Relationship
Management system, plus taken a great deal
o time or them to implement it.
Finally we ocus on two-way
communication with our dealers, including
periodical local meetings where we can share
company strategy and receive eedback rom
local market trends.
HONDA
Im VERY SATISFIED with my new
NC700X, especially with the engine
performance and the huge
load capacity
A VERY GOOD bike. Much better than my
previous BMW
9
business
1946 Soichiro Hondas business was gone.
e war and the Mikawa earthquake the year
ore had let it in rubble, but Honda-san
s not beaten.
That year he ormed the Honda Technical
search Institute and just 13 years later we
re the worlds largest motorcycle manuacturer.
We all now ace a similar challenge, as Kato-san
plained on pages 2 to 5. Some o our markets
e contracting while others grow and thats why
ve reacted with typical Honda boldness.
Were going to grow the entire market,
t just or us but or our competitors too.
e want more people on two wheels
d thats why 25 new or upgraded
nda bikes have been
roduced over
t year and
s year.
I rode 7800km on my Integra
and am FULLY CONVINCED
about its performance its
in a different class to its
competitors and my message
to other bikers is simple:
buy it!
Total Motorcycle productionin
Thailand has risen rom1,165,204in85kito1,468,886 in88ki
Planned production or89ki is set to
hit an impressive1,749,675
Honda in Europe is looking or a
strong brand identity thats immediately
identiable by everyone.
That means exceptional products,
outstanding marketing and a antastic
dealer experience. In short, this last point
is about people.
Our dealers are our best ambassadors
theyre passionate and must do their
best to deliver Honda brand values to our
customers. That includes the diversity
o our product line up, our energy
and leading spirit, our technology and
innovation, our quality and reliability,
and our heritage.
So, when entering a showroom, how
can our dealers pass the right messages
to our customers in a single glance?
This is Hondas challenge in Europe
its the central mission o European
DD teams together with HME Customer
Division. And its a strategic challenge,
one that will ace us or the next 10 years.
Benot Beaufour, DD Manager Honda
Motorcycle (France)
Daniele Leonardi Zielinski, MC Sales
Administration Coordinator, HIR
For a long time Europe has been a stronghold
o our motorcycle business. But we ace
challenges thanks to the economic climate,
especially in southern countries.
Europe is a hotbed o biking knowledge
or us, with Associates across the region
intimately involved with the design and launch
o each new model.
Kato-san spoke about the way were
strengthening our reputation as a co mpany
society wants to exist and were already
seeing strong customer demand across the
region. But its called or hard work, rom
Genpos and dealers across the region.
European challenge
Customer satisactionMassimo
(Italy)
Alex G.(Spain)
Miguel P.(Spain)
Italy
Most o our customers are like us, and every
time we take a business decision we need to
think how we would eel as customers.
This is why we have implemented a new
process structure across our dealer network
to maximise the customer experience. One o
the consequences o the current economic
situation is global insecurity, so we need to
keep a challenging spirit and ree mind i we
want to come out stronger. Our customers
satisaction and increased market share will
be our compensation.
David Bertran, AfterSales Manager, Montesa
Honda S.A
Spain
France
Time
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11
HONDA
Have you ever driven home
rom work, wishing that the house
had been cleaned, the washing
done, ironed and hanging in
the wardrobe?
We cant do much about that yet
but how about coming home every day
to a beautiully cut lawn?
It seems an Impossible Dream but
maybe not: meet Miimo, Hondas rst
robotic lawn mower, and our rst robotic
product to be available commercially or
use in the home.
Miimo cuts the grass with zero human
interaction to ensure a beautiul lawn or
the entire season. It cuts little and oten,
mowing just 2-3mm o grass at a time,
several times each week. It cuts slowly,
in a random pattern, and doesnt need to
collect cuttings, as the shavings it creates
are so small that they are dispersed
into the lawn root system, acting as an
excellent natural ertiliser.
Miimo navigates within a boundary
wire installed around the perimeter o the
garden, detecting the signal rom
the wire and staying within it. It
constantly monitors battery level,
returning to its docking station when
it needs more charge.
European sales o robotic mowers
are orecast to increase dramatically to
120,000 this year, rom 35,000 in 2009.
With the garden increasingly used as
an outdoor living room, people living
busy lives and not wanting the work
o maintaining a lawn, and an ageing
population, robotic mowers are the
perect labour and time-saving device.
Environmentally they also shine
emitting no CO2, quieter than petrol
models, and with no cuttings to
dispose o.
Miimo opens up a whole new market
and an opportunity or the Honda
brand. Traditionally our products
are bought by gardening ans, they
enjoy their garden and will invest in a
superior machine to do the job. Miimo
will appeal to a wider customer those
who like a beautiul lawn, but they either
dont want to, or cant, mow it themselves.
As such, they might not be amiliar with
many lawn and garden manuacturers, so
our global brand status our heritage in
cars and motorcycles as well as power
equipment becomes our huge strength.
The introduction o Miimo also heralds
a new model or our dealer network.
Uniquely in the market, it will be sold as
a ull service package, meaning that the
customer might never need to actually
touch the mower. From installation,
through to winter maintenance, the
dealer takes care o everything. So, sit
back, relax, and let Miimo look ater the
lawn or you!
The introduction o Miimo is one o our
Honda Lawn & Garden Pan-European
launches this season. Were enhancing
the riding mowers range, launching a
versatile Splitshat Brushcutter with eight
dierent attachments or a variety o tasks,
and introducing a new FJ500 tiller to
replace the FJ501.
FASTFACTS
European sales of
robotic mowers
are forecast
to increase
dramatically
to 120,000 this
year, from
35,000 in 2009
A LAWN THATMOWS ITSELF?
INTRODUCING MIIMOHONDAS LATESTIMPOSSIBLE DREAM
Miimois ormed rom the phrase
My Intelligent Mower
Miimo eatures a unique ultra-sae
cutting system withthree bladesthat
bend rather than shatter
Miimo will be built byHonda France
Manuacturing in Orleans
Honda has been working on the
development o robotics since1986,
with the predecessors o ASIMO, the
worldsmost advanced humanoid robot
Miimo will mow a lawn up to3,000m2
Honda Distributor in Poland celebrated
winning a Gold Medal award or our HRX
lawnmowers at the GARDENIA Fair in Poznan,
or high quality and innovation. The prize
recognised improvements which have made
mowing easier, aster and more comortable.
PE wins GoldAward in Poland
Ken Masuda,rom the Honda
DistributorAries Power
EDGECUTTING
THE
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Soichiro Takizawa
Managing Director HUM
Despite the two natural disasters last
year, HUM introduced both the unique
5-door version o the Civic and achieved
a smooth transition to the new model.
The car launched l ast December, only
one month behind plan, ready or the
sales launch in the early part o this year.
Its a journey that Soichiro Takizawa,
Managing Director o HUM, admits hasnt
always been easy. Challengemet just a
ew team members, six months on rom
the start o production.
AlloneBEHIND THE NEW
CIVIC LIES THE
DETERMINATION,FLEXIBILITY ANDTALENT OF OUR
TEAM AT HUM
was responsible or the manuacturing
the previous Civic, so I have a direct
omparison. The frst dierence is
hat the new Civic has defnitely seen
more involvement o local Associates.he number o Japanese Associates
working in Swindon has basically
alved since the launch o the previous
Civic. The local workorce gained more
xperience and more expertise.
The new Civic is a motherless model.
Normally we have a global model to ollow
Japan or America start production and
we ollow suit). But or this Civic, there
was no mother model. Its completely
xclusive to Europe. Thats why the local
ssociates were so directly involved.
We had to accommodate numerous
hallenges beore mass production
egan, not least the natural disaster
n Japan. But we did it. Because the
reparation was done so well, we didnt
eally encounter huge challenges ater
mass production started.
We also introduced a strategy called
pull orward so that even beore
drawings were issued, we had visual
three-dimensional data. This meant our
team could identiy potential problems
a lot earlier. This more proactive
approach made a huge contribution to
the successul launch o the Civic. Our
local Associates gained new skills while
applying this strategy and without their
eorts it would not have been possible.
We also set the objective o a smooth
launch and we achieved it. Stock levels
remained stable and we maintained good
delivery to our customers.
But its not just my achievement. I didnt
deliver it. There are more than 3,000
Associates working in Swindon and its
denitely a team eort. Im so pleased to
be part o that team. Id also like to thank
the 500 Associates that have recently
joined HUM or their high motivation
levels, and also our existing Associates
or welcoming them.
Challenges? I have diculty
speaking English, which doesnt help
when my interpreter is not available!
But because I worked in HUM or six
and a hal years with the previous Civic,
I had already worked with a lot o UK
Associates. This helped tremendously and
they really supported me.
My ultimate dream is ull production
on our shit operations at ull capacity.
And, one day, sel-reliance in Swindon
and a Managing Director rom the local
workorce. That would be my dream.
I I had to give just one message
now, it would be never to give up on a
dream. Take steady steps towards your
dream. Its down to us. And remember:
all Associates need to play their part.
Every single role has purpose and value.
Whatever you do, aim or the best you
can be.
Name:Chris Charlson
Job title: Quality Project Leader or Civic
Last year, the two natural disasters had
an impact on the Civic development
programme. During one particular phase
the line was only running or two days a
week and it was very challenging during that period to build,
check, eedback and implement countermeasures. However,
we were extremely ortunate to have the opportunity to work
very closely with Kariya-san, Development Project Leader
or Civic and his team who came over ater the earthquake
in Japan. So out o disaster, we had this positive experience
o having the design team right here by our side. It was an
invaluable experience and has shaped the way we do things
in the uture. This was a turning point or HUM.
Name:Tim Sawyer
Job title:Project Leader or Assembly
Frame (AF)
Introducing any new model is very
challenging. The CR-V and Jazz were alldeveloped in Japan, but the new Civic has
been purely about the work o HUM and the designers, and
how everyone has worked together. There are 251 processes
involved in building the Civic. Thats 251 people involved in
every element, and each has a vital part to play.
Name:Andy Campbell
Job title:Paint Project Leader
I eel that bringing new models in is a real
statement o intent rom Honda Motor. Its like
the Company is planning or the uture. While
new models bring new challenges, they also boost morale and
bring a renewed sense o energy and enthusiasm.
Name:Justin Malpass
Job title:Bought Out Parts Function
Project Leader
Despite the impact to production, we still
ran cars through the line on a weekly
basis to ensure that Associates kept up to
speed with new processes and training. We did the same
with suppliers to make sure they were also ready or mass
production. Its been a huge step orward in team working.
The whole mindset has been to have a real team approach
to complex problem analysis. Its worked very well. People
have risen to the challenge.
Name:Gareth Styles
Job title:Project Leader or Weld and Press
We made sure we utilised any downtime
periods to our advantage, adding extra quality
processes especially around the rear section o
the car. Now, whenever I look at a new Civic, all I see is the result
o all that hard work and ocus on the detail.
Name:Neil Palphramand
Job title:Complex Analysis Themes HAB,
Section Manager or new models
We looked or clear resolutions to prevent
problems in terms o t, nish and unction
by doing upront analysis. The expanded
timescale gave us more time to ocus on quality.
We achieved a smooth launch. That brings
condence in our ability to launch new pr oducts,
both internally in Swindon and externally rom
Japan. As a actory we now have a lot o know-how in terms o
procedures and the condence to stand alone.
Name:Seamus Curtin
Job title:Procurement Cost Project
Leader or the new Civic
There were some major challenges rom a
cost perspective, particularly with the huge
fuctuations in the currency and material markets. The drive or
localisation has been about nding out the best global source
or a particular part.
HONDA
or
On British lie
When I was frst inormed that I would be returning to theUK my wie was very pleased. She enjoys the dierent
cultures and is very happy to be living here. From my
personal viewpoint, i my wie is happy, then so am I.
On British people
In this country, people are nice. My wie and I moved
house last week and all the new neighbours said hello
and told us theyd help i we needed anything. We even
got a card in the post welcoming us. People are very
thoughtul and kind.
On gol
I used to like surfng and fshing, but I took up playing gol
when I came to the UK or my frst assignment. When I
went back to Japan, everyone was playing gol. Its a sort
o communication tool in Japan. And people said Ah, you
learned to play gol in the UK, so o course you are very
good. So, or a while, I was very popular! I think I would
have been in trouble i I didnt know how to play.
Takizawa-san: On living in the UK
Take steady steps towards your dream.
Its down to us. And remember: all
Associates need to play their part13
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FAST
FACTS
15
Honda Philosophy, Total Quality
Management (TQM) and New Honda
Circles (NHC) have been around
or almost as long as Honda itsel.
Together, theyre an expression o
the kind o business we are, o the
way weve always done things, the
way we do things now and how well
do things in the uture.
So why do we still need to be
reminded o their importance and
relevance today? Challengeasked
HMEs Head o HR Richard Day, who
has been around the region delivering
train the trainers sessions or Honda
Philosophy and TQM, as well as
spreading the word on the benets
o NHC.
Recent years have been the
toughest in our history, so werereminding Associates about why
Honda Philosophy, TQM and NHC
are so important theyre part o the
oundation o what makes Honda the
company it is.
The process started last June
and July, with HM in Japan sending
their chie trainer in TQM and Honda
Philosophy or a two-week training
programme. The train the trainer
events also included trainers rom
11 other Genpos.
Mr Satake, HR Director, asked us to
make the training relevant to Europe
and ensure that every Associate in
the region had access to Philosophy
and TQM training. Some Genpos
were already training all Associates by
their own Trainers. By late November
Id already done a rst session in
Germany or the Sales oce (EH), the
R&D company (HRE G) and Honda
Bank Germany.
In January, we did a Pan-European
session at HME, with seven Genposincluding HUM and HME. Each
unction brought very dierent
perspectives Manuacturing spoke
about how they use TQM everyday,
WHEN TIMES ARE TOUGH,
ITS MORE IMPORTANTTHAN EVER THAT WE GOBACK TO OUR ORIGINS FORINSPIRATION AND GUIDANCE Going to the place !
while the Sales team gave rst hand
examples o the Joy o Selling to
a customer.
One experience thats let a real
legacy was a visit to our team in Nigeria.
Richard spent a week there, immersing
them in Honda Philosophy, TQM and
introducing NHC.
It was a delight to be there. We have
just under 300 Associates who are
desperate to learn, who want to be part o
the global Honda amily.
They make a bike in the morning, sell
it in the aternoon and someone can ride
it in the evening thats prettyunique.
I was impressed by their pride, and
how they linked the waythey make the
products with Honda Philosophy, TQM
and customer satisaction. We must never
lose sight o that: you see the connectionrunning rom the training room, to reality,
to customer satisaction, all within a day.
Now, or the rst time, they have
their own local NHC Competition,
and 15 NHC groups working on
initiatives and competing or a place in
the Regional Convention. Ill have the
honour o judging this competition
during a PDCA visit in July.
There are lessons or the rest o the
region rom the visit: their willingness
to learn, and their commitment to what
made Honda originally and how that ts
into todays marketplace.
Even in the toughest times, we wont
shit away rom our belies and origins.
When people question how all this ts
in with the current business environment,
an example like Nigeria shows that its
all about the Three Joys and exceeding
customer satisaction.
The visits continue or Richard,
with trips to Russia, Dubai and to
Bulgaria next.
Some companies, when theyre
in dicult times, go o at a tangent
diversiying or cutting products or prices.
These sessions remind people that it was
one mans vision that got us to where
we are today. Mr Honda came rom a
humble background and battled through
a lot o diculties that entrepreneurial
determination is something we can all be
proud to be a part o.
From that rst drive rom the airport I
elt I was embracing Honda Philosophy
just by going to the place and imagining
how it would be or a customer.
Its also a chance to make riends with
the wider global Honda amily. The bestpart and what Im very comortable
with in any Genpo is meeting as many
Associates as possible, whether its the
receptionist or the President, and showing
respect or the individual. Id like to think
that were well on our way to cascading
this training to all locations in the region
and achieving what we set out to do.
President Ito once said at an
NHC convention that he was so
pleased to be reminded o the true
essence o the qualities o our Associates
when he saw their collectiveness, and
the energy o Honda. I see this every
time Im involved in anything to do with
NHC, Honda Philosophy and TQM.
Id encourage everyone to continue to
embrace Philosophy and NHC to get
to the root o what makes Honda the
great and unique company it is.
Not long ater the company
was ounded, Mr Honda and Mr
Fujisawa created a ramework
originally called theHonda Way
Honda Philosophyunderpins
absolutely everythingthat we
do and what were about
Total Quality Management is a
business process, mainly used
in actories, but sales locations
beneft greatlywhen they use it
in their processes
70 TQMand73 Honda
Philosophytrainers were trained
last year
Thistrainingis being rolled out
at your location please speak
to your manager orHME HR to
fnd out more
Recent years havebeen the toughest in our
history, so were remindingAssociates about why
Honda Philosophy,TQM and NHC are
so important
Training rooms Dubai and Russia
HONDA
The Nigerian team welcomed Richard bygiving him the national costume to wear
GENBA INSPIRED
>>
>
>
>
Training rooms Nigeria
They make a bikein the morning, sellit in the afternoonand someone can
ride it inthe evening
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17
SaloneInternazionaledelMobileisan
internationalurnituredesign event,where
thenewestand mostinnovativedesign
solutionsareintroducedtothepublic.This
yearHAItookpartintheeventtopromote
thedesignphilosophyo theNewCivic:Form
FollowsFunction.
HAIinvited Mr.Takashima,Advisor to
SeniorVicePresidentoHRE,and Mr.Bolelli a
amousItalian journalistand philosopherand
anexpertinMobilityandGlobalisationto
holda roundtablepresentationwitha liestyle
journalisttoexplainthedesignconceptand
productbenetsothe newCivic.Theeventwasa chancetoenhancethe
designattractivenesso theNew Civicor
themanymembersothepublicwho
attendedandwhohaveastronginterestin
innovativedesign.
HondaItalyhavealsoparticipatedinMille
Miglia2012, witha 20carconvoy,drivenby
specialistjournalists whoollowedthehistoric
carraceromBresciatoRometoBrescia.The
currentMilleMigliaistherevivalothe open
roadendurancerace whichtookplace inItaly
24timesrom1927to 1957.
HAIsbusiness sponsorshipis animportant
partotheNewCiviclaunchstrategyto
enhancethecarsimageandto raise
awarenessby ullyenhancing theheritageo
theCivicname.
Itwasalsoa chanceto goto thespotwherepotentialcustomersare, andcollect current
customerdata.
InBresciaandRome,HAIcreateda special
standorourVIPansandpotentialcustomers.
For the second year
running, Honda
Portugal has
supported the Honda
Sea Brigade volunteers
in cleaning beaches on the coast
south o Lisbon. The team collected
around 138,000 litres o rubbish,
with the help o two Honda ATVs,
a CR-V and a Honda Blower. The
team even travelled in a hybrid eet
Honda CR-Z, an Insight and a Jazz
Hybrid in order to leave the lowest
ecological ootprint possible.
HONDA
PORTUGAL:
Beachclean
>
ShortWE ROUND U
P
THELATESTINSPIRING
STORIESFROM ACROSS
THE REGION
LIST
HONDA ITALY: Targeting lifestyle customers
>
If youve got a great story for Short List, wed love to hear from you justsend them in to [email protected] call HME HR on+44-1753 590175
>
MANABU NISHIMAE,
PRESIDENT, HONDAMOTOR EUROPE,
VISITED HBD ANDHAMER, OUR
DISTRIBUTORS INTHE UNITED ARAB
EMIRATES
Mr Nishimaes visit was a
great opportunity or him to
go through the UAE KPIs PDCA
with Michael Surve o Honda Gul
FZE Dubai and UAE HR and
General Aairs.
Here, we showcase just some o
the great work o both our Associates
and Distributors in Hondas Middle
East Oces.
Skills Contest
A highly successul Parts Skills
Contest was organised or Distributors
and Dealers or Service and Parts, with
the aim o motivating and encouraging
them to develop their skills urther.
NHC
Our United Arab Emirate teams
have a group attending the Regional
Competition in Belgium or the rst
time. The 2012 New Honda Circle
competitions are also ongoing.
CSR
On the CSR side, the HBD team have
also taken part in neighbourhood
cleaning projects in partnership with
DP World and Tata Kores. Honda Gul
FZE also held an Associate Family
Day in December, to celebrate the
United Arab Emirates National Day.
It was an opportunity or everyone
including Associates amilies to
come together to celebrate.
Training Philosophy and TQM
Teams o Associates rom HBD and
HAMER also took part in Train the
Trainer sessions or Honda Philosophy
and TQM, led by Richard Day. You can
read more about these sessions on
pages 14 and 15.
Improving Associatework acilities
The working environment or
Associates in the UAE has been
improved through a project to
close warehouse skylights and
add heat-resistant lm to windows.
A warehouse air conditioning
project is also underway, and so ar
theres been a two per cent drop
in temperature and a 20 per cent
reduction in humidity.
104out o 148skylights were closed.
100%o windowshad flm added.
Distributor
ocus
With nearly 88% o motorcycle accidentsinvolving riders due to human error, its clear
that Saety Technology has to run alongside
Saety Training. Montesa Honda (MH) in
Spain rst began its rider training initiatives
way back in 1992, and has trained more
than 175,000 people since then most o
them high school pupils aged 14 to 16. Their
training has always been completely ree.
The Honda Saety Institute (HIS) in
Montesa opened in September 2009 as
our number one training centre in Europe,
and now runs seven courses lasting
anything rom hal a day to three days.
In less than three years, HIS has trained
10,000 people rom proessionals such
as the police to schools as well as private
motorcyclists. Its also used or many
internal Genpo and HME events like
EV-NEO European launch.
A saeruture
FASTFACTS HIS covers25,000m
2, with
various training rooms and our
practice areas
HIS has a feet o60 motorcyclesThe three hands on the logo
represent thethree areas o
saety preventative, passive and
active, and is about protecting
both todays, and tomorrows
motorcyclists
All o our saety initiatives
the Riding Simulator, HEC,
HIS activities, Saety Contests,
Motorcycle Technology and saety
promotion activities are linked
to the European Road Saety
Charter which we signed in 2004
In addition to our Saety Training
Courses at HIS, weve also created
the Motorcyclist o the Year National
Saety Contest to promote saety
among motorcycle users
FAST
FACTS
In order to capture this unique
market, HMN is strengthening
the ollowing activities:
Production with two lines
on one shit operating at
ull capacity whilst still
maintaining quality
Expansion o the retail
sales network
Building and sustaining
a strong relationship with
associations o Okada riders
Organising saety
riding training
Test riding
Training ocial dealers
technicians as well as
independent workshops
mechanics
Free service campaign
Market quality check
and eedback
Honda Manuacturing Nigeria
(HMN) was incorporated in 1979
as Hondas rst motorcycle
production company in Arica.
Since the turn o the century, the
Nigerian motorcycle market has
increased with the growth o the
Okada motorcycle taxi riders, o
which there are around six million
operating every day in every corner
o Nigeria. Okada are the most
convenient means o transport and
their daily mileage oten
exceeds 300km.
In September 2012, HMN
launched a new light motorcycle
model the Ace CB125 especially
designed and developed
or Okada riders. Ace CB125
has been a success and this year
HMN, now with an additional 290
Associates, is targeting sales and
production o 112,000 units a new
record since the company began.
Speaking volumes
ACROSS THE REGION, OUR TEAMS ARE WORKING CLOSELY WITH LOCAL COMMUNITIES TO BUILD OUR BUSINESSONDA
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19
How long haveyou been with Honda?
I started at the company in 1993
in the HR Department. Id studied
HR management and intended to
make this my career but fve years
later was asked to move to our
logistics business to help with its
human resources. I learnt a great
deal there and became incredibly
interested in logistics, and so
changed roles and became the
Warehouse Manager.
Did you get a great deal o
support with this?
Yes, the President and my line
manager were very supportive. I
think that only at Honda would I
have been given the opportunity
to stretch my limits in this way.
What happened next?
In 2004 I became responsible
or all the logistics centresacross Europe, which did not
just involve looking ater parts
but also products in the shape
o Cars, Motorcycles and Power
Equipment. Three years ater that
I became General Manager o the
Honda Belgium Factory and
helped turn it rom an OEM
(Original Equipment Manuacturer)
to a spare parts business. It was
a real challenge or everyone as
all our Associates had to retrain
and learn new skills in order to
produce sustainable profts.
The Honda BelgiumFactory is celebrating
a real milestone isnt it?
Yes, it is 50 years old this
September and were going to be
having some celebrations to mark
that. It was Hondas frst actory
outside o Japan and so has played
a special part in the companys
history and growth.
What makes you most proud
as you look back on the work
youve been involved in?
The Associates and the way weve
all worked together and respect
each other I could not have made
the changes to the actory on my
own. Im also proud to work or
a company like Honda, one that
gave me the opportunity to
achieve my dreams.
Youve just been appointed as
Chairman o New Honda Circles(NHC) across Europe. Why is that
such an important process?
Our Associates know the things
that will improve the way we run
our business better than anyone.
Their involvement is key to our
success, even more so with the
automobile industry and Honda
undergoing great challenges in
this economic climate. Without
involving our Associates the
company will struggle to hit its
targets; they are key, it is
as simple as that.
Whats the onebit o advice
you would
give someone
new to
Honda?
Take the
initiative and suggest
changes and improvements
to your managers. Dont
blame another department
or organisation take the
responsibility yoursel.
Honda is a company that
allows you to convince
your managers your
ideas will work. Its a
company that gives
you the opportunity
to achieve
your dreams.
And fnally, what is
your avourite
Honda product?Its got to be my
motorbike;
a XL 1000 Varadero.
I dont get to ride it as much as Id
like but every time I do I just love
it. I also really dislike cutting the
grass at home and so I am looking
orward to getting my hands on one
o our robot mowers!
HondaJourneyMy
Take the initiative
and suggest
changes and
improvements to
your managers
Hansde Jaeger, DirectorofHondaBelgium Factory
andBusiness UnitManager forParts,Sales and Supply
Management within HondaEurope
AS OUR HONDA BELGIUM FACTORY CELEBRATES ITS
50TH ANNIVERSARY, OUR TEAMS THERE CAN REFLECT
ON A STORY OF INNOVATION AND ADAPTABILITY THAT
CONTINUES TO THIS DAY
Celebrating50 years
HONDA
The Honda Belgium Factory was established
in 1962 as Hondas rst actory outside Japan,
starting out as a motorcycle manuacturer
with a total production o 1,410,285 units in
30 years. In 1986 the team switched over tocars, producing everything rom instrument
panels to drive shas and spare tyre covers
no challenge was too big or too difcult. The
everchanging market conditions also gave
the team new perspectives and rom 2005
on, the site gradually became a logistics
centre or small and large parts.
By 2005, the bumper warehouse
was operational, and in 2007 the sales
department or Belgium and Luxembourg
or Cars, Motorcycles, Power Equipment
and Marine moved to Zellik (Brussels) and
took the commercial name Honda Belgium
NV with them. As Honda Belgium Factory,
we urther developed the logistics sector,
opening the body parts warehouse in
2008. All o this was done with minimum
environmental impact through the
installation o 13,000 m2 o solar panels the
largest industrial application o solar panels
in Belgium at that time.
Over the years, the Honda BelgiumFactory has been able to adapt to
changing market conditions through
the diversication and innovation o its
production process, with the uture and job
security o our Associates always a priority.
The 180 Associates are currently playing
an important role in the expansion o
Hondas spare parts business together, their
enthusiasm and collective power is helping
us to realise our dreams.
The 2012 NHC Regional Convention will
also be held in Belgium to mark the 50th
anniversary, with 250 Associates competing
or a place in the World Convention in
Ohio, USA, in November. Belgium will also
welcome our o last years Bloc exchange
winners rom Honda America.
19
in Europe
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ChallengeisproducedbyWords&Pictures.
Tel:(01943)854800.ENG1
- Joy of
TOP
TAL
KS
As Associates, we must:
lCreate products o excellent quality that
exceed the expectations o internal and
external customers
lSupport, encourage and listen to other
Associates ideas and contributions
lThink creatively and act responsibly
lSelinnovate to create a product sought aer
by the customer
lPursue the leading edge
lAnticipate changes ahead and make adjustments
to continue to meet customer needs
lFoster an environment where creativity
can ourish
lSeek new challenges
lCreate an environment o selulllment
lCreate new value or the customer
HondaPhilosophy
Creating
We believe in
providing a quality
product to our
customers
every time
Since the motorcycle, a shining star o modern heavy industry, is a comprehensive business,
it will require the highest engineering level not only o the engine but also o tyres, chains,
carburetors and other parts. To achieve this, it must be supported by meticulous
attention to detail and unremitting eort.
I address all employees! Let us bring together the ull strength o Honda Motor Co. to win
through to this glorious achievement. The uture o Honda Motor Co. depends on this, and
the burden rests on your shoulders. I want you to turn your surging enthusiasm to this task,
endure every trial, and press through with all the minute demands o work and research,
making this your own chosen path. The advances made by Honda Motor Co. are the
growth you achieve as human beings, and your growth is what assures our Honda Motor
Co. its uture. The scrupulous care that is required when tightening a single screw, and thecommitment that reuses to waste a single sheet o paper: these are what will open the way
beore you, and prepare a route or Honda Motor Co.
Extract from company newsletter
May 1954, Soichiro Honda