Honda - Green is the New Black

Jan 19 2010

Honda's global philosophy is to be a company that society wants to exist. And while that may at first sound like another piece of marketing strategy speak, it is a mantra that is followed the world over. This is particularly true of Honda UK, the division that is renowned for its advanced technological solutions such as Hybrid cars including the Honda Insight Hybrid and the Honda CR-Z Hybrid and the world's first fuel cell/Hydrogen powered car.

This philosophy helps explain why the marketing of a more affordable hybrid car such as the Honda Insight Hybrid and many other Honda Hybrid cars like the Honda CR-Z Hybrid is part of Honda's efforts to have a positive impact on society.

Honda UK could have chosen to place this cleaner technology in more expensive high-end cars; showpiece environmental machines to sell at a premium rate to a low number of customers. There's probably an argument that says there's more money per unit in that approach.

However, in line with Honda's philosophies, beliefs and heritage, the approach has been to bring low emission hybrid technology to the masses by using Hondas engineering experience to reduce the costs and therefore the retail price.

As well as introducing new sections of society to cleaner cars, this should also help increase the sales volume of hybrid cars - which will have a positive effect on overall emissions figures, and therefore the environment. Honda's hybrid range include the popular Honda CR-Z Hybrid, the brand new Honda CR-Z Hybrid Concept and of course the Honda Insight Hybrid.

The aim was to make petrol-electric technology available to more people by developing a family hybrid car that was more affordable.

The Honda Insight Hybrid is a 5-door hatchback with Honda's hybrid system that offers low-emission, fuel efficient motoring in a practical, no-compromise offering - to make an attractive, lower cost package.

Honda expects this car to have a significant impact on the industry. Because the Honda Insight Hybrid will be more affordable to more people, it makes cleaner car technology accessible to a completely new group of car buyers - opening the hybrid market to a new section of society. This really explains why Honda has also developed the Honda CR-Z Hybrid, which is sportier but enables hybrid cars to embrace a wider mass market than any other manufacturer has been able hitherto.

That is also why the main aim in the development to reduce the size, complexity and price of components and systems is to drive that final retail price down. Honda wants to bring hybrid technology to a wider market, but knows that the price, or the perceived price, of cleaner cars has prevented some car buyers from even looking at them seriously. Honda wants those people who've never considered buying a hybrid car to try one for size.

It is one thing to develop an ultra-green product, that only the affluent can afford, but in its quest to be a company that society wants to exist, Honda challenged its engineers to build  hybrid cars for everyone.