The Palm Islands in Dubai is a celebration of human endeavour – the realisation of an extraordinary vision, surmounting diverse challenges. Last Wednesday, The Taj Exotica & Spa at The Palm showcased another great human journey that celebrated mobility, life and the future, as Honda Motor Co. marked its 30-year presence in the GCC and North Africa region.
Honda slogan moves to the next level
Honda has become synonymous with “The Power of Dreams”. Most of us would remember the ingenious TV commercial that entertained and amazed us with a domino effect created using Honda automotive parts. This milestone event was the chosen venue to reveal an evolved version of the global brand slogan – “Power of Dreams: HOW WE MOVE YOU.” While it could appear a tad too long initially, the clever phrase works on the planes of physical dynamics and emotional connect, also referring to the various ways in which Honda touches our lives.
“Advanced & Sporty”: Summing up Honda’s strategy
Introduced in the region in 2022, this dual character spells the crux of Honda’s current product offerings. Based on the founder’s passion and philosophy that technology should translate to joy, ‘Sporty’ encapsulates the driving pleasure epitomised in machines like the Honda Civic Type-R – the fastest front engine, front wheel drive car to trace the Nurburgring racing circuit – while ‘Advanced’ sums up technologies like Honda Sensing that bring more comfort and reassurance to the personal space. Decades of participation in various motorsports has enabled Honda to develop new technologies that directly benefit customers. Dual Clutch Transmission (DCT), Honda e-Clutch, Dual Axis front suspension for the Civic Type-R and hybrid technology from F1 demonstrate this.
The 30 years spent in the region has not only built the brand and business. Honda’s vehicles are tested in the regions where they are popular choices – Honda Accord hybrid for instance has been tested in Dubai for over 300,000 km.
Beyond these 30 years: Towards a Zero future
Life-changing and lifesaving technology gains real meaning when it becomes accessible to all. ‘Honda Sensing’ advanced driver-assistive technologies will soon become standard in all Honda models, underscoring Honda’s dedication to everyone’s safety. Civic Type-R, Accord, ZR-V, CR-V and Pilot already come equipped with it. This initiative aligns with Honda’s global safety goal of achieving ‘zero traffic collision fatalities’involving Honda motorcycles and automobiles by 2050. The next level of this technology named Honda Sensing 360 is approaching its time of introduction.
Honda is equipped to align the brand with the growth of BEVs. The Accord Hybrid is already here and their first BEV is all set to greet us in the near future. This could be rather well-timed as the region is on track in resolving teething issues of a young EV market. Honda is poised to make an entry with a compelling concept in electric vehicles. The 0 Series BEV concepts should reach these shores by mid 2027, featuring a saloon and a ‘space hub’, which were showcased at CES earlier this year. Based on the principle of Thin, Light and Wise, Honda aims to define mobility from zero, and going by the videos screened, we have some innovative and exciting design and tech to look forward to!
Honda’s future map for electric motorcycles includes the global launch of 10 EVs by 2025. The area of Power Products (industrial pumps, generators and engines that drive farm equipment, lawn mowers and more) is being enriched by the e:GX range of battery powered motors and lessons from NSX technology. Exceptionally quiet, they are being designed to work hard, silently enough for residential neighborhoods. Sea trials with small Honda outboard engines are going on in the Marine area, employing the “swappable” battery concept.
30 years: Milestones of growth
Senior officials from the Middle East & Africa Office of Honda Motor Co. navigated us through the brand’s regional presence and the road map ahead. Shunsuke Yamada San, Director, spoke about the territorial expansion of Honda into Tunisia, Ivory Coast, Benin and Reunion Islands, as well as the range expansion of the Jazz, HR-V and CR-V models in the African regions, with the addition of a hybrid variant. Honda’s efforts to lay a stronger bridge with the region’s enthusiasts and customers have gained momentum with the launch of “hondamena” platform in April 2024 across Facebook, Instagram and Linkedin, in addition to its Youtube channel.
While Rajvinder Johal, General Manager, unveiled Honda’s new global brand slogan to the media, Anup Ravindranath, Senior General Manager, spoke about the brand’s ambitious future goals, with focus on carbon-neutral power units, energy management systems, resource circulation, autonomous driving, and connectivity.
Bearing witness to the eventful evening, Honda’s diverse product lineup stood in the backdrop, silently speaking volumes. Apart from Honda’s SUV models in the region, the automobile line-up included the remarkable Civic Type R and the hybrid Accord e:HEV, both recently introduced in the GCC. Honda motorcycles on display were the updated CRF1100 Africa Twin, Rebel 1100, X-Adv and the GL1800 Gold Wing while the all new BF350, incorporating Honda’s first V8 engine represented the marine division.
Subhash Choliyal, General Manager, concluded the meet up with a warm “thank you”, but nothing could have said it better than our brilliant takeaway gift – a meticulously crafted 1:18 model of the legendary Type-R that will take pride of place in my little automotive gallery at home.
Over the last thirty years, Honda has brought joy to over 800,000 customers across MENA. With its dream of a safer and better world, the brand is determined to delight even more enthusiasts by demonstrating the power of dreams and I should say, “we are ready to be moved, Honda”!
Honda 0 Series images: Courtesy Honda Global
