Honda Exec Admits The Company Lost Its Groove — What Would YOU Do To Bring It Back?

...In the 1970s, its engineers had raised the bar for fuel efficiency and cleaner emissions with the CVCC engine. In the 1980s, as its engines were propelling Senna to multiple victories, the Civic and Accord cars were redefining the American family sedan. In 1997, Honda became one of the first carmakers to unveil an all-electric battery car, the EV Plus, capable of meeting California’s zero emission requirement.

Jump forward almost 30 years from that Senna moment and Honda is flailing. On the racetrack, the Honda McLaren partnership is in trouble: The team is without a single win this season, and McLaren is losing patience with its engine supplier and speaking of a parting of the ways.

On the road, the Honda fleet has been dogged by recalls. More than 11 million vehicles have been recalled in the United States since 2008 due to faulty airbags. In 2013 and 2014 there were five back-to-back recalls for the Fit and Vezel hybrid vehicles due to transmission defects. Honda has lost ground in electric cars to Tesla and others.

“There’s no doubt we lost our mojo – our way as an engineering company that made Honda Honda,” Chief Executive Takahiro Hachigo told Reuters...

Read Article

MDarringer - 9/9/2017 9:24:22 PM

-6 Boost

Immediately fire the people in the styling department and replace them with people who understand beauty.

Mazda has become what Honda used to be, so maybe Honda should become Mazda so it can be Honda again.

Cut a platform-sharing deal with Genesis or Cadillac so that Acura sedans are premium and not Japanese Mercurys.

Replace the NSX with something at the Stingray's price point.

Cancel all fuel-cell research and dive into EVs.

TomM - 9/11/2017 10:12:00 AM

+2 Boost

I know you are not as old as I am - but if you remember - the Ford Granada when it first came out - or the Chrysler Cordoba - or the Plymouth Neon- all were Compromised designs - with good styling and great marketing. AND they were the right size for the times.

The problem is that the Accord is now a fullsize car- people are not buying them - and what they need is a car in between the Accord full size - and a more compact Civic. THey would have to be real lookers too.

So what I would do is - Leave the current Accord platform for the "Big" car - to compete with the Avalon - and then produce a third car - on a stretched " Civic platform to take middle ground against the Mazda 6 - give it modern styling - and great handling/performance.

CANADIANCOMMENTS - 9/9/2017 9:31:58 PM

+2 Boost

Focus on quality control/supplier vetting
Could a new Prelude be a pony car?
Bring back the Element
Accord Wagon should be offered
Style, Style, Style
Fix your F1 engine

MDarringer - 9/9/2017 10:24:40 PM

-4 Boost

I'd do an RWD Prelude (so Acura can have an RWD platform too) priced like the Mustang/Camaro with turbo 4, V6, and V6 turbo options i.e. what the 370Z and Supra should be but aren't.

The Element was poorly engineered and had strange suspension handling characteristics. It was designed on a shoestring and not fully thought out and engineered. The warranty rate in the Element was high for a Honda. The Element was not a big seller and once the novelty wore off, sales collapsed.

An Accord wagon simply wouldn't sell.

Leave F1 because it's pointless engineering that bleeds off R&D money that is sorely needed to save Acura.

Or they could kill Acura.

Dexter1 - 9/10/2017 1:12:08 PM

+1 Boost

Stop hiring Toyota/Lexus designers and start producing cars that aren't ricer hideous.

MrEE - 9/10/2017 9:55:50 PM

+4 Boost

Most Honda models are either 1 or 2 in there market. Next Accord should take market share from all but Camry. In US they are just missing out in the large truck/suv market and like others the EV market.

MDarringer - 9/10/2017 10:47:25 PM

-4 Boost

The Big Mac is probably #1 in its market, but a double-double at In-N-Out is far better. Arguably, the Mazda 6 is what the Accord used to be when Honda cared.

senft - 9/11/2017 5:36:49 AM

+2 Boost

Styling was never a Honda thing although they weren't bad looking. What Honda was known for in the early years, what the rep rests on, was being better engineered, being a more fun to drive Toyota. Fifteen-twenty years ago, they decided to just be Toyota because money. (These same geniuses crapified the last generation Civic because they assumed from the 2007-08 financial crash that it was the end of the world. Obviously, they had no great idea how the global economy worked nor how cars were sold so that those who couldn't afford them could still buy them.)
Me, given that brand preference is generational, and given the (apparent) coming changes to and for the industry, I don't know that looking back is viable. That said, Honda was once known for all the product they were able to design off of just two platforms. I think maybe a third, RWD platform good for a relatively small coupe as well as the Acura RLX (and a crossover or twelve because modern times, amortization and more lucrative sales) would maybe help.

MDarringer - 9/11/2017 8:00:26 AM

-2 Boost

Really? I can think of some very stylish Preludes, CRXs, Civic hatchbacks, and an Accord or two that still look great today.

cidflekken - 9/11/2017 1:27:59 PM

+4 Boost

Honda isn't the problem. Acura is. Is RWD the answer? Not according to key-model sales numbers for Infiniti or Lexus. Having the right halo cars and/or flagships is the bigger key, and offering desirable products at each price point in the model range is even more important. The ILX lacks refinement or power and needs SH-AWD. The TLX 4-cylinder needs SH-AWD. The RLX needs a lower price point for both non-hybrid and hybrid models.

cidflekken - 9/11/2017 1:30:43 PM

+4 Boost

Also, Acura needs a more diverse model offering. At least one coupe and a roadster (successor to S2000, or a very capable, sporty coupe with a roadster variant. Small SUV and not a warmed over HR-V. Type-S models across the board.