Innovation and New Product Development Case Study

Honda’s Green Technology Strategy in the US Auto Market

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Abstract:
Japan based Honda Motor Company is a leading global automobile manufacturer. It manufactures a variety of products like small general-purpose engines, cars, motorcycles, trucks, scooters. Since the early 2000s the volatility in fuel prices and greater environmental awareness forced many consumers to look for fuel efficient alternatives. It has led to increased competition in the alternative fuel vehicle segment. Honda has found its one fuel strategy risky and decided to focus on technologies like clean diesels, hybrids and fuel cells which give it more flexibility. The case study discusses Honda’s initiatives in developing cleaner and fuel efficient engines and gaining market share in the alternative fuel vehicle segment.

Pedagogical Objectives:

• The case discusses Honda’s initiative to develop cleaner and fuel efficient engines to fight against the volatility in fuel prices and to target the consumers looking for the fuel efficient alternatives
• It also discusses the company’s strategy to gain market share in the alternative fuel vehicle segment.

Keywords : Honda; Dream D-type engine; C1000 super cub; S-500; N-600 sedan; Honda Accord; Honda Civic; VTEC engines; Innovation Management Case Study; Environmental protection Agency; Euro 5 emission norms; Alternative fuel vehicles; DOHC diesel engine; i- CTDi engine; IMA hybrid system; honda FCX