Markets now desire designs and technology which is unique, and throughout these years Honda’s USP (of innovation) has diminished to a considerable extent. The company has just been overtaken by South Korea’s Hyundai, 
who now sits snuggly at the No. 5 spot. Honda has to move quickly and deliver great new products much before its rivals, something unlike the Honda Civic introduction which happened in 1972, six years after its closest rival, the Toyota Corolla. (For the records, the Corolla is the world’s largest selling car!) Even hybrids which are the latest trend were not spared from the ill-effects of the ‘casual’ Honda pathogen. The company spent too much time (and money) in studying the hybrid market, thus giving competitors time to establish themselves. The Toyota Prius sells an enviable number because it was launched almost two years before Honda launched the Insight in 1999 and FCX sometime later. And sadly, even today, the FCX has not been able to establish itself as a viable hybrid, especially because of poor hydrogen infrastructure.
On a positive note though, with nearly 50% of the European market now being diesel driven, mainly due to the vast difference in diesel and gasoline prices prevalent there, Honda is developing its own high-tech diesel engines. With so much at stake in Europe, the company doesn’t want to take any chances. Again as part of its wait and watch policy, Honda knows that the European market is obsessed when it comes to diesel propulsion in cars. After the success of the Volkswagen PD and the Ford TDCi diesels, Honda has finally got the fundamentals right to showcase itself as a technologically capable company. Honda has been a part of Formula 1 racing right from inception. The company knows that the only way to a European’s heart is to make a European drive a Honda to the limits and demonstrate technical abilities of the company.
who now sits snuggly at the No. 5 spot. Honda has to move quickly and deliver great new products much before its rivals, something unlike the Honda Civic introduction which happened in 1972, six years after its closest rival, the Toyota Corolla. (For the records, the Corolla is the world’s largest selling car!) Even hybrids which are the latest trend were not spared from the ill-effects of the ‘casual’ Honda pathogen. The company spent too much time (and money) in studying the hybrid market, thus giving competitors time to establish themselves. The Toyota Prius sells an enviable number because it was launched almost two years before Honda launched the Insight in 1999 and FCX sometime later. And sadly, even today, the FCX has not been able to establish itself as a viable hybrid, especially because of poor hydrogen infrastructure.On a positive note though, with nearly 50% of the European market now being diesel driven, mainly due to the vast difference in diesel and gasoline prices prevalent there, Honda is developing its own high-tech diesel engines. With so much at stake in Europe, the company doesn’t want to take any chances. Again as part of its wait and watch policy, Honda knows that the European market is obsessed when it comes to diesel propulsion in cars. After the success of the Volkswagen PD and the Ford TDCi diesels, Honda has finally got the fundamentals right to showcase itself as a technologically capable company. Honda has been a part of Formula 1 racing right from inception. The company knows that the only way to a European’s heart is to make a European drive a Honda to the limits and demonstrate technical abilities of the company.
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