| Honda's Environmentology |  | 
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 Case Details:
 
 Case Code : BECG069
 Case Length : 21 Pages
 Period : 1991-2006
 Pub Date : 2007
 Teaching Note :Not Available
 Organization : Honda Motor Co. Ltd.
 Industry : Auto and Ancillaries
 Countries : Worldwide
 
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 << Previous Introduction Contd...However, even as its pro-environment policy was being applauded, there were 
reports that there was dissatisfaction among customers as far as the reliability 
of Honda's hybrid cars was concerned. 
Also, despite its claims of being at the forefront of low-emission technology, 
some of Honda's Sports Utility Vehicles (SUV) ranked below other brands in 
emissions and fuel economy.
And in spite of Honda's claims of being an "environmental leader", its arch 
rival, Toyota, was perceived to be more environmentally conscious. Background Note
	
		| 
Honda's origins date back to September 1946, when Soichiro Honda (Soichiro), a 
mechanic by profession, started the Honda Technical Research Institute (HTRI) in 
Hamamatsu, Japan, where he and 12 employees worked on modifying engines 
developed by the Mikuni Shoko Company, which were then used to power bicycles. 
He soon launched a two-stroke 50 cc modified engine (called a bicycle auxiliary 
engine), which went on to become quite popular, with buyers from Tokyo, Osaka, 
Nagoya, and other major cities. In 1947, 
		the institute started developing Honda engines and introduced its first 
		product, the Honda A-Type - a cycle fitted with a Honda engine.  |   
 |  
		In September 1948, the HTRI was incorporated as Honda Motor Co. Ltd. In 
		1949, the Dream D-Type was launched. This model was not a motorized 
		bicycle, but a motorcycle. In 1951, the E-type, Honda's first motorcycle 
		powered by a four-stroke engine, was introduced. In April 1952, Honda 
		shifted its headquarters from Hamamatsu to Tokyo. 
	
		|  | That year, it began to 
		expand its dealer network. In June 1952, when the Cub F-type was 
		launched, the company decided to exploit the hitherto untapped bicycle 
		dealer network for this model. The Cub F-Type was a huge success. In 
		1952, Honda imported machine tools from the US, Germany, and Switzerland 
		so as to manufacture all the components that went into its motorcycles. 
		It also bought and renovated an old factory in Saitama Prefecture, to 
		produce components. With this, production capacity increased 
		significantly. In April 1953, the Cub FII-Type was launched, which was 
		followed by the Benly J-Type in August 1953. In 1953, Honda's first 
		power product7, the H-Type engine, 
		was launched... |  
 
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