Editing Honda (section)

==Marketing==
==={{anchor|Verno|Clio|Primo|}} Japanese marketing===
[[File:Honda CLIO Japan Car dealership Saitama.jpg|thumb|right|Honda Clio ([[Saitama, Saitama|Saitama]], Japan)]]

Starting in 1978, Honda in Japan decided to diversify its sales distribution channels and created '''Honda Verno''', which sold established products with a higher content of standard equipment and more sporting nature.<ref>[http://www.honda.co.jp/news/2005/c051214.html Honda　国内四輪　新販売チャネル施策と、アキュラブランド導入を発表] Honda公式サイト 2005年12月14日</ref><ref>[https://web.archive.org/web/20060704200214/http://www.honda.co.jp/guide/corporate-profile/global/japan/ Honda｜会社案内｜会社概要｜Hondaのグローバル展開｜日本] Honda公式サイト</ref> The establishment of ''Honda Verno'' coincided with its new sports compact, the [[Honda Prelude]]. Later, the [[Honda Vigor]], [[Honda Ballade]], and [[Honda Quint]] were added to ''Honda Verno'' stores. This approach was implemented due to efforts in place by rival Japanese automakers [[Toyota dealerships (Japan)|Toyota]] and [[Nissan#Japan|Nissan]].

[[File:Honda Cars Osaka Nagahori.jpg|thumb|right|Honda Primo ([[Osaka]])]]

As sales progressed, Honda created two more sales channels, called '''Honda Clio''' in 1984, and '''Honda Primo''' in 1985. The ''Honda Clio'' chain sold products that were traditionally associated with Honda dealerships before 1978, like the [[Honda Accord]], and ''Honda Primo'' sold the [[Honda Civic]], [[kei car]]s such as the [[Honda Today]], [[supermini]]s like the [[Honda Capa]], along with other Honda products, such as farm equipment, lawnmowers, portable generators, and marine equipment, plus motorcycles and scooters like the [[Honda Super Cub]]. A styling tradition was established when ''Honda Primo'' and ''Clio'' began operations in that all ''Verno'' products had the rear license plate installed in the rear bumper, while ''Primo'' and ''Clio'' products had the rear license plate installed on the trunk lid or rear door for minivans. The [[Renault Clio]] was sold in Japan at Nissan dealerships, but was renamed the Renault Lutecia.<ref>{{cite web |url=http://www.renault.jp/car_lineup/lutecia/presentation/index.html |title=Model lineup: Renault Lutecia presentation |publisher=Renault Japon |language=ja |access-date=12 November 2013}}</ref> Lutecia is derived from the name of ''[[Lutetia]]'', an ancient Roman city that was the predecessor of [[Paris]].

[[File:HondaVerno 2nddealership.jpg|thumb|right|Honda Verno (2008)]]

As time progressed and sales began to diminish partly due to the collapse of the [[Japanese asset price bubble|Japanese "bubble economy"]], "supermini" and "kei" vehicles that were specific to ''Honda Primo'' were "[[badge engineered]]" and sold at the other two sales channels, thereby providing smaller vehicles that sold better at both ''Honda Verno'' and ''Honda Clio'' locations. As of March 2006, the three sales chains were discontinued, with the establishment of ''Honda Cars'' dealerships.<ref>{{cite web|url=http://world.honda.com/timeline/japan/ |archive-url=https://web.archive.org/web/20050407053604/http://world.honda.com/timeline/japan/ |url-status=dead |archive-date=7 April 2005 |title=Honda Timeline |publisher=World.honda.com |access-date=10 January 2012  }}</ref> While the network was disbanded, some Japanese Honda dealerships still use the network names, offering all Japanese market Honda cars at all locations.

[[File:HONDA Bike Shop.jpg|thumb|right|Honda Wing motorcycle dealership ([[Japan]])]]

Honda sells genuine accessories through a separate retail chain called ''[[:ja:ホンダアクセス|Honda Access]]'' for both their motorcycle, scooter, and automobile products. In cooperation with [[corporate group]] partner [[Pioneer Corporation|Pioneer]], Honda sells an aftermarket line of audio and [[Internavi|in-car navigation]] equipment that can be installed in any vehicle under the brand name [[:ja:ギャザズ|Gathers]], which is available at Honda Access locations as well as Japanese auto parts retailers, such as [[Autobacs]]. Buyers of used vehicles are directed to a specific Honda retail chain that sells only used vehicles called ''[[:ja:Auto Terrace|Honda Auto Terrace]]''.

In the spring of 2012, Honda in Japan introduced ''Honda Cars Small Store'' which is devoted to compact cars like the [[Honda Fit]], and ''[[kei car|kei]]'' vehicles like the [[Honda N-One]] and [[Honda S660]] roadster.

All cars sold at [[:ja:ベルノ店|Honda Verno]] 
*[[Honda Prelude|Prelude]], [[Honda Integra|Integra]], [[Honda CR-X|CR-X]], [[Honda Vigor|Vigor]], [[Honda Saber|Saber]], [[Honda Ballade|Ballade]], [[Honda Quint|Quint]], [[Honda Crossroad|Crossroad]], [[Honda Element|Element]], [[Honda NSX|NSX]], [[Honda HR-V|HR-V]], [[Honda Mobilio Spike|Mobilio Spike]], [[Honda S2000|S2000]], [[Honda CR-V|CR-V]], [[Honda That's|That's]], [[Honda MDX|MDX]], [[Honda Rafaga|Rafaga]], [[Honda Capa|Capa]], and the [[Honda Torneo|Torneo]]

All cars sold at [[:ja:クリオ店|Honda Clio]]
*[[Honda Accord|Accord]], [[Honda Legend|Legend]], [[Honda Inspire|Inspire]], [[Honda Avancier (station wagon)|Avancier]], [[Honda S-MX|S-MX]], [[Honda Odyssey (North America)|Lagreat]], [[Honda Stepwgn|Stepwgn]], [[Honda Elysion|Elysion]], [[Honda Stream|Stream]], [[Honda Odyssey (international)|Odyssey (int'l)]], [[Honda Domani|Domani]], [[Honda Concerto|Concerto]], [[Honda Accord Tourer|Accord Tourer]], [[Honda Logo|Logo]], [[Honda Fit|Fit]], [[Honda Insight|Insight]], [[Honda That's|That's]], [[Honda Mobilio|Mobilio]], and the [[Honda City|City]]

All cars sold at [[:ja:プリモ店|Honda Primo]]
* [[Honda Civic|Civic]], [[Honda Life|Life]], [[Honda Acty|Acty]], [[Honda Vamos|Vamos]], [[Honda Vamos|Hobio]], [[Honda Ascot|Ascot]], [[Honda Ascot#Ascot Innova (CB3/4)|Ascot Innova]], [[Honda Torneo|Torneo]], [[Honda Civic Ferio|Civic Ferio]], [[Honda Freed|Freed]], [[Honda Mobilio|Mobilio]], [[Honda Orthia|Orthia]], [[Honda Capa|Capa]], [[Honda Today|Today]], [[Honda Z|Z]], and the [[Honda Beat|Beat]]
{{Clear}}

===International marketing===
[[File:RichmondHillHonda.jpg|thumb|A Honda dealership in [[Ontario]], Canada]]
[[File:Honda Garage, Dreghorn.jpg|thumb|right|A Honda dealership in [[Dreghorn]], Scotland]]

In 2003, Honda released its ''[[Cog (television commercial)|Cog]]'' advertisement in the UK and on the Internet. To make the ad, the engineers at Honda constructed a [[Rube Goldberg Machine]] made entirely out of car parts from a [[Honda Accord (Japan and Europe seventh generation)|Honda Accord Touring]]. To the chagrin of the engineers at Honda, all the parts were taken from two of only six hand-assembled [[Pre-production car|pre-production]] models of the Accord. The advertisement depicted a single cog which sets off a chain of events that ends with the Honda Accord moving and [[Garrison Keillor]] speaking the tagline, "Isn't it nice when things just... work?" It took 100 takes to create the ad.<ref>{{cite news |title=FEATURE: The Making of Honda 'Cog' |url=https://www.campaignlive.co.uk/article/feature-making-honda-cog/181579 |access-date=January 12, 2024 |work=Campaign |date=May 30, 2003 |language=en}}</ref>

Honda has done humor marketing such as its 1985 four-page "How to fit six Hondas in a two-car garage" print ad<ref>Honda lawn tractor, Honda portable generator, Honda snow blower, Honda lawn mower, Honda outboard, Honda lawn tiller {{cite magazine |magazine=[[Newsweek]] |title=How to fit six Hondas in a two-car garage|date=June 17, 1985}}</ref> or "descending so low in a parking garage, they pass [[stalagmite]]s and a [[Golem|Gollum]]-like figure."<ref>{{cite news |newspaper=[[AdWeek]] |url=https://www.adweek.com/brand-marketing/hondas-humorous-spots-add-personality-suvs-75065 |title=Honda's Humorous Spots Add 'Personality' To SUVs |first=Gregory |last=Solman |date=September 27, 2004}}</ref>

In 2004, they produced the ''[[Grrr (advertisement)|Grrr]]'' advert, usually immediately followed by a shortened version of the 2005 ''Impossible Dream'' advert. In December 2005, Honda released ''[[Impossible Dream (Honda advert)|The Impossible Dream]]'' a two-minute panoramic advertisement filmed in New Zealand, Japan, and Argentina which illustrates the founder's dream to build performance vehicles. While singing the song "[[The Impossible Dream (The Quest)|Impossible Dream]]", a man reaches for his racing helmet, leaves his trailer on a minibike, then rides a succession of vintage Honda vehicles: a motorcycle, then a car, then a powerboat, then goes over a waterfall only to reappear piloting a [[hot air balloon]], with Garrison Keillor saying "I couldn't have put it better myself" as the song ends. The song is from the 1960s musical ''[[Man of La Mancha]]'', sung by [[Andy Williams]].

In 2006, Honda released its ''Choir'' advertisement, for the UK and the internet. This had a 60-person choir who sang the car noises as the film of the Honda Civic is shown.

In the mid to late 2000s in the United States, during model close-out sales for the current year before the start of the new [[model year]], Honda's advertising has had an [[animated character]] known simply as [[Mr. Opportunity]], voiced by [[Rob Paulsen]]. The casual-looking man talked about various deals offered by Honda and ended with the phrase "I'm Mr. Opportunity, and I'm knockin{{'"}}, followed by him "knocking" on the television screen or "thumping" the speaker at the end of radio ads. In addition, commercials for Honda's international hatchback, the Jazz, are parodies of well-known pop culture images such as ''[[Tetris]]'' and [[Thomas the Tank Engine]].

In late 2006, Honda released an ad with [[ASIMO]] exploring a museum, looking at the exhibits with almost childlike wonderment (spreading out its arms in the aerospace exhibit, waving hello to an [[astronaut]] suit that resembles him, etc.), while Garrison Keillor ruminates on progress. It concludes with the tagline: "More forwards please". Honda also sponsored [[ITV Sport|ITV's]] coverage of [[Formula One]] in the UK for 2007. However, they had announced that they would not continue in 2008 due to the sponsorship price requested by ITV being too high.

In May 2007, focuses on their strengths in racing and the use of the Red H badge – a symbol of what is termed as "Hondamentalism". The campaign highlights the lengths that Honda engineers go to in order to get the most out of an engine, whether it is for bikes, cars, powerboats – even lawnmowers. Honda released its Hondamentalism campaign. In the TV spot, Garrison Keillor says, "An engineer once said to build something great is like swimming in honey", while Honda engineers in white suits walk and run towards a great light, battling strong winds and flying debris, holding on to anything that will keep them from being blown away. Finally one of the engineers walks towards a red light, his hand outstretched. A web address is shown for the Hondamentalism website. The digital campaign aims to show how visitors to the site share many of the Hondamentalist characteristics.

At the beginning of 2008, Honda released – the ''Problem Playground''. The advert outlines Honda's environmental responsibility, demonstrating a hybrid engine, more efficient solar panels, and the [[FCX Clarity]], a hydrogen-powered car. The 90-second advert has large-scale puzzles, involving [[Rubik's Cube]]s, large shapes, and a 3-dimensional puzzle. On 29 May 2008, Honda, in partnership with [[Channel 4]], broadcast a live advertisement. It showed [[skydivers]] jumping from an airplane over Spain and forming the letters H, O, N, D, and A in mid-air. This live advertisement is generally agreed to be the first of its kind on British television. The ad lasted three minutes.<ref>{{cite news |first=Mark |last=Sweney |url=https://www.theguardian.com/media/2008/jun/02/advertising.spain |title=Plane used in Honda skydiving ad crashes in Spain, Media |work=[[The Guardian]] |location=UK |date= 2 June 2008|access-date=27 September 2010 }}</ref>

In 2009, American Honda released the ''Dream the Impossible'' documentary series, a collection of 5- to 8-minute web vignettes that focus on the core philosophies of Honda. Current short films include ''Failure: The Secret to Success'', ''Kick Out the Ladder'' and ''Mobility 2088''. They have Honda employees as well as [[Danica Patrick]], [[Christopher Guest]], [[Ben Bova]], Chee Pearlman, [[Joe Johnston]] and [[Orson Scott Card]]. The film series plays at dreams.honda.com. In the UK, national television ads feature voice-overs from American radio host [[Garrison Keillor]], while in the US the voice of Honda commercials is actor and wrestler [[John Cena]].

In the North American market, Honda starts all of its commercials with a two-tone jingle since the mid-2010s.

===Sports===
[[Ayrton Senna]], the late F1 driver, once remarked that Honda played a pivotal role in his three world championships. He held deep respect for the company's founder, Soichiro Honda, and maintained a strong relationship with Nobuhiko Kawamoto, the chairman of Honda at the time. Senna even referred to Honda as "the greatest company in the world."<ref>{{Cite journal|last=Qazi Faheem|date=10 September 2017|title=Honda Company Analysis Report|url=https://www.slideshare.net/FaheemQazi2/honda-company-analysis-report|website=SlideShare}}</ref>

As part of its marketing campaign, Honda is an official partner and sponsor of the North American [[National Hockey League]], the [[Anaheim Ducks]] of the NHL, and the arena named after it: [[Honda Center]]. Honda also sponsored [[The Honda Classic]] golf tournament in the United States until 2023 and is a sponsor of  the United States [[Major League Soccer]]. The "[[Honda Player of the Year]]" award is presented in United States soccer. The "[[Honda Sports Award]]" is given to the best female athlete in each of twelve college sports in the United States. One of the twelve Honda Sports Award winners is chosen to receive the [[Honda-Broderick Cup]], as "Collegiate Woman Athlete of the Year."

Honda sponsored [[La Liga]] club [[Valencia CF]] starting from [[2014–15 La Liga|2014–15 season]].<ref>{{cite web|last1=Lois|first1=Adrián|title=¿Qué patrocinan las marcas de coches en el mundo del futbol?|url=http://www.autopista.es/noticias-motor/articulo/coches-futbol-patrocinios-equipos-competiciones-jugadores-101096|website=autopista.es|access-date=31 December 2017|language=es|date=10 July 2014}}</ref>

Honda has been a presenting sponsor of the [[Los Angeles Marathon]] since 2010 in a three-year sponsorship deal, with winners of the LA Marathon receiving a free [[Honda Accord]]. Since 1989, the [[Honda Campus All-Star Challenge]] has been a [[quiz bowl]] tournament for [[Historically black colleges and universities]].