Striving to be a company society wants to exist

CSR Report

2010
 Publication Policy

Striving to be a company society wants to exist

Striving to be a company Both reports have been compiled with reference to the GRI*
society wants to exist, Sustainability Reporting Guidelines.
Honda is engaged in It is our hope that this report will facilitate a better understanding
various initiatives to meet of Honda’s CSR activities on the part of stakeholders.
the expectations of all its *The Global Reporting Initiative is a joint project of the Coalition for Environmentally
stakeholders and enhance Responsible Economies, a U.S. NPO, and the United Nations Environment Programme. Initiated
in 1997, it issues guidelines for reporting on economic, environmental and social performance
customer satisfaction while by organizations.
moving proactively to fulfill its corporate social responsibility (CSR). http://world.honda.com/CSR/

For FY2010, we are providing comprehensive and detailed

reporting of our CSR activities online in a web edition of the report. CSR website
The PDF edition gives priority to information of an annually Visit the following website for a complete report that features additional information
on quality and safety, environmental responsibility, and engagement with society not
changing nature and focuses on the three important CSR included in the printed version.
themes of quality and safety, environmental responsibility,
http://world.honda.com/CSR/
and engagement with society.

Additional information

For more information pertaining to business results, environmental conservation, driving safety promotion, and philanthropic initiatives, readers are
invited to refer to following publications and Honda’s corporate website.

Honda Environmental Annual Report 2010 Annual Report 2010

An outline of Honda’s approach to environmental policy, An outline of business results, management strategy, and other
including reports on future targets and the results of major aspects of Honda’s operations in FY2010
initiatives in FY2010 Published in August 2010
Published in September 2010
http://world.honda.com/environment/report/ http://world.honda.com/investors/
index.html/ annualreport/2010

Driving Safety Promotion Report 2009 Honda Philanthropy Website

An outline of Honda’s approach and major initiatives with respect A website outlining Honda’s philanthropic philosophy
to the promotion of driving safety in 2009 and broad-based social initiatives
Published in December 2009
(Available only in Japanese)
http://world.honda.com/community/

CSR Report 2010

◦Scope ◦Publication date

This report focuses primarily on the activities of Honda Motor Co., Ltd., with some coverage Current edition: October 2010
of Honda Group companies in Japan and elsewhere. In general, references to “Honda” are Next edition: September 2011
to Honda Motor Co., Ltd. ◦Inquiries
◦Period Please direct inquiries to the CSR Promotion Office, Legal Division, Honda Motor Co., Ltd.
The report primarily covers activities from April 1, 2009, to March 31, 2010. Some historical 2-1-1 Minami-Aoyama, Minato-ku, Tokyo 107-8556, Japan
background of these activities and references to events up to the time of publication, as well Tel: +81-(0)3-5412-1202
as forecasts and plans, may also be included. Fax: +81-(0)3-5412-1207
◦Disclaimer

In addition to factual information regarding the past and present status of Honda Motor
Co., Ltd., this report contains plans, perspectives, and forecasts based on corporate
philosophy and management strategies as of the date of publication. Sections of the report
dealing with such plans, perspectives, and forecasts are based on information available at
the time of publication. Actual results and events may differ.

CSR Report 2010 1

Striving to be a company society wants to exist

CSR Report

2010 Contents

Publication Policy 1

Honda’s View on CSR 3

Message from the President and CEO 5

Special Feature 2010

Prevent Global Warming 7
Reducing CO2 emission and popularizing renewable energy
Popularizing solar panels
Leaders in recycling-oriented environmental conservation

A Promising Company for the 13

Asian People
Developing a business rooted in Asia and promoting
traffic safety
To be an integral part of Asia
Honda's initiatives for Asia’s transport conditions
Honda and the people of Thailand

Quality Initiatives 19

Safety Initiatives 24

Environmental Initiatives 27

Customers 31

Suppliers 35

Associates 36

Shareholders and Investors 41

Society 42

Corporate Governance 45

2 CSR Report 2010

 Honda’s View on CSR
Honda is striving to be a company that society wants to exist by pursuing CSR initiatives based on the
Honda philosophy and sharing joy with people worldwide.

Honda Philosophy

Honda’s Roots ”Honda philosophy“ Company

principle
Crafted by Soichiro Honda and Takeo Fujisawa, the Honda
philosophy forms the basis for all of our corporate activities.
It comprises a set of values that are shared by all Group
companies and their employees, setting the standard for conduct The purpose and reason for existence
of the Honda group
and decision-making. Specifically, it consists of fundamental
beliefs in terms of respect for the individual and the Three Joys, Fundamental Management
the company principle, and management policies. beliefs policies

The center of the philosophy Guideline for associates in the

of the Honda group performance of their daily operations

Company principle
Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality yet at a reasonable price for worldwide
customer satisfaction.

Fundamental beliefs
Respect for the individual
Initiative — Initiative means not to be bound by preconceived ideas, but think creatively and act on your own initiative and
judgment, while understanding that you must take responsibility for the results of those actions.
Equality — Equality means to recognize and respect individual differences in one another and treat each other fairly. Our company is committed
to this principle and to creating equal opportunities for each individual. An individual's race, sex, age, religion, national origin, educational
background, social or economic status have no bearing on the individual's opportunities.

Trust — The relationship among associates at Honda should be based on mutual trust. Trust is created by recognizing each other as individuals,
helping out where others are deficient, accepting help where we are deficient, sharing our knowledge, and making a sincere effort to fulfill our
responsibilities.

The Three Joys

The Joy of Buying — The joy of buying is achieved through providing products and services that exceed the needs and expectations of each
customer.

The Joy of Selling — The joy of selling occurs when those who are engaged in selling and servicing Honda products develop relationships
with a customer based on mutual trust. Through this relationship, Honda associates, dealers and distributors experience pride and joy in satisfying
the customer and in representing Honda to the customer.

The Joy of Creating — The joy of creating occurs when Honda associates and suppliers involved in the design, development, engineering and
manufacturing of Honda products recognize a sense of joy in our customers and dealers. The joy of creating occurs when quality products exceed
expectations and we experience pride in a job well done.

Management policies
Proceed always with ambition and youthfulness.
Enjoy your work, and encourage open communications.
Be ever mindful of the value of research and endeavor.
Respect sound theory, develop fresh ideas and make the most effective use of time.
Strive constantly for a harmonious flow of work.

CSR Report 2010 3

 enhance The Three Joys. ”Expanding the Joys” means realizing
CSR activities based on dreams with more people and contributing to local society to
the Honda philosophy expand The Three Joys around the world. “Ensuring the joys for
the next generation” means working toward the sustainable
development of society and achieving the highest level of
Having embraced the goal of becoming a company that society
environmental and safety performance to ensure The Three Joys
wants to exist by sharing joy with the people of the world
for the next generation.
based on the Honda philosophy, Honda is pursuing a range of
By resolutely pursuing these directions in our activities,
corporate activities in order to create new value, expand value,
fulfilling our social responsibility, and communicating
and fulfill our commitment to the future while cultivating the
effectively with all Honda stakeholders, including customers,
freedom of associates to seek out a better way, a willingness
dealers, suppliers, associates, shareholders, investors, and local
to rise to the challenges of the future, and a spirit of
communities, it is our intention to help bring about a sustainable
collaborative creativity.
society.
“Creating the Joys” means continuing to dream and create
new value ahead of the times with free-spirited thinking to

Honda philosophy/CSR objectives/Directions for the 21st century

Strivi
that song to be a com
ciety w
ants to pany
Direction for the 21st century exist
1. Crea
t
the Joying
s
Initiativ
Challenge, Open-minded
e, Co-ev ,
olution
2. Expa
n
the Joyding 3. En
s the Joyssuring
Next Ge for the
neration
Shareh
and inveolders
stors
Lo
Society commucal
Stakeholders nities
Dealers

CSR objectives Operat

ions Supplie
rs
Quality
Custom
ers and
safety Environ
ment
Associa
tes

Compa
princip ny
le
Honda philosophy
Fundam
e
beliefs ntal Manag
em
policies ent

4 CSR Report 2010

Message from the President and CEO

Striving to be a company society wants to exist by continuing

to create technologies and products with new value

please customers, we will endeavor to provide even better

Bringing all Honda’s resources to bear in a global
products by redoubling our quality assurance activities.
effort to strengthen our business structure
Striving to be a leader in environment and safety
We’re finally beginning to see subtle signs of a recovery in the
global economic slowdown that began with the financial crisis During 2010, we launched the CR-Z sport-type hybrid, which
in the United States in 2008. Although a full recovery in our combines environmental friendliness with driving pleasure, as
businesses in Japan, Europe, and the United States will take well as the Enepo generator, which runs on ordinary household
more time, Honda delivered products to more than 24 million butane gas canisters. We’re planning to introduce a number
customers worldwide through its motorcycle, automobile, of other environmentally friendly products within the year,
and power product businesses in FY2010. I’m confident that including a hybrid model of the Fit hatchback and the EV-neo
these results are the product of a concerted effort on the part electric motorcycle. We also plan to contribute to the resolution
of our associates, suppliers, dealerships, and other partners to of environmental issues from the standpoint of renewable
supply products and services that will please customers while energy utilization by promoting use of residential cogeneration
respecting local culture and customs in accordance with our units and thin-film solar panels, which use less energy and
policy of “manufacturing close to the customer,” a philosophy generate lower CO2 emissions during the manufacturing process
Honda has embraced since its founding. than conventional silicon-based solar panels.
Nowhere is this success more evident than in China, where Additionally, the Ogawa Plant, which began operations in
we sold a record 580,000 automobiles during 2009, and in 2009, is striving to implement environment- and people-friendly
Thailand, where we are manufacturing the PCX scooter, a operations, particularly through initiatives to reduce energy
strategic global model, and expanding our business from Asia to consumption. The facility has been designed with future
the world. generations in mind, for example by minimizing generation
Nonetheless, the business environment in which we operate of waste products during the plant’s future demolition, using
continues to be a challenging one, and I recognize that it is recyclable building materials, and making use of construction
essential for Honda Group companies worldwide to come techniques that minimize the structure’s environmental impact.
together to strengthen our business structure through the How do we make products environmentally friendly? How do
targeted application of limited management resources to key we make them useful and convenient? How do we make them
segments of our operations. fun to use? Honda is committed to bringing its full resources to
We also face challenges in fulfilling our responsibilities as a bear on the effort to realize a low-carbon society by developing
manufacturer of mobility solutions. Consistent with our historic technologies for reducing CO2 while sharing joy and excitement
commitment to manufacturing high-quality products that will with its many customers and other stakeholders.

CSR Report 2010 5

 Honda has led other companies in developing proprietary We have sought to live up to the principles of this philosophy
technologies for dealing with safety issues, in keeping with its by working to communicate the freedom and joy of mobility to
Safety for Everyone philosophy. Honda strives to pursue safety all the people of the world through our motorcycle, automobile,
initiatives by taking advantage of the uniqueness of these and power product businesses as well as through projects such
technologies. as ASIMO, HondaJet, and new mobility technologies such as
Walking Assist.
Striving to realize a sustainable society through
Creating products and technologies that offer new value and
a Group-wide effort to provide new value
exceed the expectations of our customers and stakeholders
The Honda Philosophy, which includes fundamental beliefs in worldwide, we are striving to be a company that society wants
terms of respect for the individual and the Three Joys, forms the to exist. Honda associates are uniting worldwide, taking on the
basis for all corporate activities and serves as the standard for challenge of fulfilling our responsibility to society.
conduct and decision-making by all associates of Honda Group.

Takanobu Ito
President and CEO

6 CSR Report 2010

 Based on an awareness of its responsibility to reduce
environmental impacts in all areas of corporate activity as well
as from the use of its products, Honda is actively involved in
environmental conservation. As a critical first step in ensuring
initiatives can be carried out effectively, it is necessary to
formulate specific measures and establish objectives in
individual action areas based on a consideration of the
Special Feature 2010 environmental impacts of corporate activities and product use.

Prevent Global
To this end, we have adopted the Life Cycle Assessment (LCA)
approach for evaluating environmental impacts throughout the
product life cycle, allowing us to develop specific initiatives to
Warming address issues in each of several domains based on an analysis
of current environmental impacts (see p.27).
Reducing CO2 emissions This special feature profiles two FY2010 initiatives—involving
sales and popularization of thin-film solar panels and
and popularizing renewable energy
environmentally friendly production facilities—developed to
address the need to reduce environmental impacts in the LCA
domains of product development, purchasing, production,
transportation, sales and service, product recycling, and
administration.

Popularizing solar panels

Honda launched its solar power business in 2002. Our proprietary non-silicon solar panels feature low CO2 emissions during
production, making them a natural fit for the LCA approach that forms the basis of our environmental activities. We believe that the
popularization of environmentally friendly Honda thin-film solar panels worldwide will help realize a sustainable future.

Hanshin Koshien Baseball Stadium installs solar panels manufactured by Honda Soltec Co., Ltd.
Honda thin-film solar panels now cover the enormous roof known as “Ginsan” at Hanshin Koshien Stadium. The system was installed in March
2010 as part of a series of renovations at the facility. The appearance of this new symbol at the historic stadium highlights the facility’s
environmental friendliness, and the renovated stadium has already become a new landmark in the Kansai region. Honda’s environmentally
friendly solar panels are helping to build a foundation for sustainable local communities.

Case study: Hanshin Koshien Stadium Mr. Okada In renovating the Ginsan (the large roof covering the
stands, a hallmark of Hanshin Koshien Stadium), we not only added
A more open, environmentally friendly stadium
facilities to reuse rainwater and installed solar panels, but also
installed an energy-saving climate control system and worked to
restore the ivy for which the stadium is famous.
Ms. Mori Restoring the ivy, which is more than 80 years old,
is precisely what we mean by maintaining the stadium’s history and
traditions, and it has also served to make the facility more
environmentally friendly by “greenifying” its walls. We plan for the
Mr. Yasuhiko Okada Ms. Sayoko Mori Hiroshi Aoyama structure to have reverted to its former look after about 10 years.
Building Design and Construction Hanshin Koshien Stadium Sales & Marketing Division
HANSHIN ELECTRIC HANSHIN ELECTRIC Honda Soltec Co., Ltd. Mr. Okada Until now, the facility had been using well water for
RAILWAY Co., Ltd. RAILWAY Co., Ltd. cleaning purposes and to water the grass on the field. Now we’ve
(at the time of interview)
reduced our use of well water by capturing runoff from the stadium’s
Ginsan roof in an enormous tank for later reuse.
An environmentally friendly stadium
We also looked at how we could reuse energy by taking advantage
Ms. Mori In our renovations of the aging stadium facilities, we of the large Ginsan roof to install solar panels. We became aware that
pursued the three concepts of improving comfort, improving safety, Honda manufactures solar panels while we were considering various
and maintaining the site’s history and traditions, all under an manufacturers’ products and decided to consider a Honda Soltec
overarching theme of creating an environmentally friendly stadium. system based on the strength and reliability of the Honda brand as

CSR Report 2010 7

 creative when calculating the optimal number
of panels to install in the system.
Additionally, we asked Honda Soltec to
take an unusual approach to the project by
manufacturing a large number of panels and
then installing them on the Ginsan all at
once in order to avoid interfering with Phase
III exterior construction work. Although only
about one month has passed since the system
was installed, we’ve already seen it generate
about 150 kilowatts on an instantaneous basis
even though it’s winter, so we expect to reach
our goal of offsetting one year’s worth of
night game lighting for the Hanshin Tigers.
well as our strong impression that the company’s environmental This level of performance should allow the solar panels to cover
initiatives were particularly advanced compared to other companies. about 5.3 percent of the stadium’s overall power consumption.
Ultimately, we chose a Honda Soltec system since a next-generation, Mr. Aoyama It took two years from the time we were first contacted
low-environmental-impact product known as CIGS solar panels by Hanshin Koshien Stadium until the project was completed.
perfectly fit Hanshin Koshien Stadium’s vision of becoming an Our client, the Hanshin Tigers fans, have expressed satisfaction that
environmentally friendly stadium. Honda Soltec products are being used at the stadium, and their
Mr. Aoyama Honda’s thin-film solar panels are distinguished by enthusiastic reaction is the ultimate reward for our hard work in
the fact that they require only about half of the manufacturing tackling the challenges of this unique project.
energy of conventional crystalline silicon solar panels. Thanks to this Mr. Okada Everyone now recognizes the need to address
advantage, Hanshin Koshien Stadium was interested in the product global environmental issues on behalf of future generations.
and ultimately ended up installing 1,600 panels at their facility. Although various aspects such as the project’s cost-effectiveness
presented challenges, I’m confident that the installation of solar
panels at Hanshin Koshien Stadium will have the effect of raising
the public’s awareness.
Mr. Aoyama I’m both proud and grateful that by installing solar
panels from Honda Soltec at Hanshin Koshien Stadium, we can help
communicate the importance of environmental issues to children of
The renovated Ginsan plays
the next generation.
a new role thanks to rain
collection capabilities and a solar Becoming an open stadium to help create a sustainable
panel installation. regional society
Ms. Mori I think that taking advantage of this solar power project
Solar panels at the Stadium
to share environmental awareness with Hanshin Tigers fans is a type
Mr. Okada We knew that installing a large number of solar panel of social contribution to which Hanshin Koshien Stadium is uniquely
modules would place a large load on the Ginsan, raising the suited. We’ve installed monitors that display the amount of power
possibility that expensive structural changes would be needed to being generated in second-story infield seating aisles, and the team
strengthen support columns. To avoid increasing the cost of the mascot explains how the system helps reduce CO2 emissions in
project, we gave Honda Soltec some fairly difficult requirements in an easy-to-understand manner. Our hope is that a visit to Hanshin
terms of the system’s mounting frames and installation. Koshien Stadium will serve to inspire spectators to think about
Mr. Aoyama Since there was no way to reduce the weight of the installing solar panels on their own house.
solar panels themselves, we tried a number of different approaches Mr. Okada I think the fact that the renovation project went beyond
to streamline the system’s mounting frames and other mounting mere repairs to incorporate solar panels and other environmental
hardware. On the other hand, we also had to ensure the system was initiatives is also meaningful from the standpoint of corporate CSR.
strong enough to withstand the wind strength obtained from wind
tunnel experiments conducted at the stadium. We also sought to give
the solar panels a non-intrusive appearance by installing the
mounting frames and wiring so that they would not be visible when Two monitors have been
installed in second-story infield
the stadium was photographed from the air and by arranging the seating aisles (on the first-and
panels in a symmetrical layout. third-base sides). The system has
already reduced CO2 emissions
Mr. Okada Due to a desire to ensure optimal visibility for guests, by 13,975 kilograms since its
the new Ginsan interior support columns are fairly small in diameter. installation, equivalent to a
forest about 1.1 times the size
The strength of these columns limited the area in which solar panels of the stadium.
could be installed, which made Honda Soltec’s task a difficult one. (As of May 9 , 2010)

Furthermore, dramatic differences in power consumption between the

baseball season and the off-season forced the manufacturer to get

8 CSR Report 2010

Special Feature 2010 Prevent global warming

Promoting installations of solar panels throughout Honda Group

Honda is encouraging factories and dealerships nationwide to install solar panels. Many production facilities in Japan and overseas,
including Kumamoto Factory next to Honda Soltec Co., Ltd., which manufactures and sells solar panels, have installed the panels.
Several dealerships have taken the initiative to install solar panels, leading Honda Group companies’ environmental activities. In February 2010,
Dongfeng Honda Automobile Co., Ltd., (Dongfeng Honda), an automobile production and sales joint venture in China, installed thin-film solar
panels on its office building. The company also plans to install the panels on its No. 2 Factory, which is currently under construction.

Japan dealership initiatives: Honda DREAM Matsusaka A total of 140 solar panel
modules manufactured by
“Because we’re a new dealership, new initiatives appealed to us. Honda Soltec Co., Ltd., have
been installed on the roof of
We wanted to be the first motorcycle and scooter dealer to Honda DREAM Matsusaka,
install Honda’s solar power system.” providing 16 kilowatts of
generating capacity. The system
is expected to generate about
17 megawatt-hours per year.

are not being used. They have also come to see the standby power
Shigeki Inaba used by electronic devices in a new light. Next, we’ve gained a
President
Honda DREAM Matsusaka powerful new ability to communicate information to our customers,
Honda DREAM Matsusaka opened in September 2009. Based on my some of whom express an interest in the system’s monitor panel.
belief that joining together with local residents to actively think about We always explain that the monitor panel is part of Honda’s solar
how environmental issues can be addressed is both a trend of our power system and describe how it works. If we can raise awareness
times and the appropriate role of a dealership with deep local roots, in the local community by making those customers more aware of
I wanted to install a solar power system from the beginning. environmental issues, then I think we have succeeded in spreading
And since Honda motorcycles are an environmentally friendly mode Honda’s unique message through our solar power system. I can see
of transportation, I think we can meet those expectations by that the system is exerting a positive influence on people’s awareness
combining them with solar power. In terms of the challenge of and behavior. We wanted to provide a pioneering example of how a
creating new value and innovation, I’m grateful that Honda DREAM sustainable society could be brought about for the local community
Matsusaka was able to become the first motorcycle and scooter and the children who are growing up here, and I think we’ve been
dealership to install a solar power system. able to do that in a fruitful way by installing this solar power system.

“The numerical feedback from installing a solar power The dealership has set up a
“Solar Power System Monitoring Area”
system has given rise to new awareness and behavior.” where the current power generation is
expressed as a number of fluorescent
Having numerical data detailing the operation of our solar power light bulbs, daily power generation
system displayed in the dealership has given rise to some changes. as a number of LCD televisions, and
the corresponding reduction in CO2
First, employee awareness has undergone a change. Being able to emissions for the previous month as a
see how much electricity is being used has created opportunities to number of camphor trees. The creative
approach gives customers visiting the
realize where waste is occurring, prompting workers to be much more dealership a novel way to experience
careful about turning off switches when lights and other equipment the benefits of the solar panels.

Initiatives at global production facilities: Dongfeng Honda the form of solar power should be encouraged, we have installed
a display promoting solar power in our auditorium as one way
New initiatives at production facilities
to communicate our active efforts to reduce CO2 emissions to all
suppliers and customers who visit the facility. We’re also installing
the panels at our second automobile production plant, which is
Luo Ning
Manufacturing Control Division scheduled to begin operations in 2012, as part of a plan to use the
Planning Development Dept. panels to power some of the work processes that will be performed
Dongfeng Honda Automobile
Co., Ltd. at the plant. This is the first time this approach has been adopted at
On February 3, 2010, new solar panels at Dongfeng Honda a production plant,
Automobile CO., Ltd., an automobile production and sales joint making it something
venture in China, began operating. The system, which is installed on of an experiment,
the roof of the company’s office building, consists of 864 solar panels and it marks the
with a combined capacity of 100 kilowatts and is expected to cut start of a new
annual CO2 emissions by 100 tons. Electricity generated by the initiative combining Rooftop solar panels at Dongfeng Honda

system is used to power lighting, air conditioners, computers, copiers, Honda’s production
water coolers, and other equipment in the building. The installation and environmental
of the solar panels has had repercussions reaching from the technologies.
governments of Hubei Province and the city of Wuhan to suppliers,
dealerships, and even employees.
A billboard featuring Dongfeng Honda’s slogan
Reflecting our belief that the adoption of renewable energy in “Blue Sky for our Children”

CSR Report 2010 9

Leaders in recycling-oriented environmental conservation

At Honda, we consider environmental conservation activities to be a top priority of our corporate activities, and we’re pursuing a
Green Factory plan in the production domain to reduce the environmental impact of our operations while making efficient use of
limited resources. To this end, construction of the Ogawa Plant at Saitama Factory in Japan, which began operation in the fall of
2009, was based on a policy of becoming a company that inspires pride in the local community by making its factories leaders in
recycling-oriented environmental conservation. In a first at the company, Honda implemented a building
designed for environmentally responsible demolition by setting forth three guiding principles for the
project, giving top priority to environmentally friendliness, and incorporating the Life Cycle Assessment
(LCA) approach. Going forward, the Ogawa Plant will strive to conserve energy, limit waste product
generation, pursue environmentally friendly production activities, conserve the environment, and coexist
with its local community. By bringing this approach to bear on Honda’s worldwide operations, the company
will seek to help bring about a sustainable society.
Jun Watari, Engine Plant Manager
at Saitama Factory
Three concepts to drive the world
overwhelming competitive advantage by increasing the number of
models produced on the same line as part of a multi-model mixed
production approach that can be closely linked to markets.
The third principle, which involves initiatives to improve
the workplace environment in order to create a factory that’s
friendly for all employees, has led to dramatic improvements in air
The Ogawa Plant’s bright, open, glass-enclosed entrance incorporates a floor finished with temperature, noise levels, and oil mist (a form of dust mixed with oil)
recycled trees from the site.
inside the plant.
In 2006, Honda announced the Yorii-Ogawa Project, an effort to Making environmental friendliness a top priority during the
build a new, state-of-the-art automobile plant in the area around construction process led naturally to an approach that took into
the towns of Yorii and Ogawa in Saitama Prefecture, in order to account the building’s life cycle by seeking to reduce waste products
rebuild its production system. The new plant would be responsible not only during construction and use, but also at the time of the
for manufacturing components ranging from engines to vehicle structure’s eventual demolition.
bodies. Construction began on the Ogawa Plant the following year The construction project also sought to leave the existing
as a next-generation, environmentally friendly engine manufacturing mountain ecosystem intact in order to ensure harmony with the
facility, and the new factory began producing diesel engines for the surrounding environment. Furthermore, designers worked to build
European market in the fall of 2009. a factory whose commitment to environmental conservation would
The Ogawa Plant has committed itself to three principles by which make the local community proud, for example by creating a green
it plans to drive growth of the Honda Group worldwide. belt around the facility planted with tree species found naturally in
The first principle is reducing energy consumption. The plant is the surrounding area.
striving to aggressively slash energy consumption per engine Having undertaken unprecedented initiatives at the Ogawa Plant,
manufactured. The second principle is striving to achieve an Honda recognizes its responsibility in the future to actively apply the
overwhelming competitive advantage through highly efficient results of that project, including the expertise gained through it, to
production lines. Honda has already begun implementing flexible existing plants in Japan and overseas. We’re committed to making
production practices, but the company also plans to achieve an steady progress in achieving this vision of the ideal production plant.

Building an environmentally friendly plant that coexists with the local community
specific processes, increasing energy efficiency and slashing power
Implementing resource and energy savings
consumption by about 50 percent compared to conventional casting
through new initiatives
machines.
The Ogawa Plant is pursuing resource and environmental efficiencies In areas other than production, the plant is making active use of
in production in order to dramatically reduce energy consumption per
engine manufactured.
For example, part of the engine production process involves
melting aluminum and pouring it into a casting machine mold under
high pressure. Under the conventional approach to this part of the
manufacturing process, a single, large power source is utilized to
drive all casting operations. By using smaller power supplies for Air vents provide effective
climate control in specific
individual operations, the plant has been able to target energy use for work areas

10 CSR Report 2010

Special Feature 2010 Prevent global warming

the power of nature, for example by introducing natural sunlight waste product information management server. The plant analyzes
from outside the plant. In order to reduce power used for lighting, the how waste products are being generated over time based on this
plant has installed skylights in the roof and windows on the upper detailed data and puts the information to use in optimizing waste
portions of walls, providing useful light while limiting solar radiation product processing and limiting waste product generation.
heat. The facility is also working to reduce the amount of energy
Building a plant that will inspire pride
used by its climate control systems. The adoption of displacement
in the local community
air-conditioning systems to more effectively condition air in discrete
work areas, for example the casting area where molten aluminum The Ogawa Plant is striving to become a leader in recycling-oriented
is used to cast engine blocks and the machining area where engine environmental conservation so it can help leave a beautiful
parts are ground and holes drilled at a high level of precision, has environment (symbolized by blue skies) to the local community and
yielded significant reductions in climate control energy consumption. its children. Since there is a marsh that is home to Japanese fireflies
to the north of the plant, designers took the surrounding environment
Visualizing plant operations with
into account and worked to ensure that the existing mountain
an environmental management system
ecosystem would remain intact once the construction project was
completed. A total of about 2,000 trees that were felled to make
space for the plant were recycled in the form of flooring materials
and wood chips for use in plant beds to protect against dust and
weeds while retaining moisture. In April 2009, the plant invited about
50 students from the town of Ogawa’s six elementary schools and
Monitoring using a system that four middle schools to help plant seedlings representing species
manages energy consumption
found naturally in the surrounding mountain ecosystem on the plant’s
While it has been impossible in the past to quantify the benefits site, highlighting the facility’s involvement of children of the next
of energy conservation efforts in certain departments, the Ogawa generation in initiatives to coexist with the environment.
Plant developed a central control system capable of managing energy The plant has also greenified its roof using thin-film solar panels
consumption for all processes. This system allows energy and rainwater on an experimental basis. Electricity from the solar
consumption to be visualized on a department-by-department basis. panels is used to pump rainwater captured from the roof up from
By analyzing this data from a variety of perspectives and utilizing underground storage tanks to automatically water grass on the roof,
the PDCA cycle (Plan, Do, Check, Action), the plant is striving to forming a naturally circulating system. Visitors can tour the setup,
reduce energy use on an ongoing basis. Additionally, management of and the plant plans to make use of the system in the future to help
the type and volume of waste products generated by each children learn about the environment.
department is driving visualization of waste product information.
The plant has implemented a waste product management system
that allows waste to be weighed by type and department thanks to
the practice of sorting in normal operations. When waste products
that have been sorted into recovery bins in accordance with sorting
procedures are weighed, the name of the waste product and
Rooftop greenification
responsible department as well as weight information is sent to the and solar panels

Interview with the mayor of the town

We were concerned about possible noise issues during
A town in which modern factories can coexist with nature the construction of the plant, but Kajima worked with
Honda to ensure good communication through a
The existence of about 2,900 animal species, including monthly construction newsletter, and in the end, there
the Japanese firefly, and 1,350 plant species has been was not a single complaint.
confirmed in the town of Ogawa. We are privileged to Since the plant was designed with the community
live in an exceptional natural environment with a high and environment in mind, we’re considering using it to
level of biodiversity. Our entire town has put significant help educate local children in the future. Going forward,
effort into addressing environmental issues, for example we’re committed to making our town one in which an
Mr. Kihei Kasahara
by adopting an Environmental Conservation Ordinance exceptional natural environment and a super-modern
Mayor in December 2004. plant can coexist.
Ogawa-machi,
Saitama Prefecture I had heard that Honda is a company that cares about
the environment and values local communities, and I
saw that to be the case when I visited a Honda plant in
Greensburg, Indiana, the year before last. In fact, our
community welcomed Honda when they chose the town
of Ogawa as the site for their new plant, with many
residents expressing confidence that there was no need
to worry about environmental issues with Honda. Construction Newsletter published by the Kajima Corporation

CSR Report 2010 11

 Initiatives to improve recycling rates
Interview with a project participant The screws (metal) and panels can be separated out when the
Recycling buildings through initiatives structure is demolished.
undertaken during the construction phase In this way, we were able to follow an approach that allows most
of the interior and exterior materials to be recycled.
Mr. Takaaki Nobori (left) Production
Planning Department, Tokyo
Architectural Construction Branch
Kajima Corporation
Mr. Akira Numajiri (right)
Construction Department, Building
Construction Management Division
Kajima Corporation
Panel illustrating how trees from
Focusing on increasing the recycling rate for the site were reused to manufacture
flooring materials
interior and exterior materials
Pursuing a 100 percent recycling rate
Buildings designed to be demolished in an environmentally friendly
manner, an approach that seeks to minimize the environmental In addition to efforts such as these designed to improve the recycling
impact of the structure, including at its demolition, are becoming rate for building materials, we sought to reduce waste products
more common, particularly in residential construction. generated during construction. Across-the-board cooperation at the
Prior to the start of construction, we held a series of workshops construction site was essential in order to achieve this goal. Faced
on recycling and reducing waste products with Nihon Sekkei to with the need to effect a change in the awareness of a workforce
explore how the concept of a building designed to be demolished that exceeded 500 employees at its peak and cultivate a culture
in an environmentally friendly manner could be applied to a more of responsibility at the site, we worked to ensure thoroughgoing
permanent structure that would be used over many years. Our observance of rules by implementing creative educational programs
approach was a good match for Honda, which is working to create and holding short courses on how to sort waste products at the site
environmentally friendly factories, so the project got the green light. during morning meetings. Additionally, the Foreman Association,
Our goal for the construction project was to approach a recycling which plays a supervisory role for workers, began making rounds to
rate of 100 percent for building materials from the plant itself inspect how waste products were being sorted at the site. These and
during demolition. other efforts to raise awareness had a significant impact.
Building materials can be broadly classified as either structural Although we were able to achieve a recycling rate for waste
components that serve as the building’s skeleton or other interior building materials of more than 98 percent on a weight basis during
and exterior materials. The concrete and steel construction materials renovations and demolition operations for this plant, we believe
that form most of the structure are already recycled at a high rate that architects, designers, contractors, and the construction industry
throughout the construction industry, so our attention in this project as a whole need to grapple with associated issues, including the
fell on non-structural interior and exterior materials. Whereas a development of recyclable building materials and the establishment
recycling rate of 50 to 60 percent is considered typical for such of recycling routes extending from material collection to processing
materials, our goal for the new building was to approach and distribution in order to achieve a 100 percent recycling rate in
100 percent recycling. the future. Going forward, we’re committed to bearing these issues in
We worked to improve the recycling rate for interior and exterior mind as we take on new construction projects.
materials from two standpoints. First, we understood that it’s
Topic
important to choose recyclable building materials. After examining
whether materials were recyclable from a construction point of 2009 Minister of Land, Infrastructure and Transportation
view, we worked with Honda and Nihon Sekkei to choose building Award for those that have contributed to the promotion
materials. Next, we had to choose installation methods that would of recycling (reduce, reuse, recycle)
allow building materials to be sorted for recycling at the time of Together with Nihon Sekkei, Inc., and the Kajima Corporation, the Ogawa
demolition. For example, sound-absorbing panels made of rock wool Plant received the Minister of Land, Infrastructure and Transportation
are often used in ceilings because they can absorb sound in the room. Award for those that have contributed to the promotion of recycling from
These panels are generally attached with an adhesive, but use of the the Reduce, Reuse, Recycle Promotion Council in October 2009. The award
recognized efforts to reduce environmental impacts at every stage in the
adhesive makes it difficult to sort and recycle them. For this project,
plant’s life cycle, including design, construction, use, and demolition.
we opted to install the panels with metallic screws so that all In particular, the three parties were honored for providing an excellent
ceiling materials could be recycled at the time of demolition. example of how the waste products generated during demolition, which
Zero emissions *Efficiency image impose the greatest environmental impact during the structure’s life cycle,
During construction During renovations Recycling Waste could be dramatically reduced and recycling rate increased.
Conventional
Zero emissions
During demolition
Zero emissions
with a view to structure Recycling rate of at least 98%
use and demolition
Nobuhiko Shiozaki of Honda,
0 20 40 60 80 100 (%) Senior Project Leader for the
■ Recycling during construction ■ Recycling during renovations ■ Recycling during demolition Yorii-Ogawa Project, accepts the
■ Waste products from construction ■ Waste products from renovations ■ Waste products from demolition award on behalf of the three
* Programs that seek to minimize waste products and discharges of environmentally harmful substances winners.

12 CSR Report 2010

 Honda takes a six-region approach to developing its business
worldwide (including Japan, North America, South America,
Europe, Asia and Oceania, and China) based on its policy of
“manufacturing products close to the customer.” Among these
regions, the importance of Asia and Oceania in Honda’s global
strategy is increasing, a trend underlined by the fact that the
Special Feature 2010 region accounts for some 70% of Honda’s worldwide motorcycle
sales by volume. Further, automobile production volume in
A Promising Company the region reached an all-time high during FY2010. Honda is
responding to the region’s remarkable growth by developing

for the Asian People and supplying better products as well as pursuing environmental
activities and working to promote safe driving.
This section introduces Honda’s operations in Thailand,
Developing a business rooted in Asia and where the company has an especially long history, including its
promoting traffic safety philosophy, initiatives, and efforts to promote safe driving,
along with thoughts from stakeholders in the country.

To be an integral part of Asia

Prominent among the six regions worldwide where Honda is developing its business is growth in both the company’s motorcycle
and automobile businesses in Asia, home to many rapidly developing countries such as India and Indonesia, which are frequently
described as the major driving force in the global economy. In Asia, a core region in our global strategy, we’re pursuing initiatives
to provide new value in mobility, enhance traffic safety, and help resolve environmental and social issues while coexisting with the
people of the region’s many countries.

50% market share by sales volume in the region consisting of ASEAN

nations and Southwest Asia. In this sense, Honda motorcycles have
played a key role in transportation and mobility (for both people
and cargo) by supporting Asian growth.
Fueled by economic expansion in the region, the automobile
Fumihiko Ike market has grown dramatically along with the motorcycle market
Managing Director and Chief over the last 10 years. Honda’s City model, which is manufactured in
Operating Officer for Regional
Operations (Asia and Oceania) Thailand and sold primarily in Asia, has gained acceptance worldwide
for its advanced, third-generation design as well as its improved fuel
Living together with the people of Asia
economy and environmental performance. In 2010, cumulative City
As of 2010, Asia and Oceania accounted for some 70% of Honda’s production passed 137,400 units in 45 countries around the world.
worldwide motorcycle sales by volume, and automobile production HATC*1 in Thailand, where the City is manufactured, has also made
volume in the region reached an all-time high during the 2009 a series of steady contributions to factory localization and overseas
calendar year.
Based on its policy of “manufacturing products close to the
customer,” Honda moved to establish its motorcycle production
facility in Thailand in 1965, and since that time, the company has
responded to robust demand by playing a role of central importance
in the region. In areas where the development of railroads and other
modes of public transportation is ongoing and transportation
infrastructure has not yet been built out, motorcycles play
an essential role in daily work and life by providing mobility.
Vehicles bearing the Honda brand currently enjoy more than Third-generation City

CSR Report 2010 13

 environmental considerations to customers.
As in Japan, traffic safety initiatives include
the operation of Honda Safety Driving Centers
in each Asian country. At these facilities, we
provide education in safe driving techniques
to customers and foster the development
of driving safety instructors in order to
promote traffic safety skills and philosophies
for motorcycles and automobiles. Currently,
we’re focusing our resources on traffic safety
education for children of the next generation
based on our belief that giving children an
opportunity to gain a proper understanding
of traffic safety will provide the foundation
for traffic safety to take root in each country
in the future. Additionally, we’re involved in
philanthropic activities such as participating
with local employees in tree-planting activities
human resources development, for example by providing technical and establishing funds to support young people who cannot afford
assistance to enable City production in nearby countries. a higher education.
We have also been actively involved in environmental management Going forward, we will continue to work in partnership with
throughout Asia, including by pursuing certification under the national governments and local communities to devote resources
ISO 14001 standard. Over the course of some 50 years of history in to philanthropic activities such as the promotion of traffic safety
the region, we believe we have grown along with our customers by and efforts to raise environmental awareness.
responding steadily to local needs while putting down deep roots *2 Electronically controlled fuel injection (PGM-FI): A system that detects
in the area, for example by providing mobility solutions to meet operating conditions in the engine with various sensors, calculates the optimal
local demand and creating employment opportunities by building quantity of fuel to inject, and supplies it directly to the engine’s cylinders.
new factories.
*1 HATC: Honda Automobile (Thailand) Co., Ltd.; an automobile manufacturer
Doing everything to make dreams come true
and sales company in Thailand.
Based on our philosophy of contributing to the world and its people,
we’re committed to inspiring joy on the part of customers worldwide
Environmental and safety initiatives
by providing them with the best possible products and contributing
as social responsibility
to the development of society. The “dreams” described by founder
In addition to helping improve convenience through expanding Soichiro Honda and mentioned in our slogan “The Power of Dreams”
sales of motorcycles and automobiles, Honda is working throughout form the point of departure for everything we do. By this we don’t
Asia to contribute to the resolution of issues such as regional air mean the dreams of engineers, who are by definition a limited group
pollution and growing numbers of traffic accidents, not only through of people, but rather the dreams and aspirations that emerge from
its products and technologies, but also by pursuing environmental the lifestyles of people around the world—it is these dreams that we
and safety educational activities in local communities as part of its strive to transform into reality.
commitment to fulfilling its social responsibility. We will do our best as a manufacturer of mobility solutions to
In terms of specific environmental initiatives, we completed an make dreams reality for customers who want motorcycles to help
effort to bring electronically controlled fuel injection (PGM-FI)*2 to all support themselves in developing nations so that they can lead
motorcycle models in Thailand in April 2010 in anticipation of future a more fulfilling life as well as customers who want to drive
environmental regulation in Asia. Because improvements in automobiles with exceptional quality and driving and
environmental impacts like CO2 emissions from products are not as environmental performance.
apparent as those in more tangible aspects of vehicle performance Honda is committed to pursuing activities worldwide to help make
such as fuel economy, we’re working hard to communicate the dreams of people around the world come true.
the benefits and significance of performance improvements and

PCX, a strategic global model

manufactured in Thailand A class at a Safety Driving
with PGM-FI Center (in Thailand)

14 CSR Report 2010

Special Feature 2010 A promising company for the Asian people

Honda's initiatives for Asia's transport conditions

In fostering widespread use of motorcycles and automobiles, the development of traffic infrastructure provides increased
opportunities for traffic accidents. As part of an effort to reduce the number of traffic accidents in Asia, Honda is working to raise
traffic safety awareness and promote safe driving practices by establishing Safety Driving Centers in countries throughout the region.

Transportation in Asia and the establishment of Safety Driving Centers

Motorcycles have entered into widespread use in Asia as grant drivers licenses, and they serve as driving schools. We’re also
a life-supporting mode of transportation. In recent years, the rapidly involved in awareness-raising programs designed to promote safe
increasing popularity of automobiles has led to the development of driving in local communities with the cooperation of local dealers,
a complex mixed transportation system in which motorcycles and schools, and government agencies.
automobiles share the road. Fatalities in traffic accidents are also
surging, pointing to an urgent need for initiatives to spread Comparison of worldwide traffic accident fatalities

awareness of traffic safety. Africa Oceania

Honda began working to promote traffic safety in Japan in 1970,

when it launched the Driving Safety Promotion Center.
Europe
Today, we have established Traffic Education Centers in eight
locations throughout Japan (one each in Tochigi, Saitama, Chiba,
Shizuoka, Mie, and Fukuoka, and two in Kumamoto). Asia
South America
These facilities offer programs including courses in how to safely
operate motorcycles and automobiles as well as driving safety
trainings for companies and groups. North America
We’ve also opened Safety Driving Centers in other Asian countries.
Like their sister facilities in Japan, they offer courses in how to safely This diagram groups the number of annual traffic accident fatalities in each country during either 2006
or 2007 by region. Figures include victims who died within 1, 7, and after 31 days as well as victims who
operate motorcycles and automobiles, driving safety workshops for died instantly or within 1 year. Prepared with reference to statistics presented in “14-5 Traffic Accidents”
in World Statistics 2010 (edited by the Ministry of Internal Affairs and Communications Statistical
companies and groups, and other programs. In some countries and Research and Training Institute and published by the Ministry of Internal Affairs and Communications
regions, these facilities have obtained governmental approval to Statistics Bureau).

TOPIC

Thailand: Honda Safety Driving Center opens

On April 2, 2009, the largest Honda Safety Driving Center in the ASEAN region opened in Thailand.
Honda has been actively involved in promoting traffic safety and safe driving in Thailand since
1989, including by opening a Honda Safety Riding Center for motorcycles in the suburbs of
Bangkok in 1994. Today, a total of 10.9 million people, or one in six Thai residents, have received
traffic safety education from Honda in Thailand.

India: Honda offers a short-term motorcycle driving safety course for women
Honda Motorcycle & Scooter India (HMSI) is offering a short-term course in motorcycle operation
for women. HMSI staff join female instructors to offer lessons in an extremely approachable
format that has proven very popular with local women. Honda is working not only to promote
motorcycle driving safety, but also to encourage the autonomy of local women through its
“Power to Women” campaign.

Singapore: Honda opens an automobile driving school that include

a full-scale multi-story driving circuit
On March 3, 2010, the Singapore Safety Driving Center reopened as the first automobile driving
school in Southeast Asia to offer a full-scale multi-story driving circuit. The facility began offering a
new course on trucks in June, making it the first driving school in Singapore to offer instruction for
the full range of vehicles from motorcycles to trucks in an integrated manner. The Center expects to
serve more than 11,000 students in 2010, and Honda is working to broaden its activities through
the facility in an effort to achieve a society founded on safe transportation in Singapore.

CSR Report 2010 15

Activities in Thailand to reduce the number of traffic accidents
Honda began offering traffic safety instruction in Thailand in 1989. Since then, the company has worked for some 20 years to promote safe
driving, including by establishing ASEAN’s largest Safety Driving Center in 2009. We talked to local officials about the current status of their
efforts to actively promote safe driving and asked students who have actually studied driving safety about their experiences.

In our popular Basic Motorcycle Course, students first study the

“Promoting safe driving is Honda’s responsibility.
dangers of falls and accidents and then learn proper riding technique
Safety Driving Centers fulfill that responsibility.”
and safe driving practices on their bikes. For example, although you
need to carefully balance front and rear brake application in order
to stop a motorcycle safely, many drivers in Thailand avoid using
the front brakes. When we teach students how to stop safely using
front as well as rear brakes and let them experience the superior
Alaksh Phornprapha safety of that technique on their own bikes, some students undergo a
A.P. Honda Director and Safety Driving Center Manager
significant change in their awareness of safety.
In 2009, there were about 11,000 traffic accident fatalities in Despite the overwhelming popularity of motorcycles as an essential
Thailand, and about 70% of those involved motorcycle accidents. means of transportation in Thai society, the number of driving safety
There are many unlicensed motorcycle drivers in the provinces, and instructors is limited. For this reason, we ask students to tell their
there is a constant series of accidents caused by young people driving friends and families what they’ve learned about safe driving. I think
too fast. that by doing so we can spread awareness of driving safety to a large
Since Honda’s share of the Thai motorcycle market is about 70%, base of people.
I believe we have a responsibility not only to deliver safe products, Recognizing our track record of success and the quality of our
but also to promote traffic safety in an effort to reduce the incidence work, government agencies, schools, and private-sector companies
of accidents. Central in these efforts are the Bangkok Safety Driving often ask us to offer training courses. We’re also working hard to
Center in eastern Bangkok and the Samrong Safety Driving Center in foster the development of instructors with advanced skills and
Samut Prakan Province. knowledge, and some of our younger instructors have fared well at
The Samrong Safety Driving Center helps students obtain their the Safety Japan Instructors’ Competition, which is held annually in
drivers license and helps train dealer employees and government Japan. Including these younger instructors, we are working on a daily
agency workers to provide guidance in safe driving practices to basis with instructors from government agencies and driving safety
motorcycle riders. The Bangkok Safety Driving Center offers driving students to improve awareness of safe driving practices in Thailand.
safety training for drivers of motorcycles and automobiles.
“I was able to earn my drivers license and
Recently, we’ve also been working to help educate the children
learn about safe driving.”
who will be responsible for traffic safety in the future. We worked
with dealers and schools to hold Safety for Kids, a traffic safety
course for children aged 6 through 11, a total of 11 times in Thailand
last year. We plan to actively continue these activities in the future.
We’re also working with police and government agencies including
the Department of Land Transport, the Ministry of Public Health, the Mr. Vipoo Vijakkhana
Driving safety course student
Ministry of Education, and the Office of the National Security Council
to offer motorcycle driving safety courses nationwide. A.P. Honda is Counting this time, I’ve participated in two training courses. Before
supporting an increasingly broad array of facilities nationwide where coming to the Safety Driving Center, I had never studied safe driving,
people can learn safe driving, including 9 operated independently so the class work and practical training were a completely new
by dealers and 12 operated by public institutions. I believe the experience for me. I still remember vividly how to check the bike
importance of Safety Driving Centers in Thailand will continue to before driving it, how to ride, the proper posture, everything. Taking
grow as we broaden support of local activities such as these and the class changed my awareness of safety and provided
traffic safety initiatives targeting society in general. an opportunity for me to both earn my drivers license and
purchase a motorcycle.
“I love helping transform student awareness and
My family was initially opposed to me getting a motorcycle, but
watching them grow.”
I was able to overcome their opposition by studying hard at the
Safety Driving Center and learning how to ride safely. Now friends
who are interested in motorcycles come to me for advice,
and I recommend the same training to them.
Tawatchai Tangjitcharoenkul For this course, my second, I was interested in building on my skills
Assistant Manager and Instructor and studying how to ride even more safely. Skills and safety are both
A.P. Honda Bangkok Safety Driving Center
important, and this is the only place you can learn how to ride safely.
I’ve been involved in promoting traffic safety for about 13 years I live in a rural area, where I feel safety awareness is low. It is my
as an instructor at Honda Safety Driving Centers. Currently, I spend hope that Honda redouble its driving safety activities and that even
most of my time instructing motorcycle riders at the Bangkok Safety more places like the Safety Driving Center open for students.
Driving Center.

16 CSR Report 2010

Special Feature 2010 A promising company for the Asian people

Honda and the people of Thailand

Dealers play an important role in connecting Honda to its

customers. To better gauge opinion in Thailand, where Honda
has worked to build relationships of trust with customers since
starting to manufacture motorcycles here in 1967, we asked
owners and service staff at Honda motorcycle and automobile
dealerships how they feel about Honda and their jobs, and we
asked customers who actually own Honda vehicles how they
feel about the company and its products.

From the dealership owner’s perspective

An owner of a motorcycle dealership The main jobs of a dealer are motorcycle sales happy when a family member of one of these
and service. Not long ago, many customers customers comes to the dealership to purchase
“My joy is satisfying customers and turned to nearby service shops for repairs, even a motorcycle for a child. When a customer
meeting their expectations.” though they might come to us to purchase introduces a family member, you know you’ve
a new motorcycle. They did so because earned their trust.
dealer service had a reputation as being We not only provide high-quality products
expensive. Thanks to an effort on our part to to customers, but also strive to educate them
more carefully explain part prices and our in safe driving practices, for example through
Mr. Karin Darasidh
Owner rate structure, we’re seeing more customers our PDSA* and Riding Trainer programs.
World Speed Co., Ltd.
coming to us for service. We’ve also seen Customer safety is very important to us. When
more customers purchasing products such I see money from customers who purchased
as the PCX, which is more expensive than motorcycles being used to fund community
other motorcycles, because we take the time service through driving safety and other events
to explain the product’s functionality and the put on by Honda, I feel proud to be working for
value behind its price. such a company.
Carefully explaining our products and *PDSA: Pre-Delivery Safety Advice, a proprietary
after-sales service to customers on a Honda initiative in which staff use booklets and
one-on-one basis inspires customer loyalty, other resources to explain safe driving practices to
and some of our customers are on their customers when delivering motorcycles.
fifth or sixth purchase. It always makes me

An owner of an automobile dealership I make known to all of my employees the fact For example, we solicit customers’ honest
that satisfying our customers through a variety views and opinions of our products and
“We’re working to provide a level of
of services is our most important task. services by inviting them to outside events
service that inspires trust on the part
This is because customer satisfaction, more such as cooking classes along with employees
of customers.”
than anything else, leads to trust. to provide opportunities for deepened
For this reason, everyone at our company interaction.
works together to ensure a high level Honda meets a range of customer needs
of awareness of consideration, sincerity, with vehicles including environmentally
and perfection in all the services we offer, friendly cars, compacts, family cars, and
Mr. Kiat Tangtrongsakdi
Owner including in the facilities and atmosphere SUVs. The company also offers innovative,
Honda Praram 3 Group
of the dealership itself, in the level of polite next-generation technologies such as ASIMO
service we provide when communicating with and fuel cell systems. I think it’s wonderful
customers on the phone, in the procedures that Honda, which offers originality in the form
we use to interview customers who have of a brand that is familiar to the Thai people,
encountered problems or issues, in the has received ISO 14001 certification to better
procedures by which we provide service to pursue environmental conservation in Thailand
customers, and in how we deliver customers’ through its management and that the company
purchases. We’re also pursuing CRM* activities actively pursues CSR activities such as safe
in which employees play a central role in an driving initiatives.
effort to further improve customer satisfaction. *CRM: Customer relationship management

CSR Report 2010 17

 From the service staff perspective

Motorcycle service staff Our dealership repairs about 50 vehicles every to the customer to ensure they understand
day. We have some customers who travel and are satisfied with our service. I believe
“When a customer comes to me for
around 40 kilometers to have us service their that providing the best possible repair work
advice, I treat them like I would to a
Honda motorcycles. and explanations to customers builds trust.
member of my own family.”
My job ranges from regular oil inspections Furthermore, effecting proper repairs and
to major repair work such as engine overhauls. returning each motorcycle to its owner in
In general we strive to complete repairs excellent working order helps reduce the
within two days. As the employee with final number of traffic accidents and contributes to
responsibility for repairs, I conduct a final safe driving.
Mr. Yuttanate Kamyung
Chief Mechanic inspection of all the work we do before the Whenever a customer comes to me for
World Speed Co., Ltd.
vehicle is returned to the customer. I do this advice, I treat them like I would to a member
not only as a way to take responsibility for of my own family. In the future, I look forward
the repairs we have performed, but also so to living up to customer expectations in the
that I can properly explain what we’ve done service we provide.

Automotive service staff I believe that everything we do from the time As a mechanic, I’ve had many opportunities
a customer makes a reservation until their for ongoing training, and in addition to the
“I take pride in providing trustworthy
vehicle is returned to them impacts customer technical aspects of repair work, I’ve studied
service, from the time a customer makes
satisfaction. We not only strive to complete the importance of providing trustworthy service
a reservation until their vehicle is
repairs on time, but also to treat and check in good faith. A high level of technical skill
returned to them.”
each vehicle carefully, as if it were our own. and trustworthy service: mastering these two
I’m confident that this approach leads to imperatives contributes to my self-confidence
satisfied customers. as a mechanic.
Honda has high technical standards.
Mr. Chatchai
Satasangwatsoraku
Mechanic
Honda Praram 3 Group

From the customer’s perspective

Honda motorcycle owner My first chance to ride a Honda was as a buy, I recommend Honda bikes because I’ve
student, when my parents bought me a been riding them for a long time myself, and
“Honda is essential in my life and work.” motorcycle so that I could commute to school, I can explain their performance, durability,
which was far away from our house. I’ve been and other advantages. My current bike was
riding a Honda motorcycle for almost 20 years my first automatic, and I was able to ride
since. I’ve owned a total of 10 bikes, and all of with confidence and peace of mind from
them have been Hondas. the beginning because the dealer gave me a
My family owns two Hondas right now, and thorough explanation of the product and how
Mr. Vinai Carathihapp since I work for the post office, these bikes are to ride it when I bought it. For me, my Honda
essential for work as well as daily life. Although dealer is a familiar and trustworthy place.
I ride a long distance every day as part of In the future, I’d love for Honda to offer a
my job, regular inspections are all I need to basic, inexpensive sports bike. Since I’d be able
keep my bike in excellent working order. I to use such a motorcycle for both work and
love Honda’s design and ease of use, and I’m play, I’d be quite happy if Honda would start
particularly satisfied with the fuel efficiency. selling a sports model that I could afford on my
Most of my friends also own Hondas. When my own salary.
friends occasionally ask me what they should

Honda automobile owner I ended up buying a City thanks to the satisfied. In particular, the storage trays under
favorable impression I had of the staff’s the rear seats, cup holders, and other features
“Considerate and thoughtful customer considerate customer service when I went with have clearly been designed with passengers
service led me to make the purchase.” a friend to a Honda showroom. The staff were in mind, and they make this a very convenient
also great at following up with me when they vehicle indeed.
delivered the new car. In the future, I’d love to see Honda market a
I like the City for its unique design and reasonably priced sports car. I’d also like to see
sporty sedan looks. I also like the spacious a line of environmentally friendly, natural
trunk and the fact that it’s so well equipped gas-powered cars.
Ms. Chompoo Piasayngam
you don’t need to add a bunch of options to be

18 CSR Report 2010

 Quality Initiatives

Aiming for 120% product quality

“We have to aim for 120% product quality. If 99% of the products quality: what it means to strive to be a company society wants to
we make are perfect, that would seem like a pretty good record. exist. Determined to meet or exceed the expectations of customers,
However, the customers who become the owners of the remaining Honda is taking new initiatives to reach ever-higher product quality
1% will surely consider their products 100% defective. It is standards. That is who we are.
unacceptable that even one customer in a thousand—even one To strengthen customer trust by offering products founded in safety
customer in ten thousand—should receive a defective product. and offering a new level of outstanding quality, Honda has created
That’s why we have to aim for 120%.” When founder Soichiro a quality cycle that continuously enhances quality at every stage:
Honda said this he defined the company’s fundamental approach to design, development, production, sales and after-sales service.

Implementing the Global Honda Quality Standard (G-HQS)

As Honda’s production and parts and materials sourcing expand As of March 2010, 40 out of 42 Honda production facilities around
globally, a shared global quality assurance standard is essential the world have attained ISO certification, and the two remaining
to ensuring that all Honda facilities continue to support 120% facilities—both new—are engaged in the certification process.
product quality. The G-HQS is designed to enhance the quality of Honda-brand
To address this need, Honda established the Global Honda products manufactured and sold worldwide. By ensuring that all
Quality Standard (G-HQS) in April 2005. Based on the ISO 9001*1 and facilities comply with these standards, we can better facilitate the
ISO/TS 16949*2 standards under which Honda facilities in Japan and interoperation of quality assurance systems at different worksites,
around the world have been or are to be certified, the G-HQS serves contributing to quality assurance not only in production activities,
to communicate the considerable knowledge Honda has gathered in but also in distribution and service.
producing quality products and help prevent issues from recurring. *1 ISO 9001: An international quality control and quality assurance standard
It will continue to conform to ISO certification standards. *2 ISO/TS16949: An international quality management system standard for
the automotive industry

Honda’s quality initiatives for delivering new levels of outstanding quality

By applying design and development expertise to design and to facilitate manufacturing and develop manufacturing control
development, production preparations, and production (mass techniques that limit process variability, we are able to deliver
production) in order to allow the creation of drawings designed a new level of enhanced quality.

Honda’s Quality Cycle

1. Design and development 2. Production preparation

We implement quality We prepare for quality
assurance from the drawing assurance through production
stage by utilizing design and processes by building
manufacturing expertise to manufacturing control
create drawings designed to techniques that limit
facilitate manufacturing. process variability.

5. Collection of quality-related data; consolidated 3. Production

analysis and quality enhancement measures
Global Honda In addition to using drawings
designed to facilitate
We collect and analyze Quality Standard manufacturing and practicing
quality-related data from
customers and markets
(G-HQS) manufacturing control
worldwide and strive to techniques that limit process
enhance quality in a prompt variability, we conduct a
manner (by means of our rigorous inspections of part
market quality enhancement and finished vehicle and take
system). steps to assure no damage
4. Sales and after-sales service occurs during transport.
Market quality issues after
sales are dealt with by
dealerships, which collect
quality-related data from
customers in a timely manner.

CSR Report 2010 19

Activities for incomparable quality
Aggressively ensuring quality in both design and manufacturing

Working in partnership with suppliers, Honda is involved in finished dimensions. To address this fact, R&D departments go beyond
a companywide effort to deliver products with a new level of considerations of function and performance to design drawings
enhanced quality. to yield maximum ease of manufacture and limit process variability.
To ensure high quality, Honda conducts aggressive quality For their part, production departments implement manufacturing
assurance activities from the dual perspectives of design and control to keep variability within applicable standards based on
manufacturing. For example, drawings for objects being machined drawings and to develop production processes so that all workers
include finished dimensions. Even when the same worker uses the can continue to achieve a consistent level of quality.
same materials, equipment, and procedures to produce an item to In this way, we implement quality assurance from the dual
the dimensions specified on the relevant drawing as part of a given perspectives of design and manufacturing in order to improve
production process, there are inevitably small variations in the item’s customer satisfaction.

Processes that create new levels of enhanced quality (automobiles)

Development stage Production preparation stage Mass-production stage

Quality assurance concept 1. Assuring quality through drawings

R&D departments 3. Assuring part quality through supplier audits

Product function and 4. Assuring long-term reliability 5. Inspecting electronic
performance concepts through aggressive durability testing control systems
Drawing design that incorporates
Database ease-of-manufacture considerations
Communication 2. Assuring quality through production processes Products
Database storing
quality-related data that
Honda has accumulated over
many years, for example Production departments
including design and
Process assuarance concept
manufacturing expertise
Establishing manufacturing Developing processes to limit variability
control items and standards

1. Assuring quality through drawings 3. Assuring part quality through supplier audits
Honda’s R&D departments create drawings for maximum ease of Assuring the quality of procured parts is an important element
manufacture in order to limit process variability and prevent human in delivering high-quality products.
error during the manufacturing process. These drawings serve as the Honda visits its suppliers’ manufacturing facilities to conduct
basis of our quality assurance efforts. quality audits based on the “Three Reality Principle,” which
Specifically, engineers utilize a database of measures and emphasizes “going to the actual place,” “knowing the actual
techniques for preventing past market quality issues and other situation,” and “being realistic.”
information as they communicate closely with manufacturing These audit activities are conducted for both the production
departments during the initial development stage. Product function, preparation and mass-production stages of supplier operations.
performance, and quality assurance concepts are committed to Experts in the development and production of individual parts visit
writing and shared to communicate design intentions to manufacturing facilities and conduct audits of suppliers’ quality
production departments. systems and their implementation.
Honda then works to improve part quality through activities
2. Assuring quality through production processes that emphasize communication with suppliers, for example by
Honda’s production departments establish manufacturing control sharing audit results and cooperating to discover measures for
items and standards for each part, process, and work task based improving quality.
on designers’ intentions in order to prevent product quality issues.
Engineers then use these manufacturing control items and standards 4. Assuring part quality through aggressive durability testing
to verify manufacturing variability as they work to prevent quality Honda subjects new and redesigned models to a rigorous regimen of
issues. Furthermore, Honda develops processes that limit variability long-distance durability testing before beginning mass production in
by soliciting suggestions for enhancement from the sites where order to verify that no quality issues exist.
work is actually performed and determining manufacturing control We also disassemble vehicles used in the test drives one part at
methods for each process. a time and verify that there are no quality issues through a process
consisting of several thousand checks. By accumulating data on the

20 CSR Report 2010

issues discovered through emissions purification systems and parts in order to comply with U.S.
these test drives and emissions regulations, Honda extended the capabilities of the second
detailed inspections as well as generation of the device to accommodate the recent evolution of
associated countermeasures, electronic control systems, allowing its use in shipping quality
we are able to ensure inspections of all electronic control systems, from switches and
a high level of quality and instruments to air conditioner, audio, engine, and transmission
function reliability. operation. Thanks to these innovations, inspections that have
Verification of a durability test vehicle traditionally depended on the human senses of smell, sight,
and hearing can now be performed quantitatively by means of
5. Using second-generation line end testers (LETs) to inspect communications with electronic control components, dramatically
electronic control systems increasing the precision and efficiency with which inspections can
Use of electronic control systems in vehicles has grown dramatically be conducted.
in recent years as part of an effort to achieve more environmentally Honda is continuing to
friendly designs and improve driver and passenger convenience and quantify shipping quality
comfort, creating a need for efficient inspection methods to assure assurance for electronic
the quality of these components. control systems by working
To this end, Honda has installed line end testers (LETs), an to implement further
inspection and diagnostic system developed in-house, at production enhancements in the
plants in Japan and overseas. precision and efficiency
Although the LET was initially deployed to perform diagnostics of of sensory inspections. Overview of the LET system

System to enhance market quality

Building a rapid market quality enhancement system around a Quality Center that centralizes customer feedback

We have established a Quality Center to bring together the various and provided as feedback to R&D and production departments
components of our organization concerned with market quality data, responsible for operations including product design, manufacture,
allowing us to enhance our worldwide ability to both prevent quality and part supplier relations.
issues and quickly detect and resolve them when they occur. When a quality issue does occur, we move quickly to resolve it,
The facility gathers quality-related data from dealers in Japan for example by working closely with R&D and production
and overseas through service departments and the Customer departments to investigate and address the cause, dealing with
Relations Center. Measures and policies for preventing quality issues affected customers, and taking action to prevent a recurrence.
are then developed based on the issues identified from this data

Market quality enhancement system

Overseas Japan

Customers Customers Customers

Inquiries Responses Inquiries Responses

Overseas dealers Dealers in Japan Inquiries Responses

Reports Feedback Reports Feedback

Honda
Reports
Service departments Service departments Customer Relations Center
Feedback
Quality Center
Quality assurance departments
(assessment, analysis, countermeasures, reports)
Parts manufacturers
and other suppliers

Manufacturing departments Design departments

CSR Report 2010 21

 Operations at Quality Innovation Center Tochigi

Quality enhancement operations (for automobiles) at Quality Specialized teams with extensive product knowledge are able
Innovation Center Tochigi consist of pulling together market quality to obtain detailed data using a range of analytical equipment.
data and sharing information about collected parts and market The operational process is configured to facilitate objective,
quality issues. Personnel analyze collected parts, investigate causes, appropriate decision-making based on gathered data.
and develop countermeasures and improvements in a timely manner.

Quality improvement operational process

Departments in charge of implementing countermeasures (Quality Innovation Center Tochigi)

Pulling Generating R&D departments
Japanese and together Investigating causes, analyzing quality
overseas dealers market Applying preventive enhancement Production
Sharing market issues, implementing departments
quality data Parts collection measures across feedback
quality data countermeasures, and
the organization
reporting

Parts collection Sharing market quality Analyzing materials Measuring part precision Testing engine functionality and
Parts collected from the market are information Issues caused by materials are analyzed using the Parts’ dimensional precision is verified using performance
classified by category and managed to Service, R&D and analysis departments latest scientific equipment, including composition three-dimensional measurement and the The functionality and performance of
facilitate quick analysis. gather and share information from analysis and X-ray diffraction analysis systems. latest roundness measurement equipment. finished engines is verified on a bench.
the market.

Analyzing the brake noise Exhaust gas and mode Vibration test on a bench
Brake noise is analyzed under conditions driving verification Issues are analyzed while reproducing
ranging from -30°C to room temperature. The compliance of exhaust gas components actual vehicle vibrations on a bench.
with emissions regulations and proper system
operation during mode driving are verified.

Analysis in partnership with overseas entities

Overseas production plants play a central role in conducting When plants encounter a particularly difficult market quality issue
the same type of quality enhancement activities as Quality and request assistance, the Center investigates and analyzes the issue
Innovation Center Tochigi. and then reports the results back to the overseas facility.

Working with automotive production plants

Quality Innovation Center Tochigi

Europe North America

●U.K. ●Canada
●U.S.A. (Ohio)
China ●U.S.A. (Indiana)
●Turkey Asia
●U.S.A. (Alabama)
China ●China (Wuhan)
Pakistan● (Guangzhou)● ●Taiwan
India●
●Philippines
Thailand●
●Malaysia

●Indonesia
South America
●Brazil

22 CSR Report 2010

Handling quality issues
Recall system and other measures

Honda strives to assure safety, prevent pollution, and address other about how they can receive free repairs. Associated information
hazards by operating a recall system designed to prevent accidents is also provided on Honda’s website and through the news media
and protect users of automobiles and other products and by taking as necessary.
other actions to comply with applicable laws. A Quality Committee is quickly convened in accordance with
When we determine that product issue requires action, we quickly internal Honda rules, and decisions concerning market measures
report the issue to governmental authorities in accordance with are made by its chairperson in consultation with members including
individual countries’ regulations and contact owners by means of experts from departments involved with quality issues who are
direct mail from dealers or by telephone to provide information capable of making objective decisions.

Compliance with Japan's Consumer Products Safety Law

The Consumer Products Safety Law was amended in May 2007 manufacturers and importers of specified products to report any
to more strongly protect consumers from defects that could be serious accidents to Japan’s Ministry of Economy, Trade and Industry.
life-threatening or cause personal injury. The amendment brought As a manufacturer offering consumer goods for sale, Honda is,
into force new regulations governing the manufacture and sale of course, in full compliance with this law, gathering information
of certain goods. It mandates the compilation and publication of via our own systems, which were established to help ensure the
information relating to accidents associated with products and other safety of our customers, and submitting reports to the designated
measures designed to protect the rights of consumers. It also compels authorities in a timely and precise manner, as required.

Quality management education

Implementing quality control education

In Japan, Honda offers a training curriculum divided into four courses Honda Basic Course Flow
according to in-house qualifications and the extent of individual Trainees
workers’ quality control responsibilities in order to improve
Issues that need to be addressed
associates’ quality assurance skills. in own departments
The Honda QC Basic Course (HBC), which was first offered 39 HBC
2. Sessions to review how
years ago, provides an example of how Honda is working to train its 1. Coursework to address issues
personnel to be leaders in improving quality, for example by opening
3. Implementation of SQC to
the course to suppliers in addition to associates. Similar curricula address issues in trainees’
for providing necessary training have been put in place at overseas own departments
production facilities.
The following diagram indicates the objective, duration, Issues are resolved by repeating the cycle of steps (1) through (3) above.
and number of trainees for each FY2010 course: The approach fosters the development of quality control experts with practical
skills by teaching trainees to resolve issues in their own departments.

Quality control education objectives and number of participating trainees

No. of FY2010
Objective Period
trainees
Students study how to put into practice the basic
approach and methods (in the form of quality
Total of 664
QC Junior (QCJ) Course control techniques) for satisfying customers by
1 day participants
manufacturing better products faster and more
reasonable, and providing better service.
Students study how to put into practice the
QC Foreman (QCF) quality control techniques and approaches Total of 501
Course (Intermediate) needed in quality assurance activities 2 days participants
in manufacturing. Overseas quality control training
Students study how to put into practice the
QC Foreman (QCF) Total of 318
expert techniques and approaches needed to
Course (Advanced) 3 days participants
work in quality-related operations.
Students become quality control experts capable
Honda QC Basic Course of resolving difficult problems and issues by Total of 53
(HBC) studying the approaches and techniques of 21 days participants
statistical quality control .

CSR Report 2010 23

 Safety Initiatives

Honda’s approach to safety

Honda’s commitment to Safety for Everyone is not limited to the innovative technologies and work to equip our automobiles and
needs of car drivers and motorcycle riders but rather extends to motorcycles with the most advanced, effective safety technologies
passengers, pedestrians, and occupants of all vehicles—in a word, possible. Our goal is nothing less than the safety of all those who
to everyone on the road. We will continue to develop and refine its share the road in our mobile society.

Safety through technology and education

Consistent with its overriding goal of Safety for Everyone, Honda initiatives, Honda believes it can harness a variety of synergetic
is tackling safety issues from both technological and educational effects and help bring about a richer mobile society.
perspectives. We’re working to ensure that our vehicles deliver the
best possible safety performance, and we also promote safe driving Honda’s approach to safety
skills and awareness among our customers and society at large. Safety technology
Honda has always been in the vanguard of safety, leveraging
proprietary intelligent systems to bring active safety technologies to Optimizing safety performance
market. We were the first automaker in Japan to introduce many of ACTIVE SAFETY
the safety technologies used in today’s cars, including three-point seat • Accident prevention technology
belts, the Anti-lock Brake System (ABS), SRS airbag system, Vehicle • Hazard avoidance technology
Stability Assist (VSA), and Collision Mitigation Brake System (CMBS). PRE-CRASH SAFETY
Honda has always been a leader in developing both active PASSIVE SAFETY
and passive safety technologies, including car bodies designed to • Injury minimization technology
enhance occupant and pedestrian safety. As a leading motorcycle • Post-accident technology
manufacturer, Honda pioneered motorcycle airbag systems, the Combi
Brake System (front-rear braking force distribution system), Combined Education
ABS (front-rear braking force distribution ABS), and other advanced
braking systems.Honda has also worked consistently to promote Promoting safe driving skills and awareness
driving safety since establishing the Driving Safety Promotion •Trainers: Training driving safety trainers
Center in 1970. Our history in this area is one of many successes, •Opportunities: Making experiential training equipment available
and we have absolute confidence in the extent to which they have •Knowledge: Creating programs and teaching materials;
fostering expertise
contributed to society.
By simultaneously pursuing both technological and educational

The fundamentals of safety technology development

Setting ambitious targets and developing advanced safety technology

Various safety standards for automobiles and motorcycles are in Honda believes that safety is a prerequisite of mobility.
force worldwide. Proactively complying with the laws and regulations We’re setting ambitious targets in the ongoing development of our
of each country and region and aiming to meet its own even advanced safety technology, optimizing the safety performance
higher standards, Honda strives continuously to enhance the safety of all our products.
performance of its products.

24 CSR Report 2010

 Pursuing safety at every stage

Working toward the objective of realizing Safety for Everyone, Honda automobiles and motorcycles while also developing pre-crash safety
is developing technologies and equipment in support of everything technology for automobiles. With power products, our development
from traffic safety training to post-accident emergency technology. of a wide range of products has been guided by our own Honda
We’re working on both active and passive safety initiatives for Power Products Safety Requirements.

ACTIVE SAFETY/ PASSIVE SAFETY/ PRE-CRASH SAFETY

The objective of active safety is to enhance traffic safety through the impact, and technology for minimizing post-accident danger,
following measures: traffic safety education, accident prevention which focuses on limiting injuries and damage after an accident
technology that helps the driver avoid dangerous situations, and has occurred.
hazard avoidance technology that helps the driver take preventive Pre-crash safety is a new approach to automobile safety
action in the face of imminent danger. technology that embraces both active and passive safety. Some
Passive safety is focused on minimizing the injuries and damage Honda pre-crash safety technologies warn drivers of an unavoidable
that may occur in the event of an accident. Initiatives are broadly collision or risk of collision and activate brakes and seat belt
divided into technology for minimizing injuries, which focuses on the pretensioners to help minimize injuries and vehicle damage.
protection of vehicle occupants and pedestrians at the moment of

Safety technologies for motorcycles and automobiles

ACTIVE SAFETY PRE-CRASH SAFETY PASSIVE SAFETY

Traffic safety
Accident prevention Hazard avoidance PRE-CRASH SAFETY Injury minimization Post-accident
education
Advanced Safety Vehicle 4 Combi Brake System (front-rear
Motorcycles

Riding simulator (ASV-4) R&D Airbag systems

braking force distribution)
Driving Safety Support
Riding trainer Systems (DSSS) R&D Body Protector

Visibility enhancement R&D Combined ABS (front-rear

Bicycle simulator (FACE, LONG)*1 braking force distribution ABS)
Adaptive Cruise Control Anti-Lock Brake System
Driving simulator Collision Mitigation Brake Collision-Safety Body Design Emergency call services
(ACC) (ABS)
System (CMBS) with
Lane-Keeping Assist System Electronic Brake Distribution E-Pretensioners Collision Detection Door
Safety Navi Seatbelt systems
(LKAS) (EBD) Lock Release System
Adaptive Front Lighting
Automobiles

Vehicle Stability Assist (VSA) Airbag systems

System (AFS)
Intelligent Night Vision Motion Adaptive EPS
Child restraint systems
System (Electric Power Steering)

Multi-View Camera System Pop-up Hood System

Advanced Safety Vehicle 4

Active Head Restraint
(ASV-4) R&D
Driving Safety Support
Systems (DSSS) R&D
*1 FACE: Facial Attention for Conspicuity Enhancement; LONG: Longitudinal Oriented Normative time Gap

Focusing on hands-on driving safety education

Based on its belief in the equal importance of giving customers safe in carrying out these efforts, focusing on passing on safety education
products and communicating knowledge and technologies for safe from person to person and practical, hands-on education that lets
driving, Honda has worked to promote safe driving in order to help students experience hazards in a safe environment.
bring about a safer mobility society as parts of its corporate social We’re also working to enhance and strengthen these activities
responsibility program. based on changes in society’s approach to transportation and the
Japanese and overseas Traffic Education Centers as well as full range of customer needs so that they play a practical role for all
automobile, motorcycle, and power product dealerships lead the way transportation users.

CSR Report 2010 25

Providing opportunities for learning traffic safety nationwide
Honda believes that in a society that depends on an increasingly local communities to give local residents leadership roles.
complex mix of transportation modalities, pursuing safety for all It is also essential to consider which educational techniques are most
people—not only drivers, but also pedestrians, cyclists, and other practical and effective for particular age groups and incorporate them
transportation users—makes an important contribution to the effort into these programs.
to bring about a more advanced mobility society. Our efforts to promote traffic safety through regionally grounded
To this end, it is necessary to provide opportunities for people in programs and initiatives that are both advanced and distinctive in
all life stages, from children to senior citizens, to study traffic safety character center on three themes: fostering instructors,
as part of their lifelong learning. providing educational opportunities, developing educational
In order to comply with this imperative, Honda has embraced a programs and techniques as well as developing and providing
regionally grounded approach under which the company works with educational equipment.

Lifelong learning initiatives in traffic safety

Providing opportunities for people to study traffic safety in a manner
that is appropriate for their life stages as lifelong learning

Education for Education for middle, Education for drivers* Education for
children and high school, (for general drivers as well senior citizens
elementary school students and college students as instructors)

Helping participants develop Helping participants become Helping participants develop Helping participants remain
into transportation users responsible transportation and maintain a high level enthusiastic and energetic
with sound common users with high moral of safety awareness transportation users
sense standards

*Traffic Education Centers are responsible for most driver education programs, while District Promotion Departments are responsible for other educational programs.

Traffic safety initiatives overview

Main target
Location Programs Instructors
Children Students Adults Seniors
•Safety advice at dealerships
Motorcycle Automobile

•Safety seminars •Safety coordinators

Certified Rainbow Dealer
•Driving schools •Chief safety coordinators ● ● ●
•Cooperation with local traffic safety organizations
Dealerships

•Safety advice at dealerships

Certified Safety Support •Riding advisors
Dealer
•Riding schools
•Sport riding school instructors ● ● ●
•Cooperation with local traffic safety organizations

•Monpal safe operation instructors

Power Products •Safety advice at dealerships
•Monpal safe operation trainers ●
•Training for drivers and instructors
•Training for motorcycle and automobile dealership associates
•Riding and driving training courses
•Traffic Education Center instructors ● ● ● ●
In Japan

•Training using riding simulators and driving simulators

Traffic Education Centers
•Instructor exchanges and events, competitions to foster skill
improvement

•Special training programs for various age groups ● ● ● ●

•Instructors at Honda facilities
•Driving/riding safety training for associates
Honda facilities, Group companies
•Honda First Aid
•Honda First Aid senior instructors ● ● ●
•Honda First Aid instructors

•Development of learning materials

•Instructor training •Teachers and staff of schools
Regional initiatives •Educational programs •Traffic safety trainers ● ● ● ●
•Traffic safety classes held in preschools and elementary schools •Driving Safety Promotion Center instructors
•Local traffic safety initiatives

•Traffic safety campaigns

Industry initiatives •Development of traffic safety learning programs ● ● ● ●
•Collaboration on instructor education

•Advice at dealerships
Dealerships (automobile, •Driving training courses
motorcycle) •Riding training courses
•Instructors at dealerships ● ● ● ●
•Cooperation with local traffic safety initiatives
Overseas

Global affiliates

•Instructor training
•Training for motorcycle and automobile dealership associates
•Riding and driving training courses
•Training using riding simulators and driving simulators
Traffic Education Centers
•Cooperation with local traffic safety initiatives
•Traffic Education Center instructors ● ● ● ●
•Courses for license seekers
•Instructor exchanges and events, competitions to foster skill
enhancement

26 CSR Report 2010

 Environmental Initiatives
Global environmental management policy

Honda is aware of its responsibility for the environmental impact

generated by its corporate activities and the use of its products, Administration
and is committed to minimizing that impact.
To achieve this, it is essential that we identify specific issues and Production
set targets for action. We set specific goals in the context of our
Life Cycle Assessment system, which is used to measure, assess Purchasing Transportation
and analyze environmental impact.

Product Sales
development and
service
Product
recycling

Honda corporate activities Honda response

Environmental
Lifecycle of impact
Concerns Major initiatives
corporate activities

• Fuel economy improvements

Product CO2 Global • Exhaust emissions reduction
development Exhaust emissions environmental • Development of alternative energy products
Noise issues • Designing the 3R’s
• Noise reduction

Purchasing • Green purchasing

CO2 Climate change · Environmental management
Waste Ozone depletion · Saving energy and resources with suppliers
Wastewater Resource depletion · Zero emissions from suppliers*
Exhaust emissions Biodiversity
Noise • Green Factories
Production Chemicals · Environmental management
· Saving energy and resources
· Zero emissions*
• Green logistics
Transportation CO2 Air pollution · Environmental management
Waste
· Improving transportation efficiency
· Reducing packaging
• Green Dealers
Sales and service CO2
Waste (automobiles, motorcycles and power products)
Removed parts
· Environmental management
Fluorocarbons · Energy efficiency improvement
Waste Water pollution
· Implementing environment managing system
· Social contribution
Soil pollution
Product recycling CO2 • Recovery, recycling and reuse of parts
End-of-life products • Proper disposal of end-of-life products
(chemical) Noise • Technical support for the recycling
• Green offices
Administration CO2 Local · Environmental management
Waste
environmental · Energy conservation
issues · Waste reduction and improvement in recycling rates
· Environmental contribution to local communities
* Zero emissions means that waste and other harmful substances have been reduced as close to zero as possible.

Global environmental management systems

In December 1991, Honda created what is now referred to as the Based on mid-term policies determined by the Executive
Japan Environmental Committee, whose role is to play a central Council, environmental action plans are developed by individual
part in addressing environmental issues in Japan. Subsequently, departments. These plans are then discussed and approved by
the organizational framework was extended to Honda’s other five Regional Environmental Committees. Next, individual departments
regions. In March 1995, the World Environmental Committee was take responsibility for implementation based on the commitments
established to create and promote global plans in keeping with the specified in their plans. Results are evaluated by Regional
company’s three-year mid-term business plans. Environmental Committees, and, on the basis of their guidance, plans
Continuing its focus on issues common to the global organization, and targets are developed in each of Honda’s six regions, completing
the company initiated the Green Factory initiative*1 in 1997 and the PDCA*3 cycle at the regional level. Issues considered to be global
the LCA Project in 2000. The Green Factory Promotion Center*2 in scope are referred to the World Environmental Committee, which is
was established in 2004 to intensify environmental initiatives in the chaired by the President and CEO in his role as Chief Environmental
production domain and to advance the Green Factory initiative. Officer. The deliberations of the World Environmental Committee are

CSR Report 2010 27

reflected in mid-term policy statements. Environmental preservation based on the PDCA cycle
A hallmark of Honda environmental initiatives is that planning and
execution are not delegated to specialists; rather, associates in all Execution
PDCA PDCA PDCA
departments are directly involved. All associates are engaged with
environmental issues as part of their duties. World Environmental Regional Environmental Individual
Committee Committees departments
*1 In addition to the Green Factory initiative, energy conservation and waste reduction
measures are being implemented at Honda factories worldwide. PDCA PDCA PDCA
*2 The Green Factory Promotion Center oversees environmental initiatives in the production
domain, supervising and coordinating environmental measures implemented at Honda
factories. The Center serves as a secretariat for internal environmental audits conducted
by Honda factories and monitors the administration of environmental management
throughout the organization.
*3 The Plan, Do, Check, Act cycle.

Global environmental conservation organization

World Environmental Committee
Secretariat
Environment and Safety Planning Office
Regional Operations
Regional Operations (Japan) Regional Operations (North America) Regional Operations (South America) Regional Operations (Europe/Middle East/Africa) Regional Operations (Asia/Oceania) Regional Operations (China)
Japan Environmental Committee North America Environmental Committee South America Environmental Committee European Environmental Committee Asia/Oceania Environmental Committee China Environmental Committee

Business Operations
Automobile Operations Motorcycle Operations Power Product Operations

Functional Operations
● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

Customer Service Operations Purchasing Operations Business Support Operations Business Management Operations Production Operations
Corporate Communications Green Factory Promotion
Division Center
● ● ● ● ● ●
Honda R&D Co., Ltd. Honda Engineering Co., Ltd.

Environmental management systems in Japan

In December 1991, Honda established the Japan Environmental impact of the internal institutions and Group companies that make up
Committee to ensure that environmental initiatives undertaken the sales domain, including automobile dealers throughout Japan.
in Japan are executed to the highest standards and that
Honda maintains leadership in the field. Operating officers and
Environmental preservation initiatives in Japan: Organization
administrators from the production and purchasing domains,
Japan Regional Operations, Customer Service, Business Support
Japan Environmental Committee
and Honda R&D participate in the committee. In addition, the
committee establishes divisional committees or liaisons in each
Secretariat
department to promote product and parts recycling and the reduction
Environment & Safety Planning Office
of environmental impact from factories, transportation and
Group companies. Facilities and their activities
As it works to address social concerns about the environment, Production Operations Factories (Saitama, Tochigi, Hamamatsu,
Suzuka, Kumamoto)
the committee proposes mid-term policies and targets while Environmental Administrators Committee
Automobile New Model Center
monitoring the progress of individual departments. In addition, Quality Innovation Center
Green Factory Promotion Center Honda Engineering Co., Ltd.
the committee proposes measures to respond to interdepartmental Completed vehicles/component parts
sets/inter-factory transportation
issues and strives to maintain and enhance environmental initiatives Purchasing Operations
Honda Green Network Meeting Manufacturing, transportation Group companies
in Japan, ensuring that they are executed to the highest standards.
Parts-manufacturing Group companies
Individual departments and operations set targets based on mid-term Honda R&D Co., Ltd.
Environmental Committee R&D-related Group companies
environmental policies and on the targets established by the Japan
Automobile, motorcycle,
Environmental Committee. Each department reviews its PDCA power product dealers
Regional Sales Operations (Japan)
cycle for reduction in environmental impact of internal institutions, Environmental Committee
Honda Access Corporation
Honda Motorcycle Japan Co., Ltd.
Group companies and transportation. It also reviews environmental Sales-related Group companies
Automobile recycling promotion
operations and policies. Customer Service Operations
Environmental Committee
Since FY2006, Honda has been strengthening initiatives within the Parts distribution warehouses
Service parts shipping
Group, including Japanese financial companies. In FY2008, a new Business Support Operations Parts recovery, reuse, recycling
Environmental Committee
environmental office was established within Japan Regional Sales Headquarters/other office facilities
Operations and efforts were intensified to reduce the environmental Corporate Communications Division Group companies

28 CSR Report 2010

 2010 CO2 reduction targets and progress

Rapidly increasing emissions of carbon dioxide, CFCs and other essential to improvements in the quality of life, the demand for
greenhouse gases are considered to be the key cause of global automobiles and other forms of transportation will continue to grow.
climate change. This problem cannot be resolved solely by action Honda is working to further develop its technology to reconcile
at the regional level, so Honda is addressing the problem on the threat of global climate change with the growing demand for
a global scale. mobility. Our overall goal is to manufacture products with the lowest
Currently, there is a significant gap between developed and in-use CO2 emissions at plants with the lowest CO2 emissions per
developing countries in terms of the availability of convenient unit of production.
transportation. Since improvements in the quality of mobility are

2010 CO2 reduction targets and progress (baseline: 2000)

Automobiles Motorcycles Power Products FY2010 results

(baseline: 2000)

Product CO2 reductions

Automobiles: 12.6%
Motorcycles: 14.4%
Power products: 10.8%
Product CO2 reduction targets
Global average of CO2 emitted 10% 10% 10% Production CO2 reductions
by all Honda products (g/km) (g/km) (kg/h)
Automobiles: 2.3%
Motorcycles: 47.1%
Production CO2 reduction targets
Global average of per-unit CO2
10% 20% 20% Power products: 17.6%
emitted during production (per unit) (per unit) (per unit)
* Detailed information is
● Targetscope: available at
Automobiles: Japan, North America, Europe/Middle East/Africa, Asia/Oceania, China, South America (more than 90% of worldwide sales) http://world.honda.com/
Motorcycles: Japan, North America, Europe, Thailand, India, China, Indonesia, Vietnam, Brazil, Philippines, Malaysia, Pakistan (more than 90% of worldwide sales) environment/targets/
Power products: All sales in all regions (excluding marine outboards) reduction01.html
Production: All manufacturing by Honda Motor and 75 other Honda Group companies worldwide engaged in the assembly of products and major components

Regional topics

North America: Initiatives in the administration domain

● LEED environmental performance certification at two more facilities

In FY2010, another two facilities were certified under the U.S. Green Building Council’s Leadership in
Energy and Environmental Design (LEED) environmental performance assessment system for buildings.
Six Honda office buildings in North America have already been certified under this program. Honda
Financial Services achieved certification under the LEED-CI category, which covers commercial interiors The marine outboard engines research facility in
for its offices, while Honda R&D Americas, Inc. achieved LEED Gold certification for its new marine engine Florida achieved LEED Gold certification.

research facility.

Sorth America: Initiatives in the product development domain

● Honda selling automobiles and motorcycles in Brazil’s expanding market for flexible-fuel vehicles
In July 2009, Honda Automoveis do Brasil Ltda. (HAB) began production and sales of the City FFV
(Flexible-fuel vehicles).
In 2006, HAB began to manufacture and sell the Civic FFV and Fit FFV, both of which were specified The City FFV, launched in Brazil in 2009
to use 100% ethanol fuel. By 2008, 76% of all Honda automobiles sold in Brazil were FFV models. In
March 2009, Moto Honda da Amazonia Ltda. (HAD) began sales of the CG150 Titan Mix, the world’s first
motorcycle with flexible-fuel technology. In September, HAD launched the NXR 150 MIX, which is designed
to use 100% ethanol fuel.

The NXR150 MIX

CSR Report 2010 29

 Europe: Initiatives in the product recycling (reduce, reuse, recycle) domain

● Used battery recovery award in Turkey

In May 2009, Honda Turkiye A.S. (HTR) which manufactures and sells automobiles and sells motorcycles
received an award from AKUDER, a battery recycling industry organization in Turkey, as the company with
the highest recovery rate for used batteries in 2008.
The regulation covers only replacement batteries; batteries imported in vehicles are not included. HTR receives an award as the company with the
HTR, which imported 4,650 kg of batteries in 2008, has established a nationwide battery recovery service highest battery recycling record in Turkey.

in Turkey. The award recognizes that HTR recovered 26,721 kg of batteries and achieved a recycling rate
of 573.66% in 2008.

Asia/Oceania: Initiatives in the product development domain

● New Jazz compact vehicle with 1.2-liter i-VTEC engine launched in India
In June 2009, Honda’s Indian subsidiary, Honda Siel Cars India Limited (HSCI), began sales of the Jazz
(marketed as the Fit in Japan). The Jazz is the smallest Honda vehicle to be launched in the Indian market,
where competition is intensifying for compact vehicles with engine capacities of 1.2 liters or lower. The
market for cars in this class has expanded rapidly since March 2006, when India introduced a tax system The Honda Jazz has been respecified for the
favoring compact vehicles. HSCI developed a 1.2-liter i-VTEC engine used in the Jazz specifically for the Indian market.

Indian market. With its excellent safety, functionality, fuel economy and modern styling, the Jazz has
brought new value to the compact car market. Since the initial launch in Japan in 2001, more than
2.8 million units have been sold in about 130 countries.

China: Initiatives in the production domain

● Jialing-Honda earns certification under revised ISO 9001 and 14001

Jialing-Honda Motor Co., Ltd. manufactures power products, lawnmowers and pumps. In October 2009,
its quality management system (QMS) was certified under IS0 9001 (2008 version) and its environmental
management system (EMS) under ISO 14001 (2004 version) by the China Quality Certification Center.
By administering its QMS and EMS, Jialing-Honda raised employee awareness of quality management
and environmental management. It has also laid the foundations for achieving its financial targets and
realizing its development strategy by raising operational standards in various areas, including production,
service and administration.

Jialing-Honda achieved certification

under revised ISO standards.

Japan: Initiatives in the purchasing domain

● Construction of lithium-ion battery factory begins

Blue Energy Co., Ltd. manufactures and sells lithium-ion batteries for hybrid vehicles and carries out related
R&D. In April 2009, it began construction of its new Osadano plant at the GS Yuasa complex in Fuchiyama,
Kyoto. Blue Energy was established in April 2009 as a joint venture between Honda Motor Co., Ltd. and
GS Yuasa Power Supply Ltd.. An artist rendering of the Blue Energy plant at
GS Yuasa Power Supply is a subsidiary of GS Yuasa Corporation, Japan’s leading manufacturer of Osadano, Kyoto.

lead-acid storage batteries. Blue Energy’s mission is to manufacture and sell high-performance lithium-ion
batteries, especially for use in hybrid vehicles, and to carry out related research and development.
It will help to meet the expanding demand for hybrid vehicles by developing, manufacturing and selling
high-performance, high-quality high-reliability lithium-ion batteries. Production at the factory is scheduled
to begin in the fall of 2010.

30 CSR Report 2010

 Customers
Honda’s approach to customer satisfaction

In accordance with the Honda philosophy of respect for the individual satisfaction. Every step of the way, from purchase to after-sales
and the Three Joys of buying, selling, and creating, Honda has service, dealerships work hand in hand with Honda to earn and
always worked closely with its dealerships to maximize customer maintain the trust of customers.

Systems and objectives designed to enhance worldwide customer satisfaction

In order to create an optimal service organization in all overseas operations. It also holds regular meetings and other events designed
markets, Honda integrated its service departments for each region to enhance cooperation with each region while focusing on creating
and, in 2004, established Customer Service Operations. an environment in which dealers—Honda’s point of contact with
This department’s mission is to increase worldwide customer customers—can address customer satisfaction enhancement more
satisfaction through excellence in service at the point of effectively and efficiently.
customer contact.
Honda aims to lead the industry in fan-winning customer The Role of Customer Service Operations
Feedback
satisfaction. To achieve this level of satisfaction, the company is
working with dealers to delight customers by providing service that
exceeds expectations, thereby leading to repeat business, referrals to Planning R&D Production Sales After-sales
service
new customers, and an ongoing increase in the number of Honda fans.
To attain this goal, Customer Service Operations has structured
its activity policies of improving customer satisfaction and reducing
customer complaints, developing an advanced service environment, Customer Service Operations Service Parts
and maximizing business efficiency and expanding business

Enhancing customer satisfaction

Conducting customer satisfaction surveys

Aiming to establish lifelong relationships with satisfied customers, results are used to compile a Customer Satisfaction Index (CSI)
Honda takes a proactive approach to conducting customer for each product and region. In Japan, an initial questionnaire is
satisfaction surveys in all product segments: motorcycles, distributed to purchasers of new automobiles, and, since FY2004, a
automobiles, and power products. Carefully analyzed survey results questionnaire has also been distributed to purchasers of pre-owned
are fed back to the departments involved in the form of practical automobiles. In FY2008, a survey was introduced to query customers
suggestions for improvement and put to use in day-to-day activities. whose automobiles will soon be due for the periodic automobile
In Honda’s overseas automobile operations, for example, survey inspection required by the Japanese government.

an improvement that is likely the result of a straightforward effort to

Earning a No. 1 rank in customer satisfaction surveys around the world
pursue locally grounded activities such as the above.
In its overseas automobile business, Honda’s activities focus on the In the future, Honda will not rest on these laurels, but will rather strive
“3Ps” in order to meet diverse customer expectations. continuously to please customers.
These initiatives involve increasing the quality of service provided Indonesia China
to customers by looking at things from the customer’s point of view
and identifying and resolving local issues in each of the three points
of contact between Honda and its customers: “Premises/Process,”
“People,” and “Product.”
Reflecting the results of an aggressive, Asia-oriented effort to improve
customer satisfaction that was launched by Honda several years ago,
the company ranked in the top three in all 10 principal target countries
Honda ranked first in both service In the FY2010 edition of a customer
in the region in a third-party customer satisfaction survey conducted satisfaction and sales satisfaction. satisfaction survey that was first conducted
in FY2010, securing first place in four countries, second place in four in 2001, Guangqi Honda ranked first,
while Dongfeng Honda ranked fifth. Both
countries, and third place in two countries. In fast-growing China, companies gather customers’ feedback at
Guangqi Honda moved from 16th place in FY2009 to first place this year, dealerships on a daily basis.

CSR Report 2010 31

 Customer Relations Center

The Customer Relations Center has a very straightforward slogan: shares it in a timely manner with the company’s R&D, manufacturing,
“For the customer.” Its mission is to handle inquiries from Honda service, and sales departments in compliance with laws and
customers politely, clearly, and quickly, delivering the same high regulations as well as Honda’s own policies concerning the handling
quality in Honda communications as is found in Honda products. of personal information. A system is also in place to allow directors
The Center also responds to survey requests from the Japanese and other associates appropriate access to this information.
government and inquiries from consumer advocacy organizations. Furthermore, Honda has also set up Customer Relations Center sites
The Center receives feedback in the form of customer questions, on both its website and the Honda Dream mobile site in response
suggestions, requests and complaints 365 days a year, and during to interest on the part of some customers in solving problems
FY2010 it processed 236,397 inquiries. To ensure that this valuable themselves. By offering responses to frequent customer inquiries, these
information is put to good use in Honda’s operations, the facility sites are designed to meet customer needs in a timely manner.

Implementing customer satisfaction

Motorcycle initiatives

Japan: Developing customer-friendly dealerships based on

Supporting analysis of the Customer Satisfaction Index
customer surveys

To ensure that customers satisfy when they visited dealerships, Dealership service shops worldwide conduct customer satisfaction
it is essential to have an accurate understanding of their needs. surveys according to their workflows in order to pursue higher levels
Motorcycle dealerships in Japan have worked to identify issues of customer satisfaction. In Japan, Honda has researched the D-CSI
and taken appropriate action by conducting online questionnaires analytical technique (a technique for identifying items and domains
and group interviews. characterized by low customer satisfaction survey scores as well as
Dealers also worked to improve the extent to which service work is a high degree of correlation with overall customer satisfaction) in
explained to customers in advance as well as customer acceptance of an effort to improve customer satisfaction more effectively, and we
service costs by including detailed information such as a description plan to introduce the technique in Asia on a trial basis. We also plan
of work to be performed as well as labor and part costs on to incorporate the results into an operations manual and make it
quotations. They also sought to respond more proactively to customer available in countries worldwide.
needs, for example by raising the profile of six-month inspections by
using battery testers and other new equipment. India: Reducing wait times at service shops

Principal issues Principal measures As its economy continues to grow rapidly, India is experiencing
Improving the extent to accelerating adoption of motorcycles and dramatic increases in
which service work is
Improving quotations
the number of after-sales service requests. Many Indian customers
explained to customers
Utilizing the e-learning system about motorcycle seek service early in the morning before they go to work, making
in advance as well as
maintenance congestion at service reception counters and long wait times an
customer acceptance of
service costs issue. Honda recently improved a number of associated procedures
Raising the profile of inspections by using new to reduce wait times. Average wait times have been cut from 14
Six-month inspection battery testers and hardware diagnostic system
(HDS) units
minutes to 4 minutes by detecting the motorcycle with a barcode and
automatically filling out the order sheet (previously, service workers
entered the model, a description of the desired service or repair,
diagnostic results, and other information on order sheets by hand).

The e-learning system about An HDS pocket tester (left) and battery
motorcycle maintenance tester for use in motorcycle diagnostics

32 CSR Report 2010

 Automobile initiatives

Competition, which provides an opportunity for service staff from

Japan: Honda Maintenance Station throughout Japan to compete in their ability to offer exceptional
customer service and advice, accurately diagnose vehicle problems,
In April 2009 in Japan, Honda Cars and Honda Auto Terrace, Honda’s and restore full operation quickly and precisely. By participating in an
automobile dealerships, adopted the name “Honda Maintenance event that invites them to showcase skills that have been polished in
Station” to denote the full range of after-sales service available to the course of fulfilling the day-in-day-out responsibilities of their jobs,
customers. In addition to presenting a dealership atmosphere that is the competition motivates employees to boost their skills and helps
appealing to all customers, the dealers are aiming to provide a place spur improvements in the quality of service Honda is able to offer
where customers find it easy to seek advice about vehicle ownership its customers.
and maintenance by providing easy-to-understand information about The competition consists of academic and practical events.
after-sales service. In academic events, competitors compete in terms of knowledge
In June 2009, dealers launched a series of bundled regular related to products, service, engines, chassis, electricals, and other
inspection services and the numerous car maintenance service menu vehicle components. The practical events consist of three
in an effort to develop a closer relationship with customers. tracks—each for service engineers, reception staff, and corporate
teams—and allow competitors to compete in terms of work accuracy
Enhancing after-sales service and speed and customer service. During the two-day national
competition, competitors who won preliminary rounds go on to
●A proprietary service education system compete in each event.
Honda is working to enhance its after-sales service based on the
Honda Automotive Service Training program, which is designed to
provide instruction in both technical and customer service skills. The
program adds training in specialized subjects, training for specialist
associates, training in sheet metal and painting technologies,
and other content to foster service specialists.

● Developing a higher level of staff skill through the Honda

Automotive Service Technology Competition
Each year, we hold the Honda Automotive Service Technology Academic and practical events at the competition

Power product initiatives

Japan: Disseminating maintenance information for compact Mechanisms that facilitate fast, reliable repair service
residential cogeneration units

Inspections, maintenance, repairs, and other service work for compact

residential cogeneration units installed at customers’ homes are
performed on-site. We disseminate the latest service information
Gathering of information
online so that service personnel can do their jobs quickly and
precisely, minimizing customer inconvenience. Service site Honda
Cogeneration technology uses exhaust heat from an internal or external combustion engine to Acquisition of
Analysis and
generate both electricity and useful heat (for either heating or cooling). Cogeneration systems, the latest repair
data-gathering
so-called for their ability to generate two or more types of energy from a single primary energy information
source, include setups that use a generator (gas engine/turbine or diesel engine) to generate Sharing of the latest information
electricity while simultaneously making use of the resulting exhaust heat as well as fuel cells with service sites
that generate electricity by means of a chemical reaction between hydrogen and oxygen while
Dissemination to
making use of the resulting exhaust heat. Updating of
service sites Service information site
via the web information
Incorporation of
latest information
into a database •Improvement of
Upstream service documentation
improvements •Technical training
•Prevention

CSR Report 2010 33

Supporting product sales and maintenance technology
Part sales initiatives

of customer vehicles in order to minimize customer wait times.

Japan: Part contact center By mediating the center’s transactions between dealers (Honda
Cars, Honda Auto Terrace, and dealerships of motorcycle and
In September 2005, Honda launched the Part contact center as an power product) and other part sales companies and suppliers (part
internal department to streamline processing of part and supply manufacturers), the center strives to improve customer satisfaction.
orders from customers as well as part orders for use in the repair During FY2010, the center serviced more than 130,000 inquiries.

The Part contact center links dealers and part sales companies with Honda.

Visit to dealer

Part contact center

Finalization
of lead-time
Dealers/
Customers Repair plans Part sales Honda Suppliers
companies

Quick determination and observance of delivery time frame

Maintenance technology support initiatives

Japan: Improving availability of service Odyssey’s owners manual wins the Manual of the Year Award
and repair information for its new layout style

Honda is working to revamp service and repairs of electrical parts and In a first for the automotive industry, the Odyssey’s owners manual
equipment in automobiles as well as the manner in which it provides won the Manual of the Year Award at the 2009 Japan Manual Awards
associated information. By means of innovations such as the storage (held by the Japan Technical Communicators Association) for its use
of information in electronic form, use of links between data sources, of a new layout style that improves searchability while reducing the
and creation of three-dimensional part diagrams, we aim to improve number of pages. Features winning favorable recognition included
the quantity and quality of information that is available, thereby the manual’s inclusion of only carefully selected content, its use of
increasing customer satisfaction through service and repair work. links to related information in the form of Quick Guide illustrations,
and its incorporation of an activity index. The manual’s concise,
easy-to-understand style and refined design have also won high
praise from customers.

Three-dimensional part diagram for the new Insight

The Quick Guide at the beginning of the manual. Links from illustrations
to related information improve searchability

34 CSR Report 2010

 Suppliers
Fundamental approach to suppliers

A single Honda automobile is made of 20,000 to 30,000 parts. stable production and fulfilling our commitment to the continuing
Manufacturing our automobiles and other products depends on close enhancement of quality and advanced product performance.
cooperation with business partners who supply the necessary parts Recognizing the importance of its relationship with suppliers,
and materials. As our manufacturing base has expanded globally, Honda is building long-term relationships and growing hand-in-hand
the trust-based relationships we have established with thousands with its business partners.
of suppliers around the world have become crucial to maintaining

Enhancing partnerships
Recognizing 46 companies at the awards ceremony for suppliers

Honda holds New Year’s awards ceremonies and celebrations for the year in quality, cost,
suppliers to share information about the direction of its business and development, parts, and special
purchasing policies with suppliers. (outstanding quality and global
At the ceremony held in January 2010, which was attended quality) categories. F.C.C. Co.,
by 326 suppliers, we shared our intention to become a leader in Ltd., received cost, quality, and
environmental technology and to continue to strive to offer customers development awards, winning
high-quality products more quickly and at reasonable prices in the the Grand Award for the first
compact automobile and commuter motorcycle segments by getting time in four years.
back to the original foundation. We also presented awards to 46 Honda president Takanobu Ito (left) and
F.C.C. Co., Ltd., president Shiro Sumita (right)
suppliers who had exhibited exceptional performance throughout at the presentation of the Grand Award

Building purchasing and procurement systems

Pursuing CSR with suppliers

Through its purchasing activities with suppliers, Honda works to that make clear our expectations in terms of human rights and labor
pursue CSR through efforts to promote safety, disaster prevention, from the CSR perspective, distribute them to suppliers, and encourage
legal compliance, environmental conservation, and QCD. In addition their understanding.
to these initiatives, we plan to develop the Supplier CSR Guidelines

Procuring environmentally responsible materials and parts

The average automobile consists of 20,000 to 30,000 parts, and In the past, Honda has worked to manage chemical substances
automakers purchase most of these parts from suppliers, making in products voluntarily in accordance with chemical substance
cooperation with suppliers an essential part of efforts to reduce guidelines. To comply with the expanding scope of chemical
environmental impact throughout the product lifecycle. substance regulations, we abolished those guidelines and created
In addition to working to reduce the environmental impact of a new Honda Product Chemical Substance Management Standard.
its own operations, Honda drew up the Honda Green Purchasing Honda is also working to bring its own internal environmental
Guidelines in FY2002 with the goal of procuring environmentally impact reduction measures to suppliers in an effort to reduce
friendly materials and parts. Today, we are considering new systems the environmental impact of their operations. We regularly hold
and techniques in the drive to further reduce environmental impact information exchange meetings at Honda production facilities as
throughout the part lifecycle. a means of sharing information about policies with suppliers.

CSR Report 2010 35

 Associates
Fundamental personnel policy

Honda is proud of the spirit of independence, fairness, and trust each associate to face new challenges and achieve new successes.
that emerges from our basic principle of respect for the individual. We seek to create an environment in which each person’s ambitions,
We believe this spirit should permeate all our relationships, not only abilities, and potential can be fully developed.
with those in the Honda Group, but also everyone in all companies
with which we do business. Honda also believes that human beings Honda’s fundamental personnel policy
are born to think, create, and express their individuality, thus realizing
their hopes and dreams. We strive to attract individuals who share
this belief and who will respect one another’s individuality. We seek
Independence Fairness Trust
to foster an atmosphere of mutual trust and fairness in which our
Respecting independence Ensuring fairness Fostering mutual trust
associates are able to realize their potential and share in the joy of
Honda respects each Honda allows all individuals Honda encourages associates
creating new value for society. associate’s individuality, to compete equally and freely to work together in a spirit
autonomy, and freedom without regard to gender, of mutual respect, trust,
Our goal is to maintain organizational structures and personnel of thought. national origin, validation, and honesty.
educational history, etc.
policies in areas such as recruitment, training, evaluation, and
assignments that foster a free and open atmosphere, encouraging

Securing diversity in the workforce

Hiring based on individual merit

Even in the days when Japanese corporations tended to favor Hiring of new graduates
employing only graduates of a few elite educational institutions, 2006 2007 2008 2009 2010
Honda had an open-door employment policy, hiring the most capable Men 806 1,084 1,152 1,265 749
and motivated individuals available. Additionally, we have avoided Women 121 170 180 220 117
depending entirely on yearly hiring of new graduates by actively Total 927 1,254 1,332 1,485 866
seeking mid-career hires of individuals with a diverse range of Note: New associates joining Honda in April of each year
personal characteristics and experience.
In July 2007, we began offering new re-employment opportunities Hiring of people in mid-career
to associates who felt compelled to leave their positions due to 2005 2006 2007 2008 2009
reasons such as a need to provide nursing care to a family member Men 241 551 732 595 26
or to accompany a spouse being transferred to a distant location. Women 15 22 28 51 3
This program offers those associates the possibility of returning to Total 256 573 760 646 29
employment at Honda once their life circumstances permit.

Employment of people with disabilities

Honda provides jobs to people with disabilities at its facilities Employment of individuals with disabilities
in Japan in an effort to expand their employment opportunities. (Employees) (%)
We also offer employment at affiliates Honda Sun, Honda Sun R&D, 1,000 979 975 986 1,017 4
952
and Kibounosato Honda. We strive to create an environment that
allows associates with and without disabilities to work alongside
2.17 2.21 2.10 2.07 2.21
one another and to make adaptations to ensure that workplaces 500 2
and opportunities are fully accessible.
Employment of individuals with disabilities at Honda factories
in Japan in FY2010 stands at some 2.21%, or 1,017 individuals, 0 0
well above the legally mandated level of 1.8%. 2006 2007 2008 2009 2010 (Fiscal year)
Number of employees* Percentage of employment*

*Laws governing the employment of people with disabilities stipulate that employment of one
individual with a serious disability is equivalent to employing two less severely disabled individuals
for purposes of calculating the number of disabled employees and percentage of employment.
Data depicted in the graph is current as of June 1 of each year.

36 CSR Report 2010

 Rehiring retirees

In view of dwindling birth rates, the need to reinforce the social re-employment, raising expectations that their extensive experience
insurance system in Japan, and the importance of passing on the and specialized knowledge will play an important role in a variety of
technical expertise crucial to the functioning of the workplace, workplaces throughout the company.
Honda introduced a series of policies in April 2003 to create
opportunities for those associates who reach the retirement age
of 60. Our proactive approach preceded the introduction of laws Re-employment of retirees
governing the employment of retired individuals. (Employees)
Acting to provide greater peace of mind and assurance in the 200 194
185
years after age 60 and to create an environment in which associates 157
can make the most of skills gained over a lifetime, Honda instituted
changes in April 2010 to create a new re-employment program 100
81
designed in principle to offer re-employment in operations that take 60
advantage of each individual’s specialized knowledge to all interested
0
associates until the age of 65. About half of all associates faced
2006 2007 2008 2009 2010 (Fiscal year)
with mandatory retirement at age 60 have expressed an interest in

Building healthy working environments

Honda has always been an industry leader in introducing shorter Honda at the top level of the automobile industry in terms of
workweeks. The company instituted a five-day workweek in 1972. reducing actual working hours.
Other initiatives enjoyed by associates for more than 30 years include Also, in order to encourage its associates to take regular
the banning of overtime on Wednesdays and some Fridays and the annual paid vacations and use their vacation time effectively
introduction of a policy encouraging all associates—both labor and to refresh themselves and increase their motivation, Honda has
management—to use their allotted vacation time in full. introduced a system whereby associates are accorded blocks
As a result, total working hours averaged 1,851 per associate of three to five consecutive paid holidays, depending on their years
in 2009, and associates averaged 19.1 paid vacation days, putting of continuous service.

Promoting workplace diversity

In keeping with the fundamental principle of respect for the and conducting management training, we have put in place programs
individual, a core part of the Honda philosophy, Honda strives to put to help associates balance the demands of work and family life.
in place an environment in which a diverse staff can make the most We have also actively supported career development as a means
of their abilities by recognizing and respecting the differences in one of expanding opportunities for women since 2009.
another’s personalities, regardless of their various personal attributes.
Counseling hotlines dedicated to balancing work,
Honda defines diversity initiatives in this way, and we created a
parenting, and nursing care responsibilities
special organization within the Human Resources Division in 2007
to promote diversity throughout the company over the long term. Honda created a counseling hotline at each worksite’s general affairs
We have also worked to strengthen initiatives promoting workplace department in January 2010 in order to accommodate counseling
diversity since 2008, with a focus on expanding opportunities for requests from associates striving to balance work and family
women in Japan. In addition to awareness-raising initiatives including responsibilities and to promote awareness and utilization of the
holding lectures, providing information through in-house publications, company’s support programs.

Support for career development

Honda launched the Career Support Program for female associates The program is designed to prompt a new awareness of career
ranging from new hires to employees in mid-level positions in development on the part of associates and to facilitate measures
October 2009. The program, which is designed to boost two-way that actively support the achievement of individual associates’
communication, reflects our emphasis on the importance of two- career plans.
way communication with supervisors in associates’ professional As the first such measure in 2009, we held career development
development and complements the three or more interviews training for female associates and their supervisors to facilitate
associates have with their supervisor each year. discussions of career directions and goals while fostering increased
awareness of career development.

CSR Report 2010 37

Developing abilities and human resources
An approach based on on-the-job training

Honda’s approach to personnel education is based on on-the-job Basic approach to personnel training
training: building specialized skills and professional capabilities Providing opportunities for associates
through direct experience. Honda has established on-the-job training to display and develop abilities
Two-way communication
programs for each job description, setting qualitative and quantitative
targets for the knowledge and skills to be acquired. These programs
Opportunies On-the- Gaining
provide an opportunity for associates to acquire specialized skills and for education Chance Training knowledge
managerial capabilities while helping supervisors assess and foster and growth and expertise
outside the through
the aptitude of the associates they manage. To supplement these workplace experience
NH Circles / Self- Job On-the- On-the-job
on-the-job training programs, Honda also offers off-the-job training proposals for improvement (Workplace) Job Training training program
improvement Special interest
designed to provide associates an opportunity to enhance their Language training groups
careers by developing new specialized skills or management learning /
distance Off-the-
capabilities. To support associates who wish to take the initiative to education Basic approach
Inter-industry
Job Training to training
learn new skills, acquire knowledge, and cultivate themselves in order exchanges
to fully realize their own potential, Honda offers opportunities for Acquiring new knowledge
language learning, distance education, and inter-industry exchanges. and expertise outside the workplace
Training programs

Respecting associates' opinions and independence

Honda fosters each associate’s drive and independence, and the NH Circle participation
company has put in place a number of systems to harness those
(Circles) (Participants)
capabilities to contribute to its ongoing reorganization and growth. 150,000

Associate development and evaluation through 20,000 120,000

two-way communication 15,000 90,000

Reflecting Honda’s emphasis on two-way communication with 10,000 60,000

supervisors in associate development and evaluation, associates
5,000 30,000
have at least three interviews with their supervisors each year.
During the first interview in April, associates describe the future 0 0
2006 2007 2008 2009 2010 (Fiscal year)
in their own words (including aspirations, personal objectives, etc.) No. of circles No. of participants
and clarify their vision for the future and their direction going
forward through their supervisor’s advice. They then work out their
individual role based on the organization’s business goals for the
Improvement suggestion system
fiscal year in question.
During interviews in June and December, supervisors evaluate Honda has a system for encouraging all associates to make proposals
associate performance during the preceding six months, explain the as to how the company’s operations could be improved, whether
reasoning behind their judgments, and share an assessment of each in large ways or small. Launched in 1953, this initiative is one way
associate’s strengths and weaknesses. By facilitating a discussion Honda seeks to encourage a spirit of independence and innovation,
of subjects such as future objectives and career directions, the fostering the growth and refinement of skills and capabilities.
interviews pave the way for associates’ skill improvement. Each year, some 100,000 suggestions are received, of which about
90% are implemented.
NH Circle
In NH Circle activities, associates take the initiative to get together Suggestions for improvement received*
to discover ways to improve their work, their workplace and their (Suggestions)
company. The abbreviation “NH” stands for “Now, Next and New 200,000 196,317 203,654
162,368 172,584
Honda.” It’s all about taking new steps now toward creating the next 143,228
great Honda improvement. 100,000
During FY2010, a total of 140,338 associates and employees
participated in 20,494 circles in 30 countries worldwide, including
0
suppliers, affiliates, and dealers. 2006 2007 2008 2009 2010 (Fiscal year)

*Number of suggestions as of the end of July each year; cumulative total as of the end of July 2009:
approximately 8.589 million

38 CSR Report 2010

Initiatives for occupational health and safety
Honda's approach to occupational health and safety

“No safety, no production”: that’s Honda’s policy. Respect for the its basic policy on occupational health and safety, Honda engages
individual is one of the basic tenets of the Honda philosophy. Along in initiatives designed to ensure that its workplaces are among the
with workplace safety and traffic safety, Honda considers ensuring safest and most comfortable in the industry.
the mental and physical health of associates to be one of its most
important responsibilities. Besides making these views explicit in

Creating safer workplaces

In addition to implementing an Occupational Health and Safety Incidence of industrial accidents (overall incidence, work stoppage incidence)
Management System to help prevent occupational accidents, 0.6 (%)
Honda is involved in activities including practicing risk assessment, 0.48
enhancing health and safety education, and raising associates’ safety 0.41 0.39
0.37 0.38
awareness. In FY2010, we began strengthening measures to ensure 0.3
0.20 0.21
workplace safety, focusing on preventing accidents in the workplace,
0.12 0.13 0.10
minimizing traffic accidents, and preventing occupational illness.
We’re setting the bar high on workplace safety and applying 0
2006 2007 2008 2009 2010 (Fiscal year)
the entire organization’s resources to achieve the goal of good
Overall incidence Work stoppage incidence
health for all.

Keeping everyone healthy

Approach to associate health

Honda has embraced a policy of helping associates lead healthy, and counseling.
well-balanced lives. For their part, associates strive continuously to adopt healthy
As a company, we work to discover health problems early on lifestyle habits by paying close attention to their own physical and
through medical checkups and to treat them appropriately. Associates emotional health and actively taking advantage of opportunities to
whose checkup indicates a health issue are given individual guidance exercise and improve their health.

Mental health initiatives

Honda has implemented a number of companywide policies designed helping to create an environment where all associates can take pride
to foster associates’ mental health through rules that address the in their work, approach their jobs with enthusiasm and passion,
prevention of mental health problems and improvement of individual and maintain an energetic outlook by valuing individual diversity
motivation, their early discovery and appropriate treatment, and and communication.
support for associates returning to work after a mental health-related In October 2009, we distributed leaflets and pamphlets to
leave of absence. associates in an effort to help create a work environment conducive
The company, its associates, and its managers all play a role in to both physical and mental health.

Total Health Promotion Plan (THP)

In 1988, as part of a health and welfare program designed to help adult-onset diseases, track their physical fitness, participate in
associates enjoy healthy and satisfying lives, Honda established a THP “Try Walk” events, and quit smoking. We also offer a range of
Committee and formulated a Total Health Promotion Plan offering exercise instruction, nutrition guidance, and related training programs
ongoing, systematic support to encourage associates to maintain and and plan to strengthen efforts to improve exercise habits in response
improve their health. Consisting of a series of companywide policies to the aging of the population, boost physical fitness, and redouble
based on raising awareness and motivating associates to take the our no-smoking activities.
initiative to live healthily, the plan encourages associates to prevent

CSR Report 2010 39

2009 Topic: Building a healthy work environment at the Ogawa Plant

Building a people-friendly work environment

characterized by a sense of togetherness
The new Ogawa Engine Plant (located in Ogawa-machi, Saitama Prefecture), which was completed in April 2009, serves as a
production facility for next-generation environmentally friendly engines built using Honda’s advanced production technologies.
The facility leads Honda installations worldwide thanks to a design that aims to recycle resources and energy while minimizing
environmental impact at the time of demolition. The structure was designed and constructed in accordance with universal
design principles in an effort to create a people-friendly work environment characterized by a sense of togetherness,
and various innovative design features help create this cohesion among associates.

Ogawa Plant initiatives

The Ogawa Plant is based on the concept of building a people-friendly work environment
characterized by a sense of togetherness.
Honda saw the need to create a work environment that affords safety and peace
of mind to all associates, regardless of age, gender, or disability. Planners observed
operations at special-purpose subsidiary Honda Sun, which employs individuals with
disabilities, and created a working group of female associates at Saitama Factory, Katsuhide Nagai of the Administration Department
of Saitama Factory’s Business Administration Division
whose views were incorporated into the plant design. As a result, the design incorporates describes the facility’s step-less walkway.
a second-story pedestrian walkway that allows wheelchair-bound associates to reach
their workplaces without passing through work areas on the production floor.
Other efforts to create a people-friendly work environment included designing a female
associate-friendly production line layout, enhancing restroom amenities, and using
IC cards to improve security in the women's locker room.
Ogawa Plant's designers also focused on communication among employees in an
effort to create a sense of togetherness. This approach is reflected in their inclusion of
a large break room in which employees working in different departments or production
processes can meet and talk face to face. The use of glass walls in the cafeteria and The incorporation of unobstructed views of production
and administrative departments creates a sense of
offices helps create bright, open spaces. In addition to making it easy to see activity togetherness at the plant.
on production lines from offices and fostering group cohesion, this design feature makes
it easy to rush to the production floor if anything happens.
Another feature of Ogawa Plant is the placement of locker rooms immediately after
the entry gate, making it necessary for associates who changed into uniform, to pass by
the entrance to the facility's administrative offices on their way to the production floor.
This layout creates natural opportunities for associates from different departments to
share greetings and engage each other in conversation.
Ogawa Plant is striving to realize Honda's vision of the ideal manufacturing plant by
allowing all associates to take pride and joy in their work while making the most of their The walkway serves to separate production and
associate movement, improving safety at the facility
individual personalities and skills. and allowing associates to move about in comfort.

The cafeteria features a bright, open feel. The facility’s restrooms were designed with input
from female associates.

40 CSR Report 2010

 Shareholders and Investors
Protecting the rights of shareholders and investors

forums for communication. To ensure that our communications

Our fundamental approach to investor relations
are not unilateral, we work hard to remain attuned to the voice
Our investor relations activities for shareholders and investors of the market. We also work to promote close dialogue, maximum
have two focuses: ensuring timeliness, accuracy, and fairness, understanding and mutual communication in our relations with
and communicating the true state of the company’s operations shareholders and investors through general shareholders’ meetings,
in a straightforward manner. In order to help our shareholders investor seminars and other activities. By continuing to build and
and the broader investor community reach an even deeper maintain an atmosphere of trust and respect, we hope to receive
appreciation of Honda’s activities, we are proactive in providing a fair recognition of our corporate value by the market.

Profit distribution policy

Conducting operations from a global perspective, Honda strives to dynamism of the company’s capital structure.
maximize corporate value throughout its worldwide organization. The present goal is to maintain a shareholder return ratio
With respect to the redistribution of corporate profits (dividends + share buyback) of approximately 30%.
to shareholders—one of the company’s most important With regard to capital reserves, Honda aims to strengthen its
responsibilities— Honda’s basic policy for dividends is to make balance sheet by working on improving its financial performance.
distributions after taking into account our long-term consolidated The company plans to do this by stepping up its investments
earnings performance. Honda will also acquire its own shares in R&D and operational expansion, both of which are essential
at optimal times with the goal of improving the efficiency and for future growth.
Dividend value and dividend payout ratio Dividends per share: trend
(Yen) (%) (Yen) (%)
100 100 100 100 5.0
86 83.4 86
80 80 80 4.0
67 63 67 63
60 60 60 3.0
50 48
40 38 40 40 3.02 38 2.0
26.0 2.72
15.3 20.6
20 20 20 1.63 1.0
25.7 1.37 1.15
0 0 0 0
2006 2007 2008 2009 2010 (FY) 2006 2007 2008 2009 2010 2011 (FY)
Dividend value Dividend payout ratio Dividends per share Dividend yield

Note: Regarding dividend yield — For fiscal years 2006– 2010, dividend yield is based on the share
value recorded on the last day of the respective fiscal year.
Note: Regarding dividends per share — The dividends per share values for fiscal year 2006 are based
on the post-share-split number of shares outstanding.

IR communication
Implementing timely and appropriate IR initiatives

In addition to publishing an annual report as well as other reports and information for our shareholders provided as and when required.
a shareholder bulletin on a quarterly basis in accordance with its basic Honda also strives to encourage investment by individuals.
approach to investor relations, Honda holds quarterly meetings with We executed a 2-for-1 share split in July 2006 and began issuing
analysts and institutional investors. We also offer biannual corporate quarterly dividends in the third quarter of FY2007. As a result,
briefings for institutional investors in North America and Europe. the company had some 220,000 individual shareholders in FY2010.
These resources can be found online in the IR section of the Honda
website (http://world.honda.com/investors), which also includes

Honda receives IR Special Award and Tokyo Corporate Disclosure at the Tokyo Stock Exchange’s Fiscal
Stock Exchange Disclosure Award 2010 Listed Company Awards Ceremony in recognition
of the detailed level of information provided in quarterly
In December 2009, Honda received the Special Award at reports and fact sheets; the rich content of regular
the 14th IR Prime Business Awards, sponsored by the Japan publications such as its Environmental Annual Report,
Investor Relations Association (JIRA), in recognition of its CSR Report, and shareholder bulletin; the extensive range
ongoing maintenance of a high level of investor relations of content available on its investor relations website; Mr. Atsushi Saito, president of Tokyo Stock
Exchange Group, Inc., (left) and Yoichi Hojo,
activities despite the challenging business environment. In and a spirit of innovation that generally informs its investor Chief Operating Officer for Business
March 2010, the company received the Award for Superior relations program. Management Operations at Honda (right)

CSR Report 2010 41

 Society
Our fundamental approach

Since the company’s foundation, Honda has sought to contribute to Philanthropy Office and establishing the basic principles that
society by creating quality products and technologies while coexisting guide its philanthropy.
harmoniously with the communities that host its operations. In the Since then, in addition to previous efforts, Honda has launched
1960s, while the company was still in a period of early growth, Honda new initiatives based on these principles, seeking to contribute to the
began to launch philanthropic initiatives designed to strengthen joy of people and to the well-being of societies around the world.
ties with local communities. In the 1970s, striving to strengthen its In 2006, with a view to taking its philanthropic initiatives to an
contributions to society and build a brighter future, Honda established even higher level, Honda defined the global directions of these
foundations in Japan to foster broad-ranging research, education, and initiatives and created a new symbol to capture their spirit.
cultural exchange. Throughout the six regions of Honda’s worldwide In fulfillment of the three main points of these global directions,
operations, Honda is working to help people realize their dreams. Honda mobilizes people, advanced products and technologies,
As the company celebrated the 50th anniversary of its founding and a philosophy of respect for the individual in investing resources
in 1998, it acted to address worldwide expectations from in initiatives that help people around the world enjoy life to the
a comprehensive and global perspective by creating the Honda Motor fullest and realize their true potential.

Honda philanthropy: Vision Global directions

Honda enriches the joy of people around the world through socially Striving to create a future society in which everyone can pursue their
responsible activities in accordance with the Honda Philosophy of dreams, Honda shall:
respect for the individual and the Three Joys. Ultimately, it is our • Support educating our youth for the future
desire that society will want Honda to exist in every community. • Work to preserve global environments
• Promote traffic safety through education and training
Honda philanthropy: Basic principles
• As a company with a global viewpoint, we are dedicated to “Together for Tomorrow”
contributing to the well-being of local communities around the This symbol captures the spirit of the Honda Group’s
world through our products and technologies. worldwide philanthropic activities, which are designed
• As a good corporate citizen, we will deepen our commitment to help create a future full of dreams.
to all local communities where we do business.
• We will contribute to the nurturing of a society where caring
|and energetic individuals actively participate in socially
responsible activities.

Activities in Japan
Honda’s beach clean-up activities

Honda is involved with a number of environmental conservation activities in communities worldwide as part
of its commitment to pass on a pristine, beautiful natural environment to the next generation. Among these
initiatives are beach clean-up activities that make use of Honda’s technology and human resources assets.
This program uses a simple traction-driven beach cleaner featuring a compact, lightweight design that
was developed by associates motivated by a desire to leave the next generation sand beaches clean enough
that visitors can walk barefooted. Using this device, Honda Group associates and retirees work with local
communities to clean area beaches.
Beach cleanup activities at Kaguchihama Beach
The program has cleaned more than 100 sand beaches throughout Japan since its inception in 2006. in Miyazaki Prefecture (July 2009)

Beaches cleaned in FY2010

Volunteers cleaned a total of 34 beaches in FY2010:
Akita Prefecture: Iwaki Rest Area beach / Fukushima Prefecture: Usuiso Beach, Kitaizumi Beach / Niigata Prefecture: Naoetsu Beach,
Fujitsukahama Beach / Chiba Prefecture: Nago Beach, Yasashigaura Beach / Ishikawa Prefecture: Notojima Marine Park Beach, Sotohisumi
Beach, Ii Park Nanao / Shizuoka Prefecture: Arai Benten Beach, Bentenjima Kaihin Park Beach, Omaezaki Marine Park / Mie Prefecture:
Futamigaura Beach, Jiro-Rokuro Beach / Shimane Prefecture: Kokufu Beach, Kuromatsu Beach, Kotogahama Beach / Okayama Prefecture:
Sami Beach, Shibukawa Beach / Hiroshima Prefecture: Setoda Sunset Beach / Yamaguchi Prefecture: Chudo Beach, Nijigahama Beach /
Tokushima Prefecture: Komatsu Beach / Ehime Prefecture: Karakohama Beach / Kumamoto Prefecture: Shirogahama Beach,
Pearl Sun Beach / Oita Prefecture: Tanoura Beach / Miyazaki Prefecture: Imamachi Beach, Okuragahama Beach, Shimoaso Beach,
Kaguchihama Beach, Odotsu Beach / Okinawa Prefecture: Misaki Beach

42 CSR Report 2010

Activities overseas
North America Coastal clean-up activities by volunteers

Honda Community Action Team (HCAT), an organization of associates working at Honda in North America,
their family members, suppliers, and others, has a track record of participation in large-scale clean-up
activities, through which members have removed more than 300,000 tons of garbage from beaches
in the Los Angeles area. Members also participate in Coastal Clean-up Day, an international event
in which more than 60 countries participate. More than 120 HCAT members took part in the
25th Coastal Clean-up Day in FY2010.
According to Heal the Bay, a non-profit organization headquartered in Santa Monica, California, most
garbage washing up on California’s beaches makes its way to the shore via inland streams and storm Honda Community Action Team helped clean-up
drains. In addition to its beach clean-up activities, HCAT works to spread the message that coastal pollution the California coast on Coastal Clean-up Day
can be prevented by raising individuals’ awareness of the consequences of their everyday activities.

South America Lake ecosystem conservation project

Since 2002, Honda Automoveis do Brasil (headquartered in Brazil) has been participating in Gincana Ambiental (GICA), a program established as
part of an Ecovita project to conserve the environment through sports and other activities.
The company, which agrees with the project’s environmental philosophy of coexisting with humankind and the Earth, is participating in an
effort to become a corporation local residents want to exist.
GICA was founded in 2000 to raise environmental awareness of people who live near and gain their livelihood from lakes in the Amazon basin
and to conserve plant and animal life in the area for future generations. The program also seeks to communicate the importance of conserving
nature to students and area residents through such activities as inter-community information exchange,
recreation, and sports.
Every June, a series of events are held around Lake Paru and Lake Calado in the Manacapuru
municipality of the state of Amazonas on the last Saturday after Environment Week. Meeting with local
leaders, teachers, environmental volunteer groups, engineers, researchers, and supporters, teams select
mascots and slogans, perform parodies, compose poems, participate in environmentally friendly fashion
shows, and take part in engine-powered canoe races and other events in an effort to follow the Ecovita
philosophy of protecting life. In 2009, 25 volunteers from Motor Honda da Amazônia and about 300 A canoe competition held near Lake Paru and
students from local schools joined in events, attended by 1,500 visitors. Lake Calado in the Amazon basin

Europe, the Middle and Near East, and Africa Working with WWF to launch a marine sanctuary conservation project

Working with the World Wide Fund for Nature (WWF), Honda South Africa (headquartered in South Africa)
launched the WWF Honda Marine Park Program in March 2009 as a marine sanctuary conservation project
with a focus on coastal areas in the province of Western Cape in the southern part of the country. The effort
is an outgrowth of the Cape Marine Program, a WWF effort to survey South Africa’s western cape. The
current partnership is geared to facilitate support, long-term maintenance, and efficient management of all
South Africa’s marine sanctuaries.
The project aims to manage and conserve marine resources that have suffered from poaching. Two
rubber dinghies equipped with BF75D Honda outboard motors are patrolling coastal sanctuaries in A boat equipped with a Honda outboard motor
Cape Town. The goal of the program is to establish a sanctuary support group with the cooperation of patrols a marine sanctuary
government, conservation groups, and other interested parties.

Asia and Oceania Helping eliminate poverty through the Honda Dreams Fund

In January 2007, Honda Malaysia joined the Malaysia Office of the United Nations Development
Programme in announcing the establishment of the Honda Dreams Fund. The fund underwrites all
educational and living expenses for young people who are unable to pursue a higher education due
to a lack of financial resources.
In addition to helping these students make their dreams come true, the fund allows Honda to contribute
to human resources development in Malaysia. During FY2010, 57 young people began pursuing their
dreams by undertaking research in a variety of disciplines.
Students participating in a workshop

CSR Report 2010 43

 China Environmental class and tree-planting activities

A program of tree-planting activities in Inner Mongolia was orchestrated as a joint project by Honda’s 14
Chinese affiliates, and an environmental class entitled “The Importance of Tree Planting” was held on July
3 and 4, 2009, at Dongliang Elementary School in Xinghe County, Inner Mongolia. Additionally, trees were
labeled with tags made by the students and planted in the county’s Youyi Dam district. Tree planting is an
important issue for green-poor China, which ranks 130th in the world in the percentage of forested land.
In the environmental class, students participated in activities including making tags for the seedlings,
learning about environmental issues and tree planting, and drawing pictures of how the area would look
10 years in the future. The children were happy to receive tree-planting certificates from Honda. Tree-planting activities

Honda philanthropy activities

Japan Donating funds in proportion to Honda C Card use

Since FY1996, Honda has donated a percentage of total Honda C Card use to the Japanese Red Cross
Society and the Japan Committee for UNICEF each year. In June 2010, we donated 0.02 percent of FY2010
card use, bringing cumulative contributions to ¥704.18 million.

Yoshio Wakao (left), Manager, Business Development & Operations Office,

Automobile Sales Division, Regional Sales Operations (Japan), receives
a letter of thanks from Executive Director Ken Hayami (right) at a charity
donation ceremony held at the Japan Committee for UNICEF.

North America Donating funds to the Pediatric Brain Tumor Foundation

The Ride for Kids program uses motorcycles to help raise money for the Pediatric Brain Tumor Foundation,
which is dedicated to finding the cause of and a cure for pediatric brain tumors. American Honda Motor
has been a main sponsor of the program since 1991. As part of the 18th event held on May 3, 2009,
close to 1,000 riders and volunteers participated in a gathering held by the company, raising some
$243,000 in donations for use on behalf of children suffering from brain tumors in the form of funds for
medical research and support for patients’ families.

Associates at the Ride for Kids venue

China Opening an elementary school in Sichuan Province

Dongfeng Honda Automobile Co., Ltd., opened a new elementary school in Mao Prefecture in the Chinese
province of Sichuan, which was struck by an earthquake in May 2009. Significant damage sustained by
the previous elementary school during the earthquake had been interfering with the daily learning of
1,200 area children. Reacting to a request from the Mao Prefecture Bureau of Education, Dongfeng Honda
spearheaded construction of Dongfeng Honda Lizhi Elementary School, which incorporates an earthquake-
resistant structure as well as state-of-the-art environmentally friendly design features. Dongfeng Honda,
dealers, suppliers, and others covered construction costs for the project. Dongfeng Honda provided quality
control for the construction project, which was completed on August 31, 2009. Dongfeng Honda Lizhi Elementary School

44 CSR Report 2010

 Corporate Governance
With respect to business execution, Honda has established
Basic stance on corporate governance a system for operating its organizational units that reflects
its fundamental corporate philosophy. For example, separate
Based on its fundamental corporate philosophy, Honda is working headquarters have been set up for each region, business, and
to enhance corporate governance as one of its most important function, and a member of the Board of Directors or an operating
management issues. Our aim is to have customers and society, as well officer has been assigned to each headquarters and main division.
as shareholders and investors, place even greater trust in us and to In addition, we have implemented a system that enables prompt and
ensure that Honda is a company that society wants to exist. appropriate decision-making by having the Executive Council and
To ensure objective oversight of the Company’s management, regional operating boards deliberate important management issues.
outside directors and outside corporate auditors are appointed to With respect to internal controls, compliance and risk management
the Board of Directors and the Board of Corporate Auditors, which systems have been designed and implemented appropriately
are responsible for supervising and auditing corporate operations. following basic policies for the design of internal controls as decided
The Company has also introduced an operating officer system aimed by the Board of Directors.
at strengthening both the execution of business operations at the To enhance even further the trust and understanding of
regional and local levels and making management decisions quickly shareholders and investors, Honda’s basic policy emphasizes the
and appropriately. The term of office of each director is limited to appropriate disclosure of Company information, such as by disclosing
one year, and remuneration payable to them is determined according financial results on a quarterly basis and giving public notice of them
to a standard that reflects the Company’s business performance. and disclosing its management strategies in a timely and accurate
These policies are to maximize the flexibility with which our directors manner. Going forward, Honda will continue to raise the level of
respond to changes in the operating environment. transparency in its operations.

Corporate governance: organization

Board of Corporate Auditors:

Board of Directors: 20 directors
5 auditors (Including 3 outside
corporate auditors) (Including 2 outside directors)

Business Ethics Committee Executive Council

Compliance Officer Risk Management President and CEO

Business Ethics Improvement Officer
Proposal Line

Honda Driving Safety Promotion Center Regional Sales Regional Operations Regional Operations Regional Operations Regional Operations Regional Operations
Operations (Japan) (North/Central America) (Latin America) (Europe/Middle East/Africa) (Asia/Oceania) (China)
Corporate Planning Division
New Business Development and Planning Office Regional Operating Regional Operating Board Regional Operating Regional Operating Board Regional Operating Regional Operating
Aero Engine Business Office Board (Japan) (North/Central America) Board (Latin America) (Europe/Middle East/Africa) Board (Asia/Oceania) Board (China)

Aircraft Operation Office

Auto Quality Innovation Division
Power Product Quality Innovation Division
Quality Assurance Division
Certification & Regulation Compliance Division
IT Division
Motorcycle Operations
Automobile Operations
Power Product Operations
Customer Service Operations
Production Operations Japanese Factories
Purchasing Operations
Business Support Operations
Business Management Operations
Corporate Project
Quality Audit & Compliance Division
Audit Office
Corporate Auditors Office
Honda R&D Co., Ltd.
Honda Engineering Co., Ltd. (As of June 24, 2010)

CSR Report 2010 45

 5. Systems for ensuring that the corporate Group, comprising
Internal controls system: the Company and its subsidiaries, conducts business
fundamental approach and current status activities in an appropriate manner
The Company and its subsidiaries share The Honda Conduct
This section describes Honda’s basic approach to internal control Guidelines and basic policies regarding corporate governance.
systems and the state of their implementation at the Company. In addition, each subsidiary works to promote activities that are in
compliance with the laws of countries in which they operate and
1. Systems for ensuring that the execution of duties by practices observed in their respective industries as they endeavor
directors and employees complies with the law and the to enhance corporate governance.
Company’s Articles of Incorporation Decision-making rules have been implemented for subsidiaries,
To secure compliance of Company management and employees which are required to seek Company approval in advance
with guidelines for conduct in conformity with applicable laws concerning important management items and to report associated
and internal rules and regulations, the Company has prepared The activities to the Company. In addition, the Company’s business
Honda Conduct Guidelines and implements measures to ensure management department receives reports on business plans and
that all management personnel and employees are made aware other matters from subsidiaries on a regular basis and confirms the
of and follow these guidelines. The company has appointed a appropriateness of associated operations.
director to oversee compliance-related initiatives by serving as a The Company’s Audit Office, an independent unit that reports
Compliance Officer. Other key elements of our compliance system directly to the President, audits each department’s business
include the Business Ethics Committee and the Business Ethics activities and works to improve the Honda Group’s internal
Improvement Proposal Line. auditing systems.
2. Systems related to the retention and management of Finally, the Company works to improve corporate governance
information on execution of business by directors throughout the Group by seeking the understanding and
Information related to the execution of business by directors, cooperation of equity-method subsidiaries with Honda’s basic
including minutes of Board of Directors meetings and other corporate governance policies.
important meetings, is retained and stored appropriately in 6. Provision of employees when requested by corporate
accordance with the Company’s document management policy. auditors and independence of employees from directors
3. Regulations and other systems related to risk management The Corporate Auditors’ Office has been established to provide
Important management items are taken up by to the Board of support for the Board of Corporate Auditors.
Directors, Executive Council and/or Regional Operating Boards 7. Systems for ensuring directors and employees report
which discuss them in accordance with established rules of to corporate auditors and other systems related to the
procedure, assess associated risks, and make decisions reporting of pertinent management information to
as appropriate. corporate auditors
Individual departments work to mitigate department-level risks In addition to regularly reporting the state of operations at the
and develop policies for dealing with them. In addition to adopting Company and its subsidiaries and the state of implementation and
Companywide Risk Management Policies and Honda Crisis operation of internal control systems, including those related to
Response Rules to address large-scale disasters requiring company- compliance and risk management, directors and employees must
level crisis management, we have appointed a member of the report any information that may have a significant impact on the
Board of Directors to oversee the design and implementation of Company’s operations.
related systems by serving as the Risk Management Officer. 8. Other systems for ensuring the effectiveness of audits by
4. Systems for ensuring that the execution of business by corporate auditors
directors is being conducted efficiently Corporate auditors work closely with the Audit Office, which serves
Honda has established a system for operating its organizational as the Company’s internal audit department, to conduct business
units that reflects its fundamental corporate philosophy. audits of the Company and its subsidiaries. Additionally, corporate
For example, separate headquarters have been set up for each auditors attend the Executive Council and other important meetings.
region, business, and function, and a member of the Board of
Directors or an operating officer has been assigned to each Basic approach to the elimination of antisocial activities
headquarters and main division. In addition, we have implemented and the state of the implementation of associated systems
a system that enables prompt and appropriate decision-making
by having the Executive Council and Regional Operating Boards Honda has made a firm commitment to opposing gang activity,
deliberate important management issues. organized crime, and other conduct that poses a threat to social
To conduct management efficiently and effectively, business order and safety. We have designated a department to oversee our
plans are prepared on an annual basis and for the medium term, response to such behavior, and we work closely with police and other
and measures are taken to share these plans. outside organizations to address it.

46 CSR Report 2010

 CSR Report 2010
Honda Motor Co., Ltd.
2-1-1 Minami-Aoyama, Minato-ku, Tokyo 107-8556, Japan
Published in October 2010