Date: December 14, 2005 10:09
In an announcement released today, Honda has decided to introduce its Acura brand to Japan in 2008. The plan is to launch the brand with around 100 dealerships, or roughly half of the number of Acura dealers in the US. Lexus was recently introduced to the Japanese market, and in April of this year, Nissan CEO Carlos Ghosn announced plans to launch Infiniti in Japan, though the launch date is said to be sometime after 2008, and some sources are indicating it could perhaps be as late as 2011.
In a few short months, however, Honda will be shuffling its brand strategy in Japan by integrating its existing three sales channels (Primo, Clio, and Verno) into a unified Honda brand, simplifying the sales and service process.
Honda says that this restructuring was driven by a goal to maximize customer Joy and Satisfaction. Indeed, before targeting these key objectives, rumor has it that a team of scientists were consulted and a number of target emotions were batted around. After pouring stuff back and forth between some beakers and a graduated cylinder, they came up with a list of finalists: Fear, Contempt, Joy, Rejection, Anguish, Loss, Guilt, Rage, Humiliation, and Satisfaction. Ultimately it was determined that Honda could initially cover the bases by first offering Joy and Satisfaction and take a "wait and see" approach on the other items.
Okay, we totally made up that rumor.
You can read the full story from Honda here:
Joy and Satisfaction are on their way
Last edited by Tuan on
December 14, 2005 17:13