Aggressive Appeal to the Chinese Market

At the Beijing International Motor Show, Honda presented two concept cars in their world premiere. President & CEO Takanobu Ito personally delivered a compelling presentation, detailing plans for strengthening its own brand in China and increasing production capacity.

The "Concept C" is a mid-size sedan concept car developed for the Chinese market, with the "C" signifying Cool, Challenge, and China. The product planning was led by a Chinese team, with development carried out collaboratively by Japanese and Chinese engineers. A production model based on this concept car is scheduled for release in 2013.



The "Concept S," meanwhile, also targets the Chinese market, with sales commencing there. At first glance, it shares a similar shape to the Odyssey, but Honda describes it as a "global concept car for a new value personal mover." It will feature a hybrid powertrain, and Honda's renowned packaging technology is expected to provide a spacious interior. The "S" stands for Stylish, Smart, and Surprise. Its release is also slated for 2013.

Furthermore, it was revealed that the Acura brand's "ILX" and "EDX" will be launched starting this autumn, with the "NSX" also planned for introduction in China. Additionally, the second production model from Honda's Chinese own brand, "Li Nian," the "CIIMO" (Chinese name: 思铭), was released.

Honda is establishing a third production line within the Zengcheng plant of Guangqi Honda, its joint venture for automobile production and sales in China. The company also plans to increase its annual four-wheel production capacity from the current 480,000 units to 600,000 units by 2014.

Honda's clear commitment to actively engaging with the Chinese market stems from a reflection on its previous insufficient efforts in this explosively growing market. All eyes will be on how Honda's presence in China continues to grow, spurred by these initiatives.