50th Anniversary Book

178 Pages·2009·37.81 MB·English

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4077 PICO BOULEVARD LOS ANGELES, CALIFORNIA The original headquarters of American Honda Motor Co., Inc.
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Foreword
In recognition of the 50th anniversary of American Honda Motor Co., Inc., we are pleased
to bring you these stories about the history of Honda’s first five decades in America.
With a tremendous spirit of innovation, teamwork and determination, Honda associates,
past and present, have challenged conventional thinking with new technologies, products,
and business strategies in the effort to create new value for our customers and society.
Certainly, on the occasion of our anniversary, we face difficult economic times.
But we must view even these hardships within the context of the many challenges Honda
has faced during the past 50 years in America.
This passage of time only makes our core beliefs more important. Our values are
not simply a treasure, but something we must put into action every day. In that spirit,
the stories in this book not only document our past, but must help guide our future.
To our dealers, business partners, and friends in the community, we say “Thank you”
for helping to build and to sustain Honda in America.
To our family of current and former associates, this book is intended to capture the
spirit of your efforts to meet the needs of our customers in America.
On behalf of my predecessors and the current management of American Honda,
it is my fervent hope that we have succeeded in honoring your efforts. Thank you.
Sincerely,

Tetsuo Iwamura
President & CEO, American Honda Motor Co., Inc.
June 2009
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It is said that if even two people are involved in an event there will be two different
versions of its historical telling. Multiply this by the thousands of Honda associates who
have been part of the 50-year history of Honda in America and you have many different
versions of history to consider.
Certainly, the editors of this book have made every effort to document and verify the
stories told on these pages as being both accurate and appropriate accounts. However,
it was not possible to interview every current and former Honda associate involved in
each event or activity, so this book is not intended as the definitive history of American
Honda Motor Co., Inc., or of Honda in America.
We hope this book conveys the can-do spirit of the company and its people.
Most importantly, it was our goal to do so.
The ediTors
This book is intended for use by Honda’s internal audiences, with distribution limited to
Honda associates, dealers and business partners. The public sale of this book is prohibited.
© Copyright 2009 American Honda Motor Co., Inc. All rights reserved
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Contents
Fifty Years 1959 | 2009
1959 Entering the “Land of the Automobile” 8
1960–1969 You Meet the Nicest People on a Honda 14
1970–1979 A Positive Force for Change 32
1980–1989 Breaking New Ground in America 50
1990–1999 From Challenge Comes Opportunity 70
2000–2009 A Tale of Two Decades 86
The Challenging Spirit
Introduction 106
Sales Serving Customers in America 110
Manufacturing Building Products in America 134
Research and Development Creating Products in America 144
Teamwork Associate Teamwork in America 154
Community Community Partnership in America 164

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FFFiiiffftttyyy YYYeeeaaarrrsss 1959 2009
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Few images remain from the early days of the
founding of American Honda. Here,
General Manager Kihachiro Kawashima (far right)
poses for the camera with the fi rst group of
associates in front of the Pico Boulevard offi ce.
From left to right are Takayuki Kobayashi, Ed Brooks,
William Hunt, Mr. Yamagishi, Robert Moore, Ken Uyeki
(the fi rst associate hired), and Mr. Kawashima.
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Fifty Years 1959 2009
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5 6 8 7
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