Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

Honda Motor Co., Ltd. (Honda) has grown to become the world's largest motorcycle manufacturer and one of the leading automakers. With over 176,000 employees and a global network of 383 subsidiaries and 91 affiliates in 2010, Honda develops, manufactures and markets a wide variety of products, ranging from small general-purpose engines and scooters to specialty sports cars. Honda’s operations are divided into Motorcycle Business, Automobile Business, Power Products, and Financial Services.

Due to positive signs of economic recovery, including increased consumer spending in Japan and the U.S., revenues by Honda grew 4.1% percent in FY2011 (year ended March 31), from ¥8,579,174 million ($103,072 million) to ¥8,936,867 million ($107,479 million).  

Although Honda Motor Co., Ltd. faced an increase in revenues in 2011, the firm’s brand value decreased by 8.4% to $14,984m. At the same time, enterprise value went down to $86,242m, a 4.9% decrease compared to 2010. Yet, Ford’s brand rating improved from AA+ in 2010 to AAA- in 2011.

 

Positive Aspects

“Blue Skies for our Children”

Honda has been pursuing its own environmental targets and is committed to proactive environmental conservation activities. In 2006, Honda set a goal to reduce global CO2 emissions from use of its motorcycles, automobiles and power products by 10 percent by the end of 2010 compared to year 2000 levels. In 2010, the goal was attained by all products. Honda has now set a target to reduce CO2 emissions from its global products by 30 percent by the end of 2020 compared to year 2000 levels. Honda will also strengthen its efforts in advancing technologies in the area of total energy management, to reduce CO2 emissions through mobility and people’s everyday lives.

In addition, Honda has established the global environmental slogan “Blue Skies for our Children” as an expression of the company’s proactive commitment to make progress in its environmental efforts on a global basis. With this slogan, Honda will strive to become the leader in the area of environmental and energy technologies. The new global environmental slogan and symbol will be used with Honda’s internal and external environmental activities and communications around the world.

The American Honda Foundation

AHF was established by American Honda Motor Co., Inc., to commemorate its 25th anniversary in the United States and to show its appreciation of America's support through the years. It is Honda's desire that in every community in which it does business society will want Honda to exist. Since 1984, more than $25 million have been awarded to organizations serving approximately 114 million people in virtually every state in the U.S. The Foundation’s mission is to help meet the needs of the American society in the areas of youth and scientific education by awarding grants to nonprofits, while strategically assisting communities in deriving long-term benefits.

Negative Aspects

Honda was part of the largest commercial corruption case in U.S. history.

 Between 1994 and 1997, eighteen former executives of American Honda Motor Company, along with four other people, were convicted on federal fraud and racketeering charges. Over a 15-year period, Honda officials had received over $50 million in cash and gifts from automobile dealers eager to obtain additional hot-selling Honda cars and franchises.

 

 

Last changed September 2, 2011

League tables

Honda appears in the following brand league tables:

Rank 55 in the Global 500 2012.
Rank 43 in the Global 500 2011.
Rank 43 in the Global 500 2011.
Rank 47 in the Global 500 2010.
Rank 35 in the Global 500 2009.
Rank 45 in the Global 500 2008.
Rank 55 in the Global 250 2007.