Honda: Honda

Honda: Honda

Honda's business objectives: to import more expensive Japanese cars and prepare ground for growth in UK-produced cars. Also need to support car dealers. Strategy focused on Honda's image for engineering and looks. Media: national press and supplements, posters, specialist press, TV added later, plus manual for dealers. Results: improved awareness, attitudes and interest. Honda continued to sell its permitted 1% share in a growing market (size and price of models sold increased).