Talking with Honda’s CEO About F1, Sports Cars, Stability Assist vs. Stability Control

While visiting Honda R&D headquarters in Japan’s Tochigi prefecture to test-drive the new Acura RLX’s drivetrain systems, we sat down with Honda CEO Takanobu Ito. Covering everything from Honda’s return to Formula 1 to the new infotainment systems, Ito-san took advantage of our short time together by sharing many of his intentions for Honda in the future.

With F1 excitement increasing in the U.S., it didn’t take long for Ito to explain the automaker’s plans for the sport:

“We have not decided anything yet. However, we consider it’s very crucial for Honda to take on the challenge of participating in different sports. Unfortunately after the financial crisis we have decided to exit Formula 1.”

Hearing disappointed sighs from the audience, Ito responded:

“We have been putting more effort into other motorsports. For Honda to enhance brand image and brand perception, as well as to motivate our own associates and also to fulfill expectations of our customers and society, we believe that two key words important to us are motorsports and challenges.”

Manufacturers are under constant pressure to make cars safer. When asked how Honda manages to do this while also achieving an enjoyable driving experience, Ito shared a personal anecdote:

“Before assuming the position of CEO at Honda I worked in R&D and I witnessed the development of Vehicle Stability Assist technology. At one time there had been a discussion about if the different names of the same system need to be standardized or unified so customers don’t avoid the different names. Toyota insisted that at the end of the name the system should be called something ‘Control.’ I on the other hand believed [that] until the last minute the driver, or human being, should be responsible for delivering the vehicle.

Ito continued:
“In that context I believe that we should respect the driver’s intentions and will. That’s why I advocated the term ‘Assist’ rather than ‘Control.’ Honda’s direction is the driver should be responsible for having fun and driving safely. Under certain scenarios safety and fun sometime conflict with one another, however we would like to respect the driver’s will as much as possible. Our principal philosophy is the car should not control the driver; the driver should enjoy actually driving.”

After listening to a question about declining sales among younger buyers in automotive markets worldwide, Ito explained what might be the cause:
“I think there are two factors behind what’s been happening. The first and most important thing is for young people to buy cars they need to find automobiles in general interesting and they must be motivated that they want to buy it or they want to drive it. I believe, though I can’t speak on behalf of my entire industry, we have become a little bit complacent in our efforts to really build a real fun and exciting car that is attractive to those people.”

When pushed if Honda has any specific plans to cure this complacency and take the market back, Ito commented that the company should aim to provide cars that are affordable and have a low cost of ownership, with increased fuel efficiency and attractive styling.

Having been an integral part of the original NSX’s development, Ito also commented on whether he hopes to reintroduce sports cars to Honda’s lineup. The new NSX will be a flagship, but what about more affordable fun cars?

“To be honest with you I’m willing to do it. First of all the main thing is we are successful in developing the direct injection engine and that is done on the Accord. We are working hard so that we can apply this direct injection technology to other engines soon so we are able to improve performance as well as efficiency, and this is the first step.”

Some of us at Motor Trend have been anxious for an upgrade to Honda’s usable but sometimes outdated center-stack infotainment systems. Who better to ask when we can expect an upgrade:

“Starting with the RLX, we will be putting in the most innovative information center onboard. We’ve also started putting something into Accord as well. Either way this is something we are accelerating our efforts in. In Japan we live off of a very advanced initiative, so what we are trying to do is give each and every car a communication function and then based on that information we have a system where from the head office we can offer comprehensive user services. Right now efforts are underway to provide a similar service in the U.S.”

Source;
http://wot.motortrend.com/talking-with-hondas-ceo-about-f1-sports-cars-stability-assist-vs-stability-control-307681.html#axzz2GJcSvK5B