21
-11%
17,280 $m
Honda
For Honda, 2011 was a year to forget. A strong yen and severe disruptions to its supply chain hampered supplies, sales, and profits. Segments that Honda has dominated continue to intensify with a growing field of competitors, while the sluggish performance in Europe and highly critical reviews of the Civic took a toll on the brand. Honda took the feedback seriously and is retooling the Civic. Although Honda lost market share, most of it can be attributed to the production shortfalls resulting from the 2011 earthquake in Japan, and the Thai floods. Nevertheless, the brand’s strong track record of creating well-built cars and delivering good value will not suffice on word-of-mouth alone. The good news is that the brand seems to be turning the corner. Honda is cranking up production and a number of anticipated launches should help get the business back on the right track — shaking up the more conservative label some consumers have attached to the brand.