Civic hybrid tests Honda's new strategy

Despite being the first to sell an electric-gasoline car in the United States and making hybrid technology a centerpiece of its fuel economy push, Honda Motor Co. has yet to have a hybrid hit.

But the redesigned Civic Hybrid, launched April 20, is the first test of whether Honda's new strategy of tapping lithium ion batteries and, later, two-motor systems can break the streak.

Past Honda hybrids have fallen short on fuel economy, as the Insight did against the Toyota Prius, or on power, as the short-lived Honda Accord hybrid fared against nonhybrid rivals.

Honda's new hybrid plan aims to fix both problems.

The first improvement is using lithium ion batteries, made by Blue Energy Co., a joint venture between Honda and GS Yuasa Corp. The goal is to save weight and space, while increasing fuel economy. But the new batteries are costly.

The new Civic's lithium battery weighs 48.5 pounds, compared with 69 pounds for its predecessor's nickel-metal hydride battery. That helps the new Civic Hybrid get 44 mpg in both city and highway driving , edging the previous generation's EPA rating of 40 city/43 highway.

The updated hybrid also gets a lighter, more powerful electric motor, with output increased to 17 kilowatts, from 15 kilowatts. It also offers more cabin space.

Its sticker starts at $24,800, including shipping, just $100 more than the earlier version's base price. But the Civic's sticker tops the Prius' base price of $22,880, including shipping.

So far sales have been sluggish. That is due in part to limited availability of the Japan-made hybrid because of earthquake-induced supply chain disruptions. Through May, Honda sold only 389 new Civic Hybrids in the United States, less than 1 percent of all Civics sold in that period. In 2010, hybrids accounted for 3 percent of the 260,218 Civics sold.

But slashing costs eventually will be key to driving sales higher.

"Toyota has already reduced the cost of its hybrid system over several years," says Toru Hatano, a powertrain analyst at IHS Global Insight in Tokyo. "But Honda is launching a whole new system, so we can expect their costs to be higher in the near term."

Honda also will install lithium ion batteries in a new two-motor hybrid system debuting next year in the United States for mid-sized plug-in hybrids.

Honda hasn't said what car gets it first. But engineers are testing the system in an Accord. A suitcase-sized lithium ion battery pack sits behind the back seat, eating trunk space.

An engineer involved with the project said testing is expected to continue through year end, and the company must decide if the 15-mile range in electric-only mode is sufficient. If user feedback suggests more range is needed, Honda will have to make the battery bigger or cut the car's weight, he said.

"We think a 15 mile range satisfies about 70 percent of the users," he said.

Already, Honda has tweaked the plug-in version of the Accord with an aluminum hood and other weight shavings. But the plug-in still weighs 330 pounds more than its gasoline counterpart.

Honda is rolling out the new hybrid system to counter criticism that its current technology is too weak to provide extended electric-only travel. The Integrated Motor Assist system used in the Insight, Civic and CR-Z hybrids uses the electric motor mostly to assist the gasoline engine.

The new system uses one traction motor to move the car and one generator motor to recharge the battery. The former, a 120-kilowatt motor, is combined with a 2.0-liter, four cylinder engine and continuously variable transmission.

The car has a top speed of 62 mph in electric-only mode, but a big question will be how far it can travel at that speed. The Accord plug-in hybrid can recharge in four hours from a 100-volt source or in 1.5 hours from a 200-volt source, the engineer said.

Honda President Takanobu Ito said last fall that the new hybrid system for larger vehicles will give electric-gasoline drivetrains a bigger slice of Honda's global sales -- pushing hybrids to around 10 percent of global sales by 2015, from less than 5 percent in 2009.

The electrified powertrains also will feature prominently in the Acura lineup, Ito said, reinforcing what he calls the "smart premium" image to which the brand aspires.
Source;
http://www.autoweek.com/article/20110606/CARNEWS/110609917#ixzz1Ob4yjDH4

Honda Motor Co., Ltd. Announces New President & CEO

Takeo Fukui, the current President & CEO (left) and Takanobu Ito (right) soon to be the seventh President & Chief Executive Officer of Honda Motor effective in late June 2009.

I must say as to this news, the new guys name isn't as fun to try and pronounce as the old one....

TOKYO, Japan, February 23, 2009–Honda Motor Co., Ltd. (Honda Motor) announced that Takanobu Ito, currently the company's Senior Managing Director, will become the seventh President & Chief Executive Officer of Honda Motor effective in late June 2009. Takeo Fukui, the current President & CEO, will remain on the board and assume the post of Director and Advisor to Honda Motor. This management succession will occur following the final decision of the Honda Motor Board of Directors after the company's annual shareholders' meeting, scheduled for late June 2009.

Ito joined Honda in 1978, and began his career in its automobile research and development operations, principally as an engineer in the area of chassis design. Ito was in charge of developing the all-aluminum uni-body frame structure for the mid-engine NSX sports car that went on sale in 1990, a world's first for a production vehicle of any volume. Ito also took on responsibilities as the person-in-charge of developing a series of compact sedans for the Japanese market in the early 1990's.

From April 1998 to March 2000, Ito was stationed in the U.S. as Executive Vice President of Honda R&D Americas, Inc., where he became actively involved in the development of the Acura brand's first sport-utility vehicle, the MDX (which went on sale in the U.S. in October 2000).

In June 2000, Ito was appointed to the Board of Directors of Honda Motor, simultaneously gaining promotion to Managing Director of Honda R&D Co., Ltd. (Honda R&D). He subsequently became President and Director of Honda R&D in June 2003. Ito also took on a role in the area of manufacturing as General Manager of Honda's Suzuka Factory in April 2005.

In April 2007, Ito became Honda Motor's Chief Operating Officer of Automobile Operations and a Senior Managing Director from June of the same year.

From April 2009, he will again assume the top position of President and Director of Honda R&D, a position he will continue to hold concurrently after the successful appointment as President & CEO of Honda Motor expected in late June 2009.

Takeo Fukui has served as Honda Motor's President & CEO since assuming the position in June 2003. During the six years of Fukui's leadership, Honda was able to actively evolve its global manufacturing structure, notably the establishment of a U.S. automobile plant in Indiana and the decision to set up two manufacturing facilities - the Yorii and Ogawa plants - in Saitama, Japan.

Furthermore, Fukui enabled the company to make forays into new business areas, including the establishment of both the jet engine and aircraft businesses, and making a full-scale entry into the solar cell business with Honda's original next-generation solar cell. Also under Fukui's leadership, the company continued to demonstrate its leadership in reducing CO2 emissions through both technology and product innovations. Honda's firm commitment to reduce CO2 output on a global scale was underlined in 2006, when it announced company-wide reduction targets for CO2 emitted from its product lineups as well as from its production lines. The realization of the all-new Insight as an affordable product was an outcome of Fukui's strong guidance, based on the belief that hybrid vehicles must become accessible to more people if the technology is to contribute to reductions in CO2 output.

Fukui joined Honda as an engineer in 1969, and became a member of the project team that developed the Honda CVCC (Compound Vortex Controlled Combustion) engine. Fukui also has extensive experience in the company's motorcycle development and racing operations. In 1988, he became a member of the Honda Motor Board of Directors, subsequently assuming responsibilities as General Manager of the Suzuka Factory, President of Honda of America Mfg., Inc., President and Director of Honda R&D, and most recently, President & CEO of Honda Motor, a title he has held since June 2003.

Source;

http://world.honda.com/news/2009/c090223New-President-CEO/