CSR History Striving for everyone's safety 40th anniversary of the Driving Safety Promotion Center

Tatsuhiro Oyama Chief , Officer , Driving Safety Promotion Center

The philosophy that inspired the establishment of the Driving Safety Promotion Center—a commitment to ensuring customer safety as a manufacturer and fulfilling its social responsibility as a company—remains unchanged today, 40 years later. In fact, in today's challenging business environment, we consider environmental and safety initiatives to be top priorities so that we can further increase the utility and convenience of our automobiles and motorcycles, offer customers pleasure and fulfillment of their dreams, and allow our products to be used by more people. Honda has offered products with exceptional safety performance and pursued a variety of activities to promote safety in order to implement its basic approach to safety: striving to assure the safety of all people who live in our mobility-oriented society, including not only those who ride and drive Honda motorcycles and automobiles, but also occupants of other vehicles and those not driving at all, for example pedestrians and cyclists.

However, there are still some 900,000 people (2010) injured or killed in traffic accidents every year in Japan, and assuring safety remains a key consideration going forward in light of the increasing proportion of accidents that involve pedestrians and cyclists and role of the car as a means of transportation in an aging society. We believe that measures designed to prevent accidents by spurring advances in the three areas of people, cars, and the road environment are increasingly necessary.

(From the “Statistics 2010 Road Accidents Japan” distributed by the Traffic Control Division of the National Police Agency)

It goes without saying that Honda is working to increase cars' safety performance, but this effort to assure safety for all people includes a range of initiatives based on our belief that safety education and awareness-raising activities that place the focus on people are an important means of preventing accidents.

Based on its recognition of the need for regionally grounded safety education for pedestrians and cyclists as part of those initiatives, Honda has formed Regional Branches in areas in which it has facilities. Through these branches we have taught local traffic instructors and others how to teach using the Ayatorii* series, a safety education program for children, and educational programs that utilize Honda's bicycle simulator. Currently, training for pedestrians and cyclists offered by these instructors has reached some 320,000 people. To further expand this traffic safety community, we are committed to assisting in autonomous initiatives by introducing local residents to the know-how needed to train instructors, educational programs, educational equipment, and other resources.

In addition to working to develop and promote new educational programs through our Traffic Education Centers, we are committed to supporting driving safety promotion through the expertise that Honda has developed over its history in order to prevent traffic accidents in emerging nations, which are exhibiting an upward trend. Going forward, Honda will continue to promote traffic safety worldwide in an effort to realize a better transportation-oriented society.

* A name derived from the program's goal of explaining safety in a way that students can easily understand. Program variants include Ayatorii Hiyoko for toddlers, Ayatorii for third- and fourth-graders, Ayatorii Bicycle School for elementary school students, and Ayatorii Choju for the elderly.

Sidebar: Opening the company's third Motorcycle Traffic Education Center on the 40th anniversary of its entry into the driving safety arena

Artist's conception of how the Motorcycle Traffic Education Center being built in Manaus will look upon its completion. A Service Training Center is also planned for the 402,000-square-meter site.

On March 2, 2011, a cornerstone-laying ceremony was held for the Motorcycle Traffic Education Center, the third of its kind in Brazil, in the city of Manaus, where Moto Honda da Amazonia is headquartered. The event was covered heavily by local media, providing an opportunity for Honda's record of promoting safe driving to receive high praise from the local community. In addition to expanding motorcycle sales, Honda will continue to strive to achieve coexistence between motorcycles and society by enhancing driving safety education through the Center, an approach that President Ito captured when he told attendees of the ceremony, “We are committed to going beyond supplying exceptional products to enhance after-sales care, including driving safety education.”

Driving safety promotion in Brazil

1974:
The first classes begin in major cities around the country.
1978 to 1982:
Honda Riding Center programs are held in the city of Morumbi in the state of So Paulo.
1979:
Dealerships start holding classes to train instructors.
1982 to 1985:
Honda Riding Center programs are held in the city of So Paulo and in the city of Barra in the state of Rio de Janeiro.
1983 to 1985:
Honda Riding Center programs are held in the city of Pompia in the state of So Paulo.
1996 to 1997:
Honda begins training instructors to travel to different regions to teach motorcycle safety.
1998:
A Motorcycle Traffic Education Center opens in the city of Indaiatuba in So Paulo.
2006:
The second Motorcycle Traffic Education Center opens in the city of Recife in the state of Pernambuco.

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