CG125 / 1975

Clearing the Way for Entry into Brazil's Motorcycle Market

CG125 / 1975

The Shocking State of Motorcycles in Developing Countries

Exports of motorcycles to developing countries increased dramatically during the 1970s, consistent with the growth of Southeast Asia's economies. Consumers in that region wanted practical motorcycles that could handle multiple passengers and overloading.

In order to meet the growing needs of this region, Honda exported the CS90 model with four-cycle OHC in January 1968, and then the CB100 in September 1969. In contrast, the company's competitors were exporting two-stroke, 100-cc models. Due to a lack of proper maintenance - a condition unique to that part of the world - Honda was losing ground to other manufacturers. In response, Honda developed a model featuring its new OHV engine, exporting it as the S110 in March 1973. The real problem, however, was not so easily solved.

In May 1974, in order to conduct thorough research in actual markets under real-world conditions, Takeshi Inagaki, who was in charge of creating motorcycles for developing countries, and Einosuke Miyachi, the man in charge of design, left Japan from Haneda International Airport. They spent a month watching motorcycle users in major cities throughout Thailand, Malaysia, Indonesia, the Philippines, Iran, and Pakistan. What they saw, though, was beyond anything they could have imagined.

"It was normal to see a child on the tank and the wife at the back, with two to four people riding together," Inagaki recalled. "And some people loaded vegetables, chickens, and pigs onto their motorcycles. I even saw motorcycles towing loaded carts."

The dealer situation, too, was completely different from that found in Japan. At the time, the dealer's primary responsibility was to disassemble and repair motorcycles that were not in working condition. Customers typically brought their motorcycles in only when they had stopped running. Therefore, the concept of routine maintenance was completely foreign to the dealers and customers.

"They continued to use oil even after it had turned into goo," Inagaki said, "and the paper filter elements in the air cleaners would become solid as a dirt wall from all the dust. The drive chains would be stretched out to their maximum adjustable lengths, and were worn and torn from hitting the chain case. The examples of such abuse went on and on. One after another, we saw spectacles we'd never even imagined possible from our home base in Japan."

It was thus apparent that due to their complex structure the four-cycle, OHC motorcycles could not perform to their true potential in developing countries, where people subjected their bikes in the harshest conditions and the dealers were unable to provide sufficient service.

The Challenging Spirit of Honda

A System that Fosters Expertise
  1. A System that Fosters ExpertiseA System that Fosters Expertise
  2. The R&D Center Goes Independent / 1960The R&D Center Goes Independent / 1960
  3. Employing the "My Record" Project and Expert Certification  / 1960Employing the "My Record" Project and Expert Certification / 1960
A Dream Come True: Car Builder for the World
  1. A Dream Come True: Car Builder for the WorldA Dream Come True: Car Builder for the World
  2. Launching the S360 and T360 / 1962Launching the S360 and T360 / 1962
  3. Entering the Auto Market at Last / 1966Entering the Auto Market at Last / 1966
  4. Introducing N360 / 1967Introducing N360 / 1967
  5. Launching the Honda 1300 / 1968Launching the Honda 1300 / 1968
  6. Introducing the CVCC / 1972Introducing the CVCC / 1972
  7. Announcing the Civic / 1972Announcing the Civic / 1972
  8. Introducing the Accord / 1976Introducing the Accord / 1976
Marketing Globally, Producing Lacally
  1. Marketing Globally, Producing LocallyMarketing Globally, Producing Locally
  2. Establishing American Honda Motor Co. / 1959Establishing American Honda Motor Co. / 1959
  3. Establishing Belgium Honda / 1963Establishing Belgium Honda / 1963
  4. Establishing Honda of America Manufacturing / 1980Establishing Honda of America Manufacturing / 1980
A Refreshing New Development
  1. A Refreshing New DevelopmentA Refreshing New Development
Products Emerging From Technology and Innovation
  1. Products Emerging From Technology and InnovationProducts Emerging From Technology and Innovation
  2. The Oval Piston Engine / 1979The Oval Piston Engine / 1979
  3. The Hondamatic Transmission / 1968The Hondamatic Transmission / 1968
  4. The Car Navigation System / 1981The Car Navigation System / 1981
  5. The Airbag System / 1987The Airbag System / 1987
  6. Four-Wheel Steering System (4WS) / 1987Four-Wheel Steering System (4WS) / 1987
  7. The VTEC Engine / 1989The VTEC Engine / 1989
  8. The ME Engine (G100 / 150 / 200 / 300 / 400 Series) / 1977The ME Engine (G100 / 150 / 200 / 300 / 400 Series) / 1977
  9. The ZE Engine (GX110 / 140 / 240 / 270 / 340 Series) / 1983The ZE Engine (GX110 / 140 / 240 / 270 / 340 Series) / 1983
  10. The Dream CB750 FOUR / 1969The Dream CB750 FOUR / 1969
  11. CG125 / 1975CG125 / 1975
  12. Road Pal / 1976Road Pal / 1976
  13. City / 1981City / 1981
  14. The NSX / 1990The NSX / 1990
  15. Odyssey / 1994Odyssey / 1994
  16. Honda EV Plus: The Dream of an Electric Vehicle / 1988Honda EV Plus: The Dream of an Electric Vehicle / 1988
  17. The E300 Portable Generator / 1965The E300 Portable Generator / 1965
  18. The HR21 Lawn Mower / 1978The HR21 Lawn Mower / 1978
  19. The F200 "Komame" Mini-Tiller / 1980The F200 "Komame" Mini-Tiller / 1980
Production Technology: The Essence of Creative Manufacturing
  1. Production Technology: The Essence of Creative ManufaturingProduction Technology: The Essence of Creative Manufaturing
  2. Establishment of Honda Engineering / 1974Establishment of Honda Engineering / 1974
  3. The World's Smallest Welding Line / 1982The World's Smallest Welding Line / 1982
  4. Transfer Lines for Modular Components / 1981Transfer Lines for Modular Components / 1981
  5. An Automated Line for Painting and Coating / 1988An Automated Line for Painting and Coating / 1988
A Neverending Passion for Racing
  1. A Neverending Passion for RacingA Neverending Passion for Racing
  2. Completion of Suzuka Circuit / 1962Completion of Suzuka Circuit / 1962
  3. Returning to the World Motorcycle Grand Prix / 1979Returning to the World Motorcycle Grand Prix / 1979
  4. Formula One Entry: The Initial Phase / 1964Formula One Entry: The Initial Phase / 1964
  5. Formula One Entry: The Second Phase / 1983Formula One Entry: The Second Phase / 1983
  6. Entry to Champ Car Racing / 1994Entry to Champ Car Racing / 1994
  7. The Birth of Twin Ring Motegi / 1997The Birth of Twin Ring Motegi / 1997
Creativity - The Way to Work Harder, Play Harder
  1. Creativity – The Way to Work Harder, Play Harder Creativity – The Way to Work Harder, Play Harder
  2. Holding All Honda Idea Contests / 1970Holding All Honda Idea Contests / 1970
People and Society Coexisting in Harmony with Nature
  1. People and Society Coexisting in Harmony with NaturePeople and Society Coexisting in Harmony with Nature
  2. Establishment of Honda Taiyo, Kibo-no-Sato Honda and Honda R&D Taiyo / 1992Establishment of Honda Taiyo, Kibo-no-Sato Honda and Honda R&D Taiyo / 1992
  3. Creating Hometown Forests / 1977Creating Hometown Forests / 1977
  4. Hosting "Orei-no-kai" / 1991Hosting "Orei-no-kai" / 1991

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