2011 Digital Fact Book - Honda
2011 Digital Fact Book - Honda
2011 Digital Fact Book - Honda
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South America Regional Operations<br />
Sales/Products<br />
• <strong>Honda</strong> motorcycle sales in South America increased 18 percent from the<br />
previous year to 1.618 million units in 2010. <strong>Honda</strong> now holds a share of<br />
78 percent in Brazil, the largest market in South America. <strong>Honda</strong> automobile<br />
sales in South America rose to a record 155,000 units in 2010, increasing<br />
5 percent from the previous year.<br />
• In late 2006, <strong>Honda</strong> began sales in Brazil of flex-fuel Civic and Fit models, able<br />
to operate on a wide range of ethanol-gasoline mixtures, up to 100 percent<br />
ethanol. The new Brazilian-made City, introduced in 2009, operates using<br />
this same system. In March 2009, the first flex-fuel motorcycle, CG150 Titan<br />
Mix, was introduced in Brazil. The sales of flex-fuel motorcycles in Brazil are<br />
expanding, making up 28 percent of <strong>Honda</strong>’s total sales in 2010.<br />
http://hondanews.com/digitalfactbook<br />
R&D<br />
• R&D activities in the region began in 1980 — a few years after the start of<br />
local motorcycle production — to focus not only on supporting local sourcing<br />
of assembly component parts, but also to conduct market research, product<br />
planning, product homologation, testing and styling design.<br />
• <strong>Honda</strong> R&D Brazil was established in 1997 to place greater focus on automobile<br />
market research within the region, to integrate with <strong>Honda</strong>’s Brazilian<br />
automobile plant, and to increase local parts-sourcing efforts.<br />
7.2