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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

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