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車型分類 |
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AUTONET記者：蔡致堅(06/14/2010星期一)
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本田宗一郎從創業開始就一直關注海外發展動向，他立志要把公司辦成一個世界性的HONDA，所以準備創辦HONDA的海外分公司。 1959年首次參加曼島TT大賽前，於美國洛杉磯成立「America HONDA」。 當時，美國是個機車技術水準發達的國家，雖然產能與銷售量不大，但HARLEY DAVSISON技術水準非常高，名聞全世界。
但本田宗一郎卻認爲只有改變美國民衆對機車的傳統觀念，把機車從狂熱者手中解脫出來，成爲連婦女也能駕駛的普通交通、娛樂工具，才能打開自己的銷路，因此HONDA決定以耐用的商用車Super Cub當作先鋒，企圖吸引美國消費者注意。
因此藤澤武夫運用天生的行銷手腕，建議本田宗一郎一定要擺脫過去的銷售模式，將Super Cub設定為休閒工具，因此在美國銷售時授權給當地沒有機車經驗的體育用品店，緊接著本田宗一郎又採取大規模宣傳攻勢，進一步改變美國民衆對機車的認識。他選擇最符合自己思路的媒體—Life，在上面刊登大幅廣告，HONDA的企業形象隨著密集宣傳逐漸深入到美國社會，得以讓Super Cub的銷售獲得驚人。原本年產能達100萬輛的鈴鹿廠，在未進入美國時Super Cub的年產量為3萬輛，但在美國展開銷售後產能暴增到7萬輛，這樣的成績說明Super Cub是相當成功的產品。
Super Cub在美國消費者心目中可是兼顧又耐用，性能也不錯，但對本田宗一郎來說似乎有些不足，雖然在二輪機車的成就令人稱羨，卻讓他感到空虛，畢竟靠引擎行駛的不單只有機車，還有四輪的汽車啊！
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HONDA 美日/本田車廠
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