Q+A with Honda CEO Takanobu Ito
12-09-09, 09:35 AM
#1
Guest
Posts: n/a
Q+A with Honda CEO Takanobu Ito
Well another interview with more excuses and placing blame everywhere but upon themselves.
http://www.autocar.co.uk/News/NewsAr...llCars/245649/
Honda's new CEO Takanobu Ito talks to Autocar about the problems with recycled carbonfibre and why he can't sell fuel cell cars.
Do you plan to give us more cars in the future with more platform sharing?
To be honest, we don’t sell a huge variety of cars in Europe. To sell a large variety would undermine our investment efficiency and impact our business. We want to respond to our customers’ needs, so for future cars we will try to offer more varied cars on the same platform and we are revisiting our development in that respect. We will try to reduce the number of platforms, but this will take time.
In Europe Toyota is seen as the green car company, despite Honda’s long history with hybrids. How do you address this?
Our European sales people are largely to blame. We tried to enhance our position with the Civic hybrid but failed. But the CR-Z and Insight will help us enhance awareness that Honda is a green car maker. We also want to introduce the FCX to Europe and have started testing here.
Talking of green technology, what happened to the clean diesels you were working on?
It was too challenging to produce a commercialised clean diesel. We got it to work at a research and development level, but we couldn’t make it work commercially. But we haven’t abandoned clean diesel research, and we’re still working on the technology.
Honda doesn’t believe electric vehicles have much of a future, yet you are working on battery-electric cars. Why?
The performance of batteries is evolving and there are possibilities. But the energy that can be stored is less than an internal combustion engine can produce, and with current battery technology electric vehicles are city commuters. But they could be used as a second car, with an internal combustion-engined car as the first vehicle. We are in the midst of considering what can be done with an electric commuter car.
Honda has, from an early stage, worked on fuel cell vehicles. Battery EVs are heavy, not fun to drive and aren’t reliable, and when it comes to cars lighter is better. FCVs are going in that direction.
So when do you think you’ll be selling fuel cell cars?
We don’t have any plans to sell them as there isn’t a hydrogen infrastructure to support them, and they would be very expensive. Infrastructure is key to the adoption of fuel cell vehicles.
And the cost?
We can do cost reduction and mass production of the technology. It’s simple to produce fuel cells; it’s the chemicals they use that cost money, along with the precious metals. But we can cut the cost of those, too.
What’s happened to the small sub-Jazz car that was mentioned last year?
The recession has caused our business to go through difficult times, and we had to revise our business plan, which has slowed development. Our priority now is to increase sales of the Jazz in Europe. But we haven’t given up on the small car. We’d like to try it in Asia first.
Would you consider a joint venture with another car maker?
I don’t imagine Honda seeking a partner. But if another car maker approached Honda, what would happen? Well, the final products coming out of the factory would have to be Honda products. I wouldn’t rule out the possibility of a partnership, but I can’t see a need for it now.
Volkswagen is working on recycled carbonfibre for cars. Is that something you’re interested in?
The problem with carbonfibre is that you have to bake it at high temperature and at high pressure, which is not suitable for mass production. It’s difficult to recycle, too; recycled carbonfibre can’t be reused in automobiles. That’s why I don’t think it will be used in mass-produced cars.
http://www.autocar.co.uk/News/NewsAr...llCars/245649/
Honda's new CEO Takanobu Ito talks to Autocar about the problems with recycled carbonfibre and why he can't sell fuel cell cars.
Do you plan to give us more cars in the future with more platform sharing?
To be honest, we don’t sell a huge variety of cars in Europe. To sell a large variety would undermine our investment efficiency and impact our business. We want to respond to our customers’ needs, so for future cars we will try to offer more varied cars on the same platform and we are revisiting our development in that respect. We will try to reduce the number of platforms, but this will take time.
In Europe Toyota is seen as the green car company, despite Honda’s long history with hybrids. How do you address this?
Our European sales people are largely to blame. We tried to enhance our position with the Civic hybrid but failed. But the CR-Z and Insight will help us enhance awareness that Honda is a green car maker. We also want to introduce the FCX to Europe and have started testing here.
Talking of green technology, what happened to the clean diesels you were working on?
It was too challenging to produce a commercialised clean diesel. We got it to work at a research and development level, but we couldn’t make it work commercially. But we haven’t abandoned clean diesel research, and we’re still working on the technology.
Honda doesn’t believe electric vehicles have much of a future, yet you are working on battery-electric cars. Why?
The performance of batteries is evolving and there are possibilities. But the energy that can be stored is less than an internal combustion engine can produce, and with current battery technology electric vehicles are city commuters. But they could be used as a second car, with an internal combustion-engined car as the first vehicle. We are in the midst of considering what can be done with an electric commuter car.
Honda has, from an early stage, worked on fuel cell vehicles. Battery EVs are heavy, not fun to drive and aren’t reliable, and when it comes to cars lighter is better. FCVs are going in that direction.
So when do you think you’ll be selling fuel cell cars?
We don’t have any plans to sell them as there isn’t a hydrogen infrastructure to support them, and they would be very expensive. Infrastructure is key to the adoption of fuel cell vehicles.
And the cost?
We can do cost reduction and mass production of the technology. It’s simple to produce fuel cells; it’s the chemicals they use that cost money, along with the precious metals. But we can cut the cost of those, too.
What’s happened to the small sub-Jazz car that was mentioned last year?
The recession has caused our business to go through difficult times, and we had to revise our business plan, which has slowed development. Our priority now is to increase sales of the Jazz in Europe. But we haven’t given up on the small car. We’d like to try it in Asia first.
Would you consider a joint venture with another car maker?
I don’t imagine Honda seeking a partner. But if another car maker approached Honda, what would happen? Well, the final products coming out of the factory would have to be Honda products. I wouldn’t rule out the possibility of a partnership, but I can’t see a need for it now.
Volkswagen is working on recycled carbonfibre for cars. Is that something you’re interested in?
The problem with carbonfibre is that you have to bake it at high temperature and at high pressure, which is not suitable for mass production. It’s difficult to recycle, too; recycled carbonfibre can’t be reused in automobiles. That’s why I don’t think it will be used in mass-produced cars.
Last edited by LexFather; 12-10-09 at 11:49 AM.
12-09-09, 12:24 PM
#3
Lexus Test Driver
Let’s see, he is saying Honda is not going to introduce a lot of new models, and they don’t plan to invest a diesel, no plans for a production fuel cell car that they spend millions on, it sounds like they are in deeper financial trouble than most of us know.
12-09-09, 12:59 PM
#4
Honda does have plans for fuel cell cars. They do plan to produce the FCX clarity, but not within 5 years. No one can blame Honda for not selling fuel cell vehicles when no one else is either. There are only so many fueling stations in America, let alone Southern California. The vehicle is there, but the infrastructure isn't. At least he admits the Civic Hybrid was a failure (in EUR)
12-09-09, 01:05 PM
#5
Lexus Test Driver
12-09-09, 03:23 PM
#6
It's not even about chance. If Honda sells some right now, it's a guaranteed HUGE loss. A hybrid doesn't require anything extra. Just gas it up and go. The batteries can be charged with regenerative brakes and such. The primary fuel for a fuel cell is hydrogen and we don't have that many stations. In fact, California only has 23 hydrogen fueling stations, and by 2015, it's estimated to have only 15 more. That's far from the amount of gasoline stations we have. How is Honda suppose to sell FCX if the owner can't refill? Until the infrastructure keeps up, we're not going to see the FCX at the dealer.
12-10-09, 06:44 AM
#7
Lexus Test Driver
It's not even about chance. If Honda sells some right now, it's a guaranteed HUGE loss. A hybrid doesn't require anything extra. Just gas it up and go. The batteries can be charged with regenerative brakes and such. The primary fuel for a fuel cell is hydrogen and we don't have that many stations. In fact, California only has 23 hydrogen fueling stations, and by 2015, it's estimated to have only 15 more. That's far from the amount of gasoline stations we have. How is Honda suppose to sell FCX if the owner can't refill? Until the infrastructure keeps up, we're not going to see the FCX at the dealer.
Trending Topics
12-10-09, 08:57 AM
#8
No not really. They ARE going to be putting out the FCX, just not within the near future. No one said they are going to scrap the project. There is also a reason why the fuel cell Toyota Highlander hasn't made its way towards production either. If you're going to sell a whole lot right now, the majority of them will not be able to refill their cars. That's just common sense.
The 15 extra hydrogen fueling station are being built by privatized companies. If they can only muster out ~3 stations a year (in CA), then you're not going to get that many cars on the road. Building a hydrogen isn't as fast and easy as a gasoline station. What you're asking is for Honda to sell the cars NOW, but how do you tackle the fueling issue? Stations aren't built overnight.
It just doesn't make sense to sell it right now. It's a different story if they decide to drop it all together, but that's clearly not the case. I know this forum isn't too fond of Honda (no matter what they do, there is always a rant), but brand aside, they're not releasing the car for the same reasons as Toyota/GM.
The 15 extra hydrogen fueling station are being built by privatized companies. If they can only muster out ~3 stations a year (in CA), then you're not going to get that many cars on the road. Building a hydrogen isn't as fast and easy as a gasoline station. What you're asking is for Honda to sell the cars NOW, but how do you tackle the fueling issue? Stations aren't built overnight.
It just doesn't make sense to sell it right now. It's a different story if they decide to drop it all together, but that's clearly not the case. I know this forum isn't too fond of Honda (no matter what they do, there is always a rant), but brand aside, they're not releasing the car for the same reasons as Toyota/GM.
.
12-10-09, 10:07 AM
#10
Lexus Test Driver
No not really. They ARE going to be putting out the FCX, just not within the near future. No one said they are going to scrap the project. There is also a reason why the fuel cell Toyota Highlander hasn't made its way towards production either. If you're going to sell a whole lot right now, the majority of them will not be able to refill their cars. That's just common sense.
The 15 extra hydrogen fueling station are being built by privatized companies. If they can only muster out ~3 stations a year (in CA), then you're not going to get that many cars on the road. Building a hydrogen isn't as fast and easy as a gasoline station. What you're asking is for Honda to sell the cars NOW, but how do you tackle the fueling issue? Stations aren't built overnight.
It just doesn't make sense to sell it right now. It's a different story if they decide to drop it all together, but that's clearly not the case. I know this forum isn't too fond of Honda (no matter what they do, there is always a rant), but brand aside, they're not releasing the car for the same reasons as Toyota/GM.
The 15 extra hydrogen fueling station are being built by privatized companies. If they can only muster out ~3 stations a year (in CA), then you're not going to get that many cars on the road. Building a hydrogen isn't as fast and easy as a gasoline station. What you're asking is for Honda to sell the cars NOW, but how do you tackle the fueling issue? Stations aren't built overnight.
It just doesn't make sense to sell it right now. It's a different story if they decide to drop it all together, but that's clearly not the case. I know this forum isn't too fond of Honda (no matter what they do, there is always a rant), but brand aside, they're not releasing the car for the same reasons as Toyota/GM.
The FCX project kind of remind me of the GM's EV1 project in 1996. It was the 1st mass produce electric car and it was introduce in California as well. Tree huggers love the EV1, there was a big protest when GM stop the program. Owners would not return their leased EV1 because they like it so much.
Last edited by The G Man; 12-10-09 at 10:10 AM.
12-10-09, 10:17 AM
#11
They are installed in concentrated areas 
Currently you can only lease the FCX if you're within Torrance, CA (headquarter) or any other area with sufficient refueling stations. I just don't expect them to be mass producing within the next 5 years. Although it's equivalently rated for 70mpg, it's range is only 200-250 miles per tank. What good is a 150mpg car if the driving range is only 75 miles 
Currently you can only lease the FCX if you're within Torrance, CA (headquarter) or any other area with sufficient refueling stations. I just don't expect them to be mass producing within the next 5 years. Although it's equivalently rated for 70mpg, it's range is only 200-250 miles per tank. What good is a 150mpg car if the driving range is only 75 miles
12-10-09, 11:38 AM
#12
Lexus Test Driver
They are installed in concentrated areas Currently you can only lease the FCX if you're within Torrance, CA (headquarter) or any other area with sufficient refueling stations. I just don't expect them to be mass producing within the next 5 years. Although it's equivalently rated for 70mpg, it's range is only 200-250 miles per tank. What good is a 150mpg car if the driving range is only 75 miles
Currently you can only lease the FCX if you're within Torrance, CA (headquarter) or any other area with sufficient refueling stations. I just don't expect them to be mass producing within the next 5 years. Although it's equivalently rated for 70mpg, it's range is only 200-250 miles per tank. What good is a 150mpg car if the driving range is only 75 miles
12-10-09, 01:17 PM
#13
pretty bad interview i agree, he does not know how to talk to the media. Honda is actually doing fine when it comes to making money.
