The Japan Times WORLD EYE REPORTS ROME AND THE MEZZOGIORNO
©THE JAPAN TIMES	Tuesday, September 4, 2001

New trails in virgin territory

Honda Europe Motorcycle, a subsidiary of Japan's second largest automotive group, has predicted a sharp rebound in sales next year, confident that its firm commitment to the local market and increased presence will consolidate its position in Europe in the next fiscal year.

The company's European base, established in Rome in 1996, has enjoyed a reputation for technological innovation, close attention to its human resources, success in sports, and an extensive product line. It is a winning pattern evident in Honda Italia Industriale's Atessa plant, according to president Shoichi Kitahara. "We have many advantages over other Japanese manufacturers in this field," he says. "First, we mainly import high-tech components from Japan. This prime technology guarantees us premium results. Our bikes are, therefore, recognized as high-value products."

Honda Europe Motorcycle President Shoichi Kitahara is confident that the company's European production base will fuel increased sales.

"The second element that sets us apart from others is our manufacturing facilities. We have two plants - one in Italy and one in Spain. This means our products are free from price fluctuations, which stabilizes profit margins. It also helps us localize our range. Together with our new R&D facility in Italy, we are set to target the European market with excellent engineering and design," he adds.

Honda Italia began to produce motorcycles in 1976 with the CB125 model. In 1985, it started exporting the motorbikes first to European markets and subsequently, with the model NS125, even to Japan. A committed effort by its associates to attain excellence in quality earned the company the ISO9002 certification in 1994.

Current and future production of new and innovative models includes the Essex 125 and 150 scooters, which were fitted with 16-inch wheels to suit the local market perfectly. "We expect the scooter to be one of our major sellers for this season. Price-wise and performance-wise it is highly appreciated by the public," says Kitahara.

Honda also plans to launch its first 16cc scooters, which will be among the earliest of their kind to reach Europe from Japan. Dubbed "Silverways," they will provide the company with a new product line and are inteneded to help Honda break their previous annual sales record.

With a career history that spans the globe, Kitahara has gained experience in many different markets. For the Honda Europe Motorcycle chief, Italy represents a different kind of challenge - that of blazing new trails and firming up the company's hold in the European market.

"When I first came here, it was virgin territory. With our commitment to exceed customer expectations and project Honda towards a successful future, we can be proud of our efforts. Because the market is not yet saturated, we still have a path to take. It is this challenge that motivates us, as well as the dynamism of the Europeans," he comments.

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