24 Jun 2009
Ahora en junio la marca japonesa Honda ha cumplido cincuenta años de presencia en el mercado norteamericano.
¿Y con qué triunfó Honda en Estados Unidos? Con su preciosa Super Cab de 50cc:
Honda entered the US market in 1959 with the step through Honda 50 motorcycle and helped spur the dramatic growth of the US motorcycle market, as it became the best-selling brand in America. Some 50 years after Honda got its start in the United States selling motorcycles off the back of a pickup truck, the Japanese automaker is one of the most popular and top-rated car companies in the country. The company's memorable advertising campaign, "You meet the nicest people on a Honda," changed American's perception of two-wheel transportation. AFP PHOTO
La coqueta tienda que abrieron en 1959 en Los Ángeles:
In this 1959 photo released by American Honda Motor Co. Inc., American Honda Motor Co. Inc. is incorporated in Los Angeles as the first overseas subsidiary of Honda Motor Co. The company, which sold only motorcycles at the time, begins signing up U.S. motorcycle dealers. The company sold just over 1,700 units in its first year. (AP Photo/American Honda Motor Co. Inc.)
En diciembre de 1962 ya estaban vendiendo más de 40.000 motos al año y tenían 750 concesionarios. Para el año siguiente fijaron un objetivo de ventas de 200.000, multiplicando por 5 las ventas y la macrocampaña publicitaria diseñada por Grey Advertising propuso el eslogan "You meet the nicest people on a Honda" ("Sobre una Honda te encuentras a la gente más maja"). Y aparecían amas de casa, un padre con su hijo, parejas de novios y otros respetables personajes montando en la Honda 50 para sus desplazamientos diarios, con "Little Honda", una saltarina canción de los surferos The Hondells:
La moto se convirtió en un popular regalo de cumpleaños o de Navidad.
Pero Grey Advertising, que no confiaba tanto en el eslogan, metió a Honda en la ceremonia de los premios de la Academia como marca patrocinadora en la entrega de los Óscar, a cambio de una pasta equivalente a la venta de 1.200 Hondas 50.
Poco tiempo después, otras marcas rogaban a Honda que les permitiera utilizar sus motos en las propias campañas publicitarias. Hasta ese punto se había convertido en objeto de culto e icono popular. Se veía la Honda 50 como un vehículo sin problemas para el uso diario, fuera de connotaciones demoníacas y asociales (Nada de Brandos ni similares).
Algo más tarde, en 1979, empezaron a fabricar motos en Marysville (Ohio):
In this 1979 file photo provided by, then, Honda of America Mfg. Inc., the first motorcycle produced by Honda of America rolls off the company's assembly line in Marysville, Ohio. Thursday, June 11, 2009, marks 50 years of Honda Motor Co. Inc., presence in the U.S. (AP Photo/Honda of America Mfg. Inc., File)
Desde entonces, la primera planta de Honda fuera de Japón, hasta ahora, con diez en funcionamiento y dos más en construcción, el negocio ha crecido. Felicidades. No creo que les resultara fácil aterrizar a unos japoneses en una América que apenas cinco años antes salía de la Guerra de Corea. Lección para publicistas.
Si alguien se puede pasar por Tokyo estos días, hasta el 5 de julio tiene una exposición en la Mori Arts Center Gallery en conmemoración del cincuentenario del lanzamiento de la Sport Cub 50. Coloristas diseños, motos convertidas en Snoopy... Sigue siendo bonita...
You meet the nicest people on a Honda
Super Cubs originally designed by artists and entertainers are displayed during a press preview of "the Love Cub 50 Project Exhibition" to commemorate the 50th anniversary of the launch of the motorcycle by Japanese auto maker Honda Motor in 2008 at Mori Arts Center Gallery in Tokyo on June 25, 2009, a day before the exhibition opens and which will last until July 5. Some 60 one-of-a-kind Cubs will be sold after some exhibitions to raise funds for UNICEF. AFP PHOTO/Toru YAMANAKA
A staff member poses on a Super Cub which looks like Snoopy during a press preview of "the Love Cub 50 Project Exhibition" to commemorate the 50th anniversary of the motorcycle of Japan's auto maker Honda Motor in 2008 at Mori Arts Center Gallery in Tokyo on June 25, 2009, a day before the exhibition opens and which will last until July 5. Some 60 one-of-a-kind Cubs will be sold after some exhibitions to raise funds for UNICEF. AFP PHOTO/Toru YAMANAKA
30 Dic 2008
Harley-Davidson Motor Company ha donado tres motos a la policía de Pekín (Beijing). Al parecer se utilizarán para patrullar en la zona de la plaza de Tiananmen, célebre por su tirón turístico y por las protestas de los estudiantes en 1989. Quedan curiosas ante el retrato de Mao.
Two Beijing traffic police officers ride motorcycles donated by Harley-Davidson Motor Company near the Tiananmen Tower in Beijing, China, Monday, Dec. 8, 2008. Chinese media reported Tuesday that Harley-Davidson Motor Company donated three Harley police bikes to Beijing´s Dongcheng District traffic police branch for traffic police patrols near the Tiananmen Square. (AP Photo/Color China Photo)
Así lo anunciaba Shanghai Daily:
CAPITAL police rode on three United States-made Harley motorcycles to patrol streets around Tian'anmen Square in Beijing yesterday, according to Xinhua news agency.
US motorcycle manufacturer Harley-Davidson donated the three vehicles to the Beijing Traffic Administrative Bureau recently.
Each is worth more than 400,000 yuan (US$57,143).
Three traffic police officers from Shuaifuyuan Traffic Team under the the Dongcheng District Traffic Subteam became the first to use the new police motorcycles, the report said.
Most police motorcycles in Beijing are either made by Honda Motor Co or Jiangmen Dachangjiang Group Co Ltd, according to Beijing Traffic Administrative Bureau officials.
"Harley-Davidson is also in charge of the maintenance and repair of the donated motorcycles,'' said the official. "They are powerful, speedy and comfortable with a discharge capacity of 1,700cc.''
Copyright © 2001-2008 Shanghai Daily Publishing House
Otros símbolos americanos pasaron antes por aquí:
The portrait of Mao Tse-tung overlooking Tiananmen Square faces off to a statue in
Beijing on May 30, 1989. The statue was dubbed "The Goddess of Democracy" by
students from the Central Academy of Fine Arts, who modeled it after the Statue of
Liberty. (AP Photo/File,Jeff Widener)
El resto del parque motociclístico de la policía pequinesa parece estar compuesto de Hondas y Suzukis fabricadas por Haojue en joint-venture. El grupo Dachangiang, al que pertenece Haojue, fabrica la friolera de tres millones de motores de moto + tres millones de motocicletas al año.
Harley se estableció en China en 2006, hace un par de años, parece que le va bien, y la publicidad de Tiananmen será efectiva seguro. Millones de chinos se harán fotos junto a ellas.
Así se anunciaba entonces la apertura de su primer concesionario en Pekín:
Harley-Davidson names dealer in china
Milwaukee, WI (March 23, 2006) -
Harley-Davidson (NYSE: HDI) today announced the next step in its market entry into mainland China, with the appointment of Beijing Feng Huo Lun (FHL) as the first authorized Harley-Davidson dealer there. Operating as Beijing Harley-Davidson, the dealership will offer Harley-Davidson® motorcycles, related products and after-sales service.
“Harley-Davidson is excited to embark on the journey of selling our motorcycles in China and we are proud to be in Beijing,” said David Foley, Harley-Davidson’s Managing Director in China. “The quality of the Beijing Harley-Davidson dealership experience will be first-class in every respect. Customers will get a real understanding and appreciation of the Harley-Davidson lifestyle.”
Beijing Harley-Davidson will have an initial staff of 14. The dealership is located on the Fourth Ring Road, just outside the downtown area in northeast Beijing. The dealership is headed by FHL founder, owner and Executive Director Wan Jidong.
“Harley-Davidson has selected one of the most well-established retailers of imported motorcycles in China,” said Foley. “Mr. Wan has more than 10 years’ experience selling and servicing imported heavyweight and premium motorcycles. Moreover, he and his management team are motorcycle enthusiasts who share a passion for riding and who understand the market.”
Beijing Harley-Davidson will celebrate its official grand opening in early April, with festivities at the dealership, including an event for motorcycle enthusiasts. The dealership will sell a range of Harley-Davidson Touring, Softail® and VRSC motorcycles, Genuine Parts and Accessories, and General Merchandise, including Harley-Davidson MotorClothes® apparel, and collectibles.
In addition to motorcycle sales and service, the dealer will offer rider training, organized rides and events. The dealer currently has a large riders’ club in Beijing.
Harley-Davidson has indicated that it expects market entry into China to be a gradual process. According to the Company, the leisure-oriented market for premium, heavyweight motorcycles is just beginning to emerge in China, with market development limited by ownership and riding restrictions in most large cities and on highways, and by limited but growing disposable income. Harley-Davidson’s long-term strategy in China seeks to address the riding restrictions over time and to help lead the development of a leisure-oriented heavyweight motorcycle market as consumer buying power grows.
Published on ShanghaiDaily.com (http://www.shanghaidaily.com/)
Algo antes, en torno al 2004, Harley firmó un protocolo de colaboración con otro fab ricante chino, Zongshen, que imitaba la estética Harley en algunos de sus modelos de baja cilindrada. Me he puesto a investigar, buscando la posibilidad de un clon Harley fabricado en China a bajo precio, pero no veo ningún resultado de aquel protocolo de intenciones, ni motores a bajo precio -que sí fabrican para los Zip de Piaggio-, ni nada concreto.
Harley-Davidson Moves to Bolster China Presence; Motorcycle Maker Announces Relationship with Chinese Company
MILWAUKEE (June 8, 2004) - Harley-Davidson, Inc. today announced the signing of a memo of understanding with the Zongshen Motorcycle Group which could facilitate Harley-Davidson's entry into the Chinese motorcycle market and enhance Zongshen's capabilities in its home market. The announcement came during a visit by Harley-Davidson Chairman and Chief Executive Officer Jeffrey Bleustein and other company officials to Zongshen's headquarters in Chongqing, China.
Both companies emphasized that the memo of understanding provides a framework for a potential relationship, but that many details are yet to be discussed before the two companies commit to a formal agreement.
"Harley-Davidson's primary objective is to export our American-made motorcycles to China and to develop political and motorcycle industry alliances in anticipation of the market becoming more accessible," said Bleustein. "We do not believe it will be necessary for Harley-Davidson to manufacture its motorcycles in China in order to be able to sell them there," he said.
Under the contemplated relationship, Harley-Davidson would work with Zongshen to gain a better understanding of the business practices, markets and distribution channels it will encounter in China. Zongshen is a recognized leader in the Chinese motorcycle industry. "We believe there is a lot we can learn from working with a company that has intimate market and industry knowledge in China," said Bleustein.
Harley-Davidson would share certain technology of a non-competing nature, as well as marketing philosophies and practices with Zongshen, under the contemplated agreement.
Pues nada, parece que nadie ata perros con longanizas, yo que esperaba un clon de la Electra Glide por tres duros... Me despido con este colega que ha conseguido hacerse una chopper como dios manda a saber cómo, porque si aquí la cosa está difícil a menos que tengas posibles o te la hagas tú mismo, allí tiene que ser heroico. Sonar suena bien...
P.D.: Prometo que el próximo post no va de Harleys.
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