Honda Launches 'Smart in Motion' Campaign to Elevate Brand and Customer Experience

Honda Automobile (Thailand) Company Limited has convened its nationwide dealer conference for the 2025 fiscal year under the 'Smart in Motion' concept, announcing business direction and key objectives in collaboration with the dealer network. The initiative emphasizes systematic brand development through strategic cooperation between the company and dealers, covering both product and sales and service dimensions.

Koji Iwanami, President and CEO of Honda Automobile (Thailand) Company Limited, stated: "I would like to thank all dealers for their continued cooperation and support throughout the past year, which has been instrumental in driving Honda toward our established targets. For this year's direction, we aim to comprehensively elevate our strategy, not only by continuously introducing new products but also by strengthening our sales and service capabilities to enhance the customer experience throughout their entire ownership journey. Simultaneously, Honda will continue to advance the brand relentlessly to create distinctive and sustainable value."

The company is pursuing two primary operational directions:

1) Product Strategy: Honda aims to present comprehensive solutions that leverage the brand's long-established strengths in reliability, fuel efficiency, and driving performance. The company will position itself by combining traditional customer confidence with cutting-edge technology, developing both hybrid and electric vehicles toward becoming a "Honda Smart Car." Key aspects include strengthening the brand narrative through motorsport heritage by connecting Honda automobiles with the Honda Racing Corporation (HRC) sub-brand, introducing new models with clear Honda identity through full model changes and next-generation hybrid vehicles, and upgrading to intelligent vehicles powered by advanced technology including Software-Defined Vehicles (SDV) with ASIMO OS as the core control system.

The next-generation Honda Hybrid system will be enhanced in both driving performance and user convenience, with improvements in drivetrain and vehicle structure across hardware and software dimensions. Honda will also introduce vehicles featuring Honda S+ Shift technology to deliver exhilarating sport-style driving in line with Honda's identity.