Ever since it was first coined in 2007, Honda’s slogan, The Power of Dreams, has been a defining motto for the brand and one that is etched in everyone who thinks about a Honda car or motorcycle.
But Honda has been at the forefront of mobility even though it is more known for its cars and bikes. In the past decade and a half, Honda has introduced to the world its own robot, the Honda Asimo, its own aeroplane, the HondaJet, and numerous other mobility solutions and prototypes.
This is why after 16 years, Honda announced that it would redefine its iconic slogan to be beyond just a car and bike manufacturer. It wants to show to the world that it is a provider of mobility to the people.
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From Honda’s explanation:
“The future mobility Honda dreams of will create a joy and freedom of mobility that enables people to transcend the constraints of time and place and augment their every possibility. Such mobility will become the “power” for people who are trying to advance toward their own dreams. Dreams that will move even more people, until there is an endless expanse of new dreams.”
In essence, Honda is redefining its iconic slogan. The dream of mobility enjoyed by all even if it doesn’t need wheels or an engine to keep going. It could even be a floating pod in a shape of an egg as seen in Honda’s newest video.
According to Honda President, Toshihiro Mibe, the redefinition behind “The Power of Dreams” mainly lie with Honda’s goal of prioritising areas like electrification and digitalisation.
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He said, “In a little over a year, we had taken all the practical steps we needed to take, and we declared that we were in our second founding period. We then decided to redefine what we were aiming for and the value we were offering,”
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“Since the environment, safety, digitalization, and software are only means to an end, the management team discussed the global brand slogan, which is a higher-level concept, and redefined it after listening to a wide range of opinions, such as our younger associates.”
Mibe continues, “We therefore added ‘How we move you’ after ‘The Power of Dreams’. We also decided it would be better to clarify the value we offer, so we defined three keywords ‘create’, ‘transcend’, and ‘augment’.”
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Source: Honda redefines its “Power of Dreams” slogan to be beyond just providing cars and motorcycles