Honda News

While Japanese brands increasingly turn to Chinese partnerships for more affordable and globally competitive models, it doesn’t always work out.According to Nikkei Asia, GAC, which recently launched in Australia and has some of the biggest name joint-venture partners in China, is in trouble.The Guangzhou-based automaker, which counts Toyota and Honda as long-term partners, has been losing money on every single vehicle it sells as it has recently been trying to fight in an aggressive Chinese domestic price war with BYD and others.According to figures published by Nikkei Asia, at one point the company was losing the equivalent of  A$1714 on every single vehicle sold under its own branding. In its annual results announcement for the full year of 2025 reported to the Hong Kong Stock Exchange, GAC said its subsequent loss in revenue was due to “intense competition in the automobile industry,” earmarking risks to the future of its business from “increasing survival pressure on automobile enterprises and entering the high-speed shuffling phase of survival of the fittest”.GAC said the level of competition was directly eroding its profit margins, and with Chinese brands approaching 70 per cent sales proportion in the local market, it was placing pressure on joint-venture brands.GAC’s annual results documents also revealed some realities of the Chinese market that is directly contributing to the big push for longer-range plug-in hybrid models, which are increasingly making their way to Australia.“Technical requirements for vehicles eligible for tax reductions and incentives has been raised. The pure electric mode range and energy consumption standards for plug-in hybrid (including range-extended) passenger vehicles have been further tightened,” the company said.“If a company lags in R&D or supply chain fails to meet the standards, its main models may not comply with the new regulations, resulting in the loss of subsidy eligibility or market access To meet stricter safety, range, and environmental standards, enterprises’ mandatory investments in areas such as battery materials, thermal management systems, and low-carbon manufacturing processes will continuously increase. At the same time, the phase-out of purchase tax subsidies has directly reduced profit margins per vehicle, presenting severe challenges to the overall profitability of the industry.”As a result, GAC said the company’s operating profit had declined for two years straight, and had recorded a loss for the first time since listing with the exchange in 2010.Nikkei Asia points out the company had been heavily discounting its Aion-branded vehicles (two of which are sold in Australia - the UT hatch and V mid-size SUV) to keep up with the aggressive discounting of rivals, but was failing to meet volume expectations.The bleak competitive landscape comes as GAC’s long-term joint-venture with Honda is due for renewal by 2028 after 30 years. Honda-branded JV vehicles in China have experienced a slump at the same time as its Japanese parent recorded its first ever financial year loss for the 2025 Japanese Financial Year off the back of expensive global EV investments (amounting to the equivalent of $12.5 billion AUD), which have subsequently been cancelled and written-down.Honda executives have reportedly been taking meetings with GAC, and are yet to make a decision on the future of the partnership, according to Nikkei Asia.It is in stark contrast to Nissan, for example, which is only leaning further into its comparatively successful joint-venture with Dongfeng (with which Honda also has a joint-venture), which has netted a range of well-received models with big global potential, including the N7 sedan, NX8 SUV and Frontier Pro ute.GAC/Honda don’t have plans to export cars to markets like Australia. GAC's joint-venture with Toyota has been more successful in China, and has launched in right-hand drive markets such as Hong Kong.Market troubles in China have only been good news for the Australian market, with many brands seeking higher-margin markets to soak up production capacity and bolster profits, which is part of the reason our new car landscape has become so crowded and competitive.

Honda has announced that it is developing an advanced hybrid set-up for its next-generation Pilot full-sized SUV, to give the Japanese brand a more-effective rival against the Toyota Kluger, Kia Sorento, Hyundai Palisade and others.And after nearly a quarter of a century of being a largely North America-only model, it may even come to Australia.Why? To be built upon a new electrification-ready large-vehicle architecture set to debut sometime in 2028, this might be the first Pilot in four iterations since 2002 that is not solely manufactured in left-hand drive (LHD).While flatly refusing to comment on any future product, Honda Australia President and CEO Jay Joseph did reveal that things are changing within the company as it seeks out greater efficiencies globally, that may open the door to vehicles that were previously unavailable here."The right hand drive requirement is a little bit of a challenge for some of the North American product that we have, which was always intended of LHD," he told CarsGuide."But we're becoming more capable, and more adept, at being flexible on that. So that option is opening up."Not a confirmation then that the Pilot or any other US-made LHD-only will definitely come to Australia, but the strongest evidence in years that one of the biggest obstacles that Honda has faced here may soon be reduced, if not eradicated.So, why is the brand's next full-sized, three-row SUV so important?Announced last month as part of Honda’s new-model strategy outlining a focus away from electric vehicles (EVs) to hybrids, it will address the current Pilot’s biggest issue – the lack of a hybrid alternative to the powerful but thirsty 3.5-litre V6 petrol unit, hurting sales and giving rivals a free kick in one of the world's largest markets.In its place will be a V6 petrol/hybrid powertrain, reportedly of 3.0 litres in capacity, acting partly as a generator for the plug-less range-extender electric vehicle tech, charging a sizeable battery that power electric motors via a hybrid transmission, as well as clutching in direct drive to all four wheels as required.Along with dramatic fuel-economy gains, significant weight savings (upwards of 100kg) have also been earmarked for the platform.Additionally, Honda said that it is adopting some Chinese and Indian-market practices and methodologies to make its centrepiece hybrid tech price competitive, ushering in a far-more efficient model development process it refers to as “Triple Half: 50% Reduction”.In a nutshell, compared to 2025 levels, each successive Honda should cost half the amount of money to develop, and build, and in half the amount of time (hence the triple reference), slashing costs and boosting global accessibility along the way.And the Pilot is just the start.The new hybrid powertrain and architecture is also slated for the next Passport (a related but smaller five-seater SUV with some off-road capability), the long-overdue North American-market Odyssey redesign (the current minivan is already eight-years old), and – as reported in CarsGuide recently – the next-gen Ridgeline monocoque-bodied dual-cab ute.Expect to also see it feature in a future Accord (as strongly hinted by the Honda Hybrid Sedan Prototype revealed last month), along with a host of corresponding Acura luxury-brand SUVs.While Honda's American luxury brand that pre-dates Lexus is unlikely to arrive in Australia any time soon, it seems having access to a BYD Shark 6 PHEV ute or Hyundai Santa Fe hybrid SUV rival to fill in some big gaps in the local portfolio would be desirable.With 15 new models promised globally between now and 2031 (which do include Acura), the Honda Australia boss indicated that the future range will largely mirror what North America and Asian markets offer.“In general, the North American focus products are well suited to Australia,” Joseph revealed. “The Asia market products are well suited to Australia (too)."I'd have to look at the list to give you an exact number, (but) at least a third of them, maybe half, somewhere in that range (may come to Australia).”By our calculations, that would mean between five and seven or even eight all-new models could arrive by March 31, 2031, Japan's end of financial year (JEOFY) and the deadline for those 15 newcomers.Along with replacements of ageing core existing vehicles, meaning HR-V (confirmed globally for 2028, then Civic, ZR-V, CR-V and perhaps Accord soon after), that leaves room for the Pilot and Ridgeline on top, as well as possibly one of the smaller, sub-HR-V SUVs like the Elevate/WR-V, as sold in India, Japan, South Africa, Brazil and elsewhere.As announced in Honda's widely-reported latest financial results for the most recent JEOFY report ending March 31, the company is reeling from an operating loss of around $A3.7 billion – its first in 70 years.A turnaround is forecast by the end of the 2028 JEOFY, thanks in part to these new-product innovations and several other measures including the highly-publicised cancellation of some EVs, though the coming Super One city car is not one of them.Would the next-gen Pilot hybrid be a worthwhile addition to Honda Australia's range, or it better-served pitching the future Ridgeline as a Shark 6 PHEV foe?

Honda has added a sporty flagship RS grade to its local HR-V line-up, the e:HEV hybrid variant bringing a unique exterior cosmetic package, big rims and an interior makeover to the top of the compact SUV range.Priced at $44,400, drive-away, the newcomer adds a relatively modest $1500 premium on top of the previous top-spec HR-V e:HEV L.Carspotters should look for a ‘Bernina Black’ finish on the RS grille and exterior door mirrors, garnishes on the lower section of the doors and bumpers, 18-inch alloy rims filling the wheel arches and RS badgework.Powertrain outputs are unchanged at 96kW and 253Nm from the naturally aspirated 1.5-litre four-cylinder petrol engine and ‘2-Motor i-MMD’ hybrid system sending drive to the front wheels via a continuously variable auto transmission.The e:HEV RS is offered in the five main HR-V colours - ‘Platinum White’, ‘Premium White Silver’, ‘Slate Grey’, ‘Premium Crystal Red’ and ‘Botanical Green’ as well as the RS-exclusive ‘Crystal Black’.Introducing the new model Honda Australia Director of Automotive Robert Thorp said, “The introduction of the RS is another example of Honda’s focus on hybrid following the expansion of CR-V and Honda ZR-V hybrid ranges. “We anticipate by the end of this year, more than 80 per cent of Honda sales will be hybrid,“ he said. 2027 Honda HR-V pricing 

Honda rejects claims that it has abandoned the affordable end of the new-car market, suggesting that its smallest SUV now stands as the de-facto replacement for the Jazz light car discontinued in Australia back in 2021.Right now, the HR-V in base Vi X automatic petrol-powered grade is cheaper than the current-generation has ever been, dropping to $32,900 (all prices are drive-away).That’s $2000 below what it was when launched in Series II guise in September, 2024, which in turn was $1800 less than the pre-facelift version when that debuted as the all-new third-gen HR-V in early 2022 at a stiff $36,700.The Vi X is actually about $500 less expensive than what the Jazz equivalent was in its late-2000s heyday, when sales nudged 10,000 units annually.Back then, it started from around $21,000 ($33,400 adjusted for inflation in 2026) for the base GLi 1.3-litre auto, while the $23,555 Jazz VTi 1.5L auto cost about $37,500 in today’s money.According to Honda Australia Director Rob Thorp Australian consumers are now responding to the HR-V as a result of the lower pricing over the past 18 months.“The HR-V in particular plays an important role for us as an entry point into the brand,” he told CarsGuide.“And that in itself, for the last year or two, has been a hugely successful model for us, actually. And continues to sell well.”While steady this year, HR-V sales jumped 44 per cent in 2025 to (a still modest) 4817 units, running ahead of the small SUV segment’s 16 per cent growth year-on-year.In contrast, with the light-car class that the Jazz belonged to down by nearly 28 per cent last year, Thorp revealed that the numbers required to sustain the light hatchback would not add up, vindicating his company’s decision to drop it.“At times you have to make really hard business decisions,” he admitted.“Whilst the Jazz was a beloved brand name and was a volume vehicle for us, the reality was, economically, it was really hard. And we had to make a tough yet courageous decision to not continue with it“If you took the economics out of it, I agree. We would have loved to have kept it, but just unfortunately, it didn't work.”Making this worse, the current GR/GS-series Jazz that Australia misses out on would have switched to costlier Japanese-sourcing, since Thai production ceased with the discontinuation of the previous GK version at the beginning of this decade.That Honda has managed to cut the price of the HR-V Vi X by nearly $4000 since 2022 is all the more remarkable considering that it is also imported from Japan, rather than Thailand like its successful predecessor was from 2015.Plus, post-2024 facelift, the small SUV received more safety technology and improvements to the steering, suspension and refinement, making it a better and sharper proposition than before.

Honda is preparing to blow the BYD Shark 6 out of the water, according to reports.The Japanese brand is rumoured to be plotting a V6 hybrid ute to launch before the end of the decade.A report in Auto News states Honda will stop producing its current Ridgeline ute this year and replace it with the new hybrid-powered model from the second half of 2028.It is expected the next-gen Ridgeline will continue to ride on a monocoque chassis, differing from its ladder-frame rivals, but still designed for moderate lifting and towing. Such a hybrid ute from Honda could be the perfect fit for Australia, building on the success of plug-in hybrid utes like the Shark 6.Its more emissions-friendly set-up could provide valuable relief from New Vehicle Efficiency Standard (NVES) fines for the brand. The Ridgeline has been a North America and left-hand drive-exclusive model for Honda since its introduction more than two decades ago, so it has never seen Australian shores.Prohibitive import costs from the US, and the need to be built in right-hand drive, appear to cancel it out for Oz at the moment. There were reports Honda was considering importing the ute to Japan late last year. Honda Australia has shown interest in bringing the ute Down Under. Back in 2020, then Chief Operating Officer Stephen Collins told CarsGuide the Ridgeline was strongly requested by dealers and customers. He said it would require a significantly improved set-up on the 3.5-litre petrol V6 engine, producing 210Nm and 355Nm to aid towing and carrying capacity.The presumably more powerful hybrid Ridgeline could provide the necessary grunt to make it an enticing proposition in Australia. The Ridgeline’s transformation is the latest in the brand’s game-changing hybrid focus, which will see the introduction of 15 new models launched globally by 2030.

Believe it or don’t we’re almost halfway through the year and that calls for a round up of the cars that have stood out to us in 2026.So, we’ve asked our fellow test pilots around the CarsGuide office which new car has impressed them the most so far. Here’s our half-year top 5, in no particular order.Honda PreludeHonda’s reborn Prelude sports car is a reminder of the magic this iconic Japanese company can perform at a time when new Chinese brands are drawing our eyes away.A rival to the Toyota GR 86, Nissan Z and Mazda MX-5 the Prelude arrived in May with a hybrid powertrain and a drive-away price of $65,000.Based on the Honda Civic, the Prelude has a 2.0-litre four cylinder engine and an electric motor. Combined output is 149kW.CarsGuide contributor Byron Mathioudakis attended the Australian launch.“Firstly, the performance on offer goes far beyond the sum of its published numbers," he said."Secondly, the fluency of the chassis to communicate with the road and driver makes this a true enthusiast’s car. And thirdly, this leaves us wanting more."Long after the sensual lines are out of sight, your mind’s eye keeps looking back, yearning to return to the driver’s seat. All for $65K drive-away, folks."BMW M2 CSBMW’s new M2 CS arrived in May this year loudly announcing that angry performance petrol cars were still well and truly a thing - and a beautiful thing, too.The Competition Sport version of the mighty little M2 takes that little beast's straight-six turbo and squeezes out more grunt - 390kW and 650Nm.The M2 CS has been one of Senior Journalist Chris Thompson’s favourite finds of 2026 so far.“Small enough to still feel like a nimble sports car but it won't bite your hand too hard," Thompson said."Plenty of power and a healthy torque band, but enough compliance in the chassis/suspension that it doesn't feel entirely like driving a race car. Looks fully siq in Velvet Blue Metallic with Gold Bronze wheels."Denza B5BYD’s luxury brand Denza brought its Toyota Prado rival to Australia this year starting at a list price of just less than $75K.Production Editor Jack Quick drove this large super hybrid SUV at its Aussie launch and had this to say:“It rights the BYD Shark 6’s wrongs in terms of off-road capability and has undeniable value with the amount of high-end touches it has. Plus it’s ridiculously fast. However, it’s not perfect as it’s very heavy and has a busy ride.” Kia EV4 GT-LineKia’s fully electric EV4 sedan arrived in Australia in January looking slipperier than an eel.There’s a single motor making 150kW and 283Nm driving the front wheels and you can have it in three grades with the starting list price being $49,990.Deputy Editor James Cleary drove the EV4 and nominated it as one of the cars that impressed him this year."Polarising contemporary Kia exterior design... but I like it,” he said.  “Snappy, user-friendly interior. Strong performance and useful range. A $65K price tag for this flagship is in line with BYD Seal but $10K steeper than comparable Mazda 6e.” BYD Shark 6The BYD Shark 6 was awarded CarsGuide's Best Ute of 2026 and now it has returned with a more powerful engine (a 2.0-litre turbo petrol four cylinder) in the Performance grade.The new and improved plug-in hybrid ute addressed what was lacking in an otherwise outstanding vehicle - towing ability. Braked towing capacity has increased from 2500kg to 3500kg in the Performance.Dual motors (one at the front and one at the rear) combined with the petrol e engine make an impressive 350kW and 700Nm. Carsguide contributor Stephen Ottley was at the launch and said:“For grey nomads and others who have previously ruled it out, the BYD Shark 6 might suddenly be back on more shortlists.”

Honda has priced its newest electric vehicle (EV) in its domestic market ahead of an Australian launch in the second half of 2026.The 2027 Honda Super-One is priced from 3,390,200 yen which translates to just a smidge under $30,000 in Australia.This is around 200,000 yen (~A$1750) more expensive than the top-spec Honda N-One e, which is what the Super-One is based on.It’s likely the Super-One will be a little more expensive than it is in Japan to compensate for shipping costs, among other things.For context, the Honda Civic e:HEV starts at 4,094,200 yen (~A$36,000), whereas in Australia it’s priced from $49,900 drive-away.However, if the Super-One starts from around $35,000, this will put it in contention with rivals like the BYD Dolphin, MG4 Urban and Hyundai Inster.In Japan only one fully loaded version of the Super-One is being offered.It's powered by a single, front-mounted electric motor producing 70kW and 162Nm. Honda claims there is up to 274km of electric range, according to WLTC testing.The Super-One is strictly a four-seater and comes with 15-inch alloy wheels, swollen wheel arches, LED headlights, a 7.0-inch digital instrument cluster, 9.0-inch touchscreen touchscreen multimedia system, eight-speaker Bose sound system, as well as a range of drive modes, including a ‘Boost’ mode in Japan.At this stage Honda hasn’t confirmed Australian standard specifications for the Super-One so it’s unclear whether every feature will carry over.When the Super-One arrives, it’ll be the Japanese carmaker’s first EV on offer Down Under.As it currently stands, Honda is growing its hybrid line-up with more hybrid versions of its CR-V and ZR-V SUVs, as well as the new Prelude hybrid sports car.It will likely need to introduce more EVs in the coming years as the federal government’s New Vehicle Efficiency Standard (NVES) has tightening targets for vehicle CO2 emissions. EVs are the only vehicles that emit zero tailpipe CO2 emissions.In the first performance period for the NVES which ended at the end of 2025, Honda currently has a fine amount of $2.6 million. It will need to either offset this in following years by selling more vehicles under the CO2 targets or purchase credits from other carmakers that are already under the target.Globally, Honda has cancelled a wide range of EV plans and is pivoting more towards hybrids. This follows diminishing demand for EVs in North America, which is a major market for the Japanese carmaker.

A little peek behind the CarsGuide curtain. At least once a week the whole team gets together to talk about cars. Well, it’s actually to shape the week’s news lists, but it’s also because, unsurprisingly, we all like to get together to talk about cars.Anyway, a recent one of these catch-ups occurred not long after the Beijing show. Now full disclosure, I wasn’t at what might well be the most important show on the calendar these days (but I was in China at the same time, just somewhere else and with another brand, another sign of the significance of that market).Those who were there tell me much the same thing — not only were they shocked by the number of brands, and the number of vehicles unveiled, they were equally surprised at how many of the legacy brands were displaying Chinese-built models.The vehicles in question wore familiar badging, but were also unfamiliar, in that they were mostly produced in partnership with homegrown Chinese brands, sometimes with the latter doing most of the heavy lifting.Or to paraphrase a colleague in the aforementioned car chat, some don’t really look and feel like they belong to the manufacturer on their badge. They look like they’re Chinese cars in fancy dress, or like Aldi groceries — close, but not quite right.There are now lots of legacy brands drawing down on Chinese partnerships to produce cars. Mazda with its 6e and CX-6e (produced with Changan Automobiles). Nissan with a whole bunch of stuff, including the Frontier Pro (produced with Dongfeng). Honda, which has pushed back its in-house EV ambitions to draw on Chinese-developed models instead. Toyota with the bZ7 (developed with GAC), VW with the 9X (produced with SAIC).And to be fair, I’m yet to see, sit in or drive any of them. Some of these cars are destined for Australia, some aren’t. But it does beg the question – what truly makes a manufacturer’s car their car. Is it the badge? The design? The technology? The dynamics? All of the above?And the bigger question is, can legacy brands really hang on to all of the things that make them special if they’re not just built in China, but built in partnership with Chinese brands?Just last week I wrote that legacy brands partnering with China could be a long-term masterstroke, pairing decades of engineering know-how with China’s high-speed, low-cost manufacturing expertise could give traditional marques a real boost. But then two things happened this week that made me ask another question. The first was a chat with VW Australia, and specifically its very knowledgeable Head of Passenger Cars, who told me that the driving dynamics and engineering of its vehicles are what sets them apart from the often-cheaper Chinese competition. And the second was that CarsGuide car chat.And both got me wondering about the impossible choices being faced by some legacy brands in this more-hostile-than-ever environment. Do nothing and face possible oblivion, or dial up their Chinese partnerships for global markets and risk losing their identity.People paid lots more than me will be tasked with answering that. After all, I just like to chat about cars.

Honda has made a transformative global u-turn ditching its electric-car strategy to gamble on hybrids and it could have huge implications in Australia. The brand said it will reallocate resources towards a new hybrid strategy beginning in 2027. It will see 15 new hybrid models launched globally by 2030, with the North American market a priority. This does not necessarily mean other, smaller markets such as Australia will be ruled out from receiving these models down the track.This hybrid push could be timely for Honda Down Under as the brand grapples with New Vehicle Efficiency Standard (NVES) fines. The brand has already introduced several new hybrid models to combat NVES, including beefed up and more affordable hybrid lineups for the CR-V and ZR-V SUVs. EVs are still an area of interest for Honda, with the Super One city car launching soon.Honda will abandon the majority of ‘0 series’ EV plans globally, which were expected to get underway this year as part of its hybrid switch-up. While plans for the 0 Series mid-size SUV and Saloon EV concepts have been torn up, the local branch has not dismissed the remaining Alpha small SUV scheduled for launch next year.Honda has unveiled two concept models that will form the basis for its revamped hybrid strategy. A sedan and Acura SUV prototype. These cars will sit on an all-new platform and feature an electric all-wheel drive set-up. The brand hopes these models will cost 30 per cent less than the current generation of Honda hybrids. It is also aiming to improve fuel economy by more than 10 per cent.This substantial shift for Honda will require the Japanese giant to reconfigure its existing infrastructure to develop parts for the new hybrid vehicles. Its joint venture partnership with leading electronics manufacturer LG will now shift focus from EV battery production to hybrid battery production. Honda also said it will lean further into cost competitiveness opportunities from Chinese manufacturing - something many brands have embraced in an increasingly competitive market.

China’s rise in Australia does not threaten the existence of Honda, the company says, as the historic brand highlights its solid model range, aftersales and heritage as points of difference to newer rivals.The comments come just weeks after BYD announced it was about to flood the Australian market with 30,000 new cars in the coming months, as it and other Chinese brands - namely GWM, Chery and MG - push further into Australia’s top 10 sales charts.China’s aggressive plans to be the world’s top automotive producer has already had some impact on Honda’s global plans.In a statement announcing the cancellation of the ‘0’ Series EVs in March, Honda said Chinese buyers’ shift of focus from hardware to software-based features and shorter model development cycles has “intensified the competition”.“In such a difficult competitive environment, Honda was unable to deliver products that offer value for money better than that of newer EV manufacturers, resulting in a decline in competitiveness.”When asked by CarsGuide if Japanese carmakers can still compete with China given the speed with which Chinese brands change tech and update models, Honda Australia Director - Automobiles Robert Thorp acknowledged China has “ a number of competitive advantages that they're rightly exploiting”.He said they’re doing a good job of bringing products to market and connecting with customers quickly, but added that Honda continues to be competitive in many areas.“Just because they have that, it doesn't actually mean we can't compete with that. We have other advantages within our global business, and even advantages here locally that we think that we need to exploit too. So we have a brand and a heritage that, in Australia, has been close to 60 years, globally, closer to 80, that is built on us demonstrating to customers that when you buy a Honda, we'll look after you.“Whether that's a vehicle, whether it's a motorcycle, whether that's a power product or a marine engine. And you can't build that trust overnight. It takes years and years,” he said at the 2026 CR-V launch.Thorp highlighted Honda’s strong points, some of which have been serious weak points for Chinese brands like BYD, GWM and MG.“You can't build the sort of supply chains that we have and the ability to look after customers long after they've built the vehicle. So that, you know, there's an absolute peace of mind. The relationship we have with our Honda centers and our network is built over a number of years, and the heritage and connection and emotional connection… we have with our customers, that's built over a number of years.”Aftersales and customer care has been an issue for many newer Chinese brands in Australia as sales growth outpaced companies’ ability to build parts distribution centres and supply chains. This left a lot of customers without parts and allowed frustration to build. Each of those brands is in the process of addressing the shortfall.Thorp explained how Honda’s reputation for quality and refinement will also ensure the brand remains competitive.“There's a quality in the drive and the quality of the vehicles that you can tangibly see and touch and feel, and you can see on the spec sheet, but there's those other elements that are harder to explain. It's that sort of feeling you get when you actually sit in a car and drive a Honda that I think allows us to hopefully demonstrate that, yeah, we actually have a number of winning features that allows us to compete.”“So whilst, yeah, it's tough, it's challenging, but we're very comfortable that with the total package that we can provide to our customers, we've got a compelling proposition that can succeed in this market.”If there was still any doubt about Honda’s long-term prospects, Thorp said Honda’s global HQ is “100 per cent” committed to the Australian market.Despite Honda’s current line-up receiving almost exclusively positive coverage from experts, and being loved by owners, Thorp admitted Honda still has work to do to get more people into its models.Asked what the reason more people aren’t buying Honda’s despite the impressive product and aftersales offering, Thorp said: “Look, there's a thousand things, and you can't really narrow it down to one or two, but it's a combination of factors.“Certainly our marketing, I think our marketing and our brand positioning, we maybe weren't skilled at that as what we should have been. And I think what we've been doing the last sort of 12-to-18 months, we've, we've basically brought in a brand new team. We've got internal experts. We've actually recast our agency partners. We're recutting our website, and I think that you're starting to see some of the fruits of that come through.”A new advertising and marketing campaign has just rolled out and Honda Australia has launched a much-improved new website. You can even buy a Honda online now.