Abstract:

This paper describes how the impact of new Generation Y automotive consumers in the American marketplace is being handled by Honda' research and development arm in the United States. This division is responsible for the creation of new product concepts and advanced product planning and market research efforts for Honda in the Americas. The way in which industry in the United States reacts to the Generation Y inflow could alter the global positioning of brands and have ripple effects in markets in Europe and Japan/Asia well. In exploring the research and product concept creation by Honda, it will be seen why the entire automotive industry in the United States needs new products for Generation Y, while gaining insight into one of the world's most successful automotive brand.