In a hyper-competitive industry with entrenched players, a flexible strategy is essential. From motorcycles to 4-wheel utility vehiciles, HONDA must appeal to the respective targets for each category.
The touring bike that set the standard for two decades. For the all-new 2018 model, our strategy was to ‘age down’ the Gold Wing rider using dynamic displays with contextual targeting.
The CRF 250 and 450 classes are designed to be lean, mean, dirt-kicking machines. The target for this product line was young and digitally savvy, so we had a large focus on YouTube and other social platforms.
Honda finally joins the sports SxS category with the all-new 2019 Talon. (I have to be tight-lipped about this one!)