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Corporate Profile
American Honda Motor Co., Inc.

Website: www.honda.com

Company Notes

This Japanese automaker has been in the states for more than 45 years and
its brand image of efficiency may be why North American operations account
for nearly half of motorcar sales. Automobiles, power equipment, and
recreational vehicles are manufactured at 13 major nationwide plants, and are
then exported throughout the Americas. The company's Power Equipment
Division is located in Alpharetta, Georgia. A $15 million design center for
Acura is being constructed, and is expected to open in summer of 2007.

Locations & Contacts

Type Name City State

Marketing HQ American Honda Motor Co., Inc. New York NY

Location Addresses

540 Madison Avenue

32nd Floor
New York, NY 10022 USA
(212) 355-9191

Contacts

Mr. Taku Kitamura [email protected]

Investor Relations Director

Mr. Chris Naughton [email protected]

Regional Manager of Public Relations, East Coast
Has counter-parts across the U.S.

Locations & Contacts

Type Name City State

Corporate HQ American Honda Motor Co., Inc. Torrance CA

Location Addresses

1919 Torrance Boulevard

Torrance, CA 90501-2746 USA
(310) 783-2000

Contacts

Mr. Rob Alen [email protected]

Corporate Advertising Manager
Mailcode: 100-3C-2A
Name is spelled correctly.
Assistant: Linda
Direct: 15542

Mr. Kurt Antonius [email protected]

Assistant Vice President of Public Relations, Honda Direct: (310) 783-3996
Mailcode: 100-3C-2A
Oversees all public relations efforts for Acura, Honda, and Motorsports.

Mr. Robert Bienenfeld [email protected]

Senior Manager of Strategic Planning & Research
Resume:
Previous Title Senior Manager of Product Planning, Honda & Acura (American Honda Motor
Co., Inc.).

Mr. Steve Center [email protected]

Vice President of Sales, Acura Division

Mr. Dick Colliver [email protected]

Executive Vice President, Automobile Sales Direct: (310) 783-3078
Mailcode: 100-3E-8G

Mr. Eric Conn [email protected]

Assistant Vice President of National Advertising, Automobiles
Top advertising person.
Assistant: Linda
Direct: 15542

Mr. Jeff Conrad [email protected]

Vice President of Advertising & Public Relations
Top marketing contact for Acura brand.

Mr. Stephen Ellis [email protected]

Sales & Marketing Manager, Fuel Cell
Mr. Daniel Fujimori [email protected]
National Advertising Manager of Motorcycles, Accessories & Direct: (310) 783-3704
Licensing
Mailcode: 100-4C-3A
Assistant: Ms. Patti Taft

Mr. Issaac Gooden [email protected]

Event & Promotions Manager

Mr. Doug Hoffman [email protected]

Senior Manager, Sales
Assistant: Terry
Direct: (310) 783-3106
Resume:
Previous Title Senior Manager of National Advertising, Honda (American Honda Motor Co.,
Inc.)

Ms. Jenny Howell [email protected]

Interactive Marketing Manager

Mr. Steve Jaros [email protected]

Senior Marketing Manager
Assistant: Helen

Mr. Larry Katze [email protected]

National Incentives Marketing Manager
New car sales efforts only.
Assistant: Renee
Direct: 13106

Mr. Ernie Kelsey [email protected]

Manager of Service Marketing
Mailcode: 500-2C-6A
Manages direct mail campaigns for after sale parts and service. Signed a three-year contract with
Minnix to manage the effort in 2005 (7/05).
Assistant: Ms. Carol DeLome

Mr. Chuck Kendig [email protected]

Senior Manager of eBusiness
Mailcode: 100-2E-8C
Assistant: Linda
Direct: 18172
Resume:
Previous Title Senior Manager of Acura Parts & Service Marketing (American Honda Motor Co.,
Inc.).

Mr. Richard Kent [email protected]

Manager of Regional Direct Mail Marketing
Responsible for new car sales direct mail (regional) promotions.

Mr. Michael Keranen [email protected]

Vice President of e-Business, Honda Direct: (310) 783-2626
Mr. Charles Koch [email protected]
Manager of New Business Development, Auto
Mailcode: 100-3E-1E
Resume:
Previous Title Regional Marketing Manager - Acura & Honda (American Honda Motor Co.Inc.)

Mr. Koichi Kondo [email protected]

President & Chief Executive Officer, Honda North America
Resume:
Previous Title President & Chief Operating Officer (American Honda Motor Co.)
Previous Title Senior Managing Director (American Honda Motor Co.)
Previous Title President & Director (American Honda Motor Co.)
Previous Title President & Director (Honda North America, Inc.)

Ms. Kim Landan [email protected]

Regional Marketing Associate, Honda & Acura Direct: (310) 783-3348
Responsible for regional new car sales marketing only. Says in-house agency has created their
promotional work for the past 40 years with no plans to change (7/05).

Mr. Dennis Manns [email protected]

Assistant Vice President, Sales & Logistics Planning
Mailcode: 100-3E-1B
Assistant: Mary Sue

Mr. John Mendel [email protected]

Executive Vice President of Operations, Automobile
John is a key decision maker in Honda's global marketing.
Resume:
Previous Title "Power Player" (Advertising Age)
Previous Title Executive Vice President & Chief Operating Officer (Mazda North America, Inc.)

Mr. Steve Morikawa [email protected]

Senior Manager of Sponsorship & Community Relations

Ms. Anne Palmer [email protected]

Assistant Manager of Interactive Marketing
She is not in the office on Tuesdays.

Mr. Tom Peyton [email protected]

Senior Manager of National Advertising
Mailcode: 100-3W-4A
Responsible for national advertising, Internet and long-term marketing strategies. Mail Code
100-3W-4A
Assistant: Ann Hartl
Direct: (310) 783-2255
Resume:
Previous Title Manager of Market Support (American Honda Motor Co., Inc.)
Previous Title E-Commerce Associate, Jeep (Chrysler)

Ms. Barbara Ponce [email protected]

Manager of Corporate & Diversity Advertising, Honda Direct: (310) 783-3909
Assistant: Kathy Lee
Direct: (310) 783-3186

Ms. Susie Rossick [email protected]

Manager of National Advertising, Acura Direct: (310) 783-3178
Assistant: Ms. Sandy McCacken
Direct: (310) 783-3190

Mr. Jeffrey Smith [email protected]

Assistant Vice President of Corporate Affairs & Communications Direct: (310) 781-5062

Mr. Mike Spencer [email protected]

Manager of Public Relations, Acura Direct: (310) 783-3165

Mr. Dick Szamborski [email protected]

Vice President of National Sales
Mailcode: 100-3E-8G
Assistant: Julie
Direct: (310) 783-3085

Mr. Wayne Toyota [email protected]

Senior Manager, Motorcycle Division Direct: (310) 783-3710
Mailcode: Fourth Floor
Makes all advertising decisions for motorcycle division in conjunction with National Advertising
Manager Danny Fujimori.

Ms. Antoinette Walker [email protected]

Assistant to Motorsports

Mr. Takuju Yamada [email protected]

Executive Vice President

Locations & Contacts

Type Name City State

Business Unit American Honda Motor Co., Inc. Torrance CA

Location Addresses

700 Van Ness Avenue

Torrance, CA 90501 USA
(310) 783-2000

Contacts

Mr. Dave Spyra [email protected]

 Manager of Process Improvement
Assistant: Kim
Direct: (310) 781-4147
Resume:
Previous Title Regional Marketing & Advertising Manager (American Honda Motor Co., Inc.)

Company Statistics

Revenues (M) 42,539.1 (2005)

Media Spend (M) 735.7

Fiscal Close March

# Employees 167,231

Founded 1959

Company Type Public

Media Spend

Type 2005 (M) 2006 (M)

Cable TV 108.9680 88.3236

FSI Coupon 0 0

Internet data not available 17.3974

Local Magazine 0.0076 0.0047

Local Newspaper 2.4180 0.5784

Local Sunday Supplement 0 0

National Magazine 80.1266 104.0340

National Newspaper 6.8718 7.1680

National Sunday Supplement 1.3389 1.3446

Network Radio 0 2.0852

Network TV 138.2280 81.4105

Outdoor 4.5571 6.2617

Spanish Language Cable TV 0.3427 0.3052

Spanish Language Network TV 21.5235 20.9400

Spot Radio 3.9232 7.7489

Spot TV 366.7140 390.5740

Syndicated TV 9.1026 7.4841

TOTAL 744.1220 735.6600

Brands

Brand Name Description

Accord sedans & coupes

Accord EX V-6 sedans & coupes

Acura luxury automobiles

Acura RDX luxury SUV

Acura RL luxury sedan

America Honda Finance Corporation auto financing

American Honda Motor Co., Inc. cars, motorcycles, lawn mowers, motors

AquaTrax personal watercraft

Certified Used Cars used car program

Civic compact cars

CR-V small sport utility vehicle

Element sport utility vehicle / truck

Elite 80 scooter

Fit hatchback

FourTrax ATV

Gold Wing touring motorcycle

Helix scooter

Honda automobiles

Honda automobiles

Honda ATV ATVs

Honda Generators generators

Honda Interactive Network dealer network

Honda Motorcycles motorcycles

Honda Power Equipment lawn mowers, lawn & garden machines

Honda Power Equipment lawn mowers, lawn & garden machines

Honda Racing racing team

Honda Snow Removal Equipment snow plows

Honda Watercraft watercraft, boat engines

Insight electric/gas-powered cars

Interceptor motorcycle

Magna cruiser motorcycle

Metropolitan scooter

Nighthawk standard motorcycle

Odyssey minivan

Pilot large sport utility vehicle

Prelude sports coupe

Rebel cruiser motorcycle

Reflex scooter

Ridgeline V6 pick-up truck

Ruckus scooter

S2000 roadster

Shadow Spirit cruiser motorcycle

Silver Wing scooter

Sportrax ATV

ST1300 sport touring motorcycle

Valkyrie cruiser motorcycle

Agency Relationships (known)

Brand Agency Service Status From To

La Agencia de Orci &

Acura Multicultural Current 2005 present
Asociados

Dawson + Company Current as

Acura 2005 present
Creative Group of

Rubin Postaer &

Acura AOR, full service Current 1999 present
Associates

Acura Picture Mill TV Past 2000 2003

Current as
Acura Gen Art 2005 present
of

Current as
Acura Maritz Canada interactive & event 2006 present
of

Apropos Marketing
Acura Canadian
Communications Inc.

Premier Event Current as

Acura events 2007 present
Services of

Rubin Postaer & Current as

Acura RDX branded entertainment 2006 present
Associates of

Rubin Postaer & Current as

Acura RL launch campaign 2005 present
Associates of

American
Current as
Honda Motor Unity Media, Inc. 2005 present
of
Co., Inc.

American
Massive Current as
Honda Motor advertising 2005 present
Incorporated of
Co., Inc.

American
Honda Motor The Rogers Group AOR - public relations Past 1998 2007
Co., Inc.

American
Honda Motor in-house AOR - public relations Current 2007 present
Co., Inc.

American
Concept Cafe
Honda Motor Hispanic creative Current 2006 present
Advertising
Co., Inc.

American
Honda Motor Suissa Miller AOR Past 1990 2003
Co., Inc.

American
The National System, Current as
Honda Motor branding management 2005 present
Inc. of
Co., Inc.
American Targetbase
AOR, interactive Current 1994 present
Honda Motor Marketing
Co., Inc.

American
La Agencia de Orci &
Honda Motor Hispanic AOR Current 1989 present
Asociados
Co., Inc.

American
Honda Motor Initiative Unconfirmed unknown unknown
Co., Inc.

American
Honda Motor Muse USA African American & Asian Current 2002 present
Co., Inc.

American
Honda Motor RPA Interactive AOR, interactive, fullservice Current 1995 present
Co., Inc.

Certified Used
RPA Interactive interactive Current 2000 present
Cars

Rubin Postaer &

Fit launch Current 2006 present
Associates

Dawson + Company Current as

Honda marketing,communications 2005 present
Creative Group of

Rubin Postaer &

Honda AOR, full service Current 1974 present
Associates

Current as
Honda Sellutions, Inc. 2005 present
of

The National System, Current as

Honda 2005 present
Inc. of

loyalty marketing, public

Honda ATV Colle + McVoy Past 1999 2005
relations

Honda
Dailey & Associates AOR Current 1979 present
Generators

Honda
Interactive RPA Interactive interactive AOR Current 1999 present
Network

Honda
RPA Interactive interactive AOR Current 1997 present
Motorcycles

Honda
Dailey & Associates AOR Current 1979 present
Motorcycles

Honda Power
Dailey & Associates AOR Current 1979 present
Equipment

Honda Racing RPA Interactive interactive AOR Current 1995 present

Honda
Dailey & Associates AOR Current 1979 present
Watercraft

Rubin Postaer & Current as

Ridgeline V6 creative 2006 present
Associates of

Competitors

American Honda Motor Co., Inc. - Power Equipment Division

American Suzuki Motor Corporation

Bentley Motors, Inc.

BMW Canada, Inc.

BMW of North America, LLC

Ferrari - Maserati North America, Inc.

General Motors Corporation

Hyundai Motor America

Kia Canada, Inc.

Mercedes-Benz Canada, Inc.

Premier Automotive Group

Saab Cars USA, Inc.

Volkswagen of America, Inc.

Volvo Cars of North America, Inc. - Midwestern Region

Volvo Cars of North America, Inc. - Southern Region

Volvo Cars of North America, LLC

Volvo Cars of North America, LLC - Northern Region

Company Hierarchy

Parent Child Sibling

* Honda Motor Co. Ltd. * American Honda Motor Co., Inc. - Power * Honda Canada
/ Japan Equipment Division * Honda Aircraft
* Honda Racing F1 Company, Inc.

... A Bit More

Type Information Date

Marketing Plans to launch a super clean sedan powered by diesel into the 09/28/2006
U.S. market before 2009 (9/06).

Marketing Annual report is done in Japan. 08/16/2006

Marketing A $15 million design center for Acura is being constructed, and is 06/28/2006
expected to open in the summer of 2007. This will be the first
time the brand hasn't shared design space with Honda.

Marketing Developed styling and product development teams to improve 06/28/2006

Acura sales.

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consent of The List®. Copyright 2006, List Partners, Inc., Atlanta Georgia, 404-350-0600.
Honda aims to hike U.S. car sales
New cars, remodeled units will debut in 2007

Dec 20, 2006

The Story
As Detroit’s problems mount, Japanese automaker Honda plans to increase car sales in the
U.S. by 3 percent in 2007, according to The Wall Street Journal.

In announcing its outlook for next year, the company said it planned to boost sales in
overseas markets by increasing production and launching new models. President Takeo Fukui
said U.S. sales would rise to 1.56 million vehicles.

The announcement comes in sharp contrast to U.S.-based automakers that have been seeing
their sales in the United States slide for the past several years. General Motors Corp., Ford
Motor Co. and DaimlerChrysler AG's Chrysler Group have all reduced production and ceded
market share to Honda and Toyota.

Honda is the third-largest Japanese automaker by sales volume. The Tokyo-based company
runs its U.S. business from its headquarters in Torrance, Calif. Honda reported a profit of
$1.1 billion over the July through September period.

The Research
Honda will count on a new product and some new models to help achieve higher sales.

A remodeled Fit subcompact will debut in the spring. An eighth-generation Accord and a
Pilot sport-utility vehicle will appear in the fall. Honda also plans to unveil a new sports car
in January at the Detroit Motor Show. The company expects sales of its Honda Civic to
remain strong.

The profit-rich firm announced plans earlier in the year to spend $1.18 billion on new plants
in the United States, Canada and Japan.

According to The List database, Honda works with a wide roster of agencies on differing
projects.

According to Nielsen Monitor-Plus, Honda spent $744 million on measured media last year.
Television took the top three spots with spot TV getting $366 million, network TV receiving
$138 million and cable TV taking $109 million.
The Direction
Honda’s making a ton of cash, sets aggressive growth goals and will be introducing at least
two new cars next year. We’d say this makes for a good prospect. General market firms and
agencies with specific capabilities should approach executives at American Honda Motor Co.
as they work out plans to meet next year’s sales targets.

Firms with experience targeting 20-somethings and urban professionals should make a pitch
for work on the new Fit subcompact car. The new Accord will target middle-class
consumers, competing against rivals such as Toyota’s Camry and the Hyundai Sonata.

American Honda Motor Co., Inc.

1919 Torrance Boulevard
Torrance, CA 90501-2746
(310) 783-2000

Doug Hoffman
Senior Manager of Marketing
(310) 783-3106
[email protected]

Barbara Ponce
Manager of Emerging Markets National Advertising, Honda
(310) 783-2000
[email protected]