07YM Legend

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07YM Legend
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The Legends role is to become Hondas
technological flagship, reflecting the three
cornerstones of our product range
Sporty Advanced Distinctive
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Sporty Advanced Distinctive
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Sporty Advanced Distinctive
Sporty Driving - SH-AWD - 295hp Engine - Paddle
Shift
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Sporty Advanced Distinctive
Advanced Technology - SH-AWD - HiDS - CMBS -
AFS - Pedestrian Safety
Sporty Driving - SH-AWD - 295hp Engine - Paddle
Shift
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Sporty Advanced Distinctive
Sporty Driving SH-AWD - 295hp Engine - Paddle
Shift -
Advanced Technology SH-AWD - HiDS - CMBS - AFS
- Pedestrian Safety -
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Sporty Advanced Distinctive
Sporty Driving SH-AWD - 295hp Engine - Paddle
Shift -
Advanced Technology SH-AWD - HiDS - CMBS - AFS
- Pedestrian Safety -
Sports - 06 Civic Type R - S2000 - NSX

• Main Stream
• - Jazz
• - Civic
• Accord
• Legend

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Sporty Advanced Distinctive
Sporty Driving SH-AWD - 295hp Engine - Paddle
Shift -
Advanced Technology SH-AWD - HiDS - CMBS - AFS
- Pedestrian Safety -
Sports - 06 Civic Type R - S2000 - NSX

• Main Stream
• - Jazz
• - Civic
• Accord
• Legend

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Who are our competitors?
Traditional E sector customers

• Attitude to car
• Brand loyalty
• Symbol of success
• Reward

• Purchase reasons
• Style
• Image
• Value for money

Source Customer clinics, NCBS 2005
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Why were these cars unsuccessful?

• Lack of brand desirability
• Believed they could sell to BMW Mercedes
  customers
• Residual value prohibitive to sales
• Lack of relevant unique selling point for E
  sector customers

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Who is going to buy it?
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Who is going to buy it?
Legend
5 Series
Customer Profile
45-55
(Avg 48)
Age
80k - 100k
80k - 100k
Income
Predominantly Male
Predominantly Male
Male/Female
Small Medium sized business owner
Senior Management, Director
Occupation
Individualist self assured Enjoys
driving Projects an image of success with
independence
Image / status orientated Enjoys driving Happy to
project success
Attitude
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Who is going to buy it?
Legend
5 Series
Customer Profile
45-55
(Avg 48)
Age
80k - 100k
80k - 100k
Income
Predominantly Male
Predominantly Male
Male/Female
Small Medium sized business owner
Senior Management, Director
Occupation
Target Customer Respected Individualists
Individualist self assured Enjoys
driving Projects an image of success with
independence
Image / status orientated Enjoys driving Happy to
project success
Attitude
Driving
D-sector car Saab 9-5 Audi A6 Lexus GS300
BMW 5 series or 3 series
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Who is going to buy it?
Legend
5 Series
Customer Profile
Age
Income
Male/Female
Occupation
Target Customer Respected Individualists
Individualist self assured Enjoys
driving Projects an image of success with
independence
Image / status orientated Enjoys driving Happy to
project success
Attitude
Driving
D-sector car Saab 9-5 Audi A6 Lexus GS300
BMW 5 series or 3 series
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How to meet their expectations?
Objective for RD
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How to find our customer?
Generate Demand

• 1.0m budget to find 1.2m prospects to find 400
  customers

• Activity aimed at defined customer groups
• Small business owners
• Marine engine customers
• Existing loyal Honda owners

• Preview customer clinics and VIP test drive
  events

• Use of F1 team to demonstrate technology and
  handling

• Press reviews in target publications

• Approved Legend dealers
• Business 2 business and corporate
• 48hr test drive

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Our strategy
Residual Value

• Pull not push, demand generation started 1st May

• Approved Legend dealers
• Approx 60 demonstrators nationally
• We will not flood the market with used
  demonstrators
• Honda UK central fleet

• Competitive contract hire rate

• Corporate launch plan
• Residual value guides have driven
• Leasing companies to follow

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Pricing

• ADAS CMBS
• Lane keep assist system
• Adaptive cruise control
• Collision mitigation braking system

• Comfort Luxury
• Electric glass sunroof
• Rear view camera
• Cruise control
• Leather upholstery
• Driver passenger electrically powered seats
  memory
• Rain sensing wipers
• Technology Performance
• Super Handling-All Wheel Drive
• 5 Speed automatic transmission with paddle shift
• 17 Alloy wheels
• Voice recognition satellite navigation
• Hands free telephone system
• Multi function driver computer
• Active HID headlights with dusk sensor
• Safety
• Dual front, side curtain SRS airbags
• Advanced pedestrian safety system - pop up
  bonnet
• VSA, EBD, ABS

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07YM Legend
On sale 15th SeptSales Plan 400 units annually
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07YM Legend
On sale 15th SeptSales Plan 400 units annually
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