Big Red Turns 30

What do Gretchen Barreto, Mikee Cojuanco and Cheska Garcia have in common? Besides being beautiful, vibrant and extremely attractive, these women were at one time involved with Big Red. No, he’s not some lucky 30-year old playboy. Big Red is the moniker used by foreign motorcycle magazines to connote Honda motorcycles and its huge presence in the American metric bike market. Local production Honda bikes aren’t as big as their siblings in the States but unlike their American brethren, they get ridden by these three lovely ladies. And we have Honda Philippines, Inc. (HPI) to thank for that.

HPI celebrated three decades of growth and innovation with a grand 30th anniversary party at the Rizal Ballroom of the Makati Shangri-La Hotel last June 11. The affair was also the motorcycle company’s venue for gathering their associates, dealers, business partners, suppliers and media friends to thank them for the support and continued patronage that HPI had enjoyed throughout the years.

An Auspicious Start

The company started in 1973 as Mariwasa-Honda, Inc., a joint venture between Mariwasa-Distributors, Inc., which was established in 1964 and Honda Motor Co., Ltd. of Japan and began the production of completely knocked down (CKD) units. In 1976, the company introduced the TM110 which was aimed at the tricycle market, and the following year, the C70 under-bone/cub/step-through moped and XL100/XL125 dual purpose bikes debuted to capture the solo-rider market. 1980 saw the introduction of the TM110S, CD70 and XL185 as well as the establishment of the Honda Riding Academy, which is the first and only motorcycle riding school in the Philippines. A year later, the TMX155, a heavy-duty tricycle model was added to the line-up.

On its 10th year, the company changed its name from Mariwasa-Honda, Inc. to Honda Philippines, Inc. in December 1983 and launched the XL125SR. The CD70DD Econopower was launched a year later and the company reached a cumulative production output of more than 100,000 motorcycles. The TM110SR debuted in 1985 to further attract the solo rider market and their initiative paid off in 1987 when HPI captured the majority of the market, earning them the "No.1" status.

The late 80s and the early 90s saw the introduction of the TMS Super 110, and Trendy motorcycles, which had an aggressive ad campaign centering on a youthful Gretchen Barreto, while HPI also dominated the market for power products (generators) and small internal combustion engines, which was used for powering plow tractors (kuliglig) and light fishing boats (banca) with a cumulative output of 100,000 power products. The company also exported luggage carriers and wire harness for Honda Accord and Civic cars to Japan through tie-ups with Japanese suppliers of Honda Motor Co., Ltd. while completely built-up units (CBU) Trendy motorcycles were exported to Latin America and South America.

Capturing the Top Spot

HPI celebrated its 20th anniversary 1n 1993 with the launch of the GX340 marine engine model and its motorcycle output grew to 200,000 units in the succeeding year. The leadership of the company’s Board of Directors changed hands in 1995 when ambassador Benjamin Sanvictores succeeded Amb. Jose S. Laurel III, while 1996 saw the output of the power products grow to 200,000 units and the introduction of the C100 Dream with the classy and active Mikee Cojuanco endorsing the virtues of riding the new bike. Ground breaking rites for Cebu and Davao depots were held a year later, while the motorcycle output grew to 300,000 units. Honda captured the No.1 position in motorcycle sales and introduced its XLR200 dirt/road bike.

Motorcycle output went up further than 400,000 in 1999 while power products exceeded the 300,000 mark in 2000, the year the Honda Wave 110 was introduced. 2001 saw the introduction of the GL125 and a cumulative production out put of more than 500,000 units while 2002 marked the introduction of the XRM Dual Sports model and the ANF125 and NF125 models and a cumulative production output of 600,000 units, which gave Honda the "No. 1" position for two straight years.

Thirty and More

Its third decade in the Philippine motorcycle industry proved to be hectic as well, when HPI started 2003 with the introduction of the TMX 125 in January, a cumulative motorcycle production output of 680,000 and a cumulative power product output of 370,000 as of April. Their anniversary celebration was likewise the stage for launching special commemorative editions of its XRM and TMX155 motorcycles and the introduction of the Honda Dream 125, this time endorsed by the beautiful and dreamy Cheska Garcia.

The anniversary party was just part of a series of events commemorating the 30th year of HPI. A motorcade of Honda riders clubs from Metro Manila motored into the HPI grounds last Friday (June 13) for Fun Day activities while tricycle drivers and operators were invited into their Fun Day on Saturday (June 14). An Open House was also held that day, along with a Photo Contests, a Dress Up Your Bike contest and a skills competition for Honda associates.

Honda president and general manager Yasuhiro Oyama said in his speech during the anniversary celebration that HPI will move towards higher sales goals and towards providing the riding public with more of the same dependable, efficient and economical technology they have enjoyed from Honda, while keeping an eye on the environment. He added that with the continued support and patronage of its valued customers, HPI confidently strides into a brighter future in the Philippines.