Honda Brand Campaign Expands on History of Groundbreaking Products with Eye to Future of Mobility

  • New "Forever Determined" brand spot showcases Honda’s innovative roots along with future mobility products – all with viewers in the driver’s seat
  • Honda products past, present and future are featured in new TV spot – from iconic cars, bikes and race machines to Honda’s innovative eVTOL aircraft

Honda shows how it is “Forever Determined” to expand mobility solutions that inspire people and help make their lives better in the brand’s latest television spot debuting today: Building on its recent “Origin of Determination” campaign with a story of mobility innovation only Honda can tell, the brand’s latest spot shows how Honda is taking on new challenges to create future mobility products and experiences.


“Forever Determined” puts viewers in the driver’s seat of some of Honda’s most iconic products – past, present and future – all developed through innovative technology and the sheer determination of Honda engineers. The new :60 commercial also  highlights new initiatives that enable Honda to take on future challenges.

“As Honda prepares for our electrified future, we want to connect with brand enthusiasts and a new generation of customers to show how the values of Honda have brought a wide range of innovative mobility products to life,” said Jessika Laudermilk, Senior Manager, Honda Auto Marketing. “From the road to the ocean to the skies, we’re sharing how Honda is embarking on new mobility initiatives to help people make their lives better today and into the future.”

Honda “Forever Determined” Creative and Featured Products
“Forever Determined” features more than 70 years of iconic Honda products from the past, present and into the future: the Honda Type A Motorized Bicycle and RC142 Motorcycle, the all-new 2023 Civic Type R, as well as race vehicles from desert racers like the Baja Ridgeline, and Honda-powered Formula 1® championship machines. The spot also highlights new directions in mobility, from HondaJet to future products like Honda eVTOL (electric vertical take-off and landing) aircraft, and a nod to Honda’s accelerating efforts in research and development in the field of space technologies. “Forever Determined” will also air on Spanish-language networks and Asian media to reach multicultural audiences.

Viewers will see new and iconic heritage Honda products from the driver, rider, captain and pilot perspective during the “Forever Determined” spot, set to John Cena’s voiceover – the official voice of the Honda brand, including:  

  • Type A Motorized Bicycle: a prototype developed by Soichiro Honda
  • RC142 Motorcycle on the iconic Isle of Man TT Race
  • All-new 2023 Honda Civic Type R – the most powerful Type R ever
  • Max Verstappen’s Honda-Powered F1 racecar Oracle Red Bull Racing’s RB16B crossing the finish line in Abu Dhabi and winning the 2021 FIA Formula One World Championship™
  • Honda S-Dream setting a class record at Bonneville Speed Week
  • HondaJet Elite S: the fastest, farthest and highest-flying aircraft in its class
  • Honda’s rugged race truck, the Baja Ridgeline
  • HRC CRF450R motorcycle
  • CRF450 RALLY winning motorcycle category at Dakar Rally
  • Formula 4 Power Stroke boat powered by Honda
  • Honda eVTOL taking off

Campaign Media
“Forever Determined” will be featured across a wide range of media platforms, from broadcast and streaming to contextual digital media partnerships, as well as social media and in-cinema. Honda also is airing the spot within high-profile national sports programming in NHL, top-rated NFL games and NCAA college football matchups.

A unique extension of the campaign will be showcased in the Hondaverse on Twitch, in its second iteration, by creating a Honda Hub using the Fortnite creative map mode.

Honda’s Commitment to a Zero Emissions Future
In April 2021, Honda global CEO Toshihiro Mibe outlined the company’s vision for global sales of electrified vehicles as part of Honda’s strategy to achieve carbon-neutrality for its products and corporate activities by 2050, which the campaign addresses. This vision calls for 40 percent of North American sales to be battery-electric and fuel cell electric vehicles by 2030, increasing to 80 percent by 2035, and to 100 percent by 2040. For more information, visit:

About Honda 
Honda offers a full line of clean, safe, fun and connected vehicles sold through more than 1,000 independent U.S. Honda dealers. Honda has the highest fleet average fuel economy and lowest CO2 emissions of any major full-line automaker in America, according to the U.S. Environmental Protection Agency’s 2021 Automotive Trends Report. The award-winning Honda lineup includes the Civic, Insight, and Accord, along with the HR-V, CR-V, Passport and Pilot sport utility vehicles, the Ridgeline pickup and the Odyssey minivan. Honda’s electrified vehicle lineup includes the Accord Hybrid, CR-V Hybrid and Insight, and, in the future, Civic Hybrid. The Honda Prologue SUV, Honda’s first volume battery-electric vehicle, will join the lineup in 2024.  

Honda has been producing automobiles in America for 40 years and currently operates 18 major manufacturing facilities in North America. In 2021, more than 95% of all Honda vehicles sold in the U.S. were made in North America, with nearly two-thirds made in America, using domestic and globally sourced parts.

More information about Honda is available in the Digital FactBook

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