Powering Honda Marine to The Next Level

Company Executives Deliver Business Briefing at Miami Boat Show International

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Honda Marine, a division of Honda Power Sports & Products and marketer of a complete range of four-stroke marine outboard motors from 2.3 to 350 horsepower, outlined today how the company is advancing its mission to expand mobility on the water—capitalizing on the technology of Honda worldwide and maximizing extraordinary boating experiences. A team of Honda executives from Japan and North America delivered a briefing today at the Miami International Boat Show (MIBS) 2024, sharing the company’s vision for the future, detailing strategies and developments that are powering its business and product portfolio performance to The Next Level, built on the company’s commitment to environmental sustainability and exemplary customer service.

Keisuke Tsuruzono, Vice President, Head of Power Products Business Unit, Motorcycle and Power Products Operations, and Daniel Sherlock, Director, Marine Division, American Honda Motor Co., Inc. highlighted the 60th anniversary of Honda Marine, reviewing the company’s history in the marine industry, discussing new technologies and partnership developments and signaling a future not limited to marine outboard internal combustion engines. Further, they detailed how Honda Marine is achieving its mission of expanding mobility on the water with environmentally advanced and human-friendly technology that balances cost and carbon neutrality. The discussion also emphasized how the Honda Marine advantage draws on the technological prowess of its parent company—from generators to motorcycles to automobiles to jets, Honda produces millions of engines per year with a business strategy rooted the Honda Vision for 2030: serving people worldwide with products that bring even greater joy and improve daily lives.

Mr. Tsuruzono hailed the origin of the Honda Marine business in 1964, inspired by the philosophy of founder Soichiro Honda, who said, simply, “Mobility on the water should not pollute the water." Starting with the GB30, the first Honda marine engine, which also pioneered four-stroke engine technology, Honda Marine has designed and built four-stroke outboard motors for 60 years, setting the benchmark for innovative technology, fuel efficiency, quiet operation, and low emissions.

According to Mr. Tsuruzono, Honda Marine remains committed to a product portfolio with R&D continuing to develop technology designed to balance high output and performance while reducing environmental impact. Honda Marine outboard motors have earned a reputation for fuel efficiency and reliability, and he added that today’s Honda BF350, the newest evolution in the company’s product line, equipped with the first commercially available Honda V8 motor, achieves class-leading fuel efficiency with a 350-horsepower output. Based on the success of that engine’s technology, he said that globally, Honda is planning to introduce six new models by 2030. At the same time, he said that Honda is pilot testing small 4kW electric propulsion technology in Japan, using the same motors that power small Honda electric motorcycles. The company intends to apply the same proprietary electrification technology to small outboard motors.

Further, to reduce its environmental impact, Honda worldwide is working toward achieving carbon neutrality at the factories that produce these products. Mr. Tsuruzono explained that the Honda marine outboard factory aims to achieve carbon neutrality (100% of the electricity used in production) by FY2026.

Looking into future technology, Honda is developing automation and intelligence-based technologies to improve safety and increase maneuverability on the water. These include 360-degree surround view cameras that help eliminate blind spots and autonomous docking and trailering, all of which reduce boater anxiety about maneuvering around fixed objects. Mr. Tsuruzono also introduced a short, animated video illustrating how these technologies operate.

The presentation then turned to the new Honda Marine division of Honda Power Sports & Products based in Alpharetta, Georgia. Daniel Sherlock, Director, Honda Marine Division, American Honda Motor Co., Inc., described the structure and focus of the new organization, established on January 1, 2024, and described the projected growth trajectory, saying that the reorganization and expansion of the Honda Marine business will strengthen sales and customer service functionalities, underscoring the company’s new products and related offerings aimed at business growth in the U.S. market.

“The new Honda Marine division clearly represents a reorganization and expansion—strengthening sales and customer service functionalities; underscoring the company’s new products and related offerings aimed at business growth; and creating and strengthening a foundation for organizational and business investments to facilitate this growth. The creation of the Honda Marine division is the impetus for gaining the momentum needed to take Honda Marine to The Next Level,” explained Mr. Sherlock.

During the briefing, he also highlighted Honda Marine strengths, pointing out that Honda Marine products have earned a reputation for durability, quality, reliability and best-in-class warranty and product support, while dealers are loyal to the Honda brand. Looking ahead, he said that Honda Marine plans to add product development speed and strengthen the product lineup while pivoting from its product-driven model to focus on growth, segmenting its strategy between dealers and OEM boat builders.

Mr. Sherlock also explained the company’s growth initiatives:

  • The Honda Marine division has expanded the organization by approximately 50 percent since 2023 with plans to expand its size during the next several years.
  • Honda Marine is pursuing new strategic business relationships, such as last week’s announcement regarding the company’s newest brand partnership with Scout Boats, a program being launched with participating Honda Marine dealers that offers the Honda Seabrook Series Boats: all-new, high-performing boats built exclusively for Honda by Scout and powered by Honda Marine BF150 iST® outboard motors.
  • Honda Marine is transforming its Honda Premier Dealer Program to focus on the measurement of customer satisfaction and dealer training to help dealers provide stronger customer focus and care, designed to result in increased customer satisfaction, dealer loyalty, and Honda loyalty.
  • Honda Marine has increased resources and investments to focus on developing strategic partnerships with OEM boat builders.

Mr. Sherlock concluded the presentation by directing attending journalists to experience the joy of boating with boat rides and product performance evaluation on two boats showcased at the Venetian Marina and Yacht Club during MIBS 2024:

  • SLIP 501: Calcutta 323, a high-performance catamaran boasting an efficient hull design and the versatility of an offshore capable boat with an inshore shallow water draft, powered by twin Honda BF350 V8 outboard motors.

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About Honda Marine
Honda Marine, a division of Honda Power Sports & Products (a business unit of American Honda Motor Co., Inc.),  markets a complete range of marine outboard motors. Its comprehensive product line is powered exclusively by four-stroke engines.Honda Marine pioneered four-stroke engine technology and has been designing and building four-stroke outboard motors for 60 years, setting the benchmark for fuel efficiency, quiet operation and low emissions. With models ranging from 2.3 to 350 horsepower, the Honda Marine full line of current production models meets the rigorous California Air Resources Board (CARB) 3-star standards, enabling availability and regulatory compliance in all 50 states.

About Honda Power Sports & Products
Honda Power Sports & Products, a business unit of American Honda Motor Co., Inc., markets a complete range of outdoor power equipment, including generators, walk-behind lawn mowers, pumps, snow blowers, tillers, string trimmers, outboard marine engines and small, general-purpose engines for residential, commercial and rental applications. American Honda Motor Co., Inc., also is the sole distributor of Honda motorcycles, scooters, ATVs and Side-by-Sides in the United States, conducting the sales, marketing and operational activities for these powersports products through independent authorized Honda retail dealers.

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