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07YM Legend. The Legend’s role is to become Honda’s technological flagship, reflecting the three cornerstones of our product range:. Sporty Advanced Distinctive. Sporty Advanced Distinctive. Sporty Advanced Distinctive. Sporty Driving - SH-AWD - 295hp Engine - Paddle Shift.

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The Legend’s role is to become Honda’s technological flagship, reflecting the three cornerstones of our product range:

Sporty Advanced Distinctive

slide5

SportyAdvancedDistinctive

Sporty Driving

- SH-AWD

- 295hp Engine

- Paddle Shift

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SportyAdvancedDistinctive

Sporty Driving

- SH-AWD

- 295hp Engine

- Paddle Shift

Advanced Technology

- SH-AWD

- HiDS

- CMBS

- AFS

- Pedestrian Safety

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SportyAdvancedDistinctive

Sporty Driving

SH-AWD -

295hp Engine -

Paddle Shift -

Advanced Technology

SH-AWD -

HiDS -

CMBS -

AFS -

Pedestrian Safety -

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SportyAdvancedDistinctive

Sporty Driving

SH-AWD -

295hp Engine -

Paddle Shift -

Advanced Technology

SH-AWD -

HiDS -

CMBS -

AFS -

Pedestrian Safety -

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

Sports

- 06 Civic Type R

- S2000

- NSX

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SportyAdvancedDistinctive

Sporty Driving

SH-AWD -

295hp Engine -

Paddle Shift -

Advanced Technology

SH-AWD -

HiDS -

CMBS -

AFS -

Pedestrian Safety -

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

Sports

- 06 Civic Type R

- S2000

- NSX

who are our competitors

Merc E-class20%

Others15%

Volvo S804%

Audi A613%

Jaguar S-type20%

BMW 5 Series27%

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

why were these cars unsuccessful

Phaeton

607

Legend (96)

Vel Satis

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
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:

Who is going to buy it?
who is going to buy it13

Target Customer:

Respected Individualists

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:

who is going to buy it14
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

who is going to buy it15
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

how to meet their expectations

BMW 530i

Benz E350

Audi A6

HZ

How to meet their expectations?

Objective for R&D

how to find our customer
How to find our customer?

GenerateDemand

  • £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
our strategy
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
pricing

41

EX + ADAS & CMBS

40

£39,000

39

38

37

EX

36

£36,250

35

34

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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