Driving Honda: Inside the World's Most Innovative Car Company

Driving Honda: Inside the World's Most Innovative Car Company

Hardback Portfolio

By (author) Jeffrey Rothfeder

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  • Publisher: Portfolio Penguin
  • Format: Hardback | 320 pages
  • Dimensions: 162mm x 240mm x 30mm | 583g
  • Publication date: 31 July 2014
  • Publication City/Country: London
  • ISBN 10: 0670920568
  • ISBN 13: 9780670920563
  • Illustrations note: illustrations (black and white)
  • Sales rank: 248,751

Product description

"Fascinating and insightful". (Financial Times). For decades there have been two iconic Japanese auto companies. One has been endlessly studied and written about. The other has been generally under appreciated and misunderstood. Until now. Since its birth as a motorcycle company in 1949, Honda has steadily grown into the world's fifth largest automaker and top engine manufacturer, as well as one of the most beloved, most profitable, and most consistently innovative multinational corporations. What drives the company that keeps creating and improving award-winning and bestselling models like the Civic, Accord, Odyssey, CR-V, and Pilot? According to Jeffrey Rothfeder - the first journalist allowed behind Honda's infamously private doors - what truly distinguishes Honda from its competitors, especially archrival Toyota, is a deep commitment to a set of unorthodox management tenets. The Honda Way, as insiders call it, is notable for decentralization over corporate control, simplicity over complexity and unyielding cynicism toward the status quo and whatever is assumed to be the truth - ideas embedded in the DNA of the company by its colourful founder Soichiro Honda, sixty-five years ago. With dozens of interviews of Honda executives, engineers,and frontline employees, Rothfeder in Driving Honda shows how the company has developed and maintained its unmatched culture of innovation, resilience, and flexibility - and how it exported that culture to other countries that are strikingly different from Japan, establishing locally controlled operations in each region where it lays down roots. For instance, Rothfeder reports on life at a Honda factory in the tiny town of Lincoln, Alabama. When the American workers were trained to follow the Honda Way as a self-sufficient outpost of the global company, their plant pioneered a new model for manufacturing in America. As Soichiro Honda himself liked to say, "Success can be achieved only through repeated failure and introspection. In fact, success represents one percent of your work, which results only from the ninety-nine percent that is called failure."

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Author information

JEFFREY ROTHFEDER is a veteran award-winning journalist and former editor-in-chief at International Business Times. He has written numerous critically acclaimed books, including McIlhenny's Gold, Every Drop for Sale, and Privacy for Sale. He was previously national news editor at Bloomberg News, editor-in-chief at PC Magazine, executive editor at Time Inc., and an editor at Businessweek. He lives in Cortlandt Manor, New York.

Review quote

Superb, gripping. Although ostensibly about Honda, Rothfeder's new book is essentially a powerful corporate parable about how sticking to your guns can lead to real success Engineering and Technology Fascinating and insightful Financial Times This highly readable book reveals the key to Honda's success: openness, innovation, and quality. A must-read for anyone interested in American manufacturing. -- Subir Chowdhury, author of The Power of LEO and The Power of Six Sigma Through access to highlevel Honda executives, Rothfeder dives into a culture that sidesteps traditional hierarchy, proving that no organization is too large to stop thinking like a start-up. -- Keith Ferrazzi, author of the #1 New York Times bestseller Who's Got Your Back and Never Eat Alone Great investors profit by running against the crowd; in this respect Rothfeder's superb book is the story of a great corporate contrarian. It explains how Honda's idiosyncratic approach has enabled it to prosper. -- John A. Casesa, senior managing director, Guggenheim Partners In an entertaining book, Rothfeder details how Honda has navigated globalization with a strategy other multinationals should follow. -- Ray Kwong, senior advisor, USC US-China Institute, and Forbes contributor