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07YM Legend

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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07YM Legend

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  1. 07YM Legend

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

  3. Sporty Advanced Distinctive

  4. SportyAdvancedDistinctive Sporty Driving - SH-AWD - 295hp Engine - Paddle Shift

  5. SportyAdvancedDistinctive Sporty Driving - SH-AWD - 295hp Engine - Paddle Shift Advanced Technology - SH-AWD - HiDS - CMBS - AFS - Pedestrian Safety

  6. SportyAdvancedDistinctive Sporty Driving SH-AWD - 295hp Engine - Paddle Shift - Advanced Technology SH-AWD - HiDS - CMBS - AFS - Pedestrian Safety -

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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?

  12. 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:

  13. 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

  14. 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

  15. BMW 530i Benz E350 Audi A6 HZ How to meet their expectations? Objective for R&D

  16. 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

  17. 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

  18. 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

  19. On sale: 15th SeptSales Plan: 400 units annually 07YM Legend

  20. On sale: 15th SeptSales Plan: 400 units annually 07YM Legend

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