MARKETING to millennial students isn’t an easy task. Being the future car buyer, millennials are picky, and build their roster of vehicle choice, no longer on just looks and popularity but more on less tangible but important concepts like safety and sustainability.
Honda Cars Philippines, Inc. (HCPI) recently introduced a program called ‘Road Safety and Honda SENSING Experience for Students.’ Though the marketing catch is obvious the objective of highlighting safety using technology–in this case Honda’s SENSING suite of safety features–creates the space to focus on safety on the road. The advances the consciousness and appreciation of young drivers for road safety, and demonstrate through an experiential drive how advanced safety technologies like the Honda SENSING actually work towards the objective.
Student-members of the international youth leader organization, AISEC in the Philippines (AISEC) were the first one exposed to this safety gathering. Some 22 members of the organization from 7 colleges and universities in the country, were given an actual on-road learning session on road safety in a safe and closed space around the HCPI headquarters in Sta. Rosa, Laguna last October 8.
“Honda wants to make our roads safer for you, our next generation, and for everyone we share the road with. This is one of the ways we are working to contribute to the development of society,” HCPI President, Masahiko Nakamura, said as he opened the program. Nakamura said the program aims to advance the consciousness and appreciation of young drivers for road safety, and demonstrate through an experiential drive how advanced safety technologies like the Honda SENSING actually work towards the objective.
“With our collective effort, we can be more effective in preventing traffic accidents and injuries. I am grateful that you are taking part in this global campaign on road safety,” he continued.
The students experienced the latest line of Honda SENSING vehicles including the all-new Civic and HR-V. Equipped with the Honda SENSING system, both vehicles use a camera with a wider field of view combined with improved software that achieves better vehicle, motorcycle, bicycle, pedestrian, and road marking recognition. Each vehicle used for the actual drive was accompanied by an HCPI-certified driving instructor for proper guidance and safety as the student participants try out the Honda SENSING safety features in a route drawn for the learning session.
Honda’s SENSING is a response to the company’s global commitment to ‘Safety for Everyone’ goes beyond the needs of drivers and passengers, and extends to all road users such as pedestrians, bikers, riders and other vehicles. Thus, efforts on improving safety are being done from product, systems, and educational perspectives.
Honda’s approach towards sustainability was also part of the program, highlighting critical themes and initiatives, and their contribution to the sustainable development goals, as cited in Honda’s Integrated Report published on September 30, 2022.
Honda’s global environmental direction is aimed toward 100 percent electrification of automobiles by 2040 to realize carbon neutrality for all products and corporate activities by 2050. In the area of safety, the global target is zero traffic collision fatalities from Honda motorcycles and automobiles by 2050. The interim goals to reach the bold target include applying advanced safety technologies to all models and providing everyone with road safety education opportunities by 2030.
The experiential program included a very engaging discussion of the Honda Safety Driving Center on the most relevant driving behavior for young and beginning drivers, as well as traffic rules and regulations, penalties for non-compliance, and common misconceptions.
Among many practical tips shared in the learning session are regarding pre-drive inspections, defensive driving, and preventing distractions. The Honda Safety Driving Center, established in 2008 and located in Bicutan, Paranaque, is a world-class training facility that is the country’s first motorcycle riding school that also implemented training programs for automobiles and trucks. HCPI and HSDC have been jointly promoting road safety through different programs.
“By applying what we have learned today, we will be able to make our roads safer for our young drivers and all road users. With the example of our own driving, we can reach more people, influence them to also observe safe driving habits, and help spread a better appreciation for road safety,” Atty. Louie Soriano, General Manager for Sales of Honda Cars Philippines, Inc. said.
