Honda CEO Vies For Green Mantle - WSJ.com

WSJ: Honda promotes itself as an eco-friendly auto maker but it appears that Toyota has beaten Honda in the green-image war. What is Honda doing to reclaim its green image?

Mr. Fukui: Honda’s image was better but has evened out with [Toyota] because of the strong image of one single model, the Prius, which Honda feels is a problem. Next year, we will come up with a dedicated hybrid vehicle. We feel this model will have to overwhelm and overtake Prius. That is key for us. The thing is, we’ll take on the challenge and compete against Toyota with our products and our technology backed by our racing spirit.

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WSJ: After more than a decade working with Honda’s racing teams, do you still try to stay involved in the racing?

Mr. Fukui: I don’t race. I do enjoy driving — just for fun, not for racing — under the speed limit and just going up and down in the mountains. When it comes to motorcycles, once or twice a year I enjoy riding on Honda’s own test track, where there is no speed limit.