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New Honda ad has Senna, Type R, Asimo, and astronauts

Now that Honda is back into the guts-and-performance game, automotively speaking, the Japanese company has hit the throttle on hardcore imagery. Its latest is in an ad for the company itself highlighting a small selection of its ample range of products, from motorcycles to an airplane and the coming Acura NSX, branded Honda in other markets. Called "Ignition," Wieden+Kennedy created the 90-second spot for Honda Motor Europe, with the tagline "Dare to do what others only dream of." The theme is a space launch, to give that "feeling of daring and human endeavor," perfectly supported by the print artwork with Asimo the robot up front and fabulously complicated hybrid V6 power units spewing flames from the Formula 1 cars in back. Then there's the family in the HR-V in the middle, defying gravity and sipping from juice boxes, because space is for everyone. Ayrton Senna makes a cameo again, and a Stanley Kubrick aesthetic hangs all over the production. You can check out the ad in the video above.

Honda Clarity goes on sale in Japan, but only 200 units a year

Honda has officially started leasing its Clarity hydrogen fuel cell vehicle to select customers in Japan, and the sedan should arrive at a few dealers in California late in the year. Once the model is available in the US, expect the Clarity to be the natural challenger to the Toyota Mirai FCEV. The Clarity boasts an electric motor with 174 horsepower and 221 pound-feet of torque. In Japan's JC08 test, Honda claims the sedan can travel the equivalent of 466 miles, but that evaluation is more lenient than its US equivalent. The automakers expects the sedan to receive an EPA-estimated driving distance of over 300 miles. Prices in Japan begin at the current equivalent of $67,800. However, examples here should retail for around $60,000 and lease for under $500 a month. The Toyota Mirai is similar to the Clarity in major categories, including an EPA range of 312 miles and leases for $499 a month. The two of them should have quite a fight. Honda plans to limit Clarity production to 200 units in Japan for the first year, and only government agencies or businesses can lease them there. After the company collects impressions from these clients, it intends to make the sedan available to individuals. The decision only to lease the Clarity at first evokes the early days at of electric vehicles when companies like General Motors used the strategy to get the EV1 to customers. One thing that could give Honda the edge in the upcoming hydrogen fuel cell battle is its history in the market. The company first offered them with the FCX and later followed up with the FCX Clarity. By this point, the automaker should be well acquainted with the process. Related Video: Honda Begins Sales of All-new Clarity Fuel Cell - Clarity Fuel Cell realizes the world's top-class cruising range among zero emission vehicles of approximately 750 km - TOKYO, Japan, March 10, 2016 - Honda Motor Co., Ltd. today began sales in Japan of its all-new fuel cell vehicle (FCV), the Clarity Fuel Cell. Striving to realize full-fledged popularization of FCVs, Honda created Clarity Fuel Cell as an FCV featuring both a high level of practicality that represents the "universal value" of an automobile and "cutting-edge appeal" that is suitable for a vehicle that is at the forefront of the times. Clarity Fuel Cell is the world's first*1 five-passenger sedan type FCV, realized by making the fuel cell powertrain more compact using original Honda technologies and fitting it entirely under the hood of the car.

Honda to use English as its official language

Honda still has its headquarters in Japan and offices all over the world, but expect to hear a little less Japanese from the automaker in the coming years. A small statement in the business' latest sustainability report (available here as a PDF) announces English will become the official language for interregional communication by 2020. Honda believes that the change should foster better contact between countries as Japan becomes a less central focus for the company. As part of this shift, any documents or questions during interregional meetings, plus any other information being shared between territories, must be in English. To put some extra weight behind the mandate, the ability to speak the language is going to be a requirement for future promotions to management. In the meantime, "Honda has implemented measures in Japan that include study programs aimed at boosting English language skills," the sustainability report said. According to Automotive News, former CEO Takanobu Ito called the idea of making English an official language for company communications "stupid" five years ago. Although even under his watch, things were changing. In 2013, Honda adopted English as the main form of discourse in global meetings. The decision to lessen the focus on Japanese within Honda stems in part from changing worker demographics and major sales regions. According to Automotive News, 81 percent of the company's production comes from outside of Japan, and the country only accounts for about a third of the workforce. Also, 40 percent of global sales are from North America. Honda is quickly transitioning into a more global company in general. For example, the latest Civic Type R is assembled in the UK but has an engine from the US. Also, North America is getting the European made Civic five-door hatchback for the venerable model's next generation. English as the Official Language Setting English as the official language in inter- regional communications It is vital to develop an environment that achieves close communication between associates in six regions worldwide in order for the Honda Group to display its comprehensive capabilities while local sites are independent.