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Honda, GM supposedly working together on PHEVs, autonomous cars

Back in 2013, Honda and General Motors announced that they would work together on hydrogen fuel cell vehicles (pictured). The stated goal was to develop "commercially feasible fuel cell and hydrogen storage" for around 2020, but there was no discussion at the time that any actual H2 vehicles would come out of the program. Things are evolving with that partnership, maybe. There are rumors circling this week that the two automakers are now working together on plug-in hybrid vehicle technology and autonomous technology. The supposed new facet to the GM-Honda partnership doesn't just focus on a powertrain, reports The Yomiuri Shinbun, but also in getting suppliers to lower prices because now you have two automakers ordering parts together. Building plug-in hybrids and fuel cell cars together might be a thing, too, Yomiuri says. The 2013 hydrogen partnership was made between two leaders in the field (the announcement press release talks says, "GM and Honda rank No. 1 and No. 2, respectively, in total fuel cell patents filed between 2002 and 2012." But if these new rumors are true, then it's more of a bit of catch up for Honda (which had a great but unsuccessful car in the Accord PHEV) while GM gets more tech to better challenge Toyota. That's how the Yomiuri presents it, anyway. A Honda spokesperson told AutoblogGreen that, "Honda and GM's collaboration in the co-development of next generation fuel cell systems is making good progress. Engineers are discussing how we might expand the relationship utilizing each other's strengths, but there is no fixed plan regarding specific areas or timing." News Source: Yomiuri Shinbun via Inside EVs Green Rumormill GM Honda Hydrogen Cars PHEV partnership

A tough choice: 2017 Honda CR-V vs. 2017 Mazda CX-5

One has to feel for the typical new-car buyer. The one not reading Autoblog and the one who recognizes a V8 as vegetable juice. For them, picking between compact crossovers must seem like choosing between various identically sized cardboard boxes. Which one do you want? "Ah, I'll take the one with the best deal." Except, with the 2017 Honda CR-V and now the 2017 Mazda CX-5, Joe P. Everyman has a chance to choose between two vehicles that are quite clearly different, yet also clearly leaders in what they do. Everything else seems like alternatives based on price or perhaps off-road readiness (Jeeps Compass and Cherokee, perhaps a Subaru Forester). As scheduling would have it, a 2017 CR-V Touring just happened to be sitting in my garage the week I was set to drive the new CX-5 Grand Touring in San Diego. This isn't a complete, scientifically enacted comparison test, but there was enough drive time in close succession on the same roads and with similar price tags to draw conclusions. At its simplest, the CX-5 is the best choice for the driver while the CR-V is the best choice for everyone else aboard. That's not to say they are myopic in those classifications – the CX-5 could still ably handle family duty, while the CR-V is impressively well-rounded to drive in a way that shouldn't turn off those seeking some driving involvement. However, each has a clear focus that sets it down a different path toward different target buyers. Let's start with the newer kid on the block from Mazda. It is best suited for the person whose life changes have dictated the switch from an agile car to some sort of family hauler. Its spot-on steering and throttle response evoke Porsche, while the six-speed automatic transmission favors performance over fuel economy (while still getting really good fuel economy). Those dynamic elements, plus a carefully crafted, ideal driving position should make the CX-5 feel "just right" for those used to more sporting, non-family-oriented transport. Inside, the latest CX-5 boasts a handsome, upscale design with materials to match. Aesthetically, to these eyes at least, it's the best of a crowded bunch. Quality-wise, only the also-impressive CR-V would seem to come close. Along with the slick new exterior, the cabin conveys the more premium vibe that Mazda was shooting for with the new CX-5 – it also makes a more emotional connection than the typical cardboard box on wheels.

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.