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Former Honda CEOs chide current boss about quality

Taking charge of a major corporation will never be without its challenges, and one of those - as Honda CEO Takanobu Ito is finding out - is filling the big shoes of those that came before. Ito's predecessors are apparently not pleased with what he's doing to the company, and are wasting no time in telling him so.
According to Reuters, two former Honda chiefs have recently visited Ito (pictured above with his predecessor Takeo Fukui) to talk to him about the Japanese automaker's quality issues, which they apparently regard as eroding the company's image. Nobuhiko Kawamoto, who served as CEO from 1990-98, reportedly came to Honda headquarters in Tokyo to deliver "stern words" to Ito last month. Kawamoto's immediate successor, Hiroyuki Yoshino, reportedly met with Ito under similar circumstances earlier this year.
Kawamoto and Yoshino are part of a larger group of former Honda executives who are concerned with the declining quality of the company's products under Ito's leadership. Where Honda once focused more on quality, collaborating more closely with parts suppliers,more recently the company has, in the eyes of those former executives at least, shifted its focus to quantity and to new technologies. That's what, the report alleges, has led to Honda recalling so many of its vehicles in recent years.

Auto sales in March and first quarter down nearly across the board

Nearly every major automaker reported weak U.S. sales for March and the first quarter of 2019, citing a rough start to the year, but said a robust economy and strong labor market should encourage consumers to buy more vehicles as 2019 rolls on. GM, which no longer releases monthly sales figures, saw first-quarter sales fall 7 percent, with declines across all brands. Sales of Silverado pickup trucks fell nearly 16 percent and the high-margin Chevy Suburban large SUV dropped 25 percent. Ford also no longer releases monthly sales numbers, but is due to release its first-quarter sales figures on Thursday. According to industry data, Ford's sales fell 2 percent in the quarter and 5 percent in March. Ford representatives did not immediately respond to requests for comment. FCA reported a 7 percent fall in U.S. sales in March and a 3 percent drop for the first quarter. All of FCA's brands dropped in March, except for Ram, which saw a 15 percent increase in pickup truck sales. "The industry had a tough first quarter, but with spring finally starting to show its face and continued strong economic indicators ... we are confident that new vehicle sales demand will strengthen going forward," FCA's U.S. head of sales, Reid Bigland, said in a statement. Toyota reported a 3.5 percent fall in U.S. sales in March and 5 percent for the first quarter, hurt by declining demand for its Corolla sedans and Camry vehicles. "While some of our competitors are abandoning sedans, we remain optimistic about the future of the segment," Toyota said in a statement. Nissan posted a 5.3 percent drop in sales in March, and its first-quarter sales were down 11.6 percent. Honda and Hyundai bucked the trend. Honda's U.S. sales rose 4.3 percent in March and 2 percent in the quarter, while Hyundai's were up 1.7 percent and 2.1 percent, respectively. Passenger-car sales suffered throughout the January-March quarter compared with the same period in 2018 as Americans continued to abandon them in favor of larger, more comfortable pickup trucks and SUVs, which are far more profitable for automakers. The battle for market share in the particularly lucrative large-pickup truck market intensified in the quarter, as Fiat Chrysler Automobiles' Ram brand outsold the U.S.' No. 1 automaker General Motors' Chevrolet-brand trucks. The two automakers have both launched redesigned pickup trucks.

Honda's new hybrid will cut use of rare-earth metals

Honda will start selling a hybrid vehicle later this year that will reduce the use of rare-earth metals in the hybrid-electric motor's magnets. The Japanese automaker worked with Japanese metal supplier Daido Steel Co. to develop a process that eliminates the use of rare-earth elements such as terbium or dysprosium. The first vehicle to feature this process will be the Honda Freed subcompact minivan, which is based on the platform of the Fit and will go on sale in Japan later this year. The new technology will help free Honda from its dependence on China, which produces about 90 percent of the world's rare-earth metals. The new process uses what's called the "hot deformation method" to eliminate the need for the heavier metals and likely reduce hybrid-engine costs. Honda's new hybrid motors use a lighter rare-earth material called neodymium. With both electric and hybrid vehicle production forecast to grow within the next few years, rare-earth metal demand is forecast to rise by 14 percent a year to more than $9 billion by 2019, Automotive News says, citing an estimate from technology-research company Technavio Research. Honda estimates that the new process cuts the cost of making the motors' magnets by about 10 percent while reducing their weight by about eight percent, Reuters says. Additionally, neodymium is found in Australia and North America, as well as China. Honda has been selling a gas-powered version of the Freed in Japan since 2008. Three years later, Honda started selling a hybrid version of the minivan, which was rated to get 51 miles per gallon on the Japanese driving cycle. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Daido Steel and Honda Adopt World's First Hybrid Vehicle Motor Magnet Free of Heavy Rare Earth Elements – Honda Freed, on sale this fall, will be the first hybrid vehicle to adopt new magnet – Daido Steel Honda TOKYO, Japan, July 12, 2016 - Daido Steel Co., Ltd. and Honda Motor Co., Ltd. became the world's first companies to achieve practical application of a hot deformed neodymium magnet containing no heavy rare earth*1 and yet with high heat resistance properties and high magnetic performance required for the use in the driving motor of a hybrid vehicle. This heavy rare earth-free hot deformed neodymium magnet will be applied first to the all-new Honda FREED, scheduled to go on sale this fall.