Honda to create umbrella brand

Honda has reshuffled its management team, promoting its chief marketer for cars to head its lawnmowers and outboard motors division. The move marks Honda’s decision to consolidate its separate brands.

Martin Sanders, who was responsible for the controversial “Swindon” advertising campaign, is to become general manager of Honda’s power product division.

Honda’s corporate sales manager Stephen Hollings moves to head of marketing. He joined Honda as advertising manager from Volvo four years ago.

Mark Davies, Honda’s head of car sales, who was head of marketing before Sanders, has been promoted to general manager of the car division.

Under the new management, Honda is attempting to strengthen consumer awareness by introducing more synergy between all three divisions: cars, motorcycles and power products. Each division will be rebranded with the same corporate identity.

All general managers of these divisions will report to Honda UK managing director Ken Keir.

A spokesman for Honda says UK consumers are often unaware of the range of products the company offers because the company is run as three separate divisions. He adds: “We need to create a sense of common brand identity between our divisions, like BMW”.

The changes will come into effect at the start of next year, while the new corporate identity will be gradually put in place over the year.

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