Automotive manufacturers selling vehicles in Europe face one of the most highly competitive and challenging marketplaces imaginable. Here, the titans from the U.S. and Far East converge to challenge their remaining European counterparts head-on. There is little room for failure and none for the faint-hearted.

Honda, which is a major global brand, has a relatively modest foothold in Europe, particularly compared to the U.S. and Japan. The company has a strong product line-up but weak dealer network and marketing spend, when compared to its competitors. To help improve this situation, Honda has embarked on a major programme to reposition its brand and put in place a new, pan-European customer relationship strategy. Central to this new strategy is IT, with the Internet viewed as a key channel through which to attract and recruit new customers and an effective means by which prospects and customers can identify themselves directly to Honda before purchasing the vehicle.

In order to build and strengthen its relationships with customers, Honda has also developed a highly innovative artificial intelligence tool called Talking ASIMO.

At our forthcoming Member Summit, Honda UK Marketing Director Simon Thompson, together with key members of his team, will provide us with a fascinating insight to Honda’s re-branding programme, its new customer relationship strategy and how it is using IT to improve its customer relationships. These discussions will include a view of how Talking ASIMO has been built and delivered for the business.