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Vol. 14 • Issue No. 2 • 2010

The Honda Magazine

WHITE as snow

Baguio turns YELLOW

Metal: the new BLACK

What’s Inside

Driver’s View Summer’s officially here! It’s the perfect season to have a good time in the outdoors with family and friends. To complement this season’s vigor and excitement, we are introducing refreshing colors for the City, Jazz and Civic. Over the years, Honda has been known for regularly introducing chic and revitalizing colors on its models. And now, we bring you the vibrant Helios Yellow color for the 1.5 Jazz, the spotless Taffeta White color for the 1.5 City and the stylish Polished Metal color for the 1.8 and 2.0 variants of the Civic. With these colors, we hope to add zest to your driving experience! To beat the summer heat, enjoy the spirited driving performance of your Honda and take it to a perfect getaway adventure. In this issue, we bring you the colorful Panagbenga Flower Festival in Baguio. Summer seems not complete without hitting the pristine beaches. The Philippines is very lucky to have a number of powder-like white sand beaches. A small town in Palawan offers an unspoiled beach paradise that you might want to check out. And we also present some metal-colored, special edition gadgets to help you gear up this season in style. Now that the sun is out, hit the road and relish the season with your family and friends. Experience the joy of driving a Honda!

HIROSHI SHIMIZU President and General Manager Honda Cars Philippines, Inc.


Honda Updates


Cover Story



Honda dealerships in Guiguinto, Bulacan and Cainta, Rizal soon to rise.

The Colors of Summer

Summer’s hottest colors are also the new colors of Honda Jazz, City and Civic.

The Honda Way

Honda Cars Manila bags the “Dealer of the Year” Award in the annual Dealer Convention held in January.


Pop Quiz How discriminating are you?

Take this quick quiz to find out what breed of a car buyer you are!


International News Behold the Honda CR-Z

The long wait is over for the world’s first hybrid sports car designed to maximize style and fun in addition to efficiency and economy.


Honda Dream

Soichiro the Champ

Soichiro Honda kept his racing spirit throughout his lifetime and surrounded himself with the racing world’s champions.

Challenge Magazine is published by Honda Cars Philippines, Inc. Please send all questions and feedback to: Editorial Board Challenge Magazine Honda Cars Philippines, Inc. 8/F Pacific Center Building #33 San Miguel Avenue, Ortigas Center Pasig City 1605 Philippines Tel. No. (632) 857-7200 Fax No. (632) 857-7228 Honda Hotline: 1-800-1000-Honda (8AM-5PM only) Email: Website:

Congratulations! Mr. Florello Quiazon became the lucky respondent of the media habit survey to win an original Honda Motor Sports Jacket. For the complete list of golf windbreaker umbrella winners, kindly visit

Honda Updates Honda Updates

Honda breaks ground in Bulacan, Rizal

Groundbreaking ceremonies in Bulacan

In service of Honda customers, Honda recently broke ground on the future sites of Honda Cars Bulacan (HCBL) and Honda Cars Rizal (HCRZ), its 27th and 28th full-service Honda dealerships in the country, respectively. HCBL will rise on McArthur Highway, Poblacion, Guiguinto, Bulacan and is set to open its doors to the public this May. Meanwhile, HCRZ is on Ortigas Avenue Extension, Brgy.

Groundbreaking ceremonies in Rizal

San Juan, Cainta, Rizal and will start operating in August. Soon, residents of Bulacan and Rizal will enjoy convenient access to Honda’s world-class products and services. The groundbreaking ceremony in Bulacan was led by HCBL President and General Manager Redentor Kalalang while HCRZ President and CEO Felix Limcaoco III led the ceremony in Rizal. HCPI President and General Manager Hiroshi Shimizu graced both ceremonies.

Civic Republic celebration continues Since it first entered the local automobile industry in 1991, the Civic has been setting a new benchmark in its class to meet the changing needs of the times. This is why it is one of the country’s most sought-after models in the market. With more than 100,000 Civic owners who share the same passion for excitement and innovation, Honda has built the CIVIC REPUBLIC, a republic of like-minded people exhibiting the same character as the Civic: attractive, fun-loving, gadget savvy, reliable and responsible.

Civic owners share the same passion for excitement and innovation.

Visit any of Honda’s 26 authorized dealership in the country. For more details on the next Civic Republic celebration and the awardwinning Civic, check out

In its non-stop celebration of over 100,000 Civic units sold in the Philippines, Honda gathered Civic owners through its dealership network in dealership network in Makati, Taguig, Kalookan, Alabang, Batangas, Pampanga, Pangasinan, Ilocos Norte, Mandaue, Cebu and Cagayan de Oro. 1

Cover Story

Colors of summer It’s the season of the year again when everything turns hot – figuratively and literally. The sun is out, the heat may be scorching, but it’s also the best time to celebrate! This season, Honda Cars Philippines, Inc. (HCPI) unveils the new colors of summer with the newest colors of the Jazz, the City, and the Civic. Let the sunshine in with the new Helios Yellow Honda Jazz, released just in time for those summer road trips such as the recently held 2010 Panagbenga Flower Festival in the nation’s “Summer Capital”, Baguio City. The new vibrant yellow color brings out more fun in the Jazz, further boosting the sporty and youthful appeal of the country’s Fun Utility Vehicle (FUV). For an air of exclusivity, the Honda Jazz in Helios Yellow is only available in the 1.5-liter V variant. Take advantage of the smooth ride in the new taffeta-white Honda City to explore the country’s still-unknown tourist havens, such as the town of San Vicente in Palawan, dubbed as the “next Boracay”. The taffeta-white City exudes youthful, refreshing, sporty and stylish appeal and is available for the top-of-the-line variant, City 1.5 E. Grab the coolest super-exclusive gadgets that have the same hue as the new Polished Metal Civic. The 2010 Civic sports a refreshed dynamic styling as it now comes with a newly designed 16” three-dimensional, multi-spoke alloy wheels for its best-selling 1.8 S variant to create a more commanding and sharper look. The Polished Metal color is also available for its 2.0 S variant for that added flair of sporty and modern character. Check out these vibrant summer colors and hot spots that simply scream of summer in the succeeding pages.


Baguio turns yellow A gaily dancing troupe, a marching band, a baton-twirling majorette, flower-decked floats and chariots, police officers proudly sporting their loincloths, and two million cheery faces. The Panagbenga Flower Festival in Baguio City is truly a feast for the senses. Even now on its 15th year, it still never fails to pack huge crowds and turn up the heat in the country’s “Summer Capital”. The two-day festival showcased Baguio’s local sound and flavor. More than 20 street dancers from participating schools joined the flower parade and street-dancing competition on Feb. 27, while a parade of floats was held the following day.

Let the sunshine in with the new Helios Yellow Honda Jazz, the perfect companion for summer road trips such as the 2010 Panagbenga Flower Festival in the nation’s “Summer Capital”. Baguio Flower Festival photos by Revoli S. Cortez

Mirroring the growing influx of Koreans in Baguio City, now reportedly numbering 15,000 or 5% of Baguio’s population, some floats carried Korean themes and played Korean songs (like the popular craze, “Nobody, Nobody but You”). Combined with the sight of Ibalois in their traditional garb and dancers grooving to the music of the Black Eyed Peas and Michael Jackson’s “Beat It”, the Panagbenga this year has embraced diversity. Since 1995, the Panagbenga has been a fixture in the city’s tourism scene, with month-long activities accounting for at least P1 billion of its annual income, said Baguio City Mayor Peter Reinaldo Bautista, Jr. This year’s festival drew a bigger crowd – estimated to be at least three times more than in 2009 – thanks partly to global warming that caused extreme heat, driving lowlanders up the City of Pines.The festival also coincided with the alumni homecoming and graduation ceremonies of the Philippine Military Academy, itself an annual crowd-drawer. Neighboring La Trinidad, Benguet, and even Nueva Vizcaya and Tagaytay City also benefit from the festival as Baguio City sources 80% of its flower supplies in these provinces. This year, even traditional vegetable growers in Baguio switched to flowers to cope with the increased demand from having more floats on parade. To keep visitors coming, the Baguio Flower Festival Foundation Inc. (BFFFI), organizer of the Panagbenga, said it would introduce innovations in the coming years.


Cover Story

The next

Boracay TEXT by Katrina Pascual PHOTOS courtesy of San Vicente Beachfront Holdings, Inc.

NOT all beach destinations are created equal. Not too many can be called “the next Boracay.” That would be desecration. But one small, quaint town in the northwestern part of Palawan is ready to claim the title because of its beaches with sand as white as snow. Bound by the South China Sea on the west and Puerto Princesa City in the southwest, the municipality of San Vicente offers memorable coves, bays, thriving forests, and the 14-kilometer Long Beach, the Philippines’s longest white sand beach targeted to compete with top tourist destination Boracay Island once it fully takes the road to development. White-sand promises Stretching from barangays New Agutaya to Alimungan, the Long Beach is still a largely untapped site with a number of quiet investments. It takes a 3- to 4-hour land travel from Puerto Princesa City, and is also accessible via local outrigger boats or banca from Sabang, Puerto Princesa or from El Nido, a secluded retreat destination and marine reserve park famed for its coves and limestone cliffs. Highlighted by an enthralling rock formation at Bokbok Point, Long Beach is seen to be the next big thing for local and foreign sun worshippers, beach adventurers, and guests looking into a beach experience involving fine, white sand and pristine blue waters. “There’s a lot of room at Long Beach for varied and dynamic pursuits – swimming, snorkeling, island-hopping trips, or just a quiet appreciation of nature,” reveals Rosabella Abella, who attests to San Vicente’s other wellkept secrets: waterfalls, lush forests, and backpackers’ havens that are yet to be seen in the world’s travel guide books. An array of persuasions Once a small village, San Vicente is a still mildly inhabited place, the only one in Palawan where 92% of the total area is a vast forestland hosting a diverse species of birds, mammals, and reptiles. With a rich coral life and marine ecosystem, it has also been one of the six learning areas in the Philippines for the United States Agency for International Development (USAID) Coastal Resources Management Project. A number of backpackers and foreign tourists are already finding their way into this rustic town, especially with the new, exciting age heralded by the 2010 completion of the San Vicente Airport – a mere 10 minutes away from the beach proper – and a privately owned marina. 4

Next big thing “The market will dictate,” Ms. Abella says when asked about the level of accommodations targeted for San Vicente’s untouched beaches. “But if we want a truly active tourist zone, it has to be acceptable for both local and international tourists.” And since not all beaches are created equal, San Vicente’s Long Beach and picturesque offerings are foreseen to go from “Palawan’s well-kept secret” to a major tourist spot in the country, its fine white sand telling its own tale of beauty and abundance.

City 1.5 E in

Taffeta White


Cover Story

Is metal the new black? Meet the super gadgets with super style

By Arvi Alarcon

What is it about the color of metal that evokes a sense of style, sophistication and uniqueness? Except for its masculine name, metal is actually a neutral and cool color. Unlike red, orange or black, gunmetal doesn’t evoke particularly strong emotions. Of late, there have been a slew of special-edition gadgets and gizmos that are in metal colors. This is because metal is seen as a unique and perfect color for those who want to create a sleek, high-tech, cutting-edge look. People who prefer this color usually have a more mature sense of taste and are proud of it. Here are some of these exclusive gadgets released in the market:

Optio W80 Is it possible to produce a shockproof and waterproof digital compact camera? In 2003, Pentax introduced the first weather-resistant digital camera. Today, Pentax’s W80 is certified waterproof at depths of up to five meters (16 feet). It is shockproof for drops of up to one meter (3.3 feet) and cold proof up to below 10 degrees Celsius. That’s great news for adventure seekers or those of us who just don’t take good care of their cameras. It’s got a 12.1 MP sensor, 5x optical zoom and a 2.5” LCD, and includes features such as HD movie recording and shake reduction so it can take good pictures as well.

Rolex Oyster Perpetual Datejust stainless steel Talk about luxury and you surely can’t beat a Rolex. Especially if you talk about the classic Rolex Oyster Perpetual Datejust Mens Watch that comes in a stainless steel case and bracelet. It has a silver and grey dial and synthetic sapphire crystal. It is very unique and the two-tone dial remains a work of art. It’s viewed as a perfectly stylish, simple, and elegant every-day watch that doesn’t scream “classic datejust”. If you’re looking for a watch to go with your tuxedo or with your suave look, this is the perfect timepiece.

Nokia 8800 Limited King Arthur Edition The Nokia 8800 is Nokia’s flagship phone, a combination of the best quality materials and technology. Aside from the usual phone functions, this limited-edition mobile phone features ergonomics that is spot on, whether open or closed. The slender stainless steel slider case has a hefty, machined feel. The polished and brushed metal casing is beautifully finished with a level of quality usually associated with watch-making. Sliding open the phone is a precise and smooth movement that just takes a fraction of a second. The color display is also protected by a specially toughened glass screen, all of which add to the premium feel.

PS3 Limited Edition For those non-gamers who don’t know, Sony made just 9000 of the gunmetal gray PS3 for its Metal Gear Solid 4 Special Edition bundle. These are VERY, VERY Limited Edition PS3 console and game bundles. Along with the MGS 4 game DVD, you get a gunmetal gray PS3 instead of your typical black PS3 console. And that’s it. Despite the higher price tag, it sold out in a matter of moments in Japan, and now still commands a good price on eBay.


Check out the coolest superexclusive gadgets that have the same hue as the new Polished Metal Civic.

Feature “We are very proud to be the instrument in delivering world-class products and services in the market. Winning the highest recognition in over-all dealership operations further challenges us in providing better contribution in the year ahead.” – Mr. Jojo Aliganga, General Manager, Honda Cars Manila

Colors of success Honda Cars Manila (HCMA) was named overall “Dealer of the Year” at the 2010 Dealer Convention mounted yearly by Honda Cars Philippines, Inc. (HCPI) to honor the outstanding performance of its dealership network all over the country. The “Dealer of the Year” Award is the highest recognition HCPI bestows upon a dealership with the most exemplary performance in all aspects of dealership operations. HCMA has manifested excellent undertaking in overall operations that cover sales, service, parts, customer relations management and finance operations. “We are committed to bringing world-class products and services to our beloved customers. That is why every year, we gather together to recognize those who have shown dedication in reaching for our goals and to give continued inspiration for the year to come,” Mr. Hiroshi Shimizu, HCPI President and General Manager, said at the awards night last Jan. 22. The Dealer Convention also paid tribute to Honda’s finest sales executives for their commitment to quality customer service and satisfaction.

Honda Cars Manila’s General Manager, Mr. Jojo Aliganga (right) receives Dealer of the Year award

Dealer of the Year Awardee, Honda Cars Manila


Pop Quiz

How discriminating a customer are you? Take this quick quiz to find out! By Michelle S. Alarcon If the customer is always right, will the retail world be a better place? It probably would, only if every sales person knew how to deal with various types of customers who feel they are always right. Find out what type of customer you are and see how Honda sales representatives try to make the world a better place, one customer at a time. 1. When I walk inside a dealership to buy, I… a) Go straight to the sales person and ask for the vehicle or item I’m looking for. b) Still explore and see what’s new, I might be missing out on something better. c) Shoo the approaching sales person right away. They’re of no use anyway! At Honda Cars, we immediately assist all customers who walk inside the showroom. It is our privilege that the customer has paid us a visit – whether they are there to look around or make a purchase. We value our customer’s time, and we make sure that they feel welcome. 2. When I can’t seem to find what I want, I… a) Leave my name and number so they can call me when the item is available. b) Just buy something else. I’m already at the dealership so why waste the trip? c) Complain and look for the manager right away. At Honda Cars, we are mindful of our customers’ needs so we can provide them accurate product information to guide them in their choices. No customer should drive out of our showroom dissatisfied with the choice they made.


3. The cashier tells me something is wrong with my credit card, I… a) Immediately take out another one, or pay with cash or make a check. b) Frantically look for another one in my purse or wallet or my ATM card, or call someone who could be in the area to lend me some money. c) Raise my voice and point a finger at the cashier: “That’s not my card’s fault! It’s your machine or what you wrongly typed there! Are you properly trained for that job?” At Honda Cars, we ensure hassle-free transactions to all our customers. Our customer service does not end with the purchase. We hope to continue our relationship with our customers until their next purchase at Honda. 4. When the vehicle I ordered finally arrives, the first thing I do is… a) Sign the receiving copy. b) Spend time looking at it, savoring its newness and the fact that it’s mine! c) Check if everything they have promised to be included in the order is there. At Honda Cars, we deliver new vehicles at the promised time, place and in perfect condition with high-quality delivery experience. We have strict quality assurance processes in place to make sure our customers are satisfied with their purchase. Our delivery marks the beginning of our customers’ new experience with a new Honda car, so we make sure that it is perfect.

5. When someone from the dealership calls me after the delivery, I immediately… a) Thank them for the delivery. b) Ask them if there’s a new color, size or variant already in stock. Or maybe there’s something else that’s new to go back to? c) Demand for freebies. At Honda Cars, we call our customers after the delivery to ensure that the customer is completely satisfied, and that we are able to maintain a long-term relationship with them. Now check your customer type! • Mostly A’s: You’re a UTILITARIAN customer. You’re in and out the store as soon as you get what you need. With cars, you know what you want and have long analyzed it. Shopping is just a task – you actually call it “purchasing”. • Mostly B’s: You’re an ACQUIRER, the opposite of the utilitarian type, because shopping is a hobby, or worse, a habit! You savor the whole experience of feasting your eyes on the merchandise in the store. • Mostly C’s: You’re METICULOUS, but you already know that, don’t you? You pay great attention to details. You always strive for perfection. Whatever type of customer you are, Honda Cars is ready to serve you. Visit its dealerships now and find out for yourself!

International News

Behold the CR-Z

Successful debut of world’s first hybrid sports car 10,000 reservations in one month in Japan

Honda’s much-awaited CR-Z – dubbed as the world’s first hybrid sports car – made history after its debut in Europe, the United States, and in Japan during the first quarter. In Japan alone, where the CR-Z is already being sold, there are already 10,000 reservations for the hybrid in just a month. The European version debuted at the Geneva Motor Show last March 4–14 and will go on sale in Europe this summer. With ideal synergy between engineering and design, the CR-Z development team has leveraged Honda’s advanced and original technologies to create a car that combines environmental responsibility with sporty performance. An exciting and fun car for a new era, the CR-Z embodies Honda’s goal of “creating the never before.” Combining both fun, sporty driving and outstanding fuel economy of 25 km/L (10·15 mode), the CR-Z features a powertrain teaming a 1.5-liter i-VTEC engine with the latest generation of Honda’s proprietary Integrated Motor Assist (IMA). The CR-Z is the world’s first hybrid vehicle to offer a six-speed manual transmission, and a CVT with paddle shifters is available in the Japanese edition. Since the CR-Z is both sporty and environmentally responsible, drivers can focus on the pure pleasure of driving. Moreover, its stunning exterior and futuristic interior heighten the driving experience and inspire pride of ownership.

CR-Z stands for “Compact Renaissance Zero,” which indicates Honda’s development approach of going back to the point of origin (“zero”) to create an entirely new type of coupe and compact. By combining an efficient 1.5-liter petrol engine with Honda’s unique IMA parallel hybrid system, the CR-Z offers lower emissions of all exhaust gasses, while offering an entertaining and engaging driving experience. The flexibility of the IMA parallel hybrid system means that it can be used with a manual gearbox, allowing drivers to exploit the broad spread of torque, while maintaining excellent fuel economy of just 5.0 l/100km. To maximize driver choice and enhance the day-to-day drivability of the car, the CR-Z has been fitted with a 3-Mode Drive System. This unique feature allows the driver to choose between three driving modes, which alter the responses of the throttle, steering, idle stop timing, climate control and the level of assistance provided by the IMA system.

In developing this new facility, Honda allows the driver to adapt the car’s settings to enjoy their favorite road, maximize economy, or strike a balance between the two. Careful consideration was given to exhaust design to ensure that as well as being efficient, the CR-Z is a car that encourages the enthusiastic driver and sounds quite unlike any previous compact hybrid. Other components including engine mounts and sound deadening were tuned to ensure that the sporting elements of the exhaust were heard by the driver, but less desirable noises often associated with sports exhausts were attenuated. The exterior design of CR-Z deliberately evokes the iconic style of the 1980s CR-X, which was originally developed to provide a small, stylish car that could achieve spectacular economy. Signature features of the CR-X, like the split level rear glass hatch and low shallow raked roofline have been referenced in the design of the sleek coupe and then combined with a curvaceous and deeply sculpted exterior form. For more information, check-out http://world.


Honda Dream

Soichiro the champ He lived a life surrounded by 91 champions When Soichiro Honda announced his intention to race in the Isle of Man in 1954, he disclosed his childhood dream: to win a race.

through the development work that had to be done in a short period of time and through the important teamwork that was required for the race.

Since that announcement, he became involved in producing world champions in two domains. In one, he helped produce some of the best and fastest racing machines in the world. In the other, he helped groom some of the world’s best drivers.

“The race is where the balance of technology and the power of competitive manufacturers is put to the test. If you wish to sell your cars and bikes on the global market, you need to participate in international races to prove the excellence of your products.”

Soichiro, who had once set Japan’s land speed record in his racecar Hamamatsu, maintained a close relationship with the riders and drivers who had the potential to make his own dreams come true. It was not only with these men that Soichiro had a close relationship, though. He also treated the test drivers in charge of commercial vehicle development with the same respect and affection. What fascinated Soichiro most about racing was the process that leads to victory. He acquired valuable experience

In 1961, Kunimitsu Takahashi was the first Japanese driver to win the German Grand Prix. The following year, Suzuka Circuit was completed. Motor racing in Japan was thus born. Since then, more than 100 world champion racers have emerged in motorcycle and auto racing events held worldwide. Without the dreams and ambitions of Soichiro Honda, those dreams he held with him in his childhood, Japan would never have seen those champions. Soichiro kept his racing spirit throughout his life.

This is the last installment of Honda Dream, which chronicles the life of Soichiro Honda – his thoughts, dreams, learning and experiences. Excerpts came from the book MISTER HONDA by Akira Mase. May you be inspired to take on challenges unceasingly as Mr. Honda did throughout his lifetime.

Honda Challenge Magazine (Summer 2010 Issue)  
Honda Challenge Magazine (Summer 2010 Issue)  

April 2010