our newest dream

With
VOL.07 JUN 2008
breakthrough
motor sports
Honda story
what’s on Honda
i-CTDi Engine
The RA108A
Honda Waste Management
Challenging Spirit Inspires F1 2008
Strengthening Our Quality Commitment
Readers Digest Asia Gold Trusted Brand
The All-New Accord is Here!
our newest dream
A Brighter Future!
The Honda Dreams Fund reaches out to East Malaysians.
PP14168 / 03 / 2009
Editor’s Note
contents
05
our newest dream Honda Dreams Fund
15
Making a Difference
05
ou r n ewest dream
Reaching even deeper into the community, this year’s
Honda Dreams Fund touches the lives of the orang asli
in Sabah and Sarawak.
11
livin g Hon da
Our featured reader in this issue of With DREAMS
is Rozela Hanim Yusof, an executive who’s
head-over-heels in love with her Honda Jazz.
15
breakt h rou gh
The next-generation Honda i-CTDi diesel engine
can reduce overall exhaust emissions to levels
equivalent to those of a petrol engine.
17
mot or sport s
The Honda team is hoping to spring back from last
year’s less-than-perfect performance in the 2008
Formula One season.
19
Hon da st ory
The Honda production factory in Pegoh is
stepping up the fight for a better planet with
several environmental initiatives.
21
wh at ’s on Hon da?
A Formula One party, pre-delivery inspection
centre, Readers Digest trusted brand award and
the All-New Accord are all right here!
breakthrough i-CTDi Engine
17
motor sports The RA108A
With DREAMS is a quarterly magazine published by Honda Malaysia Sdn. Bhd. All rights reserved. Contents may not be
reprinted or otherwise reproduced in any form whatsoever without written permission. Opinions expressed in this
magazine are not necessarily those of Honda Malaysia Sdn. Bhd. The information presented in this magazine is
compiled from various sources and there is no declaration of responsibility as to legality, completeness and accuracy.
EDITORIAL
CHIEF EDITOR Carol Joseph
EDITOR Jahabarnisa Hj. Mohideen
SUB-EDITOR Shaheeran
The future is looking much
brighter for Malaysia’s vibrant
and diverse orang asli
communities thanks to
forward-thinking efforts like the
Honda Dreams Fund educational
scholarship, a joint initiative
between Honda and the United
Nations Development Program.
S PE CI AL THANKS
Ms . R o z e l a Ha n im Y us o f • Mr. Ma ha t h ir b . Ma h a y ud d in • G lo b a l Am it y S d n Bhd
With
We a p p re c ia t e your fe e d back.
Please send your comments, suggestions, questions to:
19
Honda story Honda Waste Management
Editorial Team Honda Malaysia Sdn. Bhd. (532120-D)
Lot 15, Jalan 13/6, 46200 Petaling Jaya, Selangor Darul Ehsan, Malaysia
Tel: 03-7957 5885 Fax: 03-7954 8341
Printed by: United Print Process Sdn. Bhd. (272654-U)
No 5, Jalan Trompet 33/8, Taman Alam Indah, Seksyen 33, 40400 Shah Alam, Selangor
Darul Ehsan, Malaysia KKDN.0. 1780/2474
Do you believe in the power of dreams? Here at
Honda we do. In fact, we believe dreams are the
most powerful energy in the world, because
they’ve been the driving force behind all we’ve
achieved so far. In our experience, everything
wonderful starts with a dream.
That’s why we feel it’s so important for us to
help provide means and opportunities for others
to realise their dreams, and it’s the main reason
for the Honda Dreams Fund scholarship.
By focusing on the underprivileged instead
of just the cream of the crop – and by allowing
scholarship recipients to select any course
they desire, instead of restricting them to
certain fields like engineering and medicine –
the Honda Dreams Fund is uniquely placed
to bring a positive change right to the very heart
of Malaysian society.
T h i s y e a r , t h e c a m p a i g n i s s p e c i fi c a l l y
catered to be more inclusive of all Malaysia’s
demographic groups – in particular the orang
asli, a community that doesn’t get enough
exposure to the more traditional forms of
educational scholarship.
The fund is just one of the ways Honda has
chosen to build on our reputation as a responsible corporate citizen. And another way we’ve
chosen is literally in the pages you’re holding
right now.
We’re proud to announce that this is the
first With DREAMS magazine to be produced
using recycled paper. It’s a big step, but one
that we feel is very necessary if we’re to
show how serious we are about preserving
the environment.
Printed on these recycled pages are many
other examples of our philosophy, belief and
vision. In the end, our dream is that people will
look at Honda, and see a company they feel is
worth having around.
A nd s o it is w i t h g re a t p l e a s u re t h a t I
welcome you to this, the seventh edition of
With DREAMS magazine.
Enjoy,
Jahabarnisa
Editor’s Note
contents
05
our newest dream Honda Dreams Fund
15
Making a Difference
05
ou r n ewest dream
Reaching even deeper into the community, this year’s
Honda Dreams Fund touches the lives of the orang asli
in Sabah and Sarawak.
11
livin g Hon da
Our featured reader in this issue of With DREAMS
is Rozela Hanim Yusof, an executive who’s
head-over-heels in love with her Honda Jazz.
15
breakt h rou gh
The next-generation Honda i-CTDi diesel engine
can reduce overall exhaust emissions to levels
equivalent to those of a petrol engine.
17
mot or sport s
The Honda team is hoping to spring back from last
year’s less-than-perfect performance in the 2008
Formula One season.
19
Hon da st ory
The Honda production factory in Pegoh is
stepping up the fight for a better planet with
several environmental initiatives.
21
wh at ’s on Hon da?
A Formula One party, pre-delivery inspection
centre, Readers Digest trusted brand award and
the All-New Accord are all right here!
breakthrough i-CTDi Engine
17
motor sports The RA108A
With DREAMS is a quarterly magazine published by Honda Malaysia Sdn. Bhd. All rights reserved. Contents may not be
reprinted or otherwise reproduced in any form whatsoever without written permission. Opinions expressed in this
magazine are not necessarily those of Honda Malaysia Sdn. Bhd. The information presented in this magazine is
compiled from various sources and there is no declaration of responsibility as to legality, completeness and accuracy.
EDITORIAL
CHIEF EDITOR Carol Joseph
EDITOR Jahabarnisa Hj. Mohideen
SUB-EDITOR Shaheeran
The future is looking much
brighter for Malaysia’s vibrant
and diverse orang asli
communities thanks to
forward-thinking efforts like the
Honda Dreams Fund educational
scholarship, a joint initiative
between Honda and the United
Nations Development Program.
S PE CI AL THANKS
Ms . R o z e l a Ha n im Y us o f • Mr. Ma ha t h ir b . Ma h a y ud d in • G lo b a l Am it y S d n Bhd
With
We a p p re c ia t e your fe e d back.
Please send your comments, suggestions, questions to:
19
Honda story Honda Waste Management
Editorial Team Honda Malaysia Sdn. Bhd. (532120-D)
Lot 15, Jalan 13/6, 46200 Petaling Jaya, Selangor Darul Ehsan, Malaysia
Tel: 03-7957 5885 Fax: 03-7954 8341
Printed by: United Print Process Sdn. Bhd. (272654-U)
No 5, Jalan Trompet 33/8, Taman Alam Indah, Seksyen 33, 40400 Shah Alam, Selangor
Darul Ehsan, Malaysia KKDN.0. 1780/2474
Do you believe in the power of dreams? Here at
Honda we do. In fact, we believe dreams are the
most powerful energy in the world, because
they’ve been the driving force behind all we’ve
achieved so far. In our experience, everything
wonderful starts with a dream.
That’s why we feel it’s so important for us to
help provide means and opportunities for others
to realise their dreams, and it’s the main reason
for the Honda Dreams Fund scholarship.
By focusing on the underprivileged instead
of just the cream of the crop – and by allowing
scholarship recipients to select any course
they desire, instead of restricting them to
certain fields like engineering and medicine –
the Honda Dreams Fund is uniquely placed
to bring a positive change right to the very heart
of Malaysian society.
T h i s y e a r , t h e c a m p a i g n i s s p e c i fi c a l l y
catered to be more inclusive of all Malaysia’s
demographic groups – in particular the orang
asli, a community that doesn’t get enough
exposure to the more traditional forms of
educational scholarship.
The fund is just one of the ways Honda has
chosen to build on our reputation as a responsible corporate citizen. And another way we’ve
chosen is literally in the pages you’re holding
right now.
We’re proud to announce that this is the
first With DREAMS magazine to be produced
using recycled paper. It’s a big step, but one
that we feel is very necessary if we’re to
show how serious we are about preserving
the environment.
Printed on these recycled pages are many
other examples of our philosophy, belief and
vision. In the end, our dream is that people will
look at Honda, and see a company they feel is
worth having around.
A nd s o it is w i t h g re a t p l e a s u re t h a t I
welcome you to this, the seventh edition of
With DREAMS magazine.
Enjoy,
Jahabarnisa
our newest dream
Dreams Across
the Nation
The Honda Dreams Fund is entering its second year of providing
scholarships to deserving underprivileged youth in Malaysia. And this
time Honda, in partnership with the UNDP, is reaching even deeper into
the community by including Malaysia’s indigenous people: the orang asli.
04 I
with dreams
with dreams
I
01
5
2
our newest dream
Dreams Across
the Nation
The Honda Dreams Fund is entering its second year of providing
scholarships to deserving underprivileged youth in Malaysia. And this
time Honda, in partnership with the UNDP, is reaching even deeper into
the community by including Malaysia’s indigenous people: the orang asli.
04 I
with dreams
with dreams
I
01
5
2
our newest dream
our newest dream
Contrary to popular misconception, most orang asli youths speak proficient English.
Dreams have no barriers. Poets and
philosophers have said before that in
order to realise a dream, one would have
to manifest it long and hard enough to
achieve it.
However, for many orang asli, even
the simple act of having a dream can be
a daunting task. A lack of self-confidence
– coupled with a limited and often
negative exposure to life outside their
kampung – has made some shun any
kind of development, even development
of the self.
And while some do dream of one day
being rich and successful, of owning a
car, of living an affluent lifestyle, there
are others whose aspirations are more
immediate, more practical in nature. They
dream of an education.
Like the straight-A student who
The visit to Sabah attracted more than 130 youths, parents, school teachers and village officials.
06 I
with dreams
The orang asli may come from small villages but they all have big dreams of a brighter future.
wants to pursue a course in nursing
because she likes to help people in
need. Or the teenager who wants to
become a social worker so he can help
people help themselves.
A similar story is the emotional tale
of Soichiro Honda, the man behind one
of the most successful car companies in
the world. The child of a poor Japanese
family, Mr. Honda imagined himself
producing motorcycles and automobiles
the entire world would want to own. And
with lots of determination and plenty
of hard work, he saw his dream become
a reality.
With this in mind, and to give to the
needy, Honda Malaysia initiated the
Honda Dreams Fund last year to find
and support budding talent by providing
an educational scholarship to deserving
ones who have a story to tell and a
dream to share.
And so together with the United
Nations Development Programme (UNDP),
Honda has extended this year’s programme to include Malaysia’s orang asli
fortunate enough to be inducted into the
programme to come from the indigenous community.
In an exercise to reach out to the
orang asli, Honda and the UNDP recently
visited several asli villages in the interior
of Sabah and Sarawak.
And for those of us here at Honda
Malaysia fortunate enough to be part
of this event, it was also a jour ney
of discovery.
It’s hard not to have some preconceived ideas, heading off the paved
roads of recent progress and out into
the primeval hinterlands inhabited for
countless generations by Malaysia’ s
original peoples.
We expected evident poverty and a
hardscrabble existence. We expected
grinding underdevelopment. We expected different customs, beliefs and social
norms. In short, we expected to find The
Other. Yet in these distinct and diverse
communities – and in the faces of the
wonderful young people we met – what
we actually found was a part of ourselves.
It’s what we at Honda call the Challenging Spirit. And it was everywhere
we went.
In Sabah there are an estimated 39
different indigenous communities, making up about 51 per cent of the state’s
2.5 million population, comprised of the
Borneon and non-Borneon Groups.
And one thing was clearly evident
with the orang asli, and in particular
those from Sabah: the dream each had
was invariably something that could help
the greater community, like becoming a
teacher, mechanic or social worker. This
unanimous sense of collective responsibility and concern for society was quite a
refreshing contrast to the crass individualism one sees far too often in more
urbanized youth.
Sabah has a diversified culture with
communities from Kota Kinabalau,
Kudat, Penampang, Tuaran, Kota Belud,
Tenom, Papar, Tamaparuli, Labok, Ranau,
Tambunan and Sukau (Sandakan). These
areas are identified as being very poor in
the state’s poverty index.
More than 130 youths, parents, school teachers and officials from villages
representing more than 14 districts in the
state attended the talk in Penampang,
with some 70 students attending the talk
in Tambunan. About 85 people from a
total of seven different villages attended
the session in Sukau, which is along the
Kinabatangan River.
Sukau, roughly 150km from Sandakan, is an area accessible only by river
or a partially-tarred access road. The bulk
of the population is orang sungai living
below Sabah’s poverty line, with each
household earning about RM700 per month. The majority of teenagers in Sukau,
upon completing their Sijil Pelajaran
Malaysia (SPM) or Sijil Tinggi Pelajaran
Malaysia (STPM) examinations, find employment at one of the many homestays
– part of this beautiful area’s fledgling
tourism industry.
The Sekolah Menengah Sukau
Headmaster Mohd. Noor said although
some have gone on to greener pastures,
the bulk of school-leavers end up doing
menial jobs around their home village.
“These people are usually from the
more well-to-do families who would
support them financially to pursue their
studies either in Kota Kinabalu or Kuala
Lumpur, but this group isn’ t the worry. It
is those who don’ t get the opportunity –
that is the issue. And they are not exposed to the outside world,” Noor said.
Sukau Village Head Shaharon Ahmad
welcomed the move by Honda Malaysia.
“The only way teenagers find something useful to do around here is by
assisting a group of researchers who
usually come here to study the ecology,” Shaharon said, adding that most
others waste their true potential in the
home-stays.
Among the youths interviewed, there
were many who want to become nurses,
mechanics, teachers and even community workers, all with the hope of returning to their villages to improve the lives
of people in their community.
This time around, Honda Malaysia
and UNDP officials brought along a video
camera to record the young people as
they spoke about their dreams. Despite
with dreams
I
07
our newest dream
our newest dream
Contrary to popular misconception, most orang asli youths speak proficient English.
Dreams have no barriers. Poets and
philosophers have said before that in
order to realise a dream, one would have
to manifest it long and hard enough to
achieve it.
However, for many orang asli, even
the simple act of having a dream can be
a daunting task. A lack of self-confidence
– coupled with a limited and often
negative exposure to life outside their
kampung – has made some shun any
kind of development, even development
of the self.
And while some do dream of one day
being rich and successful, of owning a
car, of living an affluent lifestyle, there
are others whose aspirations are more
immediate, more practical in nature. They
dream of an education.
Like the straight-A student who
The visit to Sabah attracted more than 130 youths, parents, school teachers and village officials.
06 I
with dreams
The orang asli may come from small villages but they all have big dreams of a brighter future.
wants to pursue a course in nursing
because she likes to help people in
need. Or the teenager who wants to
become a social worker so he can help
people help themselves.
A similar story is the emotional tale
of Soichiro Honda, the man behind one
of the most successful car companies in
the world. The child of a poor Japanese
family, Mr. Honda imagined himself
producing motorcycles and automobiles
the entire world would want to own. And
with lots of determination and plenty
of hard work, he saw his dream become
a reality.
With this in mind, and to give to the
needy, Honda Malaysia initiated the
Honda Dreams Fund last year to find
and support budding talent by providing
an educational scholarship to deserving
ones who have a story to tell and a
dream to share.
And so together with the United
Nations Development Programme (UNDP),
Honda has extended this year’s programme to include Malaysia’s orang asli
fortunate enough to be inducted into the
programme to come from the indigenous community.
In an exercise to reach out to the
orang asli, Honda and the UNDP recently
visited several asli villages in the interior
of Sabah and Sarawak.
And for those of us here at Honda
Malaysia fortunate enough to be part
of this event, it was also a jour ney
of discovery.
It’s hard not to have some preconceived ideas, heading off the paved
roads of recent progress and out into
the primeval hinterlands inhabited for
countless generations by Malaysia’ s
original peoples.
We expected evident poverty and a
hardscrabble existence. We expected
grinding underdevelopment. We expected different customs, beliefs and social
norms. In short, we expected to find The
Other. Yet in these distinct and diverse
communities – and in the faces of the
wonderful young people we met – what
we actually found was a part of ourselves.
It’s what we at Honda call the Challenging Spirit. And it was everywhere
we went.
In Sabah there are an estimated 39
different indigenous communities, making up about 51 per cent of the state’s
2.5 million population, comprised of the
Borneon and non-Borneon Groups.
And one thing was clearly evident
with the orang asli, and in particular
those from Sabah: the dream each had
was invariably something that could help
the greater community, like becoming a
teacher, mechanic or social worker. This
unanimous sense of collective responsibility and concern for society was quite a
refreshing contrast to the crass individualism one sees far too often in more
urbanized youth.
Sabah has a diversified culture with
communities from Kota Kinabalau,
Kudat, Penampang, Tuaran, Kota Belud,
Tenom, Papar, Tamaparuli, Labok, Ranau,
Tambunan and Sukau (Sandakan). These
areas are identified as being very poor in
the state’s poverty index.
More than 130 youths, parents, school teachers and officials from villages
representing more than 14 districts in the
state attended the talk in Penampang,
with some 70 students attending the talk
in Tambunan. About 85 people from a
total of seven different villages attended
the session in Sukau, which is along the
Kinabatangan River.
Sukau, roughly 150km from Sandakan, is an area accessible only by river
or a partially-tarred access road. The bulk
of the population is orang sungai living
below Sabah’s poverty line, with each
household earning about RM700 per month. The majority of teenagers in Sukau,
upon completing their Sijil Pelajaran
Malaysia (SPM) or Sijil Tinggi Pelajaran
Malaysia (STPM) examinations, find employment at one of the many homestays
– part of this beautiful area’s fledgling
tourism industry.
The Sekolah Menengah Sukau
Headmaster Mohd. Noor said although
some have gone on to greener pastures,
the bulk of school-leavers end up doing
menial jobs around their home village.
“These people are usually from the
more well-to-do families who would
support them financially to pursue their
studies either in Kota Kinabalu or Kuala
Lumpur, but this group isn’ t the worry. It
is those who don’ t get the opportunity –
that is the issue. And they are not exposed to the outside world,” Noor said.
Sukau Village Head Shaharon Ahmad
welcomed the move by Honda Malaysia.
“The only way teenagers find something useful to do around here is by
assisting a group of researchers who
usually come here to study the ecology,” Shaharon said, adding that most
others waste their true potential in the
home-stays.
Among the youths interviewed, there
were many who want to become nurses,
mechanics, teachers and even community workers, all with the hope of returning to their villages to improve the lives
of people in their community.
This time around, Honda Malaysia
and UNDP officials brought along a video
camera to record the young people as
they spoke about their dreams. Despite
with dreams
I
07
our newest dream
their condition of poverty, the youth readily put forward warm and honest smiles.
Some of the people living in more
remote asli villages lack even such basic
necessities as proper access to books,
potable water and clothing.
Honda Malaysia Managing Director
and Chief Executive Officer Mr. Atsushi
Fujimoto said that the move to target the
orang asli has proven worthwhile as he
found, during his visits together with the
Honda Dreams Fund and UNDP officials,
that most of the students may be poor
but have good attitudes – a characteristic
that was also strong in Soichiro Honda.
Mr. Fujimoto said that he too had
a dream when he was a student, and
that Mr. Honda had been inspirational in
actually achieving that goal.
“I wanted to be an international businessman while I was in university in
Japan. Upon graduating, it wasn’ t going
to be a surprise that I chose a global
company such as Honda to start my
career. Although initially I was in the
domestic sales department, I subsequently steered to international sales,
which I believe is the way that I realised
my dream,” he said.
One of the youths interviewed said he
dreamed of becoming a mechanic. When
asked why he chose that line, he said the
area where he lived in Kota Belud didn’ t
have properly tarred roads and vehicles
shuttling people in and out often broke
down. Due to this problem, many people
Honda Malaysia MD and CEO, Mr. Atsushi
Fujimoto shares how he achieved his dream.
shun his village, which he said is filled with
lush and scenic greenery.
“If I become a mechanic, I could repair
these vehicles and make them operational
once again. This would help elevate the
lives of my fellow villagers as it would expose the area to tourism,” the youth said.
Similar sentiments were echoed by a
06
8 I
1
with dreams
our newest dream
The Story of Honda’s
Challenging Spirit.
1964
Honda makes its
Formula One debut at
the German Grand Prix.
1965
Honda claims its first
Formula One
victory, in Mexico.
1986
Research into humanoid
robot begins. Honda
also begins research in
Japan on both small
aircraft and jet engines.
1987
Formula One racing
begins at Suzuka circuit.
Williams Honda takes
Formula One GP double
title (Constructor’s,
Driver’s Championships).
1999
Development of the
HF118 turbo-fan jet
engine begins.
Honda and the UNDP are reaching out to help the orang asli realise their dreams.
girl named Sendeh Lobius, who wants
to become a teacher so she can return to
her birthplace of Tambunan and help
educate the poorer students there.
“Most of the teachers here aren’ t
actually from around here. They are
usually from other areas, and so they
don’ t know this area and its people well.
By realising my dream of becoming a
teacher I could teach them more, from
my knowledge and through experience,”
Sendah said.
Apart from those who can afford a
decent primary and secondary education, there are also some living in villages that are so inaccessible it’s nearly
impossible for teenagers to attend
school. Instead, they drop out and engage in general work.
There are villages perched on hills,
and in order to access the area one
needs to either cross a dilapidated cable
bridge or traipse through padi fields.
The villagers live at the mercy of the
rivers, and if a bridge collapses – which
has occurred – children are unable to
attend school.
The Honda and UNDP team was
also in Miri and Bario on 25-28 Feb 2008,
visiting 170 youths and representatives
from the indigenous groups of Sarawak
and informing them of the opportunities
available through the Honda Dreams
Fund. In the audience were repres-
entatives from various groups that
included the Kelabit, Orang Ulu, Kenyah,
Kayan, Bidayuh and Penan.
The last leg of the Honda Dreams
Fund campaign was held from 18-19
March, and took the team to Kampung
Jelintuh in Gopeng and then on to Cameron Highlands in an effort to reach indigenous groups in Peninsular Malaysia.
Pastor Eduan Bah Chimpok, who
gathered the orang asli for the talk in
Gopeng, said the Honda Dreams Fund
has the potential to create a positive
change in the community.
“This is a golden opportunity for the
orang asli. Most of them receive no
education, and those who do cannot
afford to further their studies. The way
that Honda and UNDP have put together this scholarship and the campaign
is a refreshing change. It is a real opportunity for the orang asli youths to realise
their dreams,” Chimpok said, adding
that it was the first time any corporation has gone to such lengths to talk
with the orang asli about an education scholarship.
Selected young Malaysians who made up the inaugural batch of Honda
Dreams Fund scholars were already on
their way to realising their dreams last
year. And this year, more will join those
ranks. The latest intake of scholars will be
selected from a short-listed roster of 60
Many of the orang asli shared one common dream: to help the greater community.
candidates during an all-expenses-paid
workshop held in Kuala Lumpur.
In the meantime, the difficult task
of short-listing these candidates falls on
HDF’s independent advisory panel, comprised of members from the Malaysian
Human Rights Commission (SUHAKAM),
All Women’ s Action Society (AWAM),
Malaysian Youth Council (MYC), UNDP
and Honda Malaysia.
We believe the effort is well worth
the reward, especially considering the
determination and drive of the young
orang asli we’ ve met so far. Because
here at Honda, we believe in giving back
to society.
The orang asli community is just like
any other in society with its share of chall-
Sampling the local cuisine.
enges to face, including social issues
such as unemployment, poverty and selfperception. The interest the Honda Dreams
Fund has stimulated in these young indigenous people is nothing short of inspiring, and we’re proud to be part of it.
Because with the right educational
opportunities and some concerted effort,
as well as with the power of dreams,
future generations of orang asli will continue to be what they’ ve always been
throughout history: Malaysia’ s noble,
original people.
The Honda Dreams Fund covers tertiary
education fees and provides an allowance
to meet living expenses for the duration of
the recipient’s chosen course. It is open to
Malaysians aged between 17 and 24 years
old who have at least completed and passed
the SPM or STPM examinations.
Candidates must not be receiving any
other bursaries or financial aid from any
other organisation, agency or government.
To apply,candidates were required to write
an essay on their aspirations in realising
their dreams on A4 size paper in not more
than 500 words. The closing date for entries
was 31 March 2008, but the essay requirement was waived for the indigenous people
of Sabah and Sarawak and the deadline
extended to April 15 due to the lack of an
efficient and reliable telecommunications
infrastructure in these areas.
2000
The world’s first
humanoid robot,
ASIMO.
2002
High altitude tests
of the HF118
engine starts.
2003
The HondaJet makes
its first test flight on
3 December 2003.
2006
Official Honda Racing
F1 Team is launched.
The HondaJet makes
its public world debut.
2006
Honda announces that
it will commercialise
the HondaJet. Honda
Racing F1 Team’s first
victory at the Hungarian
Grand Prix.
2007
Honda F1 introduced a new racing
machine, the RA108 and new colours at
the team’s headquarters in Brackley, UK.
with dreams
I
09
our newest dream
their condition of poverty, the youth readily put forward warm and honest smiles.
Some of the people living in more
remote asli villages lack even such basic
necessities as proper access to books,
potable water and clothing.
Honda Malaysia Managing Director
and Chief Executive Officer Mr. Atsushi
Fujimoto said that the move to target the
orang asli has proven worthwhile as he
found, during his visits together with the
Honda Dreams Fund and UNDP officials,
that most of the students may be poor
but have good attitudes – a characteristic
that was also strong in Soichiro Honda.
Mr. Fujimoto said that he too had
a dream when he was a student, and
that Mr. Honda had been inspirational in
actually achieving that goal.
“I wanted to be an international businessman while I was in university in
Japan. Upon graduating, it wasn’ t going
to be a surprise that I chose a global
company such as Honda to start my
career. Although initially I was in the
domestic sales department, I subsequently steered to international sales,
which I believe is the way that I realised
my dream,” he said.
One of the youths interviewed said he
dreamed of becoming a mechanic. When
asked why he chose that line, he said the
area where he lived in Kota Belud didn’ t
have properly tarred roads and vehicles
shuttling people in and out often broke
down. Due to this problem, many people
Honda Malaysia MD and CEO, Mr. Atsushi
Fujimoto shares how he achieved his dream.
shun his village, which he said is filled with
lush and scenic greenery.
“If I become a mechanic, I could repair
these vehicles and make them operational
once again. This would help elevate the
lives of my fellow villagers as it would expose the area to tourism,” the youth said.
Similar sentiments were echoed by a
06
8 I
1
with dreams
our newest dream
The Story of Honda’s
Challenging Spirit.
1964
Honda makes its
Formula One debut at
the German Grand Prix.
1965
Honda claims its first
Formula One
victory, in Mexico.
1986
Research into humanoid
robot begins. Honda
also begins research in
Japan on both small
aircraft and jet engines.
1987
Formula One racing
begins at Suzuka circuit.
Williams Honda takes
Formula One GP double
title (Constructor’s,
Driver’s Championships).
1999
Development of the
HF118 turbo-fan jet
engine begins.
Honda and the UNDP are reaching out to help the orang asli realise their dreams.
girl named Sendeh Lobius, who wants
to become a teacher so she can return to
her birthplace of Tambunan and help
educate the poorer students there.
“Most of the teachers here aren’ t
actually from around here. They are
usually from other areas, and so they
don’ t know this area and its people well.
By realising my dream of becoming a
teacher I could teach them more, from
my knowledge and through experience,”
Sendah said.
Apart from those who can afford a
decent primary and secondary education, there are also some living in villages that are so inaccessible it’s nearly
impossible for teenagers to attend
school. Instead, they drop out and engage in general work.
There are villages perched on hills,
and in order to access the area one
needs to either cross a dilapidated cable
bridge or traipse through padi fields.
The villagers live at the mercy of the
rivers, and if a bridge collapses – which
has occurred – children are unable to
attend school.
The Honda and UNDP team was
also in Miri and Bario on 25-28 Feb 2008,
visiting 170 youths and representatives
from the indigenous groups of Sarawak
and informing them of the opportunities
available through the Honda Dreams
Fund. In the audience were repres-
entatives from various groups that
included the Kelabit, Orang Ulu, Kenyah,
Kayan, Bidayuh and Penan.
The last leg of the Honda Dreams
Fund campaign was held from 18-19
March, and took the team to Kampung
Jelintuh in Gopeng and then on to Cameron Highlands in an effort to reach indigenous groups in Peninsular Malaysia.
Pastor Eduan Bah Chimpok, who
gathered the orang asli for the talk in
Gopeng, said the Honda Dreams Fund
has the potential to create a positive
change in the community.
“This is a golden opportunity for the
orang asli. Most of them receive no
education, and those who do cannot
afford to further their studies. The way
that Honda and UNDP have put together this scholarship and the campaign
is a refreshing change. It is a real opportunity for the orang asli youths to realise
their dreams,” Chimpok said, adding
that it was the first time any corporation has gone to such lengths to talk
with the orang asli about an education scholarship.
Selected young Malaysians who made up the inaugural batch of Honda
Dreams Fund scholars were already on
their way to realising their dreams last
year. And this year, more will join those
ranks. The latest intake of scholars will be
selected from a short-listed roster of 60
Many of the orang asli shared one common dream: to help the greater community.
candidates during an all-expenses-paid
workshop held in Kuala Lumpur.
In the meantime, the difficult task
of short-listing these candidates falls on
HDF’s independent advisory panel, comprised of members from the Malaysian
Human Rights Commission (SUHAKAM),
All Women’ s Action Society (AWAM),
Malaysian Youth Council (MYC), UNDP
and Honda Malaysia.
We believe the effort is well worth
the reward, especially considering the
determination and drive of the young
orang asli we’ ve met so far. Because
here at Honda, we believe in giving back
to society.
The orang asli community is just like
any other in society with its share of chall-
Sampling the local cuisine.
enges to face, including social issues
such as unemployment, poverty and selfperception. The interest the Honda Dreams
Fund has stimulated in these young indigenous people is nothing short of inspiring, and we’re proud to be part of it.
Because with the right educational
opportunities and some concerted effort,
as well as with the power of dreams,
future generations of orang asli will continue to be what they’ ve always been
throughout history: Malaysia’ s noble,
original people.
The Honda Dreams Fund covers tertiary
education fees and provides an allowance
to meet living expenses for the duration of
the recipient’s chosen course. It is open to
Malaysians aged between 17 and 24 years
old who have at least completed and passed
the SPM or STPM examinations.
Candidates must not be receiving any
other bursaries or financial aid from any
other organisation, agency or government.
To apply,candidates were required to write
an essay on their aspirations in realising
their dreams on A4 size paper in not more
than 500 words. The closing date for entries
was 31 March 2008, but the essay requirement was waived for the indigenous people
of Sabah and Sarawak and the deadline
extended to April 15 due to the lack of an
efficient and reliable telecommunications
infrastructure in these areas.
2000
The world’s first
humanoid robot,
ASIMO.
2002
High altitude tests
of the HF118
engine starts.
2003
The HondaJet makes
its first test flight on
3 December 2003.
2006
Official Honda Racing
F1 Team is launched.
The HondaJet makes
its public world debut.
2006
Honda announces that
it will commercialise
the HondaJet. Honda
Racing F1 Team’s first
victory at the Hungarian
Grand Prix.
2007
Honda F1 introduced a new racing
machine, the RA108 and new colours at
the team’s headquarters in Brackley, UK.
with dreams
I
09
“I had dreams of owning the Jazz even before
visiting the showroom.”
Love’s First Sweet Bliss
A 31-year-old telecommunications company executive wrote to us at
with DREAMS about her two biggest crushes in life: the Honda Jazz… and a
handsome colleague who owns a Honda Accord. Find out how both have
made her a tougher, more confident person.
Rozela and two of her best pals catching up and swapping photos of their recent U.S. trip.
Rozela Hanim Yusof is just like any other
single, 30-something working adult.
She arrives right on time. She greets people with a warm and courteous
smile. She’s excited about every day’s
events – like her interview with us at
With DREAMS magazine. And she has a
certain sophistication that’s often so
evident in many city girls.
But still, a few things set her apart
from the crowd.
She’s youthful, trendy, active, vibrant and wonderfully unique – a personality that matches perfectly with her
Honda Jazz!
So it’s no wonder she’s totally in
love with her little Jazz. But it isn’ t the
only object of her affections: Rozela’s
parking lot at the office just happens to
be opposite the one where the guy of her
dreams parks his Honda Accord.
“If cars had feelings, his Accord
would surely have fallen in love with my
Jazz. But I doubt it works in real life,”
Rozela said.
She purchased her Jazz from Global
Amity, a dealership in Seri Kembangan.
A family friend had recommended it, as
it offered a little extra compared to
other dealerships.
“Like a true fan, I had dreams of
owning the Jazz even before visiting the
showroom. It was no secret which car
I immediately wanted to test drive,”
she said.
The salesman, who no longer works
at Global Amity, had told Rozela one
thing that she hasn’ t forgotten: she’ d be
attracting lots of attention with the Jazz.
“Saham naik,” he said, your market value
goes up.
“I feel like a queen driving it! Upon
taking delivery of my Royal Blue Jazz,
I was extremely excited. I was just ecstatic. The car is smooth and steady and I
enjoy driving everywhere, be it on the
highway or in the city,” she said. “Initially,
I wanted the VTEC version but I couldn’ t
afford it and so I decided to get the
i-DSI instead.”
Rozela regularly drives her Jazz
to her parents’ hometowns in Perak
and Johor.
“Just like a small child, I still get
excited whenever I drive to these
places,” she said.
It is as if her lifestyle has perfectly
blended in with the car, as some of
In This
NAME
AGE
HOME
OCCUPATION
CAR OWNED
YEARS DRIVING
Cars Owned
10 I
with dreams
BORAOMBAK – G1, Kompleks Sukan Ampang, Persiaran Mamanda 1,
Taman Dato’ Ahmad Razali (Ampang Point), 68000 Ampang, Selangor DE.
Ms. Rozela Hanim Yusof
31
Kuala Lumpur
Executive
2007 Honda Jazz
Two Years
her other favourite activities include
shopping, chilling out at nice restaurants
with friends and going on a holiday at
least once a year.
She usually does her shopping at
various shopping complexes in the Klang
Valley on the weekends, as work consumes much of her time during the week.
“Whenever I can afford the time, I try
and take a trip to Singapore – where one
of my brothers lives – for shopping,” she
said, adding that she’d recently returned from a vacation in the United States,
where she visited Arizona and Nevada.
“It was simply awesome. There are
so many big cars there,” she said. "And
lots of land, too.”
And toward the end of this year, she
is going to surprise her mother with a
special birthday gift.
“I am planning a trip to Turkey with
my mother. I know both of us would really enjoy it. I’ ve heard that it is a perfect
place to shop, and so I can’t wait for the
trip,” she said.
If she isn’t doing anything in particular, she just relaxes and catches up on
the latest gossip by reading lifestyle and
entertainment magazines.
Rozela also enjoys taking her car
for servicing, as she said it drives better and better each time it has been
worked on.
“The service centre where I purchased
my Jazz is a mere 20 minutes away from
my house in Cheras. They are friendly and
very efficient in their work. All my complaints are always tended to immediately, and
there was never a time when I had reason
to complain twice,” she said.
The only girl born into a family of
four children, Rozela’s father – a civil servant – instilled a firm sense of discipline which helped her learn to compete
against her three brothers...and come
out top.
WHY SHE’S HERE
Ms. Rozela Hanim Yusof is a
vivacious executive working in
bustling KL. She was kind enough
to write into With DREAMS
magazine, sending us a letter that
was warm, open and touching. In
her letter, Rozela described her
love for her Honda Jazz… as well
as adding a little of her personal life
to the mix. She’s a truly wonderful
person, and we’re proud to have
her as a Honda driver.
2007 JAZZ
with dreams
I
11
“I had dreams of owning the Jazz even before
visiting the showroom.”
Love’s First Sweet Bliss
A 31-year-old telecommunications company executive wrote to us at
with DREAMS about her two biggest crushes in life: the Honda Jazz… and a
handsome colleague who owns a Honda Accord. Find out how both have
made her a tougher, more confident person.
Rozela and two of her best pals catching up and swapping photos of their recent U.S. trip.
Rozela Hanim Yusof is just like any other
single, 30-something working adult.
She arrives right on time. She greets people with a warm and courteous
smile. She’s excited about every day’s
events – like her interview with us at
With DREAMS magazine. And she has a
certain sophistication that’s often so
evident in many city girls.
But still, a few things set her apart
from the crowd.
She’s youthful, trendy, active, vibrant and wonderfully unique – a personality that matches perfectly with her
Honda Jazz!
So it’s no wonder she’s totally in
love with her little Jazz. But it isn’ t the
only object of her affections: Rozela’s
parking lot at the office just happens to
be opposite the one where the guy of her
dreams parks his Honda Accord.
“If cars had feelings, his Accord
would surely have fallen in love with my
Jazz. But I doubt it works in real life,”
Rozela said.
She purchased her Jazz from Global
Amity, a dealership in Seri Kembangan.
A family friend had recommended it, as
it offered a little extra compared to
other dealerships.
“Like a true fan, I had dreams of
owning the Jazz even before visiting the
showroom. It was no secret which car
I immediately wanted to test drive,”
she said.
The salesman, who no longer works
at Global Amity, had told Rozela one
thing that she hasn’ t forgotten: she’ d be
attracting lots of attention with the Jazz.
“Saham naik,” he said, your market value
goes up.
“I feel like a queen driving it! Upon
taking delivery of my Royal Blue Jazz,
I was extremely excited. I was just ecstatic. The car is smooth and steady and I
enjoy driving everywhere, be it on the
highway or in the city,” she said. “Initially,
I wanted the VTEC version but I couldn’ t
afford it and so I decided to get the
i-DSI instead.”
Rozela regularly drives her Jazz
to her parents’ hometowns in Perak
and Johor.
“Just like a small child, I still get
excited whenever I drive to these
places,” she said.
It is as if her lifestyle has perfectly
blended in with the car, as some of
In This
NAME
AGE
HOME
OCCUPATION
CAR OWNED
YEARS DRIVING
Cars Owned
10 I
with dreams
BORAOMBAK – G1, Kompleks Sukan Ampang, Persiaran Mamanda 1,
Taman Dato’ Ahmad Razali (Ampang Point), 68000 Ampang, Selangor DE.
Ms. Rozela Hanim Yusof
31
Kuala Lumpur
Executive
2007 Honda Jazz
Two Years
her other favourite activities include
shopping, chilling out at nice restaurants
with friends and going on a holiday at
least once a year.
She usually does her shopping at
various shopping complexes in the Klang
Valley on the weekends, as work consumes much of her time during the week.
“Whenever I can afford the time, I try
and take a trip to Singapore – where one
of my brothers lives – for shopping,” she
said, adding that she’d recently returned from a vacation in the United States,
where she visited Arizona and Nevada.
“It was simply awesome. There are
so many big cars there,” she said. "And
lots of land, too.”
And toward the end of this year, she
is going to surprise her mother with a
special birthday gift.
“I am planning a trip to Turkey with
my mother. I know both of us would really enjoy it. I’ ve heard that it is a perfect
place to shop, and so I can’t wait for the
trip,” she said.
If she isn’t doing anything in particular, she just relaxes and catches up on
the latest gossip by reading lifestyle and
entertainment magazines.
Rozela also enjoys taking her car
for servicing, as she said it drives better and better each time it has been
worked on.
“The service centre where I purchased
my Jazz is a mere 20 minutes away from
my house in Cheras. They are friendly and
very efficient in their work. All my complaints are always tended to immediately, and
there was never a time when I had reason
to complain twice,” she said.
The only girl born into a family of
four children, Rozela’s father – a civil servant – instilled a firm sense of discipline which helped her learn to compete
against her three brothers...and come
out top.
WHY SHE’S HERE
Ms. Rozela Hanim Yusof is a
vivacious executive working in
bustling KL. She was kind enough
to write into With DREAMS
magazine, sending us a letter that
was warm, open and touching. In
her letter, Rozela described her
love for her Honda Jazz… as well
as adding a little of her personal life
to the mix. She’s a truly wonderful
person, and we’re proud to have
her as a Honda driver.
2007 JAZZ
with dreams
I
11
“I believe that wherever my path will lead me in life,
my Honda Jazz will always be by my side to take me there.”
“You could say I was a bit of a tomboy back when I was young. I guess it was
just because of my brothers. It was only
during my teenage years that I finally became more ladylike,” she said.“Now everything in my room is pink. I suppose I have
been trying to shed that tomboy image.”
Having had her early education in
Petaling Jaya, Rozela continued her
secondary studies at a boarding school
in Taiping, Perak before she landed a
scholarship at the Malaysia Multimedia
University (MMU) in Cyberjaya.
Rozela came to know her crush, a
superior at work, about a year ago.
“He is intelligent, and I looked up to
him as a mentor. And so there was a
mutual respect between us. I only recently divulged I used to have a crush on
him. I never felt confident about asking
him out, which is why I had to get it out
of my system by writing about the way I
feel,” she said.
Her crush has played a somewhat
pivotal role in her wanting certain qualities in the man of her dreams. She longs
who is a gentleman, romantic,
for someone
so
intelligent and has respect for his elders.
intellig
“My dream guy is somewhere out
tthere. He is waiting for me. I guess that
when it comes, it comes. I am just going
wh
myself for now and stop thinking
to enjoy
e
about all that stuff,” she said. “I’ ll just
abo
concentrate on my friends, my work and
co
my little Honda Jazz for now – not to
m
mention my family.”
m
After the interview, Rozela was quite
excited to show us BORAOMBAK, a café
e
in Ampang where she often spends time
with friends.
There, we met up with two that she’s
known since she was 17: Zairina
Shazereen, an executive at American
Express; and Hani Abdul Khalil, a test
engineer.
A café with a Balinese concept,
BORAOMBAK serves a wide array of
dishes including wester n and local
delicacies and features a live band on
most nights.
From the moment I started my career at my present company, I
have had two major crushes. One was a single, good-looking
executive at the workplace who drives a Honda Accord and the
other was a sporty, trendy Honda Jazz. It was not until my
third year of service that I finally had the courage and
capacity to pursue my dreams.
I was introduced via a family friend to my authorised
Honda dealer, Global Amity Sdn. Bhd. When I first laid eyes on
my Jazz, it was love at first sight. My dealer informed me that
purchasing my new car would greatly improve my
self-confidence and sense of style. With my sporty kit and my
tinted screens, I was rolling the streets like the queen of the
block. The feeling was indescribable and I have never felt
happier or satisfied than I was then. Global Amity Sdn. Bhd.
was definitely right!
At the workplace, my car was not the only one getting
attention. For once, it was good to feel that the driver gets a
piece of the action. My parking lot at the office was just opposite my dream guy's and if cars had feelings, I am sure his
Accord would have fallen for my Jazz. A few months later, his
good friend – who occupied the parking lot next to his –
bought a brand-new Honda Stream. Talk about the world not
being small enough! He actually bought it from his neighbour, who was the same dealer as mine – at Global Amity Sdn.
dn.
Bhd.
Sparks flew and as things began to sizzle at the
office, my dream guy was offered a promotion to
another regional office. Unfortunately I never got
g
to know the destination of my emotional journey,
ney,
y
but I was glad that it had influenced me enough
gh to
realize one of my dreams in life – to own a Honda
a
Jazz. Although in life we may win some and lose
se
others, I have never stopped believing in the
power of dreams.
I believe that wherever my path will lead me
in life, my Honda Jazz will always be by my
side to take me there. If my story is inspiring
enough, I am honoured
to share it – and
nour
perhaps my dream
eam guy
g y will soon realise
ealise how
much he has
me
as inspired
p
m to achieve
eve my
goals and
d dreams in life.
“The food is reasonably priced. But
most importantly, it is quiet and calm.
There are private outdoor gazebos and
dining area and a bar,” she said.
After a little chit-chat the trio
persuaded us to follow them to the
Suria KLCC Shopping Complex, which
Rozela said is one of their favourite
haunts and is a great venue for some
serious retail therapy.
“We love shopping at Suria KLCC.
There are many designer shops
there, and on a good day we can take
advantage of the many discounts offered
There are also many nice cafés within
the complex, with a superb view of the
man-made pond,” she said. “It has a
calming effect.”
And then off the three women went
on their shopping spree, confident any
purchases would fit nicely in Rozela’s
sexy, royal blue Honda Jazz.
What do you like about Honda?
I like Honda cars. They are stylish,
powerful and most importantly the brand
can be relied on and trusted. It is an
established name and Honda produces
cars that have the latest technology and
innovations.
What do you like about sending
your car to Global Amity?
The people at Global Amity are
courteous, polite and efficient. All complaints are dealt with efficiently and effectively. They always strive to resolve whatever problems customers have with their
cars, and they go the extra mile for
the customer.
How would you describe the
experience of driving the Honda Jazz?
The Jazz looks gorgeous. It’s a
pleasure to drive, and it’s so stylish that
Service Manager Mahathir b. Mahayuddin gives Rozela some helpful tips.
you feel good just being seen in it. On the
highway it’s smooth and steady, and on
city roads it’s fuel-efficient.
Are you currently eyeing any other
Honda vehicle as your next purchase? If
so, which one?
I’d like to own a Civic. I simply love it,
but at the moment I can’t afford one. If I
were to be married, then it would surely
be an MPV like the Stream. It would be
large enough to accommodate family
requirements. I love children, and so the
Stream would be ideal.
Why did you write the letter?
I don’t really know. I guess I was bored and needed an avenue to let it all out
of my system. It was really how I felt
about the crushes I had on the guy and
the Honda Jazz.
Where is your favourite destination
to drive with your Jazz?
I like the highways. It makes me
think, and I have time for myself.
With Dreams
Ms. Rozela Hanim
What is the best part of your Jazz?
I love the transmission. It is so effortless, and with no gearshifts it’s a pleasure. But most importantly, I like the shape.
It has ample space for all my things, and
it’s easy to park and drive. I can practically carry anything and everything I
could possibly want.
With DREAMS would like to extend a very
warm thank you to Ms. Rozela Hanim Yusof
– as well as two of her closest friends – for
appearing in this issue of our magazine. It
was truly a pleasure meeting you, Ms.
Rozela, and we wish you the best in all
your future endeavours.
Above, the winning letter Ms. Rozela wrote.
GLOBAL AMITY SDN BHD
A closer look at Global Amity and its impressive service achievements. No. 2, 3, 4 & 5, Ground Floor Jalan SR1/9,
Sek 9, Serdang Raya 43300 Seri Kembangan, Selangor.
DEALER’S
information
TEL: 03-8945 9508
FAX : 03-8945 8953
Service Appointment: 03-8945 0946
Business Hours
Monday - Sunday: 9am to 7pm
Open to Public: 10am to 5pm
12 I
with dreams
SERVICE MANAGER
Mr. Mahathir b. Mahayuddin
P R O F I L E : According to Service
Services Provided:
• preventive maintenance
• engine and transmission replacement
• air-conditioning service
• warranty claims
• general maintenance
• engine oil and filter change
• transmission oil replacement
• service appointments
Manager Mahathir b. Mahayuddin,
this 3S (showroom, service and
spare parts) centre located in Seri
Kembangan provides optimised
customer support.
“We also repair all Honda vehicles and keep spare parts at the
facility, especially the common
ones for warranty claims, and order
rare parts from Honda Malaysia.”
with dreams
I
13
“I believe that wherever my path will lead me in life,
my Honda Jazz will always be by my side to take me there.”
“You could say I was a bit of a tomboy back when I was young. I guess it was
just because of my brothers. It was only
during my teenage years that I finally became more ladylike,” she said.“Now everything in my room is pink. I suppose I have
been trying to shed that tomboy image.”
Having had her early education in
Petaling Jaya, Rozela continued her
secondary studies at a boarding school
in Taiping, Perak before she landed a
scholarship at the Malaysia Multimedia
University (MMU) in Cyberjaya.
Rozela came to know her crush, a
superior at work, about a year ago.
“He is intelligent, and I looked up to
him as a mentor. And so there was a
mutual respect between us. I only recently divulged I used to have a crush on
him. I never felt confident about asking
him out, which is why I had to get it out
of my system by writing about the way I
feel,” she said.
Her crush has played a somewhat
pivotal role in her wanting certain qualities in the man of her dreams. She longs
who is a gentleman, romantic,
for someone
so
intelligent and has respect for his elders.
intellig
“My dream guy is somewhere out
tthere. He is waiting for me. I guess that
when it comes, it comes. I am just going
wh
myself for now and stop thinking
to enjoy
e
about all that stuff,” she said. “I’ ll just
abo
concentrate on my friends, my work and
co
my little Honda Jazz for now – not to
m
mention my family.”
m
After the interview, Rozela was quite
excited to show us BORAOMBAK, a café
e
in Ampang where she often spends time
with friends.
There, we met up with two that she’s
known since she was 17: Zairina
Shazereen, an executive at American
Express; and Hani Abdul Khalil, a test
engineer.
A café with a Balinese concept,
BORAOMBAK serves a wide array of
dishes including wester n and local
delicacies and features a live band on
most nights.
From the moment I started my career at my present company, I
have had two major crushes. One was a single, good-looking
executive at the workplace who drives a Honda Accord and the
other was a sporty, trendy Honda Jazz. It was not until my
third year of service that I finally had the courage and
capacity to pursue my dreams.
I was introduced via a family friend to my authorised
Honda dealer, Global Amity Sdn. Bhd. When I first laid eyes on
my Jazz, it was love at first sight. My dealer informed me that
purchasing my new car would greatly improve my
self-confidence and sense of style. With my sporty kit and my
tinted screens, I was rolling the streets like the queen of the
block. The feeling was indescribable and I have never felt
happier or satisfied than I was then. Global Amity Sdn. Bhd.
was definitely right!
At the workplace, my car was not the only one getting
attention. For once, it was good to feel that the driver gets a
piece of the action. My parking lot at the office was just opposite my dream guy's and if cars had feelings, I am sure his
Accord would have fallen for my Jazz. A few months later, his
good friend – who occupied the parking lot next to his –
bought a brand-new Honda Stream. Talk about the world not
being small enough! He actually bought it from his neighbour, who was the same dealer as mine – at Global Amity Sdn.
dn.
Bhd.
Sparks flew and as things began to sizzle at the
office, my dream guy was offered a promotion to
another regional office. Unfortunately I never got
g
to know the destination of my emotional journey,
ney,
y
but I was glad that it had influenced me enough
gh to
realize one of my dreams in life – to own a Honda
a
Jazz. Although in life we may win some and lose
se
others, I have never stopped believing in the
power of dreams.
I believe that wherever my path will lead me
in life, my Honda Jazz will always be by my
side to take me there. If my story is inspiring
enough, I am honoured
to share it – and
nour
perhaps my dream
eam guy
g y will soon realise
ealise how
much he has
me
as inspired
p
m to achieve
eve my
goals and
d dreams in life.
“The food is reasonably priced. But
most importantly, it is quiet and calm.
There are private outdoor gazebos and
dining area and a bar,” she said.
After a little chit-chat the trio
persuaded us to follow them to the
Suria KLCC Shopping Complex, which
Rozela said is one of their favourite
haunts and is a great venue for some
serious retail therapy.
“We love shopping at Suria KLCC.
There are many designer shops
there, and on a good day we can take
advantage of the many discounts offered
There are also many nice cafés within
the complex, with a superb view of the
man-made pond,” she said. “It has a
calming effect.”
And then off the three women went
on their shopping spree, confident any
purchases would fit nicely in Rozela’s
sexy, royal blue Honda Jazz.
What do you like about Honda?
I like Honda cars. They are stylish,
powerful and most importantly the brand
can be relied on and trusted. It is an
established name and Honda produces
cars that have the latest technology and
innovations.
What do you like about sending
your car to Global Amity?
The people at Global Amity are
courteous, polite and efficient. All complaints are dealt with efficiently and effectively. They always strive to resolve whatever problems customers have with their
cars, and they go the extra mile for
the customer.
How would you describe the
experience of driving the Honda Jazz?
The Jazz looks gorgeous. It’s a
pleasure to drive, and it’s so stylish that
Service Manager Mahathir b. Mahayuddin gives Rozela some helpful tips.
you feel good just being seen in it. On the
highway it’s smooth and steady, and on
city roads it’s fuel-efficient.
Are you currently eyeing any other
Honda vehicle as your next purchase? If
so, which one?
I’d like to own a Civic. I simply love it,
but at the moment I can’t afford one. If I
were to be married, then it would surely
be an MPV like the Stream. It would be
large enough to accommodate family
requirements. I love children, and so the
Stream would be ideal.
Why did you write the letter?
I don’t really know. I guess I was bored and needed an avenue to let it all out
of my system. It was really how I felt
about the crushes I had on the guy and
the Honda Jazz.
Where is your favourite destination
to drive with your Jazz?
I like the highways. It makes me
think, and I have time for myself.
With Dreams
Ms. Rozela Hanim
What is the best part of your Jazz?
I love the transmission. It is so effortless, and with no gearshifts it’s a pleasure. But most importantly, I like the shape.
It has ample space for all my things, and
it’s easy to park and drive. I can practically carry anything and everything I
could possibly want.
With DREAMS would like to extend a very
warm thank you to Ms. Rozela Hanim Yusof
– as well as two of her closest friends – for
appearing in this issue of our magazine. It
was truly a pleasure meeting you, Ms.
Rozela, and we wish you the best in all
your future endeavours.
Above, the winning letter Ms. Rozela wrote.
GLOBAL AMITY SDN BHD
A closer look at Global Amity and its impressive service achievements. No. 2, 3, 4 & 5, Ground Floor Jalan SR1/9,
Sek 9, Serdang Raya 43300 Seri Kembangan, Selangor.
DEALER’S
information
TEL: 03-8945 9508
FAX : 03-8945 8953
Service Appointment: 03-8945 0946
Business Hours
Monday - Sunday: 9am to 7pm
Open to Public: 10am to 5pm
12 I
with dreams
SERVICE MANAGER
Mr. Mahathir b. Mahayuddin
P R O F I L E : According to Service
Services Provided:
• preventive maintenance
• engine and transmission replacement
• air-conditioning service
• warranty claims
• general maintenance
• engine oil and filter change
• transmission oil replacement
• service appointments
Manager Mahathir b. Mahayuddin,
this 3S (showroom, service and
spare parts) centre located in Seri
Kembangan provides optimised
customer support.
“We also repair all Honda vehicles and keep spare parts at the
facility, especially the common
ones for warranty claims, and order
rare parts from Honda Malaysia.”
with dreams
I
13
HATE
SOMETHING
CHANGE
SOMETHING
Dirty old diesel engines have a bad reputation, but they
actually emit less CO2 and give much better mileage
than petrol equivalents. Now Honda’s innovative
revamp of this technology paints an even brighter
environmental picture. Drivers, meet the i-CTDi.
14 I
with dreams
breakthrough
Reaction Mechanism of the New NOx Catalytic Converter for Diesel Engines
i)
Lean-burn Operation
NOx
Rich-burn Operation
ii)
CO
iii)
Lean-burn Operation
NOx
H2O
N2
O2
NH3
NH3 Adsorption
Layerr
Laye
NOx
NH3
CO
H2O
NH3
NOx
NOx Adsorbent
Pt
N2
H2
Pt Pt
NOx Adsorbent
NOx Adsorbent
NOx Adsorption
Layer
During lean burn operation, the
NOx adsorbent in the lower layer
adsorbs NO x from the exhaust.
NOx
As needed, the engine management system adjusts the engine air-fuel ratio to rich-burn, and the
NOx in the NOx adsorption layer
reacts with hydrogen (H2) obtained from the exhaust gas to produce ammonia (NH3). The adsorbent material in the upper layer temporarily adsorbs the NH3.
Anyone who’s seen the now-famous
television commercial for our i-CTDi
diesel engine will know the basic story:
we hated the way diesel emitted all that
nasty black smoke, so we changed it.
There was just nothing else for us to
do, really.
That’s because environmental issues
such as global warming are treated very
seriously by all of us here at Honda – not
only in product development but also in
production, distribution and sales.
So while we continually break new
ground in the development of advanced
technologies such as fuel cells and hybrid
systems, we also turned our eye to the
lowly diesel engine.
After all, diesel-powered vehicles
already emit less CO2 due to their higher fuel efficiency. All they needed was a
little Honda thinking to take them the
rest of the way.
And so we sat down to study diesel
-engine technology as it exists around
the world.
Old-technology diesel engines employ
spontaneous combustion. As piston pressure compresses air to a high temperature, the fuel is injected directly at high
pressure. The fuel mixes with the air and
combustion takes place.
Reduced engine speed causes injection
pressure to fall, and the air and fuel are
incompletely mixed. The result is partial
combustion and the production of Particulate Matter (PM).
PM tends to be more prevalent at
lower travel speeds, and the most familiar
image is one of a large industrial vehicle
belching clouds of black smoke as the
vehicle first begins to roll along.
But the introduction of the common
rail system changed the face of diesel.
The common rail system electronically controls fuel-injection timing and
volume with an accumulator for highpressure fuel injection, optimizing com-
When the engine returns to
lean-burn
operation,
NH3
adsorbed in the upper layer
reacts with NOx in the exhaust
gas and reduces it to harmless
nitrogen (N2).
bustion without needing to rely on high
engine speeds.
Ultra-high pressure enables finer fuel
atomization and correspondingly higher
injection speeds, which makes it easier
to mix air and fuel while allowing the fuel
to be injected several times during each
combustion cycle. NOx and PM production is kept to a minimum at all engine
speeds, and as a result the black clouds
of soot began to disappear.
The noise and vibration normally associated with diesel engines also vanished
thanks to the smoother combustion pattern, and the reputation of diesel-powered
vehicles had improved significantly. But
much more could still be done.
First off, the project team set out
to completely overhaul the common rail
system and ensure it achieved its maximum potential.
The team adjusted the timing and
amount of fuel injected as they pursued
ideal combustion, applying new technologies derived from Honda’s gasoline
engine experience.
They also reduce engine weight by
using an aluminium cylinder block.
Utilizing our cumulative casting expertise,
Honda succeeded in mass-producing
the first aluminium diesel engine in the
two-litre class.
Honda announced our new i-CTDi
2.2-litre diesel engine at a Swiss motor
show held in Geneva during March 2003.
Then in January 2004 we began equipping Accord models sold in Europe with
this cutting-edge engine.
And the most recent development
occurred on 25 September 2006, when
we announced the next-generation
i-CTDi diesel engine – capable of reducing over-all exhaust emissions to levels
equivalent to those of a petrol engine.
The next-generation i-CTDi diesel
engine incorporates a revolutionary NOx
catalytic converter that enables a great
Honda Motor President and CEO, Takeo Fukui,
and the diesel engine research vehicle that
complies with the Tier ll Bin 5 requirements.
reduction in NOx emissions. Enough of
a reduction, in fact, to meet stringent
U.S. Environmental Protection Agency
(EPA) Tier II Bin 5 emissions requirements
(based on Honda’s internal calculations).
This catalytic converter features the
world’s first system using the reductive
reaction of ammonia generated within
the catalytic converter to “detoxify”
nitrogen oxide (NO x ) by turning it into
harmless nitrogen (N2).
The new catalytic converter utilizes
an innovative two-layer structure: one
layer adsorbs NOx from the exhaust gas
and converts a portion of it into ammonia, while the other layer adsorbs the
resulting ammonia – using it later in a
reaction that converts the remaining
NOx in the exhaust into nitrogen (N2).
Since ammonia is a highly effective
reagent for converting NOx into N2 in an
oxygen-rich atmosphere, the ability to
generate and store ammonia within the
catalytic converter itself has allowed
Honda to create a compact, lightweight
NO x reduction system for our i-CTDi
diesel engine. The system also features
enhanced NOx reduction performance
at 200-300ºC, the main operating temperature range of diesel engines.
By further advancing combustion
control, the new Honda 2.2-litre i-CTDi
diesel engine delivers cleaner exhaust
to the NOx catalytic converter. We achieved this by optimizing the combustion
chamber configuration, reducing fuel
injection time with a 2,000-bar common
rail injection system and boosting the
efficiency of the EGR (exhaust gas recirculation) system.
Our pursuit of environmental sustainability – coupled with the joy of driving
and a firm belief in the power of dreams
– has allowed Honda to create the next
generation i-CTDi diesel engine, opening
the world’s eyes to the cleaner possibilities of diesel-powered vehicles.
with dreams
I
15
HATE
SOMETHING
CHANGE
SOMETHING
Dirty old diesel engines have a bad reputation, but they
actually emit less CO2 and give much better mileage
than petrol equivalents. Now Honda’s innovative
revamp of this technology paints an even brighter
environmental picture. Drivers, meet the i-CTDi.
14 I
with dreams
breakthrough
Reaction Mechanism of the New NOx Catalytic Converter for Diesel Engines
i)
Lean-burn Operation
NOx
Rich-burn Operation
ii)
CO
iii)
Lean-burn Operation
NOx
H2O
N2
O2
NH3
NH3 Adsorption
Layerr
Laye
NOx
NH3
CO
H2O
NH3
NOx
NOx Adsorbent
Pt
N2
H2
Pt Pt
NOx Adsorbent
NOx Adsorbent
NOx Adsorption
Layer
During lean burn operation, the
NOx adsorbent in the lower layer
adsorbs NO x from the exhaust.
NOx
As needed, the engine management system adjusts the engine air-fuel ratio to rich-burn, and the
NOx in the NOx adsorption layer
reacts with hydrogen (H2) obtained from the exhaust gas to produce ammonia (NH3). The adsorbent material in the upper layer temporarily adsorbs the NH3.
Anyone who’s seen the now-famous
television commercial for our i-CTDi
diesel engine will know the basic story:
we hated the way diesel emitted all that
nasty black smoke, so we changed it.
There was just nothing else for us to
do, really.
That’s because environmental issues
such as global warming are treated very
seriously by all of us here at Honda – not
only in product development but also in
production, distribution and sales.
So while we continually break new
ground in the development of advanced
technologies such as fuel cells and hybrid
systems, we also turned our eye to the
lowly diesel engine.
After all, diesel-powered vehicles
already emit less CO2 due to their higher fuel efficiency. All they needed was a
little Honda thinking to take them the
rest of the way.
And so we sat down to study diesel
-engine technology as it exists around
the world.
Old-technology diesel engines employ
spontaneous combustion. As piston pressure compresses air to a high temperature, the fuel is injected directly at high
pressure. The fuel mixes with the air and
combustion takes place.
Reduced engine speed causes injection
pressure to fall, and the air and fuel are
incompletely mixed. The result is partial
combustion and the production of Particulate Matter (PM).
PM tends to be more prevalent at
lower travel speeds, and the most familiar
image is one of a large industrial vehicle
belching clouds of black smoke as the
vehicle first begins to roll along.
But the introduction of the common
rail system changed the face of diesel.
The common rail system electronically controls fuel-injection timing and
volume with an accumulator for highpressure fuel injection, optimizing com-
When the engine returns to
lean-burn
operation,
NH3
adsorbed in the upper layer
reacts with NOx in the exhaust
gas and reduces it to harmless
nitrogen (N2).
bustion without needing to rely on high
engine speeds.
Ultra-high pressure enables finer fuel
atomization and correspondingly higher
injection speeds, which makes it easier
to mix air and fuel while allowing the fuel
to be injected several times during each
combustion cycle. NOx and PM production is kept to a minimum at all engine
speeds, and as a result the black clouds
of soot began to disappear.
The noise and vibration normally associated with diesel engines also vanished
thanks to the smoother combustion pattern, and the reputation of diesel-powered
vehicles had improved significantly. But
much more could still be done.
First off, the project team set out
to completely overhaul the common rail
system and ensure it achieved its maximum potential.
The team adjusted the timing and
amount of fuel injected as they pursued
ideal combustion, applying new technologies derived from Honda’s gasoline
engine experience.
They also reduce engine weight by
using an aluminium cylinder block.
Utilizing our cumulative casting expertise,
Honda succeeded in mass-producing
the first aluminium diesel engine in the
two-litre class.
Honda announced our new i-CTDi
2.2-litre diesel engine at a Swiss motor
show held in Geneva during March 2003.
Then in January 2004 we began equipping Accord models sold in Europe with
this cutting-edge engine.
And the most recent development
occurred on 25 September 2006, when
we announced the next-generation
i-CTDi diesel engine – capable of reducing over-all exhaust emissions to levels
equivalent to those of a petrol engine.
The next-generation i-CTDi diesel
engine incorporates a revolutionary NOx
catalytic converter that enables a great
Honda Motor President and CEO, Takeo Fukui,
and the diesel engine research vehicle that
complies with the Tier ll Bin 5 requirements.
reduction in NOx emissions. Enough of
a reduction, in fact, to meet stringent
U.S. Environmental Protection Agency
(EPA) Tier II Bin 5 emissions requirements
(based on Honda’s internal calculations).
This catalytic converter features the
world’s first system using the reductive
reaction of ammonia generated within
the catalytic converter to “detoxify”
nitrogen oxide (NO x ) by turning it into
harmless nitrogen (N2).
The new catalytic converter utilizes
an innovative two-layer structure: one
layer adsorbs NOx from the exhaust gas
and converts a portion of it into ammonia, while the other layer adsorbs the
resulting ammonia – using it later in a
reaction that converts the remaining
NOx in the exhaust into nitrogen (N2).
Since ammonia is a highly effective
reagent for converting NOx into N2 in an
oxygen-rich atmosphere, the ability to
generate and store ammonia within the
catalytic converter itself has allowed
Honda to create a compact, lightweight
NO x reduction system for our i-CTDi
diesel engine. The system also features
enhanced NOx reduction performance
at 200-300ºC, the main operating temperature range of diesel engines.
By further advancing combustion
control, the new Honda 2.2-litre i-CTDi
diesel engine delivers cleaner exhaust
to the NOx catalytic converter. We achieved this by optimizing the combustion
chamber configuration, reducing fuel
injection time with a 2,000-bar common
rail injection system and boosting the
efficiency of the EGR (exhaust gas recirculation) system.
Our pursuit of environmental sustainability – coupled with the joy of driving
and a firm belief in the power of dreams
– has allowed Honda to create the next
generation i-CTDi diesel engine, opening
the world’s eyes to the cleaner possibilities of diesel-powered vehicles.
with dreams
I
15
our newest dream
motor sports
Introducing the RA108
Expanding on Honda’s latest F1 racing
machine, Brawn offered a sneak peek at
what lies under the hood.
“The RA108 is an entirely different
concept from its predecessors in terms
of aerodynamic layout and mechanical
structure. Developed to allow for greater
aerodynamic packaging and exploitation,
the new design facilitates the introduction of performance upgrades throughout
the season. With a focus on attaining a
high-level of aerodynamic efficiency and
stability, the chassis has been revised to
interact with the different features and
the suspension. This allows for further
developments to take place such as the
introduction of a revised aerodynamic
package during the ING Australian Grand
Prix in Melbourne,” said Brawn.
“The exhaust geometry and air box
have also been changed to suit the
RA108’s aerodynamic package. Significant FIA regulation changes in the
areas of electronics and gearbox have
meant outfitting the RA108 with an FIA
standard electronic control unit and software, while ensuring seamless integration with the RA108’ s engine, gearbox and chassis. With the removal of
traction control and other driver aids, we
now see greater emphasis on driver skill.
Furthermore, we’ ve conducted extensive tests on the RA108’s new carbon
composite gearbox to ensure it meets
the new regulations, which require each
gearbox to complete four Grand Prixs. I
am confident that we can meet the levels
of reliability required,” he added.
In the area of driver safety, the RA108
goes beyond FIA safety regulations
and crash test requirements for impact
structures such as the nose, monocoque
(vehicle body) and rear, increasing the
protection for the driver around the
headrest area.
Powering the Dream
The unveiling of the RA108 was more than just a showcase of the Honda Racing F1
Team’s new race car – it celebrated a revolutionary change for the team. We find out
from the team’s Chief Executive Officer Nick Fry and new Team Principal Ross
Brawn what exactly has changed, and what the goals are for 2008.
The advanced RA108 is a testament to
the superiority of Honda’s engineering
team – one that combines the vast
experience of existing resources with
new and wide-ranging expertise in key
areas under the leadership of new Team
Principal Ross Brawn.
All effort goes into gearing up for the next F1 Championship.
Honda Racing F1 Team Drivers
Team Profile
Base
Drivers
Jensen Button
Rubens Barrichello
Alez Wurz
Nationality: British
Date of Birth: 19/01/1980
Podiums: 15
Points: 232
Nationality: Brazillian
Date of Birth: 23/05/1972
Podiums: 61
Points: 522
Nationality: Austria
Date of Birth: 15/02/1974
Podiums: 3
Points: 45
Chief Executive Officer of the Honda
Racing F1 team, Nick Fry, provides insight on how the arrival of Ross Brawn
has inspired the rest of the team.
“The arrival of Ross in the position of
Team Principal has brought new impetus
and confidence to the whole organisation.
This time last year saw the beginning of
a downward curve for us, but this year
there is a determined sense that we are
back on track,” Fry said, “Viewing the
disappointments of 2007 as valuable
experiences to put us in better shape for
this year and for the years ahead, every
area from technical and aerodynamics to
marketing has been strengthened with
world-class resources.”
In addition, with race drivers Jensen
Button and Rubens Barrichello returning
for a third consecutive season, together
: Brackley, UK
: Jensen Button
Rubens Barrichello
Test Driver
: Alez Wurz
Chassis
: RA108
Engine
: Honda RA808E
Tyres
: Bridgestone Potenza
First Season : 1964
with talented Test and Reserve Driver
Alez Wurz, the Honda team currently
boasts the most experienced driver
line-up on the Formula One grid.
With both cutting-edge technology
and experience to power Honda’s dream
to excel in the F1 circuit, it won’ t be long
before this dream becomes a reality.
“In terms of people and resources, all
the right ingredients are in place to move
the Honda Racing F1 Team forward in
pursuit of its racing ambitions,” Ross
Brawn said. Coming from the man that
helped Ferrari regain its winning ways,
the road ahead looks bright for Honda.
The RA108 racing car.
The all-new RA108 Honda F1 race car
was unveiled on 29 January 2008 at the
team’s headquarters in Brackley, UK. In
front of a crowd of 300 international media
and guests, the highly anticipated launch
reaffirmed Honda’s strong commitment
to the sport for 2008 and beyond.
But it also meant something more.
Determined to revitalise the team after
a disappointing 2007 performance, the
innovative design of the RA108 sees
16 I
with dreams
a radical shift for the Honda Racing
F1 Team in three key areas, the most
fundamental of which is a change in car
design philosophy.
From concept to launch, the entire
design process was re-examined, and
the RA108 was developed by combining
the resources of all three Honda Racing
F1 Team bases: Brackley and Bracknell
in the UK, plus the Honda R&D facility in
Tochigi, Japan.
When asked what the team hopes to
achieve with its new race car, new Team
Principal Ross Brawn, a former Ferrari
Technical Director, laid out a simple yet
ambitious plan.
“Our target for 2008 is to get back to
the position occupied during the second
half of 2006, when Honda fought for
points at every race. Only then will we
have a stable base from which to target
more ambitious results,” Brawn said.
with dreams
I
17
our newest dream
motor sports
Introducing the RA108
Expanding on Honda’s latest F1 racing
machine, Brawn offered a sneak peek at
what lies under the hood.
“The RA108 is an entirely different
concept from its predecessors in terms
of aerodynamic layout and mechanical
structure. Developed to allow for greater
aerodynamic packaging and exploitation,
the new design facilitates the introduction of performance upgrades throughout
the season. With a focus on attaining a
high-level of aerodynamic efficiency and
stability, the chassis has been revised to
interact with the different features and
the suspension. This allows for further
developments to take place such as the
introduction of a revised aerodynamic
package during the ING Australian Grand
Prix in Melbourne,” said Brawn.
“The exhaust geometry and air box
have also been changed to suit the
RA108’s aerodynamic package. Significant FIA regulation changes in the
areas of electronics and gearbox have
meant outfitting the RA108 with an FIA
standard electronic control unit and software, while ensuring seamless integration with the RA108’ s engine, gearbox and chassis. With the removal of
traction control and other driver aids, we
now see greater emphasis on driver skill.
Furthermore, we’ ve conducted extensive tests on the RA108’s new carbon
composite gearbox to ensure it meets
the new regulations, which require each
gearbox to complete four Grand Prixs. I
am confident that we can meet the levels
of reliability required,” he added.
In the area of driver safety, the RA108
goes beyond FIA safety regulations
and crash test requirements for impact
structures such as the nose, monocoque
(vehicle body) and rear, increasing the
protection for the driver around the
headrest area.
Powering the Dream
The unveiling of the RA108 was more than just a showcase of the Honda Racing F1
Team’s new race car – it celebrated a revolutionary change for the team. We find out
from the team’s Chief Executive Officer Nick Fry and new Team Principal Ross
Brawn what exactly has changed, and what the goals are for 2008.
The advanced RA108 is a testament to
the superiority of Honda’s engineering
team – one that combines the vast
experience of existing resources with
new and wide-ranging expertise in key
areas under the leadership of new Team
Principal Ross Brawn.
All effort goes into gearing up for the next F1 Championship.
Honda Racing F1 Team Drivers
Team Profile
Base
Drivers
Jensen Button
Rubens Barrichello
Alez Wurz
Nationality: British
Date of Birth: 19/01/1980
Podiums: 15
Points: 232
Nationality: Brazillian
Date of Birth: 23/05/1972
Podiums: 61
Points: 522
Nationality: Austria
Date of Birth: 15/02/1974
Podiums: 3
Points: 45
Chief Executive Officer of the Honda
Racing F1 team, Nick Fry, provides insight on how the arrival of Ross Brawn
has inspired the rest of the team.
“The arrival of Ross in the position of
Team Principal has brought new impetus
and confidence to the whole organisation.
This time last year saw the beginning of
a downward curve for us, but this year
there is a determined sense that we are
back on track,” Fry said, “Viewing the
disappointments of 2007 as valuable
experiences to put us in better shape for
this year and for the years ahead, every
area from technical and aerodynamics to
marketing has been strengthened with
world-class resources.”
In addition, with race drivers Jensen
Button and Rubens Barrichello returning
for a third consecutive season, together
: Brackley, UK
: Jensen Button
Rubens Barrichello
Test Driver
: Alez Wurz
Chassis
: RA108
Engine
: Honda RA808E
Tyres
: Bridgestone Potenza
First Season : 1964
with talented Test and Reserve Driver
Alez Wurz, the Honda team currently
boasts the most experienced driver
line-up on the Formula One grid.
With both cutting-edge technology
and experience to power Honda’s dream
to excel in the F1 circuit, it won’ t be long
before this dream becomes a reality.
“In terms of people and resources, all
the right ingredients are in place to move
the Honda Racing F1 Team forward in
pursuit of its racing ambitions,” Ross
Brawn said. Coming from the man that
helped Ferrari regain its winning ways,
the road ahead looks bright for Honda.
The RA108 racing car.
The all-new RA108 Honda F1 race car
was unveiled on 29 January 2008 at the
team’s headquarters in Brackley, UK. In
front of a crowd of 300 international media
and guests, the highly anticipated launch
reaffirmed Honda’s strong commitment
to the sport for 2008 and beyond.
But it also meant something more.
Determined to revitalise the team after
a disappointing 2007 performance, the
innovative design of the RA108 sees
16 I
with dreams
a radical shift for the Honda Racing
F1 Team in three key areas, the most
fundamental of which is a change in car
design philosophy.
From concept to launch, the entire
design process was re-examined, and
the RA108 was developed by combining
the resources of all three Honda Racing
F1 Team bases: Brackley and Bracknell
in the UK, plus the Honda R&D facility in
Tochigi, Japan.
When asked what the team hopes to
achieve with its new race car, new Team
Principal Ross Brawn, a former Ferrari
Technical Director, laid out a simple yet
ambitious plan.
“Our target for 2008 is to get back to
the position occupied during the second
half of 2006, when Honda fought for
points at every race. Only then will we
have a stable base from which to target
more ambitious results,” Brawn said.
with dreams
I
17
Honda story
Honda story
A Dream to Go Green
Honda isn’t just in the business of building better cars – it’s also in the business
of building a better environment. Find out how in this special feature.
the process.
The Paint Department consumes the
highest level of electricity at the plant, so
developing a more efficient paint application system would not only reduce
electricity consumption but also minimise
paint wastage and lower CO2 emissions.
The first improvement introduced
was the Inverter System. Within just one
month of its trial, electricity consumption
was reduced by as much as 34 per cent.
Assistant Manager/Facility Maintenance
of the Manufacturing Division, Mohd.
Fauzi Salamun provided insight into how
the system works.
“An Inverter System essentially controls the speed of a motor. By setting a
specific frequency, a user is able to
restrict the amount of electricity a machine uses during start-up. The lower
the frequency, the lesser the amount
of energy consumed. Introducing the
Inverter System into the Painting Department gives us better control of the
electricity consumption. This is unlike the
conventional system where maximum
electrical power is automatically used to
start the machine within the quickest
time possible,” said Fauzi.
“The success of the Inverter System
h a s p ro m p t e d u s t o i n t ro d u c e t w o
additional systems come end of this
year,” General Manager Azhar added
enthusiastically.
CONVENTIONAL STARTER AND
INVERTER SYSTEM COMPARISON
Current (l)
Conventional Starter
Honda knows the power of dreams. But
equally as important, Honda also understands the urgency of providing a clean
and safe environment, one where future
generations can achieve their dreams, too.
L o n g re c o g n i s e d a s a l e a d e r i n
environmental conversation, Honda’s
passion in wanting to help create a
cleaner world extends beyond developing environment-friendly products to
also include minimising the environmental footprints of its manufacturing operations – better known as the Green
Factory initiative.
Although a fairly young facility setup,
Honda Malaysia is using these initiatives
to achieve its biggest dream – to be the
number one green company in Malaysia.
Officially opened on January 30,
2003, the 80-acre plant is situated in the
HICOM Pegoh Industrial Park of Alor
Gajah, Melaka, and consists of three
zones: a main area that houses the automobile assembly activities and auxiliary
buildings; a Constant Velocity Joint (CVJ)
factory; and a completely built-up (CBU)
pre-delivery operation centre. The plant
even possesses its very own test track.
But there’ s more to this state-ofthe-art automobile production plant
than meets the eye. It also boasts an
18 I
with dreams
ISO14001 certified Environmental Management System (EMS) that’s created
entirely by Honda Malaysia – without outsourcing to any third party.
Truly a testament to the resourcefulness and capabilities of its people,
Honda Malaysia’s ability to develop its
very own Environmental Management
System (EMS) and obtain international
certification in May 2007 is nothing
short of an impressive achievement.
We spoke to General Manager of the
Manufacturing Division, Azhar Abd.
Wahab, to get the inside scoop on the
reason behind Honda Malaysia’s choice
to be self-reliant.
“A fundamental Honda belief is
the respect of an individual's initiative,
equality and trust. As every associate is
considered an equal and everyone is
encouraged to come up with ideas that
are beneficial to all, Honda Malaysia’s
ability to develop its own EMS without
engaging a third party is proof that we
choose to exercise our own initiative,”
said Azhar.
Providing an account of how the
basic framework of the EMS first came
about until the time it obtained ISO14001
certification in May 2007, Azhar said, “We
began by conducting our own research,
gathering the necessary information
that was needed. The data we obtained
was then used to develop a system of
procedures. Upon receiving approval,
we implemented the system for three
months and observed if it fulfilled all
requirements. I am proud to say that
the entire process took us only one
year – the same amount of time that it
would have taken us if we had engaged
a consultant.”
Azhar also elaborated that the reason
behind the smooth implementation of
the EMS at Honda Malaysia was that it
was a brand new plant. Furthermore, the
plant has not been required to produce at
maximum capacity yet, so it simplified
Inverter
Reduce Initial
overshoot crrent
Running current based
on 100% motor capacity
Inverter Benefit
1. Reduce initial overshoot startup current
2. Running current can be control based on
required demand
Overall power consumption can be reduced
Time (t)
Unlike a Conventional Starter that uses excessive current during
machinery start-up, an Inverter System minimises current
overshoots to reduce power consumption.
The use of a highly efficient bell
spray gun is another factor that improves overall efficiency and minimises
paint wastage.
Controlled by a precision-engineered
robotic arm, the bell spray gun ensures
that up to 80 per cent of the paint used is
The bell spray gun is more efficient and minimises paint wastage.
absorbed by the vehicle, while only 20
per cent goes to waste.
“The bell spray gun electromagnetically charges the paint, giving it a positive charge. This causes the vehicle surface, which contains a negative charge,
to attract most of the paint and so minimises wastage,” Fauzi explained. In
addition to reducing the amount of paint
wasted, the use of the bell spray gun
has also lowered harmful Volatile Organic Compound (VOC) emissions by an
impressive 46 per cent.
Paint that is wasted automatically
flows into a water drainage system
below. But rest assured that this water
does not flow directly into a river or the
sea. Making its way to a Waste Water
Treatment Centre that’s located within
the plant, it is transformed into wet sludge, then dried and sent to a landfill.
“The use of the Sludge Dryer machine makes up the third highlight of the
Environmental Management Program.
Previously, when we weren’ t able to
dry the sludge, its huge size and weight meant that we had to dispose of it in
large landfills. Now, with the use of a
Sludge Dryer, 1.8 tons of wet sludge can
be dried to just 700kg – reducing its size
and weight by more than half. The extracted water is no different from distilled
water. At Honda, every effort goes into
making sure that nothing harmful is
released back into the environment,"
Fauzi said.
The above-mentioned green factory
initiatives are just the tip of the iceberg
of things to come at Honda Malaysia
Sdn Bhd. Come October, the plant can
look forward to the installation of the
Inverter System to all air supply units
in the Painting Department, plus the
introduction of a wastewater recycling
and food waste compost system. In
December, a solar cell panel will also be
installed to provide further reductions
in electricity consumption.
With so many initiatives in place,
Honda Malaysia is taking concrete
steps to make its dream of being the
country’s number one green company
a reality.
DRY AIR SYSTEM
Dry Air
Generator
Wet Air
Condense
Water
Sludge
Dry Air
Dry air from the Sludge Dryer separates water from wet sludge,
greatly reducing its size and weight. The extracted water is no
different from distilled water. Highlights of the EMP 2007-2008
The Environmental Management System (EMS) for Honda Malaysia was specially designed
to ensure it meets Honda’s global green factory goals of reducing CO2 emissions by 10 per
cent by the year 2010. A crucial component of the system is the 2007-2008 Environmental
Management Program (EMP).
General Manager Mr. Azhar Abd. Wahab (left) and
Assistant Manager Mr. Mohd. Fauzi Salamun (right).
Regulating the frequency on the Inverter System
enables it to restrict the amount of electricity
consumed during machinery start-up.
i. Reduce CO2 emissions.
ii. Reduce Volatile Organic Compound (VOC) emissions.
iii. Reduce the amount of waste generated.
with dreams
I
19
Honda story
Honda story
A Dream to Go Green
Honda isn’t just in the business of building better cars – it’s also in the business
of building a better environment. Find out how in this special feature.
the process.
The Paint Department consumes the
highest level of electricity at the plant, so
developing a more efficient paint application system would not only reduce
electricity consumption but also minimise
paint wastage and lower CO2 emissions.
The first improvement introduced
was the Inverter System. Within just one
month of its trial, electricity consumption
was reduced by as much as 34 per cent.
Assistant Manager/Facility Maintenance
of the Manufacturing Division, Mohd.
Fauzi Salamun provided insight into how
the system works.
“An Inverter System essentially controls the speed of a motor. By setting a
specific frequency, a user is able to
restrict the amount of electricity a machine uses during start-up. The lower
the frequency, the lesser the amount
of energy consumed. Introducing the
Inverter System into the Painting Department gives us better control of the
electricity consumption. This is unlike the
conventional system where maximum
electrical power is automatically used to
start the machine within the quickest
time possible,” said Fauzi.
“The success of the Inverter System
h a s p ro m p t e d u s t o i n t ro d u c e t w o
additional systems come end of this
year,” General Manager Azhar added
enthusiastically.
CONVENTIONAL STARTER AND
INVERTER SYSTEM COMPARISON
Current (l)
Conventional Starter
Honda knows the power of dreams. But
equally as important, Honda also understands the urgency of providing a clean
and safe environment, one where future
generations can achieve their dreams, too.
L o n g re c o g n i s e d a s a l e a d e r i n
environmental conversation, Honda’s
passion in wanting to help create a
cleaner world extends beyond developing environment-friendly products to
also include minimising the environmental footprints of its manufacturing operations – better known as the Green
Factory initiative.
Although a fairly young facility setup,
Honda Malaysia is using these initiatives
to achieve its biggest dream – to be the
number one green company in Malaysia.
Officially opened on January 30,
2003, the 80-acre plant is situated in the
HICOM Pegoh Industrial Park of Alor
Gajah, Melaka, and consists of three
zones: a main area that houses the automobile assembly activities and auxiliary
buildings; a Constant Velocity Joint (CVJ)
factory; and a completely built-up (CBU)
pre-delivery operation centre. The plant
even possesses its very own test track.
But there’ s more to this state-ofthe-art automobile production plant
than meets the eye. It also boasts an
18 I
with dreams
ISO14001 certified Environmental Management System (EMS) that’s created
entirely by Honda Malaysia – without outsourcing to any third party.
Truly a testament to the resourcefulness and capabilities of its people,
Honda Malaysia’s ability to develop its
very own Environmental Management
System (EMS) and obtain international
certification in May 2007 is nothing
short of an impressive achievement.
We spoke to General Manager of the
Manufacturing Division, Azhar Abd.
Wahab, to get the inside scoop on the
reason behind Honda Malaysia’s choice
to be self-reliant.
“A fundamental Honda belief is
the respect of an individual's initiative,
equality and trust. As every associate is
considered an equal and everyone is
encouraged to come up with ideas that
are beneficial to all, Honda Malaysia’s
ability to develop its own EMS without
engaging a third party is proof that we
choose to exercise our own initiative,”
said Azhar.
Providing an account of how the
basic framework of the EMS first came
about until the time it obtained ISO14001
certification in May 2007, Azhar said, “We
began by conducting our own research,
gathering the necessary information
that was needed. The data we obtained
was then used to develop a system of
procedures. Upon receiving approval,
we implemented the system for three
months and observed if it fulfilled all
requirements. I am proud to say that
the entire process took us only one
year – the same amount of time that it
would have taken us if we had engaged
a consultant.”
Azhar also elaborated that the reason
behind the smooth implementation of
the EMS at Honda Malaysia was that it
was a brand new plant. Furthermore, the
plant has not been required to produce at
maximum capacity yet, so it simplified
Inverter
Reduce Initial
overshoot crrent
Running current based
on 100% motor capacity
Inverter Benefit
1. Reduce initial overshoot startup current
2. Running current can be control based on
required demand
Overall power consumption can be reduced
Time (t)
Unlike a Conventional Starter that uses excessive current during
machinery start-up, an Inverter System minimises current
overshoots to reduce power consumption.
The use of a highly efficient bell
spray gun is another factor that improves overall efficiency and minimises
paint wastage.
Controlled by a precision-engineered
robotic arm, the bell spray gun ensures
that up to 80 per cent of the paint used is
The bell spray gun is more efficient and minimises paint wastage.
absorbed by the vehicle, while only 20
per cent goes to waste.
“The bell spray gun electromagnetically charges the paint, giving it a positive charge. This causes the vehicle surface, which contains a negative charge,
to attract most of the paint and so minimises wastage,” Fauzi explained. In
addition to reducing the amount of paint
wasted, the use of the bell spray gun
has also lowered harmful Volatile Organic Compound (VOC) emissions by an
impressive 46 per cent.
Paint that is wasted automatically
flows into a water drainage system
below. But rest assured that this water
does not flow directly into a river or the
sea. Making its way to a Waste Water
Treatment Centre that’s located within
the plant, it is transformed into wet sludge, then dried and sent to a landfill.
“The use of the Sludge Dryer machine makes up the third highlight of the
Environmental Management Program.
Previously, when we weren’ t able to
dry the sludge, its huge size and weight meant that we had to dispose of it in
large landfills. Now, with the use of a
Sludge Dryer, 1.8 tons of wet sludge can
be dried to just 700kg – reducing its size
and weight by more than half. The extracted water is no different from distilled
water. At Honda, every effort goes into
making sure that nothing harmful is
released back into the environment,"
Fauzi said.
The above-mentioned green factory
initiatives are just the tip of the iceberg
of things to come at Honda Malaysia
Sdn Bhd. Come October, the plant can
look forward to the installation of the
Inverter System to all air supply units
in the Painting Department, plus the
introduction of a wastewater recycling
and food waste compost system. In
December, a solar cell panel will also be
installed to provide further reductions
in electricity consumption.
With so many initiatives in place,
Honda Malaysia is taking concrete
steps to make its dream of being the
country’s number one green company
a reality.
DRY AIR SYSTEM
Dry Air
Generator
Wet Air
Condense
Water
Sludge
Dry Air
Dry air from the Sludge Dryer separates water from wet sludge,
greatly reducing its size and weight. The extracted water is no
different from distilled water. Highlights of the EMP 2007-2008
The Environmental Management System (EMS) for Honda Malaysia was specially designed
to ensure it meets Honda’s global green factory goals of reducing CO2 emissions by 10 per
cent by the year 2010. A crucial component of the system is the 2007-2008 Environmental
Management Program (EMP).
General Manager Mr. Azhar Abd. Wahab (left) and
Assistant Manager Mr. Mohd. Fauzi Salamun (right).
Regulating the frequency on the Inverter System
enables it to restrict the amount of electricity
consumed during machinery start-up.
i. Reduce CO2 emissions.
ii. Reduce Volatile Organic Compound (VOC) emissions.
iii. Reduce the amount of waste generated.
with dreams
I
19
what’s on Honda
01
What’s
on Honda
For more news visit
www.honda.com.my today!
Honda customers and racing fans got the adrenaline fix they
needed when they were given the opportunity to get up close
and personal with their favourite Honda Racing F1 Team and
Super Aguri F1 Team during a special F1 Fever celebratory
party, held in Petaling Jaya on 19 March 2008.
Honda Racing F1 Team was represented by Driver Rubens
Barrichello, Test Driver Alexander Wurz and representative Mr.
Luca Filippi from the Honda Young Driver Programme. Team
Principal Mr. Aguri Suzuki and Drivers Mr. Takuma Sato and
Anthony Davidson represented Super Aguri F1 Team.
In his speech, Managing Director and Chief Executive
Officer of Honda Malaysia Sdn Bhd Mr. Atsushi Fujimoto
expressed high hopes for the team.
"This year, Honda Racing F1 Team brought in a few new
faces and continues the challenge in motor sports. We believe
that the Honda Racing F1 Team will soar to a higher level of
achievement under the guidance of our new team principal,
Mr. Ross Brawn. Our founder Mr. Soichiro Honda once said
‘without racing, there is no Honda.’
“Overcoming challenges in motor sports is not something
new to Honda. Since our first entry into Grand Prix in 1964, we
have come far on victories, but it is through defeats that we
advance further and challenge ourselves even more. Our main
focus is to keep moving up to the next level and maintain our
02
STRENGTHENING OUR
QUALITY COMMITMENT
A new Pre-Delivery Inspection (PDI) Centre was set up by Honda
Malaysia in a joint effort with Trans-Asia Shipping Corporation
(TASCO). Located at Bangi, Selangor Darul Ehsan, the new
facility cost RM8.5 million to build, covers an area of 7.9 acres
and has a capacity of more than 800 vehicles.
Honda Malaysia appointed TASCO, an integrated logistics
solutions provider, as logistics partner to undertake a variety of
pre-delivery technical and visual inspections prior to distributting Honda Complete Built-Up (CBU) vehicles to respective
dealers. The pre-delivery inspection procedures include the
installation of car accessories – plus the maintenance, washing
and polishing of vehicles – to ensure product quality meets
Honda's stringent pre-delivery requirements.
Held on the new premises, the launch ceremony started off
with a welcome address by the master of ceremonies, followed by a speech delivered by TASCO Managing Director Mr. Lee
Check Poh.
"The setting up of a Pre-Delivery Inspection Centre clearly
demonstrates Honda's commitment to provide products
of the highest quality to Honda's customers. TASCO is pleased
to have the opportunity to work with such an esteemed
brand name. TASCO offers a wide range of highly-customised services that greatly enhanced turnaround time for
Honda Malaysia.
"Logistics outsourcing has become an imperative function in
many local and global companies due to globalisation and
market liberalisation. TASCO has an established track record of
30 years in this industry and the capability to offer integrated
logistics solutions at competitive pricing for all our clients'
logistics needs,” Mr Lee said.
Following Mr Lee's speech, Honda Malaysia Managing
Director and Chief Executive Officer Mr. Atsushi Fujimoto
addressed the media.
"It is Honda's philosophy to provide our customers with
20 I
with dreams
Honda Racing F1 Team driver Rubens Barrichello, who at
35 years-old is one of the most experienced drivers in F1
history, was upbeat.
"I am very much looking forward to the 2008 season. The
arrival of Ross Brawn to lead the technical team is very
welcome, and Jenson and I will do our very best again this
season as we aim to achieve better results in this year's
championship," Barrichello said.
Ten lucky Honda owners each won an exclusive visit to the
Honda Racing F1 paddock at Sepang International Circuit
a day before the big race, where they had the opportunity
to experience Honda's rich racing heritage in Formula One
for themselves.
CHALLENGING SPIRIT
INSPIRES F1 2008
The Honda Racing and Super Aguri F1 Team meeting fans.
Challenging Spirit in a gruelling sport," said Mr. Fujimoto.
At the party, guests and media were not only treated to
first-hand accounts of the team’ s experience with the new
RA108. Some lucky customers even had the chance of a
lifetime to “race” with race drivers Barrichello and Sato on an
F1 simulator.
Employing a completely new concept to deliver stable,
superior aerodynamic performance while maintaining its
environmental message, the new RA108 race car features
revised 2008 livery that marks the start of the next exciting
phase of the Honda Racing F1 Team's long-term environmental
initiative: earthdreams.
products and services of the highest quality. At Honda Malaysia,
we are constantly striving and committed to achieving No.1 in
Customer Satisfaction. With the opening of this Pre-Delivery
Inspection Centre, I believe it will help us to move one step
closer to achieving this goal,” Mr. Atsushi Fujimoto said.
Mr. Atsushi Fujimoto with TASCO MD Mr. Lee Check Poh.
03
READERS DIGEST ASIA
GOLD TRUSTED BRAND
AWARD 2008
Honda Malaysia Sdn Bhd has once again earned the Reader's
Digest Asia Gold Trusted Brand Award in the car category for
the Malaysian market, as announced in Kuala Lumpur on 28
April 2008.
It was the 10 th year running that Honda Malaysia earned
the award in the Reader's Digest Trusted Brands proprietary
research study – recognised as one of the most representative
and objective branding surveys in Asia.
This year, Honda was one of the few car brands operating in
the Malaysian market to receive an award, which are presented
to brands that top the charts in their respective categories.
Information is gathered in the annual survey, which measures
The ten lucky Honda owners and the Honda F1 Team.
consumer preference by asking readers to rate brands according to six criteria: Trustworthiness, Credible Image, Quality,
Value, Understanding Customer Needs and Innovation.
Chief Executive Officer and Managing Director of Honda
Malaysia Mr. Atsushi Fujimoto was very pleased with the win.
"We are very honoured to receive this award for the 10 th
consecutive year. It demonstrates our commitment to understanding and recognising the ever-changing needs and expectations of customers in the Malaysia market, and our continuous
efforts to meet those expectations.
"In line with our goal to achieve No. 1 in Customer Satisfaction, we will persist with our efforts to provide customers
with products of the highest quality with a reasonable price, so
as to stay one of the most credible and trusted car brands in
Malaysia," Mr. Fujimoto said.
Reader's Digest conducts an extensive poll of its readers
Asia-wide to determine the most favoured brands by consumers in Malaysia, China, Hong Kong, India, Philippines,
Singapore, Taiwan and Thailand. Awards are given in each
country as well as on a regional basis. Thousands of votes are
cast across the region, with accuracy and integrity ensured by
Nielsen Media Research.
Honda Malaysia MD and CEO, Mr. Atsushi Fujimoto,
accepting the Reader’s Digest award.
with dreams
I
21
what’s on Honda
01
What’s
on Honda
For more news visit
www.honda.com.my today!
Honda customers and racing fans got the adrenaline fix they
needed when they were given the opportunity to get up close
and personal with their favourite Honda Racing F1 Team and
Super Aguri F1 Team during a special F1 Fever celebratory
party, held in Petaling Jaya on 19 March 2008.
Honda Racing F1 Team was represented by Driver Rubens
Barrichello, Test Driver Alexander Wurz and representative Mr.
Luca Filippi from the Honda Young Driver Programme. Team
Principal Mr. Aguri Suzuki and Drivers Mr. Takuma Sato and
Anthony Davidson represented Super Aguri F1 Team.
In his speech, Managing Director and Chief Executive
Officer of Honda Malaysia Sdn Bhd Mr. Atsushi Fujimoto
expressed high hopes for the team.
"This year, Honda Racing F1 Team brought in a few new
faces and continues the challenge in motor sports. We believe
that the Honda Racing F1 Team will soar to a higher level of
achievement under the guidance of our new team principal,
Mr. Ross Brawn. Our founder Mr. Soichiro Honda once said
‘without racing, there is no Honda.’
“Overcoming challenges in motor sports is not something
new to Honda. Since our first entry into Grand Prix in 1964, we
have come far on victories, but it is through defeats that we
advance further and challenge ourselves even more. Our main
focus is to keep moving up to the next level and maintain our
02
STRENGTHENING OUR
QUALITY COMMITMENT
A new Pre-Delivery Inspection (PDI) Centre was set up by Honda
Malaysia in a joint effort with Trans-Asia Shipping Corporation
(TASCO). Located at Bangi, Selangor Darul Ehsan, the new
facility cost RM8.5 million to build, covers an area of 7.9 acres
and has a capacity of more than 800 vehicles.
Honda Malaysia appointed TASCO, an integrated logistics
solutions provider, as logistics partner to undertake a variety of
pre-delivery technical and visual inspections prior to distributting Honda Complete Built-Up (CBU) vehicles to respective
dealers. The pre-delivery inspection procedures include the
installation of car accessories – plus the maintenance, washing
and polishing of vehicles – to ensure product quality meets
Honda's stringent pre-delivery requirements.
Held on the new premises, the launch ceremony started off
with a welcome address by the master of ceremonies, followed by a speech delivered by TASCO Managing Director Mr. Lee
Check Poh.
"The setting up of a Pre-Delivery Inspection Centre clearly
demonstrates Honda's commitment to provide products
of the highest quality to Honda's customers. TASCO is pleased
to have the opportunity to work with such an esteemed
brand name. TASCO offers a wide range of highly-customised services that greatly enhanced turnaround time for
Honda Malaysia.
"Logistics outsourcing has become an imperative function in
many local and global companies due to globalisation and
market liberalisation. TASCO has an established track record of
30 years in this industry and the capability to offer integrated
logistics solutions at competitive pricing for all our clients'
logistics needs,” Mr Lee said.
Following Mr Lee's speech, Honda Malaysia Managing
Director and Chief Executive Officer Mr. Atsushi Fujimoto
addressed the media.
"It is Honda's philosophy to provide our customers with
20 I
with dreams
Honda Racing F1 Team driver Rubens Barrichello, who at
35 years-old is one of the most experienced drivers in F1
history, was upbeat.
"I am very much looking forward to the 2008 season. The
arrival of Ross Brawn to lead the technical team is very
welcome, and Jenson and I will do our very best again this
season as we aim to achieve better results in this year's
championship," Barrichello said.
Ten lucky Honda owners each won an exclusive visit to the
Honda Racing F1 paddock at Sepang International Circuit
a day before the big race, where they had the opportunity
to experience Honda's rich racing heritage in Formula One
for themselves.
CHALLENGING SPIRIT
INSPIRES F1 2008
The Honda Racing and Super Aguri F1 Team meeting fans.
Challenging Spirit in a gruelling sport," said Mr. Fujimoto.
At the party, guests and media were not only treated to
first-hand accounts of the team’ s experience with the new
RA108. Some lucky customers even had the chance of a
lifetime to “race” with race drivers Barrichello and Sato on an
F1 simulator.
Employing a completely new concept to deliver stable,
superior aerodynamic performance while maintaining its
environmental message, the new RA108 race car features
revised 2008 livery that marks the start of the next exciting
phase of the Honda Racing F1 Team's long-term environmental
initiative: earthdreams.
products and services of the highest quality. At Honda Malaysia,
we are constantly striving and committed to achieving No.1 in
Customer Satisfaction. With the opening of this Pre-Delivery
Inspection Centre, I believe it will help us to move one step
closer to achieving this goal,” Mr. Atsushi Fujimoto said.
Mr. Atsushi Fujimoto with TASCO MD Mr. Lee Check Poh.
03
READERS DIGEST ASIA
GOLD TRUSTED BRAND
AWARD 2008
Honda Malaysia Sdn Bhd has once again earned the Reader's
Digest Asia Gold Trusted Brand Award in the car category for
the Malaysian market, as announced in Kuala Lumpur on 28
April 2008.
It was the 10 th year running that Honda Malaysia earned
the award in the Reader's Digest Trusted Brands proprietary
research study – recognised as one of the most representative
and objective branding surveys in Asia.
This year, Honda was one of the few car brands operating in
the Malaysian market to receive an award, which are presented
to brands that top the charts in their respective categories.
Information is gathered in the annual survey, which measures
The ten lucky Honda owners and the Honda F1 Team.
consumer preference by asking readers to rate brands according to six criteria: Trustworthiness, Credible Image, Quality,
Value, Understanding Customer Needs and Innovation.
Chief Executive Officer and Managing Director of Honda
Malaysia Mr. Atsushi Fujimoto was very pleased with the win.
"We are very honoured to receive this award for the 10 th
consecutive year. It demonstrates our commitment to understanding and recognising the ever-changing needs and expectations of customers in the Malaysia market, and our continuous
efforts to meet those expectations.
"In line with our goal to achieve No. 1 in Customer Satisfaction, we will persist with our efforts to provide customers
with products of the highest quality with a reasonable price, so
as to stay one of the most credible and trusted car brands in
Malaysia," Mr. Fujimoto said.
Reader's Digest conducts an extensive poll of its readers
Asia-wide to determine the most favoured brands by consumers in Malaysia, China, Hong Kong, India, Philippines,
Singapore, Taiwan and Thailand. Awards are given in each
country as well as on a regional basis. Thousands of votes are
cast across the region, with accuracy and integrity ensured by
Nielsen Media Research.
Honda Malaysia MD and CEO, Mr. Atsushi Fujimoto,
accepting the Reader’s Digest award.
with dreams
I
21
what’s on Honda
04
SERVICE
THE All-NEW ACCORD IS HERE!
SHOWROOM
AUTHORISED HONDA DEALERS CONTACT LIST
COMPANY NAME
ADDRESS
KUALA LUMPUR
Angkasa Motor Sdn Bhd
Imavest Sdn. Bhd.
Sri Utama Auto Sdn. Bhd.
Kah Motor Co. Sdn Bhd
Noblekey (M). Sdn Bhd
Kah Motor Co. Sdn Bhd
Kah Motor Co. Sdn Bhd
Roda BB Motor Sdn Bhd
New Era Sales (M) Sdn. Bhd
Weststar Auto Sdn Bhd
Peringgit Sri Motor Sdn Bhd
Wegro Sdn Bhd
The Millennium Auto & Carriage Sdn Bhd
MH Prestige Auto Sdn Bhd
CONTACT
TEL
FAX
558, Batu 3 , Jalan Ipoh, 51200 Kuala Lumpur.
No. 52, Jalan Memanda 9, Ampang Point, 68000 Selangor.
No. 11 & 12, Lot 378, Jalan Ulu Kelang, 68000 Ampang, Selangor.
No. 21-23, Jalan Usahawan 5, Setapak Industrial Area, off Jalan Genting Kelang, 53200 Kuala Lumpur.
32D-1, Block B, Jalan Chan Sow Lin, 55200 Kuala Lumpur.
Wisma W Shalinudin 1, No. 5, Jln Perusahaan Kiri, Kwsn Perusahaan Ringan Setapak, 53200 Kuala Lumpur.
Wisma Kah Motor, 339, Jalan Tuanku Abdul Rahman, 50100 Kuala Lumpur.
No.99, Jalan Maarof, Bangsar Park, 59000 Kuala Lumpur.
193 & 195, Jalan Imbi, 55100 Kuala Lumpur.
Lot 7576-B, Batu 4 , Jalan Kelang Lama, 58000 Kuala Lumpur.
109, Jalan Pudu, 55100 Kuala Lumpur.
68, Jalan Ampang, 50450 Kuala Lumpur.
111 - A, Jalan Ulu Klang, 68000 Ampang, Kuala Lumpur.
No. 171, Batu 3 , Jln Kelang Lama, 58000 Kuala Lumpur.
Lot 4523(D), Batu 4 , Jalan Cheras, 56100 Kuala Lumpur.
2007, Wisma Mofaz, Jalan Damansara, 60000 Kuala Lumpur.
18, Persiaran Dagang, Bandar Sri Damansara, Kepong 52200 Kuala Lumpur.
03-6257 0608
03-6257 2915
03-4252 8061
03-4252 8264
03-4251 3883
03-4257 3883
03-4024 2266
03-4024 9320
03-9221 0000
03-9221 1009
03-4021 2104
03-4025 5116
03-2698 3358
03-2692 9251
03-2282 5585
03-2282 5248
03-2142 5088
03-2141 7125
03-7983 3230
03-7983 2985
03-2032 2266
03-2031 8989
03-2031 5151
03-2031 2008
03-4251 6151
03-4257 6813
03-7980 0000
03-7981 9482
03-9130 2288
03-9131 6611
03-7728 8866
03-7727 4180
03-6277 5548
03-6277 5469
Lot 21449, Jalan Persiaran Bukit Raja, Bandar Baru Klang, 41150 Klang, Selangor.
8 & 9, Jalan Kenari 5, Bandar Puchong Jaya, 47100 Puchong, Selangor.
No.24, Jalan Serindit 2, Bandar Puchong Jaya, 47100 Puchong, Selangor.
31, 33 & 35, Jalan Batu Tiga, 41300 Klang, Selangor.
Lot 71 & 72, Jalan Batu 3, 41300 Klang, Selangor.
76B, Jalan Universiti, 46200 Petaling Jaya, Selangor.
Lot 8229, Jalan 222, 46100 Petaling Jaya, Selangor.
Lot 792, Persiaran Subang Indah, Taman Perindustrian Subang, 47610 Subang Jaya, Selangor.
No.3, Jalan Pelukis, U1/46, Sec. U1, 40150 Shah Alam, Selangor.
17 & 19, Ground Floor, Block 2, Worldwide Business Park, Jalan Tinju 13/50, 40675 Shah Alam, Selangor.
2, Jalan Saujana Indah 5, Taman Saujana Indah, 40150 Shah Alam, Selangor.
No. 2, 3, 4 & 5, Ground Floor, Jalan SR 1/9, Sek 9, Serdang Raya, 43300 Seri Kembangan, Selangor.
03-3345 2020
03-3343 2298
03-8075 5616
03-8075 3640
03-5882 9600
03-5882 6682
03-3342 0272
03-3342 1682
03-3341 0049
03-3342 5703
03-7960 2828
03-7955 3773
03-7957 6611
03-7957 8718
03-5636 1100
03-5635 7372
03-5569 5259
03-5569 9836
03-5510 0099
03-5513 0099
03-7845 8837
03-7845 8836
03-8945 9508
03-8945 8953
12, MBAS 1066, Jalan Teluk Wanjah, 05200 Alor Setar, Kedah.
Lot 51, 16C-9, Jalan 4/5 Miel, Fasa 1, Kawasan Perushaan Bakar Arang, 08000 Sungai Petani, Kedah.
357 & 358, Jalan Petaling 10, 09000 Kulim, Kedah.
Lot 964, Jalan Padang Matsirat, Kampung Yooi, Mukim Bohor, 07100 Langkawi, Kedah.
04-7311 766
03-7326 313
04-4210 116
04-4229 119
04-4959 595
04-4909 595
04-9557 002
04-9559 007
25-B, Lebuh Farquhar, 10200 Penang.
124-A, Lengkok Sg. Pinang, 10150 Penang.
1-1-8, Krystal Point II, Jalan Tun. Dr. Awang, 11900 Sungai Nibong, Pulau Pinang.
Lot 63, Pesara Kg. Jawa, Taman Perindustrian Bayan Lepas, 11900 Pulau Pinang.
17, Jalan Chain Ferry, 13700 Prai, Seberang Prai Tengah, Penang.
Lot 79, Jalan Bagan Jermal, 12300 Butterworth, Pulau Pinang.
04-2638 244
04-2637 152
04-2815 100
04-2815 409
04-6441 111
04-6442 121
04-6440 000
04-6442 323
04-3905 313
04-3992 139
04-3244 166
04-3333 946
14-20, Jalan Kampar, 30250 Ipoh, Perak.
Lot 31216A, Jalan Mariamman Lane 2, off Sungei Pari Road, 30200 Ipoh, Perak.
No. 45, Jln Tun Abdul Razak, 30100 Ipoh, Perak.
Lot 4572, Jalan Kampong Sitiawan, 32000 Sitiawan, Perak.
Lot 10853, Batu 2 , Jalan Simpang, 34000 Taiping, Perak.
05-2413 433
05-2552 320
05-2532 001
05-25376
05-5273 500
05-5273 575
05-6920 028
05-6920 828
05-8483 888
05-8483 266
5488, Jalan Sultanah Zainab, 15050 Kota Bahru, Kelantan.
09-7445 893
09-7484 593
686, Jalan Sultan Mohamad, (Gong Kapas) 21100 Kuala Terengganu, Terengganu.
25-D, Jalan Bukit Kecil, 21100 Kuala Terengganu, Terengganu.
09-6221 796
09-6233 796
09-6221 996
09-6229 396
C311 & C312, Jalan Kuantan, 28000 Temerloh, Pahang.
H31-32, Taman Muhibbah, 28000 Temerloh, Pahang.
A57-A59-A61, Jalan Teluk Sisek, 25000 Kuantan, Pahang.
09-2963 308
09-2965 613
09-2961 991
09-2961 991
09-5177 235
09-5178 940
8,10,12 & 14, Jalan Yam Tuan, (Paul street) 70000 Seremban, Negeri Sembilan.
No. 54, Senawang Light Industries Estate, 70450 Senawang, Seremban, Negeri Sembilan.
125A & 125B, Jalan Senawang, Kawasan Perindustrian Senawang, 70450 Seremban, Negeri Sembilan.
06-7611 120
06-7636 599
06-6772 858
06-6772 735
06-6794 770
06-678876
Lot 1783, Jalan Semabok, 75050 Melaka.
06-2833 988
06-2840 200
12-A, Jalan Buloh Kasap, 85000 Segamat, Johor.
No. 1, 2 & 3, Jalan Emas, Taman Kluang Jaya, 86000 Kluang, Johor.
50, 52 & 54, Jalan Kundang 2, Taman Bukit Pasir, 83000 Batu Pahat, Johor.
315, Batu 1 , Jalan Bakri, 84000 Muar, Johor.
241-241B, Batu 4 , Jalan Skudai, 81200 Tampoi, Johor Bahru, Johor.
No. 1-H, Jalan Bunga Ros, Majidee Baru, 81100 Johor Bahru, Johor.
07-9313 822
07-9310 986
07-7730 924
07-7739 200
07-4327 890
07-4314 202
06-9522 855
06-9527 669
07-2351 717
07-2329 993
07-3321 888
07-3338 070
62A, Mile 5 , Jalan Tuaran, 88805 Inanam, Kota Kinabalu, Sabah.
088-421 770
088-421 719
88, Lorong Sherif, Masahor 3, Jln Tun Jugah, 93350 Kuching, Sarawak.
55, Krokop Road, 98000 Miri, Sarawak.
082-459 322
082-452 322
085-436 746
085-418 876
2KM, Jalan Tun Mustapha, 87020 Labuan, FT.
087-412 282
087-416 808
SELANGOR
Actmar Sdn Bhd
Kah Motor Co. Sdn Bhd
Nanyang General Enterprises Sdn Bhd
Sumber Auto Edaran Sdn Bhd
Tenaga Setia Resources Sdn Bhd
USJ Car Express Sdn Bhd
Kosmo Kars Sdn Bhd
Shared Auto Cars Sdn Bhd
Global Amity Sdn Bhd
The launch of an impressive car calls for an equally impressive stage performance.
Honda has always been synonymous with innovation and technology. And ever since its humble beginnings in 1976, the Honda
Accord has been praised for its interior space, driving comfort
and stylish design – not to mention a savvy combination of economic value, sporty response and exhilarating performance.
So it was with this rich heritage in mind that the 8th generation
Honda Accord was recently launched in Malaysia. The All-New
Accord clearly made a positive impression on Honda fans eager
to catch a glimpse of this much-anticipated car.
Just like its predecessors, the All-New Accord boasts several
exciting technological innovations.
When in heavy traffic and high output isn’t required, Honda’s
Variable Cylinder Management (VCM) System regulates cylinder
function by utilising only three cylinders to reduce unnecessary
engine wear and tear.
And of course, VCM is expected to provide the efficient fuel
consumption that Honda drivers like K.S. Chia, who attended the
event, recognize as a hallmark of all Honda vehicles.
“The Accord is a value-for-money buy. You get more for the
price, with more thought and consideration put into it,” Chia said.
Variable Gear Ratio (VGR) steering provides improved stopand-go city driving and more precise cornering response, while
innovative Shift Hold Control prevents unnecessary gearhunting. Options include a 2-litre or 2.4-litre i-VTEC engine, while
drivers hungry for muscle will appreciate a 275ps 3.5-litre
V6 powerhouse.
The car’s stance and overall size have also increased, for a
roomier interior and added comfort that proved to be a big hit
with businessmen like Tham Chee Wah.
“I can definitely see myself buying the Accord as it exudes
class and luxury,” Tham said, giving the car an enthusiastic
thumbs-up.
Seats, steering wheel, gear-shift knob and door panels – all
clad in sumptuous leather – stylishly express Honda’s new
design language. This strong feeling of personal space, style and
sophistication puts the All-New Accord ahead of its class.
Even safety is augmented by an improved double wishbone
suspension that stabilises braking and steering response, while
a 40 per cent rigidity increase improves handling and reduces
road noise and vibrations.
Roughly 300 invited guests enjoyed a dinner, as conversation
turned to information on the All-New Accord guests had garnered
22 I
with dreams
KEDAH
from fansites and blogs. The launch event was attended by
Honda Malaysia Managing Director and CEO Atsushi Fujimoto
and popular TV personality Paula Malai Ali, who hosted the
evening and helped create a very successful event.
“The car looks gorgeous. A true executive sedan that has
grown in stature, it gives competitors a run for their money,” said
guest Damien Chee, adding the Accord made a lasting impression with its luxurious and sporty look.
Guests were also given a surprise performance: a dynamic
musical number entitled No Limits, inspired by the All-New
Accord. Producer Penny Low explained that the musical was
based on a story of a world that – through unforeseen circumstances – had the memories of its people completely wiped out.
“It portrays how a woman found a method of teleportation
that could bring back memories of its people. Thus, the heroine
put together an army that was driven to bring back to humanity
what it had lost. This was inspired by the driving spirit of Honda,
and particularly the Accord,” Low said.
Low explained that the evening’s musical, a sneak preview,
was to be shown to the public in July and that the piece is the
first science-fiction musical to ever be staged in Malaysia. No
Limits and the All-New Accord are both certainly worth looking
forward to.
Lee Motors Alor Setar (Car Div) Sdn Bhd
Lee Motors Alor Setar (Car Div) Sdn Bhd
Magna Speed Sdn. Bhd
Yooi Cars Sdn Bhd
PENANG
Kah Motor Co. Sdn Bhd
Kah Motor Co. Sdn Bhd
Vivahill Auto Sdn Bhd
Motoria Sdn Bhd
Formula Venture Sdn Bhd
PERAK
Ban Hoe Seng Sdn Bhd
Kah Motor Co. Sdn Bhd
Sendi Auto Sdn Bhd
Delima Kinta Sdn Bhd
KELANTAN
Ban Chu Bee Sdn Bhd
TERENGGANU
Syarikat Tan Eng Ann Sdn Bhd
PAHANG
Chuan Thye Motor Sdn Bhd
Chuan Thye Auto Services Sdn Bhd
Honhin Auto Credit Sdn Bhd
NEGERI SEMBILAN
Ban Lee Heng Motor Sdn Bhd
Wanija Classic (M) Sdn Bhd
MELAKA
Kah Motor Co. Sdn Bhd
JOHOR
Haslita Motor Sdn Bhd
Iptimas Motor Sdn Bhd
K.M. Lim Motor Sdn Bhd
Syarikat Motor GS Tay Sdn Bhd
Yong Ming Motor Sdn Bhd
Sutera Auto Sdn Bhd
SABAH
Boon Siew (Borneo) Sdn Bhd
SARAWAK
Jimisar Corporation Sdn Bhd
Heng Ho Hing Co. Sdn Bhd
The audience was in awe of the No Limits musical performance.
http://www.accord.com.my
LABUAN
Premier Motor
what’s on Honda
04
SERVICE
THE All-NEW ACCORD IS HERE!
SHOWROOM
AUTHORISED HONDA DEALERS CONTACT LIST
COMPANY NAME
ADDRESS
KUALA LUMPUR
Angkasa Motor Sdn Bhd
Imavest Sdn. Bhd.
Sri Utama Auto Sdn. Bhd.
Kah Motor Co. Sdn Bhd
Noblekey (M). Sdn Bhd
Kah Motor Co. Sdn Bhd
Kah Motor Co. Sdn Bhd
Roda BB Motor Sdn Bhd
New Era Sales (M) Sdn. Bhd
Weststar Auto Sdn Bhd
Peringgit Sri Motor Sdn Bhd
Wegro Sdn Bhd
The Millennium Auto & Carriage Sdn Bhd
MH Prestige Auto Sdn Bhd
CONTACT
TEL
FAX
558, Batu 3 , Jalan Ipoh, 51200 Kuala Lumpur.
No. 52, Jalan Memanda 9, Ampang Point, 68000 Selangor.
No. 11 & 12, Lot 378, Jalan Ulu Kelang, 68000 Ampang, Selangor.
No. 21-23, Jalan Usahawan 5, Setapak Industrial Area, off Jalan Genting Kelang, 53200 Kuala Lumpur.
32D-1, Block B, Jalan Chan Sow Lin, 55200 Kuala Lumpur.
Wisma W Shalinudin 1, No. 5, Jln Perusahaan Kiri, Kwsn Perusahaan Ringan Setapak, 53200 Kuala Lumpur.
Wisma Kah Motor, 339, Jalan Tuanku Abdul Rahman, 50100 Kuala Lumpur.
No.99, Jalan Maarof, Bangsar Park, 59000 Kuala Lumpur.
193 & 195, Jalan Imbi, 55100 Kuala Lumpur.
Lot 7576-B, Batu 4 , Jalan Kelang Lama, 58000 Kuala Lumpur.
109, Jalan Pudu, 55100 Kuala Lumpur.
68, Jalan Ampang, 50450 Kuala Lumpur.
111 - A, Jalan Ulu Klang, 68000 Ampang, Kuala Lumpur.
No. 171, Batu 3 , Jln Kelang Lama, 58000 Kuala Lumpur.
Lot 4523(D), Batu 4 , Jalan Cheras, 56100 Kuala Lumpur.
2007, Wisma Mofaz, Jalan Damansara, 60000 Kuala Lumpur.
18, Persiaran Dagang, Bandar Sri Damansara, Kepong 52200 Kuala Lumpur.
03-6257 0608
03-6257 2915
03-4252 8061
03-4252 8264
03-4251 3883
03-4257 3883
03-4024 2266
03-4024 9320
03-9221 0000
03-9221 1009
03-4021 2104
03-4025 5116
03-2698 3358
03-2692 9251
03-2282 5585
03-2282 5248
03-2142 5088
03-2141 7125
03-7983 3230
03-7983 2985
03-2032 2266
03-2031 8989
03-2031 5151
03-2031 2008
03-4251 6151
03-4257 6813
03-7980 0000
03-7981 9482
03-9130 2288
03-9131 6611
03-7728 8866
03-7727 4180
03-6277 5548
03-6277 5469
Lot 21449, Jalan Persiaran Bukit Raja, Bandar Baru Klang, 41150 Klang, Selangor.
8 & 9, Jalan Kenari 5, Bandar Puchong Jaya, 47100 Puchong, Selangor.
No.24, Jalan Serindit 2, Bandar Puchong Jaya, 47100 Puchong, Selangor.
31, 33 & 35, Jalan Batu Tiga, 41300 Klang, Selangor.
Lot 71 & 72, Jalan Batu 3, 41300 Klang, Selangor.
76B, Jalan Universiti, 46200 Petaling Jaya, Selangor.
Lot 8229, Jalan 222, 46100 Petaling Jaya, Selangor.
Lot 792, Persiaran Subang Indah, Taman Perindustrian Subang, 47610 Subang Jaya, Selangor.
No.3, Jalan Pelukis, U1/46, Sec. U1, 40150 Shah Alam, Selangor.
17 & 19, Ground Floor, Block 2, Worldwide Business Park, Jalan Tinju 13/50, 40675 Shah Alam, Selangor.
2, Jalan Saujana Indah 5, Taman Saujana Indah, 40150 Shah Alam, Selangor.
No. 2, 3, 4 & 5, Ground Floor, Jalan SR 1/9, Sek 9, Serdang Raya, 43300 Seri Kembangan, Selangor.
03-3345 2020
03-3343 2298
03-8075 5616
03-8075 3640
03-5882 9600
03-5882 6682
03-3342 0272
03-3342 1682
03-3341 0049
03-3342 5703
03-7960 2828
03-7955 3773
03-7957 6611
03-7957 8718
03-5636 1100
03-5635 7372
03-5569 5259
03-5569 9836
03-5510 0099
03-5513 0099
03-7845 8837
03-7845 8836
03-8945 9508
03-8945 8953
12, MBAS 1066, Jalan Teluk Wanjah, 05200 Alor Setar, Kedah.
Lot 51, 16C-9, Jalan 4/5 Miel, Fasa 1, Kawasan Perushaan Bakar Arang, 08000 Sungai Petani, Kedah.
357 & 358, Jalan Petaling 10, 09000 Kulim, Kedah.
Lot 964, Jalan Padang Matsirat, Kampung Yooi, Mukim Bohor, 07100 Langkawi, Kedah.
04-7311 766
03-7326 313
04-4210 116
04-4229 119
04-4959 595
04-4909 595
04-9557 002
04-9559 007
25-B, Lebuh Farquhar, 10200 Penang.
124-A, Lengkok Sg. Pinang, 10150 Penang.
1-1-8, Krystal Point II, Jalan Tun. Dr. Awang, 11900 Sungai Nibong, Pulau Pinang.
Lot 63, Pesara Kg. Jawa, Taman Perindustrian Bayan Lepas, 11900 Pulau Pinang.
17, Jalan Chain Ferry, 13700 Prai, Seberang Prai Tengah, Penang.
Lot 79, Jalan Bagan Jermal, 12300 Butterworth, Pulau Pinang.
04-2638 244
04-2637 152
04-2815 100
04-2815 409
04-6441 111
04-6442 121
04-6440 000
04-6442 323
04-3905 313
04-3992 139
04-3244 166
04-3333 946
14-20, Jalan Kampar, 30250 Ipoh, Perak.
Lot 31216A, Jalan Mariamman Lane 2, off Sungei Pari Road, 30200 Ipoh, Perak.
No. 45, Jln Tun Abdul Razak, 30100 Ipoh, Perak.
Lot 4572, Jalan Kampong Sitiawan, 32000 Sitiawan, Perak.
Lot 10853, Batu 2 , Jalan Simpang, 34000 Taiping, Perak.
05-2413 433
05-2552 320
05-2532 001
05-25376
05-5273 500
05-5273 575
05-6920 028
05-6920 828
05-8483 888
05-8483 266
5488, Jalan Sultanah Zainab, 15050 Kota Bahru, Kelantan.
09-7445 893
09-7484 593
686, Jalan Sultan Mohamad, (Gong Kapas) 21100 Kuala Terengganu, Terengganu.
25-D, Jalan Bukit Kecil, 21100 Kuala Terengganu, Terengganu.
09-6221 796
09-6233 796
09-6221 996
09-6229 396
C311 & C312, Jalan Kuantan, 28000 Temerloh, Pahang.
H31-32, Taman Muhibbah, 28000 Temerloh, Pahang.
A57-A59-A61, Jalan Teluk Sisek, 25000 Kuantan, Pahang.
09-2963 308
09-2965 613
09-2961 991
09-2961 991
09-5177 235
09-5178 940
8,10,12 & 14, Jalan Yam Tuan, (Paul street) 70000 Seremban, Negeri Sembilan.
No. 54, Senawang Light Industries Estate, 70450 Senawang, Seremban, Negeri Sembilan.
125A & 125B, Jalan Senawang, Kawasan Perindustrian Senawang, 70450 Seremban, Negeri Sembilan.
06-7611 120
06-7636 599
06-6772 858
06-6772 735
06-6794 770
06-678876
Lot 1783, Jalan Semabok, 75050 Melaka.
06-2833 988
06-2840 200
12-A, Jalan Buloh Kasap, 85000 Segamat, Johor.
No. 1, 2 & 3, Jalan Emas, Taman Kluang Jaya, 86000 Kluang, Johor.
50, 52 & 54, Jalan Kundang 2, Taman Bukit Pasir, 83000 Batu Pahat, Johor.
315, Batu 1 , Jalan Bakri, 84000 Muar, Johor.
241-241B, Batu 4 , Jalan Skudai, 81200 Tampoi, Johor Bahru, Johor.
No. 1-H, Jalan Bunga Ros, Majidee Baru, 81100 Johor Bahru, Johor.
07-9313 822
07-9310 986
07-7730 924
07-7739 200
07-4327 890
07-4314 202
06-9522 855
06-9527 669
07-2351 717
07-2329 993
07-3321 888
07-3338 070
62A, Mile 5 , Jalan Tuaran, 88805 Inanam, Kota Kinabalu, Sabah.
088-421 770
088-421 719
88, Lorong Sherif, Masahor 3, Jln Tun Jugah, 93350 Kuching, Sarawak.
55, Krokop Road, 98000 Miri, Sarawak.
082-459 322
082-452 322
085-436 746
085-418 876
2KM, Jalan Tun Mustapha, 87020 Labuan, FT.
087-412 282
087-416 808
SELANGOR
Actmar Sdn Bhd
Kah Motor Co. Sdn Bhd
Nanyang General Enterprises Sdn Bhd
Sumber Auto Edaran Sdn Bhd
Tenaga Setia Resources Sdn Bhd
USJ Car Express Sdn Bhd
Kosmo Kars Sdn Bhd
Shared Auto Cars Sdn Bhd
Global Amity Sdn Bhd
The launch of an impressive car calls for an equally impressive stage performance.
Honda has always been synonymous with innovation and technology. And ever since its humble beginnings in 1976, the Honda
Accord has been praised for its interior space, driving comfort
and stylish design – not to mention a savvy combination of economic value, sporty response and exhilarating performance.
So it was with this rich heritage in mind that the 8th generation
Honda Accord was recently launched in Malaysia. The All-New
Accord clearly made a positive impression on Honda fans eager
to catch a glimpse of this much-anticipated car.
Just like its predecessors, the All-New Accord boasts several
exciting technological innovations.
When in heavy traffic and high output isn’t required, Honda’s
Variable Cylinder Management (VCM) System regulates cylinder
function by utilising only three cylinders to reduce unnecessary
engine wear and tear.
And of course, VCM is expected to provide the efficient fuel
consumption that Honda drivers like K.S. Chia, who attended the
event, recognize as a hallmark of all Honda vehicles.
“The Accord is a value-for-money buy. You get more for the
price, with more thought and consideration put into it,” Chia said.
Variable Gear Ratio (VGR) steering provides improved stopand-go city driving and more precise cornering response, while
innovative Shift Hold Control prevents unnecessary gearhunting. Options include a 2-litre or 2.4-litre i-VTEC engine, while
drivers hungry for muscle will appreciate a 275ps 3.5-litre
V6 powerhouse.
The car’s stance and overall size have also increased, for a
roomier interior and added comfort that proved to be a big hit
with businessmen like Tham Chee Wah.
“I can definitely see myself buying the Accord as it exudes
class and luxury,” Tham said, giving the car an enthusiastic
thumbs-up.
Seats, steering wheel, gear-shift knob and door panels – all
clad in sumptuous leather – stylishly express Honda’s new
design language. This strong feeling of personal space, style and
sophistication puts the All-New Accord ahead of its class.
Even safety is augmented by an improved double wishbone
suspension that stabilises braking and steering response, while
a 40 per cent rigidity increase improves handling and reduces
road noise and vibrations.
Roughly 300 invited guests enjoyed a dinner, as conversation
turned to information on the All-New Accord guests had garnered
22 I
with dreams
KEDAH
from fansites and blogs. The launch event was attended by
Honda Malaysia Managing Director and CEO Atsushi Fujimoto
and popular TV personality Paula Malai Ali, who hosted the
evening and helped create a very successful event.
“The car looks gorgeous. A true executive sedan that has
grown in stature, it gives competitors a run for their money,” said
guest Damien Chee, adding the Accord made a lasting impression with its luxurious and sporty look.
Guests were also given a surprise performance: a dynamic
musical number entitled No Limits, inspired by the All-New
Accord. Producer Penny Low explained that the musical was
based on a story of a world that – through unforeseen circumstances – had the memories of its people completely wiped out.
“It portrays how a woman found a method of teleportation
that could bring back memories of its people. Thus, the heroine
put together an army that was driven to bring back to humanity
what it had lost. This was inspired by the driving spirit of Honda,
and particularly the Accord,” Low said.
Low explained that the evening’s musical, a sneak preview,
was to be shown to the public in July and that the piece is the
first science-fiction musical to ever be staged in Malaysia. No
Limits and the All-New Accord are both certainly worth looking
forward to.
Lee Motors Alor Setar (Car Div) Sdn Bhd
Lee Motors Alor Setar (Car Div) Sdn Bhd
Magna Speed Sdn. Bhd
Yooi Cars Sdn Bhd
PENANG
Kah Motor Co. Sdn Bhd
Kah Motor Co. Sdn Bhd
Vivahill Auto Sdn Bhd
Motoria Sdn Bhd
Formula Venture Sdn Bhd
PERAK
Ban Hoe Seng Sdn Bhd
Kah Motor Co. Sdn Bhd
Sendi Auto Sdn Bhd
Delima Kinta Sdn Bhd
KELANTAN
Ban Chu Bee Sdn Bhd
TERENGGANU
Syarikat Tan Eng Ann Sdn Bhd
PAHANG
Chuan Thye Motor Sdn Bhd
Chuan Thye Auto Services Sdn Bhd
Honhin Auto Credit Sdn Bhd
NEGERI SEMBILAN
Ban Lee Heng Motor Sdn Bhd
Wanija Classic (M) Sdn Bhd
MELAKA
Kah Motor Co. Sdn Bhd
JOHOR
Haslita Motor Sdn Bhd
Iptimas Motor Sdn Bhd
K.M. Lim Motor Sdn Bhd
Syarikat Motor GS Tay Sdn Bhd
Yong Ming Motor Sdn Bhd
Sutera Auto Sdn Bhd
SABAH
Boon Siew (Borneo) Sdn Bhd
SARAWAK
Jimisar Corporation Sdn Bhd
Heng Ho Hing Co. Sdn Bhd
The audience was in awe of the No Limits musical performance.
http://www.accord.com.my
LABUAN
Premier Motor
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