How Honda UK uses new tech to grab attention and stay relevant

Automaker Honda is marrying data with a range of new technology to reach consumers in ways that are relevant, rather than personal.

How does a 70-year-old brand maintain its original ethos and values in a digital world? That was the question Louise Furneaux, marketing communications section manager at Honda Motor UK, answered at the Festival of Marketing (London, October 2018).

For Honda, that ethos is built around respect for the individual, including employees respecting themselves, colleagues and customers. “These key philosophy moments have been passed down from the founders,” Furneaux said. The ethos &ndash

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