Honda Gives Gender-Bias a Lift in Japan

By Brendan Moore


This would never work in the United States or Europe, but Honda has decided that it’s to their best advantage to give away a guide specifically for women drivers in Japan.

According to Reuters, the Japanese car maker has published a driving guide for women with instructions on how to pump gas by yourself, how to safely transport children and pets and, of course, how to park.

The pamphlet, released in Japanese “erases all your fears about driving,” Honda said in a statement.

“We would like to let all women know how to drive safely. We would like to minimize accidents of women drivers,” a Honda spokesman said.

Asked whether the publication implied women were worse drivers than men, the spokesman said: “We don’t think so. There are some specific cases of women drivers, and we focus on those cases.”

It is not unusual for Japanese automakers to direct marketing offers specifically at women in Japan; in fact, there have several models designed for women drivers that have been sold in the last 10 years in Japan. Those models marketed to women, however, have had a mixed record in terms of sales success.

It is not too difficult to imagine the howling reaction of women and women’s groups here in the U.S. to such a publication from Honda.

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Author: Brendan Moore

Brendan Moore is a Principal Consultant with Cedar Point Consulting , a management consulting practice based in the Washington, DC area. He also manages Autosavant Consulting, a separate practice within Cedar Point Consulting. where he advises businesses connected to the auto industry. Cedar Point Consulting can be found at

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  1. M U S T N O T C O M M E N T

    M U S T N O T C O M M E N T

    M U S T N O T C O M M E N T

    I have to restrain myself because the possibilities are just too numerous.

  2. It’s just too easy, isn’t it? You just have to walk away.

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