Honda to Focus on Brand Image, Not Growth

Takahiro Hachigo, who took over as Honda Motor Co.'s CEO last month, says the company will first rebuild its tarnished brand image before focusing on growth.

Honda previously aimed to reach global sales of 6 million units by early 2017. But the company abandoned the target in February as quality lapses led to record-high recalls in 2014. Deliveries in the fiscal year ended last March 31 stalled at 4.36 million units from 4.3 million in the previous year.

Hachigo says the company will concentrate on production efficiencies and bolstering quality. "My top priority is building Honda-like products," he tells reporters, adding, "We need to strengthen communication with people on the ground."