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									                     Honda Environment Pack

       This pack is made of rice paper, strawberry laces and edible ink…

  So once you’ve inwardly digested the contents (and if you were feeling a bit
          peckish) you could, in theory, inwardly digest the contents…

                         How’s that for crazy sensible?

To celebrate the arrival of Honda’s new Civic Hybrid (IMA) we’ve put a little pack
    together explaining our Hybrid and fuel cell technology and charting the
                     environmental achievements of Honda.

 You’ll be aware of some, surprised by others and really rather impressed with
                                 the rest of them.

What it does demonstrate is a commitment that’s been there right from the start –
            before ‘environment’ was really up there on the agenda.

   It should also provide an insight into our future and serve as an interesting
                reference point or throw up a few feature ideas.

  Alternatively it might just prove to be something to nibble on the way home….

Honda Hybrid (IMA)
Past, present and future

Fuel Cell Fever
Something we’ve been sweating over for longer than
you’d think

Honda Enviro-facts
Top trumps goes green

Green is now a Given…
Some thoughts on ‘the environment’ becoming
Honda Hybrid (IMA)

Hybrid is the latest everyday application in Honda’s quest to produce lighter,
more powerful petrol engines which produce fewer emissions and deliver
improved fuel economy.

Honda’s Hybrid system was first developed in 1999 and released in the
Insight1 two seater coupe. The vehicle achieved, on a combined cycle, 83
miles per gallon – the highest fuel economy for a mass produced vehicle in
the world and was ranked number one in the US Environment Protection
Agency (EPA)’s fuel economy ranking for four years consecutively. It also
emits just 80 g/km of CO2. To put that into context, the average car today
emits more than double that amount.

How does Honda Hybrid (IMA) technology work?

Hybrid is the combination of a petrol engine with an electric motor. The
integrated electric motor assists the engine (that’s what IMA stands for –
Integrated Motor Assist) by giving it a boost during acceleration to improve
fuel economy. It also runs the car at idle to lower emissions, so when a
driver stops in traffic the engine falls silent. Not only that, the battery that
powers the electric motor charges itself up with regenerative energy from
deceleration and braking. Therefore the Hybrid never needs to be recharged
from an external power supply.

The net result is a car that behaves like an equivalent petrol in terms of
performance, emits less CO2 than an equivalent diesel and delivers mind-
boggling fuel economy.
Critically Hybrids use the existing fuel supply infrastructure – you just fill it
up at the petrol pump – and so there are no barriers to its use.

Model Development

In 2003 the addition of the Civic IMA2 introduced a four door saloon to
Honda’s Hybrid stable – because of its ultra low CO2 output (116 g/km)
and low NOX emissions it was granted 100% discount from congestion
charging - a timely arrival for people travelling into London who wanted to
avoid the newly-introduced eco tariff.

A year later, Honda America announced a world first – a V6 Hybrid in the
latest Accord which boasted 255 horsepower and up to 232 lb ft of torque.
This delivered an extra 15hp over a standard i-VTEC V6 Accord whilst
delivering fuel economy on a par with a standard Civic.

In Europe Honda has sold over 2,000 Hybrid vehicles – the majority in the
UK and this year Honda announced that it had reached a milestone –
100,000 Hybrids sold globally.

Frankfurt 2005 heralds the arrival of a new Civic Hybrid. This car has
better performance – 20% more power (akin to a 1.8 engine), lower CO2
emissions (109 g/km) better fuel economy (61.4 mpg) and a totally new
exterior and interior. Some of the much talked about design features – such
as the ‘dual link cockpit’, seen already on the new Civic 5 door, make the
transition to the Civic Hybrid.

The new Civic Hybrid showcases Honda’s renewed commitment to Hybrid
technology and offers a real opportunity for drivers who want a greener
vehicle but not at the expense of performance or styling.

Because it uses the existing refuelling infrastructure Hybrid is likely to
become ‘the norm’ for the next generation of car drivers and in the future
we will undoubtedly see this technology cascading into other vehicles in our
model line up.
    Insight introduced to the UK in 2000
    New Civic Hybrid will denote ‘IMA’ in the same way that our petrol car denotes ‘i-VTEC’

Fuel Cell Fever

Whereas Hybrids run on petrol, Fuel Cell is the pinnacle of Honda’s
research into clean alternative energy vehicles. It didn’t start with the fuel
cell. Indeed think of an alternative energy and chances are Honda have
used it to power a vehicle.

Solar energy ? You may vaguely remember John Prescott getting into a
solar powered car that looked a bit like a UFO in the mid nineties. That
was Honda’s. The new Type Dream – winner of the World Solar Challenge
in 1993 and 1996.

Electric transport? The Honda EV Plus (1996), capable of carrying 4
adults 220km on a single charge.
Natural Gas?    The Civic GX (1997), available in America and Japan, this
car can be filled from the comfort of the driver’s own home using a gas
feed from the boiler to a refuelling system in the garage. Imagine never
going to the petrol station again. We did a press release about this last

All the learnings from these technologies have helped Honda in the
development of fuel cell electric vehicles.

Fuel cell sounds complicated. How would you explain it down the pub?

Think of squeezing hydrogen into a box (or cell) which already contains
oxygen. The chemical reaction between the two produces water (H2O) and
electricity which runs the motor. Importantly for the environment the reaction
produces zero NOX or CO2 – which makes it the cleanest possible engine.
That’s it.

Honda’s FCX

The FCX is Honda’s fuel cell experimental vehicle. Originally launched in
1999, by 2002 it became the first fuel cell electric vehicle in the world to
obtain EPA and CARB certifications required for commercial sales in the US.
Now equipped with Honda’s own fuel cell stack, it can achieve a top speed
of 150 km/h and a cruising range of 430km.

For journalists who have had the chance to drive the FCX, the thing that
surprises them most and is often commented on, is the fact that it is totally

Just think about that for a minute…

Imagine a silent and emission free M25 or North Circular. Quality of life in
built up areas would be massively improved. Not to mention air pollution.

Honda has a vehicle on the road that is capable of this right now.
So why aren’t we all driving the FCX today?

Despite that simplified explanation, there are many obstacles that lie in the
path of fuel cells becoming used as a mass market solution.

There is currently very limited infrastructure to refuel fuel cell vehicles; in the
UK the one hydrogen filling station is in Hornchurch, Essex.

It is undecided which way will become the standard to delivering the
hydrogen to the cell – think of the Betamax VHS debate when videos were
starting to come of age. In actual fact, Honda has both a system that
stores pure hydrogen in a hydrogen-absorbing alloy and a system that
retrieves hydrogen from methanol, so either way it’s on the case.

Of course there is also the question of cost. Currently we have to drive the
cost of the technology to a single figure percentage of what it is today to
make the FCX commercially viable. We’ll get there – but not in the
immediate future.

Then there is the production of hydrogen itself. Fuel suppliers are
investigating ways of producing hydrogen cleanly – after all there’s no point
in creating an emission free vehicle if the production of the fuel (hydrogen)
is environmentally unsustainable. This is the new challenge for all the fuel
companies; find a way to successfully produce hydrogen from a non polluting

As you’d expect, Honda has already started looking in to this. In fact the
company has established a hydrogen production and refuelling station in the
US using solar energy in order not to emit CO2. At the station solar cells
are used to generate electricity which is then used to extract hydrogen from
a tank of water. The extracted hydrogen can then be pressurised and
supplied to the fuel cell vehicle.

The future

There’s no doubt about it, after Hybrids, fuel cell will eventually become an
everyday reality. Honda continues to lease FCX in America and Japan and
subsequently make further advancements with the technology. In another
environmental world first this year Honda became the first manufacturer to
privately lease an FCX to a family – the Spallino family in California. Honda
is investigating opportunities to bring the FCX to Europe in the near future.
It’s bound to gain massive attention when it arrives.

Global Activity

Tree Surgery: Since 1976 Honda has been planting broadleaf trees
appropriate to the local ecosystems around manufacturing sites.   In the past
20 years over half a million trees have been planted which absorb 4000
tonnes of CO2 while producing 3000 tonnes of oxygen.

Honda has created a hydrogen production and fuelling centre. Hydrogen is
produced from water by the use of solar energy (see fuel cell section).

Honda started the ‘Joyful Forest’ Project in the Horchin Desert. A whole
desert area in China was afforested.

Honda holds an annual Honda Green Conference at which employees and
suppliers exchange environmental improvement activities.

UK Activity

The Honda factory at Swindon has a target to reduce landfill to zero by
Currently the factory recycles 96% of all waste generated and sends only
5.3kg/car to landfill (compared to 60kg/car 10 years a go – a 91%

Through focussing on energy efficiency, HUM has reduced the amount of
energy required to produce one car by 47% since 2000.
From 1 September 2005, at participating dealers, every time a customer
buys a new Honda car they will receive one month’s CarbonNeutral® driving.
The offer will be presented to customers with a gift box including a
certificate, car sticker and booklet, highlighting the importance of being more
environmentally aware, together with a box of organic, fair-trade Green &
Black’s chocolate to thank them for buying a Honda.

The Honda (UK) press office made a point of proving to journalists that
Hybrid (IMA) technology works. It launched a search to find a vehicle with
over 100,000 miles on the clock and exchanged the vehicle for a new one
with the delighted driver, Matt Partridge. In the four years he had had the
vehicle it had done 104,000 miles averaging 75 mpg. Compared to a
standard 1.6 hatch he had saved £4,500 in fuel and 17 times the car’s
weight in carbon dioxide. The 100,000 mile car is now on Honda’s press

Honda (UK) staff formed the ‘Green Forum’ – a group of individuals who
work in their own time to promote, educate and raise awareness of 'green'
issues. As a direct result of their activity, by the end of 2005 every part of
the Slough head office will process all waste through communal recycling
areas. A rubbish bin at each desk will become a thing of the past.


In July 2000, Honda achieved ‘zero landfill disposal’ at all manufacturing
plants in Japan. This was achieved through reducing the amount of waste
produced and by promoting recycling. Honda developed its own internal
recycling measures to achieve this. For example, through developing a
means to remove foreign matter from incineration ash, 2100 tons of
incineration ash, which had previously been sent to landfill, was recycled for

In 1995 Honda Japan set an objective to be met by 2005. The target was
to reduce the total exhaust emissions from new vehicles of HC
(hydrocarbons) and NOx (nitrogen oxides) by 75%. By 2003, emissions
had been reduced by 83.7%.


Currently, there are 20 FCX hydrogen fuel cell vehicles in regular daily use
worldwide; 13 in the USA and six in Japan used by both municipal and
corporate customers. The remaining FCX is the one that made history this
year, the world’s first fuel cell vehicle to be leased to a family. This is the
first of several FCX to be leased to individual customers over the next year.

1999 – Hybrid IMA system installed in Insight, leading to the highest fuel
economy for a mass produced petrol powered vehicle. International engine of
the year.

2005 – 100,000 Hybrid vehicles on the road globally

Engine Development

Commitment to the development of environmental technologies to reduce CO2
emissions from vehicles and to improve fuel economy.

1988 – VTEC engine released.
1999 – i-VTEC engine led to higher fuel economy and cleaner exhaust gas.
1999 – Hybrid IMA system installed in Insight.
2003 – Civic IMA released in the UK. EcoVehicle of the year.
2004 – Accord V6 Hybrid released in USA. A world first V6 Hybrid.
2005 – 100,000 Hybrid vehicles on the road globally.
Green is now a given…

Ever noticed how we’re recycling more and more without really thinking
about it?
Bags for life, bottle banks, can crushers and plastic bottle squashers form
part of our daily lives.

Everyone’s doing it. Forget ‘The Ivy’; the recycling centre is the place to
be seen.

With global warming hitting the headlines with the same frequency as the
antics of top footballers it’s not surprising to hear that ‘Environment’ was on
the minds of 1 in 3 of us in a ‘What’s worrying Britain’ MORI survey last

The same applies to the car industry. We are on the cusp of a different
mindset where NOX and CO2 emissions will feature as prominently as 0-60
or leather seats in a buyer’s list of priorities. Honda (UK) dealerships
already provide eco labelling on their vehicles – rating the environmental
friendliness. In the playgrounds around the world ‘How green?’ may replace
‘How fast?’ as the most commonly asked question in a game of Top

So what of Honda?

This pack has hopefully demonstrated that as the world’s largest engine
manufacturer, the environment has always been a key consideration. And it’s
not just about making clean products; it’s about making clean products

“After materials are carried into the factory, nothing but products should be
carried out from it.” Soichiro Honda 1956

Our product achievements speak for themselves:

       The highest fuel economy from a mass produced Hybrid vehicle
       The world’s first certified fuel cell vehicle
       The world’s first privately leased fuel cell car
Honda. Honda. Honda.

So we’re in a pretty good position to look at developing trends and then
meet the needs of the ever more environmentally conscious customers.

While hydrogen fuel cars remain tomorrow’s rather than today’s mass
technology, Honda has an everyday environmental transport solution in Hybrid.

We hope the Civic Hybrid has caught your attention. It’s certainly worth a
test drive (available from spring 2006).

If you would like to discuss any of the issues raised in this booklet – or
test any of our vehicles please contact us:

Paul Ormond         Head Of Press and PR               07774 747002
                                                       01753    590318

Graham Avent        PR Communications Manager          07834    257427
                                                       01753    590193

Emma Stanley        PR Operations Manager              07843    291288
                                                       01753    590514

Natascia Leone      Media Relations Executive          01753 590197
                    (Press Fleet)                              07887 678180

Sarah Mayo          Media Relations Executive          01753 590372
                    (Events)                           07841 363628

Kim McHugo          PR Coordinator                     01753 590237

This pack is available in a downloadable format from
IMA         Integrated Motor Assist
CO2         Carbon dioxide
NOx         Nitrogen oxides
CARB        California Air Resources Board
EPA         Environmental Protection Agency

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