Honda Motor Co.: Brand Health Tracking Report — Q2 2026
Honda Motorcycles leads NPS at 60, Cars at 49, and Power Products at 43. See Honda's 96% awareness, reliability lead & design perception gap vs Toyota.
1. Executive Summary
1.1 Honda Brand Health Overview
1.2 Key Brand Health Findings
1.3 Awareness and Brand Funnel Highlights
1.4 Top of Mind Recall Performance
1.5 Segment Level NPS Highlights
1.6 Consumer Perception Strengths and Gaps
1.7 Regional Brand Health Highlights
1.8 Competitive Positioning Overview
1.9 Key Strategic Implications
2. Brand Health Tracking Framework
2.1 Brand Health Measurement Framework
2.2 Brand Awareness Measurement
2.3 Top of Mind Recall Measurement
2.4 Consideration and Trial Measurement
2.5 Ownership and Usage Measurement
2.6 Brand Loyalty Measurement
2.7 Net Promoter Score Framework
2.8 Consumer Perception Framework
2.9 Regional and Segment Level Analysis
2.10 Methodology and Interpretation Notes
3. Honda Brand Funnel Analysis
3.1 Aided Awareness
3.2 Unaided Awareness
3.3 Awareness to Consideration Conversion
3.4 Consideration to Ownership and Usage
3.5 Current Active Ownership
3.6 Repeat Purchase and Brand Loyalty
3.7 Funnel Stage Conversion Analysis
3.8 Key Funnel Strengths
3.9 Key Funnel Drop Offs
3.10 Implications for Brand Retention
4. Top of Mind Brand Recall
4.1 Honda's Global Top of Mind Position
4.2 Honda Versus Toyota
4.3 Honda Versus Ford
4.4 Honda Versus Hyundai
4.5 Honda Versus Chevrolet
4.6 Honda Versus Nissan
4.7 Market Level Differences in Brand Recall
4.8 Automotive and Motorcycle Brand Architecture
4.9 Opportunities to Strengthen Mental Availability
5. Net Promoter Score Analysis
5.1 Honda Group NPS Overview
5.2 Honda Cars NPS Performance
5.3 Honda Motorcycles NPS Performance
5.4 Honda Power Products NPS Performance
5.5 Six Quarter NPS Trend
5.6 Segment Level NPS Comparison
5.7 Key Drivers of Promoter Behavior
5.8 NPS Performance by Product Segment
5.9 Implications of Segment Level NPS
6. Consumer Brand Perception Analysis
6.1 Brand Perception Overview
6.2 Reliability Perception
6.3 Fuel Efficiency Perception
6.4 Resale Value Perception
6.5 Design and Style Perception
6.6 Innovation Perception
6.7 Attribute Performance Versus Category Average
6.8 Key Brand Perception Strengths
6.9 Key Brand Perception Gaps
6.10 Drivers Behind Perception Performance
7. Regional Brand Health Analysis
7.1 North America
7.2 Southeast Asia
7.3 Japan and East Asia
7.4 Europe
7.5 Regional NPS Comparison
7.6 Regional Brand Funnel Performance
7.7 Regional Perception Differences
7.8 Regional Competitive Dynamics
7.9 Regional Growth Opportunities
8. Competitive Brand Health Analysis
8.1 Honda Versus Toyota
8.2 Honda Versus Ford
8.3 Honda Versus Hyundai
8.4 Honda Versus Chevrolet
8.5 Honda Versus Nissan
8.6 Competitive Awareness Comparison
8.7 Competitive Top of Mind Comparison
8.8 Competitive NPS Positioning
8.9 Competitive Perception Comparison
8.10 Honda's Relative Brand Strengths and Weaknesses
9. Segment Level Brand Health Comparison
9.1 Honda Cars Brand Health
9.2 Honda Motorcycles Brand Health
9.3 Honda Power Products Brand Health
9.4 Segment Level NPS Comparison
9.5 Segment Level NPS Trends
9.6 Segment Brand Drivers
9.7 Segment Perception Strengths
9.8 Segment Perception Gaps
9.9 Segment Growth Headroom
9.10 Consolidated Brand Health Scorecard
10. Key Brand Health Drivers
10.1 Reliability and Product Quality
10.2 Fuel Efficiency
10.3 Resale Value
10.4 Hybrid Powertrain Performance
10.5 Product Design and Styling
10.6 Innovation and Technology
10.7 Motorcycle Market Leadership
10.8 Regional Manufacturing and Distribution Strength
10.9 Customer Loyalty
11. Strategic Implications
11.1 Strengthening Design and Styling Perception
11.2 Closing the Innovation Perception Gap
11.3 Strengthening Position Against Toyota
11.4 Leveraging Honda Motorcycle Strength in Southeast Asia
11.5 Protecting Reliability and Loyalty Equity
11.6 Strengthening EV and Hybrid Technology Positioning
11.7 Improving Honda Cars Performance in Europe
11.8 Deepening Motorcycle Customer Loyalty
11.9 Expanding Power Products Brand Equity
11.10 Segment Specific Brand Investment Priorities
12. Future Brand Health Tracking Priorities
12.1 Monitoring Top of Mind Recall
12.2 Tracking Innovation Perception
12.3 Monitoring EV and Hybrid Brand Associations
12.4 Tracking Design and Styling Perception
12.5 Monitoring Customer Loyalty
12.6 Tracking Honda Motorcycle Performance in Southeast Asia
12.7 Monitoring Honda Cars Performance in Europe
12.8 Tracking Power Products Brand Development
12.9 Competitive Brand Health Monitoring
13. Frequently Asked Questions
13.1 What Is Honda's Overall NPS?
13.2 How Does Honda Compare With Toyota on Top of Mind Recall?
13.3 Where Does Honda's Brand Funnel Experience the Largest Drop Off?
13.4 What Are Honda's Strongest Perception Attributes?
13.5 What Are Honda's Weakest Perception Attributes?
13.6 Which Honda Segment Has the Highest NPS?
13.7 Which Region Shows the Strongest Honda Brand Health?
13.8 Is This Based on a Published Syndicated Brand Tracker?
14. Appendix
14.1 Brand Health Metric Definitions
14.2 Brand Funnel Definitions
14.3 NPS Methodology
14.4 Consumer Perception Attribute Definitions
14.5 Regional Market Coverage
14.6 Competitive Set
14.7 Segment Definitions
14.8 Modeling Assumptions
14.9 Data Interpretation Notes
Frequently Asked Questions
What is Honda's overall Net Promoter Score in this tracker?
There is no single blended score; Honda Motorcycles leads at 60, Honda Cars follows at 49, and Honda Power Products trails at 43 as of Q2 2026, reflecting the group's multi-segment structure.
How does Honda's top-of-mind recall compare to Toyota?
Toyota leads the global passenger-vehicle category with 26 percent of first mentions, compared to Honda's 18 percent, placing Honda in second place ahead of Ford, Hyundai, and Chevrolet.
Where is the biggest drop-off in Honda's brand funnel?
The funnel narrows steadily rather than collapsing sharply at one stage; active ownership (38 percent) to loyal repeat buyer (31 percent) shows the smallest relative drop, reflecting Honda's strong retention performance.
What are Honda's strongest and weakest perception attributes?
Reliability (86) and fuel efficiency (80) are the strongest attributes versus category average; design/style (61) and innovation (62) are the clearest gaps.
Is this report based on a published, syndicated brand tracker?
No; it is a modeled, illustrative brand health tracking report built on a standard funnel/NPS/perception framework, since Honda does not publish a proprietary consumer NPS panel.