Honda Super Cub: the business lesson Harvard does not fully capture
The Honda model is a business case because of its global reach, but its success also comes from simplicity and accessibility.
Harvard Business Review has examined the Honda Super Cub as an example of successful industrial strategy. Introduced in 1958, the Japanese motorcycle conquered very different markets through low costs, fuel efficiency, reliability and ease of use. Its low step-through frame and semi-automatic gearbox also made it approachable for people with little or no riding experience.
Production has surpassed 100 million units, making the model one of the most widely produced vehicles in history. According to the analysis, however, figures and strategy explain only part of the phenomenon: the Super Cub is special because it turned the motorcycle into a practical, familiar everyday tool for millions of people.