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　　From the top Japanese auto-industry journalist comes this

inimatably informed account of Honda Motor Company's birth out of

the ashes of World War II and subsequent rise. As gripping as it is

enlightening on far more than its main subject. Sato's unbiased

reckoning won him Japan's premier non-fiction award. Available in

English for the first time with a new chapter exclusive to this

edition and prefaced by Paul Ingrassia, The Honda Myth is

indispensable reading for industry insiders, business leaders and

car enthusiasts.

The first Japanese automaker to open a factory in the U.S., Honda

grew its North American share in the 1970's with the introduction

of the first environmentally friendly car, the Civic. Just as the

manufacturer's combination of engineering excellence, racing

dominance, and risk-taking was driving it into the international

spotlight, however its trademark free-spiritedness threatening to

take a backseat to bureacrary and complacency.

Honda was the brainchild of two very different men. One, a genius

engineer who never went to college but became the face of the

company-Soichiro Honda. The other, a shrewd businessman who breezed

into management and directed behind the scenes-Takeo Fujisawa.

Apart, they may have never met international success, but together

they made their mark. Yet, after Honda and Fujisawa's retirement,

and decisively after the departure of heir apparent Shoichiro

Irimajiri, Honda Motor looks like what it once seemed incapable of

becoming-a faceless firm.

Overshadowed by the ever-changing competition in areas like F1

racing and low-pollution engine technology that were its pride, the

old hothouse of invention is less sexy these days. The Honda Myth

argues that the cult worship of Soichiro Honda that Takeo Fujisawa

formented, at first to the firm's great benefit, worked against it

in subtle ways as well. Though the company's future looks bright,

it offers no beaming face.

Foreword by Paul Ingrassia

Chapter One: Headhunting

Chapter Two: One Part, Two Players

Chapter Three: A Double Suicide

Chapter Four: Solidarity of the Ordinary

Chapter Five: The Weight of the DOns

Chapter Six: The Law of Transiende

Chapter Seven: Lord of the Kids

Epilogue

Afterword

Update: In the Troughs of Consolidation

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　　"The engineering innovations that spurred Honda's growth in

its first quarter-century have given way to more convention forms

of success. No one can understand Honda, or the current state of

the global auto industry without reading Mr. Sato's book."

-Pulitzer Prize-winner Paul Ingrassia

　　"Masaaki Sato's career as a business journalist enabled him to

see firsthand much of the evolution, struggles and fascinating men

who built Honda, the youngest of Japan's automotive giants. Sato

does a masterful job of weaving together the ambitions and

conflicts between the strong personalities of the Honda Founders

with the economic, industrial and political upheavals that tipped

global automotive power in Japan's favor and vaulted Honda into

Japan's Big Three despite the obstacles thrown in its way."

-Maryann Keller, leading auto industry analyst