Honda is looking toward the future. A new Japanese ad for the company has made its way to YouTube featuring some of the most important models in the automaker's past. From lowly bicycles and small-displacement motorcycles to the ever-sexy 1965 RA272 F1 car and perfectly proportioned S800, the ghosts of yesterday are all lined up behind the new Acura NSX Concept. The spot spends plenty of time talking about the power of dreams and determination before finally ending on the rally cry of "Let's surpass yesterday's Honda!" The simple spot is titled "We won't be beaten."

At least that's according to the subtitles. The announcer could be reading us his grocery list for all we know. If the translation is accurate, though, it sounds like Honda is tacitly acknowledging that it needs to pull itself up by its bootstraps and get back into fighting shape. Let's hope they figure it out. Scroll down to watch the video for yourself.



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  • 39 Comments
      sstowes
      • 2 Years Ago
      To Autoblog, This ad isn't about Honda's "greatest hits". It's about Honda's lineage of "firsts" so-to-speak. Which is why there's no CRX (CVCC/Civic is shown), Civic/Integra Type-R's (the NSX offered the first Type-R), S2000 (the original S is included; the S2000 was a successor to that series). The reason the new NSX is there isn't because it's a successor to the first gen; it's about everything Honda learned from all of those cars and bikes in one place. The hybrid supercar is another first for Honda and it is an attempt to show that Honda can still innovate and try something it hasn't tried before. Hope this makes sense.
      rocketmoose
      • 2 Years Ago
      The "Impossible Dream" line of ads aired in the UK are still my favourite. Makes me want to belt out 'THISSS IS MY QUESSST, TO FOLLOWWW THAT STARRR' by the end. http://www.youtube.com/watch?v=IjYkYQDweVg
      Anmol Ghotra
      • 2 Years Ago
      They left ASIMO out of this? :(
        AP1_S2K
        • 2 Years Ago
        @Anmol Ghotra
        hahaha.... bipedal motion should be the next step for honda
      POV
      • 2 Years Ago
      I love Honda's power of dreams ads. They do a great job evoking the emotional and historical aspects of the company. This one is very simple and elegant. I hope they believe what they are saying here and start producing cars people can be passionate about. The next-gen NSX is promising. The CRZ was so close but at least they tried.
      sshiina
      • 2 Years Ago
      A lot of comment from overseas, it's different from domestic users, even though I had a great time with CRX in the past same as you. This AD is NOT only show past exciting models, every car have some "break through" at each era. For instance, CRX was not intend to sport car, S2000 didn' have break through technology or philosophy, it's reason why honda didn't line up this AD, I believe. I would like to everyone to hear background script, "every effort may not be realize, it is quite normal. but, so what? Now we are on start line here." " "something new" should bring you new trouble., new attempt will not being success at first step." "Thus we pay maximum effort without sparing time for sleep" "Exceed yourself past of you, exceed past HONDA" "We won't be beaten" I am not employee of HONDA. :-)
      CarCrazy24
      • 2 Years Ago
      Honda has made some fascinating cars over the years, I'm stunned they didn't include an S200 in it though. Makes me want to continue restoration work on my 64' S600 though, nice ad!
      billfrombuckhead
      • 2 Years Ago
      As a lifetime Mopar lover, UAW supporter and car enthusiast, I say "Die Honda die, die and take Mazda and the rest of the state socialist built Japanese commodity cars with you" . The Japanese government has subsidized a low yen for half a century and Japan now has the highest per capita debt per of any nation, much higher than Greece.
        zchmcqn
        • 2 Years Ago
        @billfrombuckhead
        What's Mopar?
        AP1_S2K
        • 2 Years Ago
        @billfrombuckhead
        I love when somebody with very low knowledge of any given subject is able to spew jibberish under the guise of being a "car enthusiast". Well I'm sure you love to watch Mopar participating in Formula D(rift)
        superchan7
        • 2 Years Ago
        @billfrombuckhead
        Someone wasn't paying attention when most of Detroit was bailed out by the US Govt. not too long ago. Also, it's not very American to wish ill upon the makers of good products that people demand. It's called competition.
          billfrombuckhead
          • 2 Years Ago
          @superchan7
          Mopar is crushing psuedo American Honda right now and it's only getting worse when the Dart lineup rolls out and more 8 speed automatics arrive in Grand Cherokees, Durangos, Rams and Hemis. Mighty Mopar is gaining on TRDyota and HONDA IS FADING! Chrysler grew 23,940 units in April, TRDyota grew 18,537 and Honda marketshare slid for another month. Maybe the Japanese government can buy down the yen again like Nissan demanded. Remember the ass whipping Neon gave the Civic in SCCA showroon stock racing?
      Leet
      • 2 Years Ago
      Honda has to resort to hyping its past because it has nothing going for it in the present and near future as far as I can tell. They emulated Toyota in their approach to car making and now make appliances....and most are terrible looking or just completely mundane and stale. Before you bash this truth as me being some GM or Ford lover, know I had an '00 Prelude SH, '04 TL 6-spd, '07 S2000, and an '08 Si Sedan, the latter two I still have. Honda makes nothing compelling for anyone who calls themselves an auto enthusiast. Their best vehicle is now a mini-van. I believe Chrysler was like that in the 90s.
        Dynamho
        • 2 Years Ago
        @Leet
        That's so true. They've got nothing with a pulse except for Indy 500 motors.
        zchmcqn
        • 2 Years Ago
        @Leet
        I kinda' agree with Leet here. I love Hondas but let's face it, their vehicles have been soooo bland lately. And I'm not talking about just their vehicle's exterior but also the way they drive. Hopefully the new NSX changes this staid image.
      desinerd1
      • 2 Years Ago
      Where's the lawnmower? And where's the CrossTurd?
      VTECyo
      • 2 Years Ago
      Where the fug is S2000
      rmkensington
      • 2 Years Ago
      Im SHOCKED....SHOCKED they didnt put the crosstour on there.
      flammablewater
      • 2 Years Ago
      Um, S2000? CRX?
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