Honda tests future motorcycle design with SAS business analytics tool

Daniele Lucchesi has a passion for two wheels. The market and product research manager at Honda R&D Europe admits he has a great job. "I just have to think about what the future of two wheels will be like."

Daniele Lucchesi works on Honda motorcycle designs three years from production, as well as longer-term product development. Business analytics is a key part of the creative process that ultimately leads to the development of new Honda motorbikes.

Honda R&D Europe is using SAS to help Lucchesi analyse customer preferences in the European market. He says: "I spend all of my time using the SAS software to understand the market."

The data from SAS helps Honda design motorcycles that meet the needs of the market while complying with safety, quality and reliability standards.

By analysing the results of market research, SAS is used to test hypotheses, allowing Lucchesi to gauge how people outside Honda feel about his designs.

Lucchesi, who has a background in mathematics and statistics, uses the data from SAS to prove customers like his ideas. "I want to capture the emotions they feel when riding a motorbike."

Data is obtained though market surveys. Honda R&D uses surveys targeting motorbike riders and non-riders. "I start by looking at what customers need," Lucchesi says. The results are fed into SAS. "I let the software make some recommendations, then conduct another survey to gauge feedback from potential customers," he explains. The resulting analysis feeds the creative process iteratively.

Lucchesi began using SAS a year and a half ago. He admits he is still only using about 5% of the product's functionality. "We're still in the beginning stages of implementation but initial results are encouraging."

"We have collected a large amount of research data over the years that isn't just quantitative - such as sales performance and revenues or technical-motor patterns - but also qualitative - such as judgments, values and preferences expressed by customers," said Lucchesi.

Using SAS, Honda will integrate all data in a single environment and analyse it to identify trends. SAS Customer Intelligence can predict the success or the failure of a model, based on the combination of qualitative and quantitative data.

"Data integration is in itself a considerable benefit because it provides fast access to information, regardless of format or system. We've saved time by producing automated reports to submit to headquarters but the most important value is the ability to interpret data, find correlations and make predictions of what our customers want. We can create new motorcycle designs based on inspirations from the data.

Honda Announces the Launching of 2011 Honda Motorcycles and Dirt ...

After launching a diverse range of motocross bikes, some of the major Honda motorcycles were subjected to a major overhaul. The long wait is now over finally with the release of 2011 Honda CRF250R and 2011 Honda CRF450R dirt bikes. Evolving from primary models of motocross bikes, both the 250R and 450R continue to receive great feedback from motocross enthusiasts and bike riders alike.

Honda CRF450R comes with a four-valve Unicam engine that can offer low and mid-range power. A 46mm body is also incorporated into its improved engine tuning in order to improve its throttle response. Along with unique suspension settings, this dirt bike also got revisions on its linkage. With lighter cartridge cylinders inside its fork in addition to updated valves, Honda believes that these changes have resulted in better rear-wheel traction and added luxury to their traditional Honda motorcycles. Dealerships are expected to offer the new and improved CRF450 by October 2011.

Honda also re-invented the 2011 CRF250R motorcycle in a unique way. With its new fuel-injected engine, it is expected to deliver superior performance and amazing throttle response. Although its specifications are not yet available, the 250R seems to hold plenty of similarities with the big bike. Its improved midrange and low power, new suspension valves, and larger Honda Progressive Steering Damper (HPSD) piston make it appear like a very worthwhile purchase. Both 250R and 450R also operate on a 94-decibel limit through their improved exhaust mufflers.

CRF50F and CRF70F, two of Hondas smallest dirt bikes, also received a major readjustment. Honda upgraded their art work with bolder designs and changed the colour of their upper fork tubes to create a new look and feel to their small yet powerful motocross bikes. CRF230F, CRF80F, and CRF100F are still available in dealerships but bike riders can still wait for the launching of new and improved Honda motorcycles by October.

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