What would Soichiro do?

Dailies -



After thinking about where the business is going, and how different manufacturers have been navigating the market waters lately, I had an epiphany. Honda, KTM and the few other leaders are following the path of innovative market disruption first blazed by our industry’s GOAT: Soichiro Honda. I submit to you that the key to success in the motorcycle industry today, in every aspect of it, from marketing to engineering to vision, can be derived by this principle: ask yourself “what would Soichiro do?”, and adhere to the answer. Honda, the man, is now the motorcycle industry’s i ching. He is mine, at least.

Inspired persons ought to read “The Honda Myth: The Genius and His Wake” by Masaaki Sato.


  • di0genes

    Enter the IOM TT!

    • http://twitter.com/Ricardo_Gozinya Ricardo Gozinya

      Now there’s an idea for a future Ride Apart.

  • DucMan

    He would export the Cross-Tourer to the USA.

    • http://RideApart.com/ Wes Siler

      He wouldn’t have made the Cross Tourer in the first place.

      • AHA


        • http://twitter.com/acsberg Aaron Berg

          Are big Adv bikes the next big cruisers?

          • http://twitter.com/Ricardo_Gozinya Ricardo Gozinya

            I thought they already were.

  • Cameron Evans


  • Dennis Bratland

    He would have pretended to be not listening to Takeo Fujisawa, and then done exactly what he told him to do.

  • http://twitter.com/6and10com 6and10.com

    Not even close not even in the same star system, not even in the same universe ,not even in the same dimension. Sochiro put the entire value of his company behind succeeding on a world stage first in motorcycles and then in cars with the IOM TT and then GP on at least 3 occasions.

    No company today would do that in motorcycles maybe cyz and buell but they weerent even mentioned.

    Actually the whole notion that today’s Honda is run by the spirit of Soschiro is kind of sickening to be honest. It’s run by the Jones – what can we do to compete with Toyota in this Suzuki in that not how we can dominate our industry.

    My old man met Sochiro many years ago as a motorcycle saleman in SF when they were first trying to bring the Morris ripoff cars to the Us and they were asking Honda Motorcycle dealers to start and were generally laughed at. The Chrysler dealer across the street actually did thou. He speaks very well of the man in what little time they spent essentially brainstorming and he called the man one of the most passionate geniuses hes ever met and my old mans known a few.

    • Core

      Interesting reply.

  • Mark D

    I believe the answer is clear; make a 250cc v8 and put it in a road racer.

  • http://www.facebook.com/people/Mark-Wells/568907005 Mark Wells

    How long is this article meant to be chaps? Not sure if it’s displaying right I only get the first few lines?

    • http://RideApart.com/ Wes Siler

      It’s mostly a graphic.

  • http://www.facebook.com/joseph.knudsen.1 Joseph Knudsen

    Well said, I agree but I also wish this had been a real article and not just an advertisement for a book.

  • Core

    Interesting article. And I will read that book when I get the chance to buy it.

  • Core

    Interesting, I will read the book when I get a chance. Also if this is a double post sorry.. (Old comment system was just fine, please guys I hope you don’t start doing like gawker network and going crazy on your comments section)

  • yipY

    It’s not a question of what would Mr Honda do now if he was here now.He would know that Honda can’t just copy NSU and Mondial designs all over again for success.He would also know that Japan’s designers and engineers now more than ever are aging and are spent as a creative force.He would probably set up a factory in Turkey or Kazakhstan and inspire hungy young aspirational designers.He would know JapanInc is old,fat and lazy just like Detroit.