Honda announces AquaTrax retail strategy
November 13, 2001
FOR IMMEDIATE RELEASE
Torrance, CA -- American Honda Motor Company's Motorcycle Division announced
today the company's distribution and retail strategy for the all-new AquaTrax
line of low emissions, 4-stroke powered personal watercraft (PWC).
On September 19 -- one year after Honda announced the company's intention to
build the world's first 4-stroke powered PWCs -- the company unveiled two
low-emissions family-sized models at Honda's annual motorcycle dealer meeting in
Las Vegas. Dealer response to the 125 horsepower AquaTrax F-12 and the 165
horsepower turbocharged AquaTrax F-12X was overwhelming.
For the first year of retail distribution, Honda will select a limited number of
Honda dealers from the four states with the largest markets for PWCs:
California, Florida, Michigan and Texas.
"Initial customer satisfaction is crucial to the long-term success of the Honda
AquaTrax line," said American Honda Vice President Ray Blank. "We must ensure
that the quality of the Honda AquaTrax ownership experience is the highest
possible, from product quality to the dealership sales and service experience."
"Customer and dealer satisfaction are the focus of our product and dealer
network launch, a focus that will emphasize 'pure performance'," Blank
continued. "Our plan to satisfy these needs is a 'start-small-grow-fast'
strategy. In future years, we anticipate a rapid expansion into other states."
Honda's entry into the PWC market has been eagerly anticipated by the watercraft
press and PWC enthusiasts seeking fun, low emission machines that meet the
increasingly stringent air quality standards set by the U.S. Environmental
Protection Agency (EPA) and the California Air Resources Board (CARB).
The AquaTrax models are the first 4-stroke powered watercraft to meet both the
EPA 2006 emissions standards and the CARB 2004 Two-Star Very Low Emission
standards. The 2006 EPA standards set a 75 percent emissions reduction compared
to conventional carbureted two-stroke engines. Marine engines meeting the
Two-Star CARB standards produce 20 percent fewer emissions than engines meeting
the 2006 EPA standards.
American Honda Motor Co., Inc. is the sole distributor of Honda motorcycles,
scooters, ATVs and personal watercraft in the U.S. American Honda$B!G(Bs Motorcycle
Division conducts the sales, marketing, and operational activities for these
products through Honda authorized dealers. For further information about Honda
products, racing teams, programs, and dealer locations, visit the Honda web site