Doritos developed a successful campaign airing a winning commercial that an unknown producer created during the Super Bowl. Honda Motor Co. recently did the same thing. Five years later we get to see what Ryo Mukumoto has designed.
Ryo Mukumoto was 22 and into his third year making mock-ups at Honda’s research arm when he beat about 400 other entries in an in-house competition.
Honda made him the youngest lead engineer in the company’s history and gave him a young team to help translate his ideas into reality.
Mukumoto’s vision — a low-slung roadster inspired by a speeding bullet — goes on sale next month in the most competitive segment in Japan’s shrinking car market.
“People of my generation think cars are simply a tool for transportation,” Mukumoto, now 26, said in an interview in Wako City, Japan.
“I wanted them to say — hmm, this car is different,” he said. “We have made a car that will turn heads.”
The introduction of the S660 roadster, named for the 660-cc engine capacity limit that defines the mini car category unique in Japan, comes as Honda searches for a way out of record vehicle recalls and quality lapses.
The company has blamed these problems in part on an overly ambitious sales target that placed undue stress on its vaunted engineers.
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