Honda tells suppliers to cut costs in $9bn push to fend off China, documents show

Japan’s Honda aims to cut more than $9bn (R145.65bn) in costs over the next four years and has instructed suppliers to drastically reduce their prices, according to internal documents and one person familiar with the matter.

The plan, reported here for the first time, is one of the most striking examples yet of how Japanese carmakers are scrambling to deal with intensifying competition from China. BYD and other Chinese electric vehicle (EV) makers are capturing sizeable market share in Southeast Asia, Latin America, and Europe, powered by advanced software and battery technology and prices that are by far the industry’s lowest.

Honda, the world’s largest motorcycle manufacturer, is trying to fix its struggling car business. It expects EV-related losses to ultimately total more than $12bn (R194.2bn), one of the biggest hits among global carmakers, and is shifting its focus to petrol-electric hybrids. In May it reported its first annual loss as a publicly traded company.

The maker of the CR-V SUV now aims to save ¥1.5-trillion (R151.92bn) by 2030, according to the documents and the person.

This story is based on a Reuters review of internal company documents and interviews with two people familiar with the matter, both of whom declined to be identified because the information is not public.

In a written response to questions, a Honda spokesperson declined to comment on specific cost reduction targets or details of discussions with suppliers.

The carmaker was working with suppliers globally to improve competitiveness and reduce costs, including through the use of standardised parts, the spokesperson said.

In spring this year, Honda managers met major suppliers at a convention centre in Utsunomiya, a city north of Tokyo near the carmaker’s R&D facility, according to the documents and the people. It was not clear how many suppliers attended.

Honda managers briefed suppliers on the plan and said it would also look to source more components from Chinese suppliers, one person said. Each supplier was later presented with company-specific targets to cut costs, the people said.

Honda is aiming to reduce costs by 30% in three key parts categories: pressed and forged components, electrical parts and parts related to software-defined vehicles (SDVs), according to the documents. Such a reduction would allow Japanese suppliers to better compete with Chinese rivals.

Honda’s direct suppliers, or “tier-one” suppliers, were also asked to review how they procured materials and were urged to use standardised parts sourced from second- and third-tier suppliers to help keep costs down, the documents showed.

Honda managers asked suppliers to expand their own use of Chinese-made components where possible.

The cost reduction targets were “extremely large”, and it was not immediately clear whether they would be achievable, one source said.

The other person said until the spring meeting, Honda had not given the impression it needed aggressive cost cuts. Now, the situation appeared to leave “no room for delay”, the person added.