The Honda Myth: The Genius and His Wake, Sato, Masaaki

The first Japanese automaker to open a factory in the U.S., Honda grew its North American share in the 1970s with the introduction of the first environmentally friendly car, the Civic. Just as the manufacturers combination of engineering excellence, racing dominance, and risk-taking was driving it into the international spotlight, however its trademark free-spiritedness threatening to take a backseat to bureacrary and complacency.

Honda was the brainchild of two very different men. One, a genius engineer who never went to college but became the face of the company-Soichiro Honda. The other, a shrewd businessman who breezed into management and directed behind the scenes-Takeo Fujisawa. Apart, they may have never met international success, but together they made their mark. Yet, after Honda and Fujisawas retirement, and decisively after the departure of heir apparent Shoichiro Irimajiri, Honda Motor looks like what it once seemed incapable of becoming-a faceless firm.