Pivot · United States · 1959–1966
Honda in America: ‘You meet the nicest people on a Honda’
Honda came to the US to sell big motorcycles, which broke down. Its small Super Cub, which staff rode around Los Angeles, turned out to be the hit — and Honda captured a large share of the US market.
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
by the numbers
- US entry
- 1959
- Super Cub engine
- 50cc
- Super Cub units produced
- over 100 million (by 2017)
What happened
Honda entered the US in 1959 with a small team in Los Angeles, planning to compete in large motorcycles, which dominated the American market. Its big bikes, built for Japanese roads, leaked oil and had clutch failures on long American highways.
Team members rode small 50cc Super Cubs around Los Angeles for errands. People kept asking about them, and a Sears buyer showed interest. Honda shifted focus to the Super Cub and sold it through sporting goods stores, not just motorcycle dealers. A 1960s campaign, ‘You meet the nicest people on a Honda’, targeted ordinary people rather than the leather-jacketed biker image.
Honda's share of the US motorcycle market grew rapidly in the 1960s. The Super Cub went on to become the most-produced motor vehicle in history, passing 100 million units in 2017.
Timeline
- 1959
Honda opens in Los Angeles.
- 1960
Focus shifts to the Super Cub.
- 1963
‘Nicest people’ campaign.
- 2017
Super Cub passes 100 million units.
what made it work
- Noticed unplanned customer interest and followed it.
- Targeted a new customer segment.
- New distribution channels beyond traditional dealers.
the lesson
Plans often fail; success comes from noticing what customers respond to and having the flexibility to switch.
Apply it to your business
- 1Pay attention to unexpected customer interest.
- 2Be ready to abandon your original plan.
- 3Reach new customers through new channels.
Laws at work in this story
Figures are rounded and drawn from public reports, company filings and widely cited coverage at the time. Check the company's latest filings before relying on any number.