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March, 2008

ECO-Strategies. (Study/ Analysis). March, 2008. Summary. Establish/ Improve public awareness, through Auto Show exhibits, of capabilities & initiatives in the area of fuel efficient, eco-friendly technologies. Purpose. Scope.

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March, 2008

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  1. ECO-Strategies (Study/ Analysis) March, 2008

  2. Summary Establish/ Improve public awareness, through Auto Show exhibits, of capabilities & initiatives in the area of fuel efficient, eco-friendly technologies Purpose Scope Review opportunities for demonstrating capabilities & initiatives in most convincing & compelling ways at Auto Shows • After a stagnant period in the 1990s, Environmental concerns are growing • All OEMs have adopted some level of ECO-strategy, with all Auto Shows now featuring strong Environmental focus • Auto Show presentations include Corporate & Business as well as specific Product initiatives. • Identified Eco-technologies expected to emerge in Short-, Mid-, Long-term, with Short-term technologies more evolutionary & Long-term more revolutionary Analysis ECO-Strategy should be emphasized across all areas of corporate enterprise Conclusions / Recommendations BUSINESS/CORPORATE MANUFACTURING PRODUCT NEAR-TERM (2009-2012) IMPROVE I.C.E. EFFICIENCY & EMISSIONS TRANSMISSIONS (MORE RATIOS & DCT) NEXT GENERATION HEV & EV EFFICIENCY THROUGH AERO, WEIGHT & ELECTRIFICATION “GREEN” BEST PRACTICES PARTNERSHIPS SPONSOR EDUCATION CARBON OFFSET PROGRAM “GREEN” FACILITIES “GREEN” BEST PRACTICES ISO 14001 CERTIFIED FACILITIES IMPROVE PROCESSES MID-TERM (2013-2015) NEXT GEN. I.C.E. (HCCI, CAM-LESS, LEAN-BURN GDI & ALTERNATIVE FUELS) CONTINUED EVOLUTION OF HEV & EV “GREEN” MATERIALS LONG-TERM (2015- ) COMMERCIALIZED FUEL CELL VEHICLES

  3. Index • Green History • OEM Strategies • Emerging Technologies • Recommendations • APPENDIX

  4. EPA formed 1990 2007 1955 1963 1970 1990 1975 1986 1985 Air Pollution Control Act $5M/ yr. for Research for 5 yrs. Clean Air Act Study setting Vehicle Emissions Stds. Clean Air Act Set Vehicle Emissions Stds. Clean Air Act Updated Vehicle Emissions Stds. Clean Air Act History 1982 CAFE History CAFE est Car=18mpg CAFE Truck=18mpg Car= 24mpg CAFE 19.5mpg 27.5mpg CAFE 20mpg 26.0mpg CAFE 20mpg 27.5mpg CAFE 22.2mpg 27.5mpg CAFE stagnates CAFÉ= 35mpg by 2020 SMOG becomes serious issue in a number of American cities 1949 Publication of A Sand County Almanac by Aldo Leopold 1962 Publication of Silent Spring by Rachel Carson 1974 Fuel Crisis results in mass shortages & price increases 1980 Fuel Crisis results in sharp price increases 1992 Desert Storm 2004-2008 Oil Price Hikes 2007 Global Warming gains scientific credence Al Gore wins Nobel Prize for Inconvenient Truth 1984 CFC’s linked to stratospheric ozone destruction 1979 Publication of GAIA by James Lovelock Mass-produced High Compression Engines PCV, EGR valves begin management of vehicle emissions Catalytic Convertors, Electronic Engine Controls & Fuel Injection lead to increases in efficiency & finer control of emissions Japanese break through CFC’s phased out of A/C refrigerants Peak Oil happening HEV’s take off First mass-produced modern Electric Vehicles Smaller vehicles introduced (Dart, Falcon, Nova) Global Energy Demand soars due to growth in Asia (China & India) Compacts introduced (Vega, Pinto, Gremlin) = Key Dates (Standard Enactments, etc.) = Amendments (Clean Air Act, etc.) • Green History • Since 1950’s, awareness and action towards protecting the environment has increased • Regulatory actions have focused on Emissions and Efficiency • Driven by Cultural Events & Public Demand • Cultural Events include increased “Smog Events” in major American cities in 1940’s, 1974 & 1980 Fuel Crises, Desert Storm War, Global Warming credibility, projected Peak Oil/ Oil Price Hikes, etc. • Industrial actions driven primarily by Regulatory, though some Cultural Events were significant enough

  5. 1. 2. 3. 4. 5. PASSENGER CAR Average Fuel Economy vs. CAFE vs. Fuel Price 5 distinct periods: • Green History • Over past 30 years, there have been 5 distinct periods of Fuel Economy, Price & CAFE change • Passenger Car Average Fuel Economy relatively unchanged over past 20 years, despite Price & CAFE status • 5 distinct periods: • 1979-1982: Fuel economy rose as price of fuel rose dramatically; • 1984-1986: Fuel economy rose as CAFE standard rose; • 1986-1988: Fuel economy rose even as fuel price fell & CAFE relaxed (due to pressure from US OEMs); • 1988-2002: Fuel economy, fuel price & passenger car CAFE standard remained relatively stable (especially after CAFE returned to 1986 levels in 1990); • Since 2002: Fuel economy remained relatively unchanged while prices rose dramatically. SOURCE: Passenger Average Fuel Economy from NHTSA (Document 2006-24437-2) Fuel Price from Energy Information Administration

  6. Indirect or Potential Benefit Direct or Definite Benefit • Green History • National Issues have resulted in accelerating Regulatory Trend • Alternative Fuels Development & Implementation targets Energy Security • Greenhouse Gas Control targets Global Warming • Fuel Economy targets all 3 (including High Oil Prices) • All Regulatory Trends have potential benefit to addressing Energy Security, Global Warming & High Oil Prices

  7. OEM Strategies • Long-term focus • Since founding, Honda has focused on fuel efficiency & low emissions • In ’90s, Honda developed a “baby-step” or incremental focus • Seemingly unrelated technologies developed concurrently, eventually combined to provide key advantage • Honda prepares to mass produce FCX Clarity, limited series product available in California • Diverse solutions • Programs include Gasoline, near term Diesel, 2-mode HEV & Hydrogen I.C.E. technologies • Emphasis of I.C.E. directions reflects historic “Dynamic”/ “Driver’s” focus of BMW products • BMW Corporate emphasis on sustainability beginning to be recognized • Efforts extend beyond Product • Green manufacturing & facilities play key role alongside Technology & Product stories • Historic perspective (Henry Ford’s early study of renewables & sustainable energy sources) • Leadership position in LEED (Leadership in Energy and Environmental Design) certified “Green” facilities • Partnerships • Website link provides potential “carbon-offset” benefit, links to CarbonFund.org • Donations used to establish “VW Forest” in Northeast Louisiana • 227,677 trees, offsetting annual emissions from 82,976 cars, 373,391 tons of carbon)

  8. Commercialized VEHICLE Fuel Cell • OEM Strategies Long-term Focus • Current target, since mid-’90s, is Fuel Cell Electric Vehicle • A long string of technical milestones, in some cases, seemingly unrelated • Each of the milestones contribute to final goal of “zero-impact” transportation • Clean I.C.E. development since early ’70s (SULEV gasoline, AT-PZEV CNG & HEV and Tier 2 Bin 5 Diesel) • Aluminum construction (NSX) key to production of lightweight EV & HEV vehicles in same low-volume factory as NSX • EV development led to expertise in Battery technologies, Controllers & Actuators, Electric Motors, etc.; All vital for FCEV • HEV development led to expertise in more complex Controllers & Actuators in marrying 2 power systems • CNG development led to expertise in distribution, fueling, on-board storage & delivery (as well as increase public awareness) of gaseous fuels; Vital for Hydrogen FCEV Internal Combustion Engines (I.C.E.) Converging Technologies Non- I.C.E.

  9. OEM Strategies Long-term Focus • Published 2007 Environmental Issue Brief: Creating Environmentally Responsible Mobility • “…Continuing its industry-leading efforts to address the environmental challenges of global warming, emissions reduction and energy sustainability through a comprehensive approach that involves further improvements to gasoline engine fuel efficiency, the development of real-world alternatives to gasoline including natural gas and the hydrogen-powered fuel cell car, and technology for refueling those vehicles.” SOURCE: American Honda Motor Corporation, Public Relations 10/30/07

  10. OEM Strategies Long-term Focus • Published 3rd Annual North American Environment Report • Primarily covers the company's operations during the period April 1, 2006 to March 31, 2007 (2007FY) • Looks at the company’s Environmental performance (Products, Manufacturing & Corporate) • Automobile, power sports and power equipment products • 14 major manufacturing plants in North America • Corporate activities of 15 Honda group companies in the region. • KEY HIGHLIGHTS • Automobile • America’s most fuel-efficient car company • Industry-leading U.S. CAFE for 2006 (Honda/Acura Cars & Trucks= 29.1mpg) increasing 5% over 2005 by 2010MY • Every 2007MY automobile has achieved 90% or greater recyclability • Sales of CNG Civic & PHILL Home Refueling Appliance expanded beyond California • Introduce new more efficient & clean Gasoline, HEV & Clean Diesel technologies over next several years • 100% of 2007MY automobiles sold in U.S. met or exceed California & U.S. EPA’s Tier 2 Bin emission standards • Power Sports Products (Watercraft, Motorcycles) • Applied cleaner, quieter & more efficient 4-stroke technology across North American power sports lineup • Expanding use of programmable fuel injection (PGM-FI) for further improvements in emissions & fuel efficiency • Power Equipment • Applied cleaner, quieter & more efficient 4-stroke technology across North American power sports lineup • Applying more stringent California emissions standards to products sold in all 50 states • Manufacturing • 13 of 14 plants operating under ISO 14001.2004 Environmental Management standard • CO2 emissions per auto produced increased slightly from 2001FY (709kg) to 711kg but fell from 761kg in 2005FY • Increase utilization of production capacity in region led to improvement in emissions levels • Energy used per auto produced fell 4.5% from 2001FY • Ongoing efforts aimed at improving energy efficiency & more efficient utilization of production capacity • Volatile Organic Compounds emissions from paint operations dropped from 28.7 g/m2 in 2001FY to 15.6 in 2007FY • Auto-specific chemical releases (per auto) dropped 45% from 2000FY levels • Total chemical release dropped 27% from 2000FY levels • Water usage per auto produced fell 7.6% from 2006FY • Waste to landfills per auto produced fell 66% from 2001FY • 4 plants achieved “Zero Waste to Landfills” • “Green Purchasing” program resulted in 80% of 600 OEM suppliers certified to ISO 14001 standard • Corporate • 2 Facilities gained Leadership in Energy & Environmental Design (LLED) Gold from U.S. Green Building Council • Honda R&D in Raymond, Ohio & American Honda’s Northwest Regional offices in Gresham, Oregon • 2 facilities expected to receive LEED Gold in 2008FY; Acura Design Studio & Midwest Consolication Center • Studying ways to further reduce end-of-life impact of products, including HEV battery recycling • Reduce automobile shredder residue (ASR), improve catalytic converter recycling & end-of-life plastic gas tank treatment • Reduce or eliminate lead in circuit boards, phase out PBDE usage & reduce PVC usage in interior & exterior parts SOURCE: American Honda Motor Corporation, Public Relations 10/04/07

  11. OEM Strategies Diverse Solutions • North American Launch of EfficientDynamics initiatives at NAIAS 2008 • Corporate initiative to reduce Fuel Consumption, CO2 & other Emissions while enhancing driving dynamics • Corporate focus on sustainability extends to Vehicle Production, Distribution, Recycling • Only OEM in last 8 years to gain high rankings in Dow Jones Sustainability Indexes (DJSI), with 3rd consecutive year as Automotive segment leader in 2007 • KEY HIGHLIGHTS • BMW has contributed more than any other OEM* in the reduction of Fuel Consumption & CO2 emissions (-12.3% CO2 in 1990-2005 period) • * Environmental Defense Report, an independent non-partisan U.S. organization • Current Technologies primarily focused on Powertrain • Valvetronic fully variable valve control • High Precision Injection (gasoline direct injection) • Twin Turbocharging (high output from smaller displacement engines) • BluePerformance Diesel engines (All aluminum construction with highly accurate piezo high pressure fuel injectors) • Electric Power Steering (greatly reduced parasitic power loss) • Highly efficient Automatic Transmissions • Lightweight metallurgy, such as Magnesium/aluminum crankcases • Next Steps • Short term: Continued efficiency improvements on Gasoline/Diesel Engines, Engine Ancillaries, Aerodynamics, etc. • Mid term: Ongoing electrification of drivetrain, including full hybridization, as shown through the Concept X6 ActiveHybrid (JV with GM for 2-mode Hybrid) • Long term: Using Hydrogen from regenerative energy sources as fuel for I.C.E.

  12. Emerging Technologies • Emerging Technologies include Powertrain, Transmission, Accessories and Aero & Rolling Resistance • In the Near Term, advances primarily to focus on conventional systems improvements with some new technologies such as GDI, Automated Manual Transmissions applied to conventional vehicles & drivetrains; • Mid & Long Term, new technologies expected to move a larger % of vehicles to Electrified drivetrains • Conventional Powertrains still in mix but with significant electrification (valvetrain, accessories, etc.) increasing efficiency SOURCE: State of California, Air Resources Board- Draft Technology & Cost Assessment for Proposed Regulations to Reduce Vehicle Climate Change Emissions (4/2004) Individual Technologies for Potential Reductions of Carbon Dioxide

  13. Emerging Technologies • Gains expected to come from both development of conventional Drivetrain technology, as well as revolutionary Electrified Drivetrains • By 2015, Advanced HEV expected to be major focus of advance in CO2 reduction • By 2012, conventional Drivetrain technologies expected to reduce CO2 emissions, on average (Small Cars), by as much as 26% -76.4 g/mi -26% SOURCE: Northeast States Center for a Clean Air Future (NESCCAF) Comprehensive Vehicle Modeling & Cost Analysis Participants: AVL List Gmbh, Martec, Meszler Engineering Services

  14. BUSINESS/ CORPORATE MANUFACTURING PRODUCT • = Potential or Peripheral Story D= Definite or Main Story • Recommendations • Create an Eco-Strategy built on 5 key attributes across Business, Manufacturing & Product pillars • Consistency • Over time • Across practices (business, manufacturing, product) • Across model line-up • Diverse Solutions • Multiple path tactics; Avoid making only one solution the possible answer • Leadership • Follower mentality can limit perception • Notable, memorable communication • Practical • Representative • “Dramatic”, High Impact stories • Co-relationships • Build strong, repeated & credible messages by partnering with institutions, eco-focused organizations, other companies

  15. AREAS OF EMPHASIS • = Potential or Peripheral Story D= Definite or Main Story AUTO SHOW TACTICS OR ANNOUNCEMENTS RELATIVE TIMING NEAR-TERM MID-TERM LONG-TERM • Recommendations • Develop a Comprehensive Message across Corporate/Business, Manufacturing & Product topics • As much as possible, create a perception of long-term consistency through historic reference & future projection • Develop a Near Term, Mid Term & Long Term vision with realistic but ambitious goals

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