Italy is often considered the “center of gravity” of European motorcycle culture, with a deep-rooted passion for everything that is two wheels, whose influence extends to the whole world. It is therefore no coincidence that Honda has chosen Italy as a European “outpost” for the design and production of its motorcycles and scooters. The only European Research & Development Center of the Japanese company is located in Rome, while the historic factory is located in Atessa, in the province of Chieti, which for more than 50 years has been producing most of the two-wheelers destined for the European market.
A unique Center in Europe
The Honda Motor Design Center in Rome represents Italian excellence: it is the only one in Europe and proactively dialogues with the Japanese one in the design of new models of motorcycles and scooters and the restyling of existing ones.
We had the opportunity to chat with some designers, who told us how the process of creating a new model, or restyling an existing one, is long and complex and can last up to two or three years. The Center is involved in all projects, not only in the aesthetic section but also in the more technical one, with the responsibility of representing the tastes and needs of all of Europe. From the initial idea, up to the first mockups and then to the working prototypes, the Italian team constantly confronts the one in Japan, continuously refining the different elements and always taking into consideration the needs and costs of mass production. From the Italian Center, models such as the X-ADV or the new Africa Twin were born, defined by Maurizio Carbonara, Chief Project Designer, as “a perfect balance between Performance, Comfort, Equipment and price”. “We make our proposals and try to convince the development team and the Japanese executives, who obviously have a different way of seeing from ours: our every choice must therefore be supported by data, market surveys and feedback from customers, dealers. and internal teams. Obviously, compromises have to be made, but in the end it is exciting to see a new bike “born”. “
The restyling of the Hornet is also due to the Italian Center, which Giovanni Dovis worked on, who told us how he was inspired by the shapes of some insects for the new lines.
Three hundred and fifty by three
After the meeting in Rome we crossed Italy from coast to coast to Atessa, the headquarters of the Honda factory. To do this we used the three 350cc Honda motorized scooters: SH350i, ADV350 and Forza 350. Although equipped with the same engine, they reveal extremely different driving characteristics.