What was changed
The Honda Super Cub has been in continuous production since 1958 and totalled about 100 million units worldwide, with variants built across 16 factories in 15 countries. It is one of the world's best-selling motor vehicles.
To mark the milestone and the model's 60th anniversary, Honda announced a revamped series of 50 and 110cc Super Cub models that would return to the Japanese market, built on a new dedicated production line at its Kumamoto factory. Deliveries began on 10 November 2017.
The reissue kept the classic commuter look while meeting modern Japanese emissions rules with Honda's PGM fuel injection and a new muffler with a two-stage catalytic converter. It came in both standard and professional versions, the latter with loading baskets and 14-inch wheels.
Pricing in Japan was ¥232,200 (about $2,050) for the 50, ¥253,800 for the Pro, and ¥275,400 to ¥297,000 for the 110cc versions. The two engines produced 3.7hp and 8hp respectively.
What it achieved
Honda returned the revamped 50 and 110cc Super Cub to Japan at ¥232,200 to ¥297,000, with production returning to Japan's Kumamoto factory.
Why it worked
The Super Cub had reached a staggering 100 million units produced worldwide.
The 2018 model year marked the model's 60th anniversary.
A new production line brought the classic back to domestic manufacturing in Kumamoto.
The revamp added fuel injection and a two-stage catalytic converter to meet emissions rules.
Pricing from ¥232,200 kept the reissue accessible as an icon.
What can be applied
An iconic model can be a brand asset in itself; Honda used the 100-million-unit milestone to bring a classic back to its home market and celebrate heritage rather than launch something new.
Aftermath
The reissue brought the Super Cub's production home to Japan and turned the 100-million milestone into a commercial event rather than just a statistic. It also came alongside a new electric Cub project and a 110cc platform that Honda showed in Tokyo. The brand used the anniversary to prove that an enduring product can be a self-renewing identity.
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