Guangzhou Honda Automobile Co., Ltd. – Honda’s Entry into the Chinese Car Market

When Peugeot pulled out of its partnership with the Guangzhou Automobile Group in 1997, it left behind slow sales, a decrepit factory filled with 20-year-old equipment, and 1,600 exasperated employees. In this new Case Study, Professors Philippe Lasserre and Ming Zeng, and Hiromi Hinata tell how Honda turned this picture around.