Jeffrey Rothfeder

Driving Honda

Driving Honda

Inside the World’s Most Innovative Car Company


Since 1949, Honda has grown into the world's fifth largest automaker and top engine manufacturer. It continually creates, and improves, bestselling and award-winning models like the Civic, Accord and Pilot. But what drives this unique company?

Jeffrey Rothfeder believes it is their deep commitment to unorthodox management tenets - decentralization, simplicity, and cynicism toward the status quo. Insiders call it the Honda Way.

The first journalist allowed behind Honda's infamously private doors, Rothfeder has interviewed executives, engineers, and frontline employees to get to the heart of the company - to how it has maintained its innovation and flexibility, and how it successfully exports these across the globe.