Protection Agency (EPA). The specific goals of the cooperative research include: developing technologies and techniques for accurately measuring emissions at near-zero levels; understanding how extremely low emission vehicles perform on the road under "real world" conditions; and assessing the air quality benefits and environmental impact of these vehicles. Ford and General Motors also are contributors to this research program. The cooperative program is open to additional partners from the automotive, fuel and instrumentation industries, as well as the academic and science communities. Honda and CE-CERT, both recognized leaders in advanced automotive technology, partnered last year in a smart car-sharing research program called IntelliShare, which involved more than 200 participants using 15 Honda EV PLUS electric vehicles. The program is part of Honda's international Intelligent Community Vehicle System (ICVS) which is examining consumer attitudes toward sharing vehicles.In the U.S., Honda continues to give serious attention to ethnic marketing. Citing data from R.L. Polk, Honda claims the number one spot in passenger car sales among Hispanic consumers, for the last 10 years. According to Hispanic Business Magazine, Honda spent about $9 million advertising with Hispanic-owned media in 1998.The company reports that 60% of its total Hispanic marketing budget is dedicated to measured media and 40% to event marketing. The split is 50-50 for the African-American budget. Honda’s Hispanic, African-American, and general market advertising agencies all work independently from one another. The automaker has recently begun to focus on Asian Americans.ADVERTISINGtopAccording to the Publishers Information Bureau, Honda increased its spending in magazines by to $95.5. million in 1999, up from $88.9 million in 1998.Honda Motor Co.'s U.S. Advertising Spending, by Division, 1999 vs. 1998(Dollars in Millions)19991998% C...
