Honda is betting big on the ASEAN and Thailand market. The Japanese carmaker’s Thai subsidiary, Honda Automobile (Thailand) Co (HATC) held the opening ceremony for its new plant located at Rojana Industrial Park in Prachinburi province, in Thailand, on May 12.

The all-new plant, equipped with highly-efficient and environmentally-responsible production technologies, will not only enhance Honda’s manufacturing capability in Thailand but also become one of its important automobile production hubs.

With the concept of ‘delivering quality products with the optimal balance of human craftsmanship and advanced production technologies’, the Prachinburi plant adopts Honda’s newest production technologies. This includes the world’s first cell production-style ARC (Assembly Revolution Cell) Line, incorporating flowing cell production-style production units in the main line.

The plant also inherited advanced and eco-responsible technologies introduced at Honda’s Yorii Plant, Honda’s most advanced auto plant in Japan. The Prachinburi plant started mass production with the all-new Honda Civic in March 2016, following the production start for plastic parts, and engine and engine parts which started in October 2015 and February 2016 respectively. The plant plans to produce sub-compact and compact models in the future to further enhance its competitiveness for the domestic market and the export.

Speaking at the plant inauguration, Takahiro Hachigo, president, CEO and representative director of Honda Motor Co, said: “Thailand has increased its presence as one of Honda’s production hubs by supplying products and components not only for the home market but also for the world including ASEAN nations, which drive our global sales growth. I am committed to making certain that the role of Thailand will become even more valuable with the completion of this all-new Prachinburi factory with full advantage of Honda’s newest production technologies.”

Noriaki Abe, chief operating officer for Regional Operations (Asia & Oceania) of Honda Motor Co and president & CEO of Asian Honda Motor Co, said: “This new factory’s high production efficiency will help improve the competitiveness of Honda’s products and parts. We plan to produce more sub-compact and compact models at this Prachinburi plant in the future to further improve our competitiveness both in the Thai market and for export and thereby contribute to the Thai economy.”

Gaku Nakanishi, president and CEO of Honda Automobile (Thailand) Co, added, “With the increased production efficiency of this new factory, we will further strengthen our business operations and enhance the competitiveness of our products and parts made in Thailand.”