Honda design will continue to emphasise practicality over head-turning looks, according to the company's chief operating officer Testsuo Iwamura.

Honda's return to the sports car and hot hatch arena with the new NSX and Civic Type-R had raised suggestions the brand would adopt more sporty styling across its range, but Iwamura scotched the reports.

"Our styling principals have been about achieving maximum space for the driver and passengers, while trying to create powertrains that can sit in the minimum space," said Iwamura. "Above all, our focus is on good visibility for anyone in the car.

"Accordingly, our styling is a bit different from that of some of our rivals. Some manufacturers try to go to extremes and create sharp, dynamic styling, but our principles – which are backed by our customers – are focused on visibility and the trends, according to current styles.

"That is the way Honda thinking is. We are not shifting direction up, down or sideways. Our design is accepted by our customers and we will stick to those principles."