As market leaders, Japanese branded bikes are all very similar and Honda wanted to find a way to stand apart from the pack. Honda represented quality and technology, but remained somewhat bland.
With the belief that Honda as a household brand, had over many years become part of the Australian way of life, the brand position of “Honda knows more about what it’s like to ride a motorbike in Australia, than anyone else”. Add a good dose of Aussie larrikin in the tone of voice and even convey the fact that Australia’s Posties ride Honda. The strategy being to move away from a market reactive price stance, to re-establishing a clear, stand apart brand position.