Driven by Honda’s Philosophy, Striving to Enrich the Lives of Customers in Africa and the Middle East

July 8, 2025

Since April 2023, Ryota Udaka has been stationed at Honda Africa and the Middle East Representative Office (HAMER) in Dubai, UAE, overseeing operations across the entire Africa and Middle East regions, supporting their local operations and leading connected car projects. In this issue of Honda Stories, Udaka, a young Honda expatriate tackling two completely different themes on the global stage, shares the joys of his work and the appeal of Honda.

Enriching people’s lives on the global stage

―　Udaka, previously working in overseas sales of aircraft parts, reflects on his desire to work globally.

Udaka:

By challenging myself globally rather than staying in Japan, I wanted to enrich the lives of more people. That was the reason I chose overseas sales.

ー　After about three years, seeking an environment where he could further pursue his aspirations, Udaka joined Honda in 2019. He chose the company as his next career step because he was drawn to the Honda’s corporate philosophy.

Udaka:

The deciding factor was that my own career goals aligned with Honda’s challenging spirit of valuing all technologies, not just automobiles, but business jets and robotics, and striving to satisfy customers.

ー　Since joining Honda, Udaka has worked as an overseas sales representative for the Africa and Middle East regions. While striving to provide new value to more customers in a region with great growth potential in the automotive industry, he developed a desire to work closer to the front lines.

He continued to express his desire to work overseas to his superiors, and in April 2023, was assigned to HAMER in Dubai, UAE. In addition to planning and developing strategies for the Africa and Middle East region, Udaka is currently working on two major disparate initiatives.

Udaka:

The first initiative is supporting the operations of an automotive manufacturing and sales subsidiary established in Ghana, Africa, in 2023. At this newly established local subsidiary, I am working with local associates to build the business operations.

The other is planning connected car services for the Middle East region. I am promoting plans to provide services that allow vehicles to be remotely operated via smartphones in the Middle East.

Delivering Honda’s philosophy to Ghana, Africa

Udaka:

When talking with someone who has a different way of thinking, I make it a point to first listen carefully to their opinions and then clearly communicate my own non-negotiable principles. Then, by calmly organizing both sides’ views, I believe we can find a more constructive and mutually acceptable solution, which leads to the establishment of mutual trust.

ー　At the newly established Ghana subsidiary, Udaka says he consciously focuses on communication centered around Honda’s philosophy to spread Honda values.

Udaka:

Honda’s philosophy is a way of thinking that can be a global language. In particular, the “Three Joys,” the joy of buying, the joy of selling, and the joy of creating have become deeply ingrained in the local associates in Ghana.

ー　Udaka recalls that when the subsidiary was first established, the purpose and significance of Honda’s unique detailed production and sales management methods were not fully understood by local associates. However, by continuously and carefully explaining that these methods were not simply business procedures, but efforts to embody the “Three Joys,” the awareness of the entire organization gradually changed, and associates began to take initiative in their work.

Udaka:

Creating valuable products, selling them through a relationship of trust with customers, and delivering joy to customers. I am confident that this value system functions as a common language that transcends borders and cultural differences.

ー　Udaka also emphasizes that challenges centered on the supply of high-quality products are what make Honda attractive in the global market.

Udaka:

One of Honda’s strengths is that it never compromises on technology and provides customers with products that have been thoroughly refined. We often hear from customers in Africa who say they have always been a Honda fan and look forward to being able to purchase high-quality cars produced in Ghana. These words give us a strong sense of fulfilment in contributing to the enrichment of our customers’ lives.

Leading the project based on Honda’s philosophy

Udaka:

In building a subscription-based service, we faced many obstacles in the design stage of the supply chain, starting with responding to different currencies and tax systems in each country, and then adapting to local business practices and market structures. Since this was an unprecedented endeavor for Honda, there were no clear answers. It was a situation that required trial and error, constant judgment and adjustment, as well as the courage to stay true to our convictions.

ー　In such a situation, Udaka took on the role of promoting the project as a representative of the region while coordinating with a wide range of stakeholders. When faced with difficulties, he found solace in Honda’s philosophy.

Udaka:

I have always kept close to hear the values of providing joy to customers, which are rooted in the “Three Joys.” No matter how tough negotiations were, my strong desire to provide new value to customers who were eagerly awaiting our products served as my driving force.

The sense of accomplishment from being involved from the initial concept, to launch, and successfully delivering the service to customers is something completely unique. With this in mind, I aim to continue providing Honda’s superior services to many more customers in the future.

The true joy of Honda’s African and Middle East businesses

Through his work, Udaka aims to enrich the lives of people around the world, and emphasizes that his overseas assignment has allowed him to fully experience the essence of this mission.

Udaka:

In the Middle East, the expansion of cutting-edge technologies such as electrification and connected cars is accelerating, while in Africa, I can experience the growth of the automotive industry that supported Japan’s post-World War II economy.

Being able to contribute to improving people’s lives while working in two completely different markets is a great source of fulfilment and a unique attraction of this job.

ー　The job, of course, entails significant pressure, but Udaka adds that the opportunity to gain such experience at a young age is also one of Honda’s attractions.

Udaka:

Because we are responsible for the Middle East and Africa with a compact organizational structure, each member is naturally required to exercise a great deal of discretion. While receiving appropriate support from superiors and colleagues when necessary, we are constantly challenged to take on new tasks, such as supporting the establishment of new companies and launching company-wide projects from the initial stages. In return, if you are willing to learn and take initiative, there is endless opportunity for growth.

ー　Udaka’s goal is to achieve significant personal growth by contributing to making Honda an even more valuable brand.

Udaka:

Africa and the Middle East are markets with rapid population growth. That is why we believe we can contribute to enriching the lives of our customers by expanding awareness of the Honda brand and products. The automotive industry is currently undergoing a once-in-a-century transformation. I enjoy every day as I continue to take on unprecedented challenges in a market with such high potential.

ー　Regarding his career, Udaka adds:

Udaka:

The core of my career is the desire to enrich the lives of as many people as possible. To achieve this, I want to continue to gain experience in the global arena and eventually take on a leadership role at a local subsidiary. Although it is a position of great responsibility, I believe that it will allow me to contribute significantly to people and society, and that it will also lead to my own growth and enhance the value of the Honda brand.

ー　Driven by Honda’s philosophy, Udaka aims to enrich the lives of people around the world. The dreams of a young Honda expatriate is creating new value and inspiration in Africa and the Middle East.

Originally published: June 9, 202