Title: Reasoned about Honda's Marketing Strategy and Cars

Digging a New Pit: A Story About Laifu‑chan’s Dad
Original by Hon达志 | Japanese Car Enthusiast Magazine
Published: 2025-02-13 12:54:40

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Honda’s domestic dual-car sales strategy is well known to everyone. The same car is offered through two different joint ventures—with each partner using a different name—so that both can sell it. I believe this sales strategy is very reasonable and appropriate. In the early days, Honda maintained a certain bottom line by at least modifying the car’s appearance before selling it under another brand. However, in recent years, Honda seems to have gradually lowered this standard. For example, with the fourth-generation Fit, they simply rebranded the GR and put it on the market. Well, that’s one thing—couldn’t they be a bit more sincere and choose a better name? What on earth is “Laifu‑chan”? Without even checking its English name, I almost thought it referred to that character beaten by Chang Wei in Jiu Pin Zhi Ma Guan. When I first saw this name, I was astonished—not because of the odd Chinese name, but because why not simply use the overseas name “Jazz” for the Fit instead of changing it? After all, Life is also one of Honda’s models—a Kei-Car that has nothing to do with the Fit—so it’s really puzzling. 🤔


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Image: "Arrest Order" is a classic anime from my childhood. Its manga first appeared in 1986 and was later adapted into an animation. I even remember its Hong Kong title, "Royal Double Sisters Mark."


Image: As a child, I watched this anime just for the two lovely heroines; as an adult, I noticed that it featured a slew of Honda models. It really makes you wonder if the creator was a Honda fanatic. 😄

Well, we can’t control how a car manufacturer names its vehicles, but we can certainly explore the story behind the name. As mentioned earlier, Life is one of Honda’s Kei-Car models—even though it’s a rather ordinary Kei-Car, not nearly as renowned as the current N-BOX or N-One. However, the progenitor of the Life series is different. Especially for those of us born in the ‘80s who enjoyed ACG, many of you must have seen it. In that anime, aside from the car, two beautiful and dashing young ladies drive it to catch criminals. Know what I mean? Yes, I’m referring to the first‑generation Honda Today and the anime Arrest Order. 🚗💨


Image: The Today G, with chassis code JA1, is a Japanese‑market model. Its design is very similar to the City, yet they are two distinct models.

Image: As a Kei-Car, the Today has a wheelbase of only 2,330 mm, yet Honda managed to design it to accommodate four adults and even feature an exceptionally large trunk.


The Today is a Kei-Car introduced by Honda in 1985. Its appearance closely resembles the City of that time, featuring a large, flat‑topped hatchback design that everyone loved back then. However, the similarity ends there. The first‑generation Today was officially launched in September 1985 with chassis codes JW1‑JW4 and JA1‑JA3. The original version, the JW1 (its commercial model designation), implies that the Today was not initially intended as a passenger car. In fact, it was sold as a light commercial vehicle until Honda transformed it into a true passenger car with the second generation.

Image: Honda’s ingenious “space‑stealing” techniques have always been in play. Just look at the current Fit—it's the same concept!
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Image: In the anime, the trunk even housed a small Motocompo motorcycle, which could serve as a “footrest.” 😲

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Many say Honda is a master at optimizing interior space, and the Today is a prime example. Although the Today is only slightly larger than the City, it remains a Kei-Car—subject to strict size limits. The first‑generation Today measured 3,195 mm (later 3,295 mm) in length, 1,395 mm in width, and 1,315 mm (later 1,350 mm) in height, with a 2,330 mm wheelbase. On such a small platform, Honda managed not only to fit four people but also to design a trunk capable of storing a Motocompo—almost sci‑fi in concept, yet entirely real. The passenger compartment occupies three‑quarters of the car’s length, made possible by Honda’s philosophy of “maximizing people, minimizing machines.” This concept was further supported by clever design choices like space‑saving suspensions: a rear torsion beam and the naturally compact MacPherson strut in the front.

Image: The Today M is also an entry‑level model, but its design is even more vibrant and cute. 😊

Image: This version of the Today—with slightly modified headlights—is from a minor facelift launched in April 1990. By then, it had become a fuel‑injected model.

In terms of powertrains, the Today was offered with three different configurations. The first was the EH—a 545cc, air‑cooled, inline‑twin OHC engine with a carburetor, shared with the Honda Acty (a small commercial van). Sharing this engine meant that the Today did not require a catalytic converter, relying solely on an EGR system for emissions control. The second option was the E05A engine, marking Honda’s first three‑cylinder unit in the Today. Lastly, there was the common E07A three‑cylinder engine, with a 660cc displacement and 42 horsepower, introduced due to new Kei-Car regulations in Japan in March 1990, which also slightly increased the Today’s dimensions.


Image: This facelifted version, with chassis code JA3, is a 4WD model.

The first‑generation Today remained on sale until 1992. In January 1993, Honda announced the redesign of the second‑generation Today, finally shedding its commercial vehicle identity to become a true passenger car. The story of the second‑generation Today will be told in the next installment. For those eager to know what happens next, stay tuned for the next analysis! 🚀