“When I spoke to Takanobu Ito, the original NSX body project leader, at the start, he said ‘I hope you struggle the way I struggled with the first NSX’,” Klaus tells me.
Reinventing the NSX has been a challenge, to say the least. Here is a brand known for personal mobility of all descriptions - lawn mowers, outboard motors, leaf blowers, motorbikes, cars and one very expensive robot, to name but a few of the products Honda produces. How on earth does the NSX inform the brand?
“We talk about excitement and awareness for the brand”, Klaus tells me. “We hope the public say we’re innovative and cool; that we make products they trust and love - that’s the key for NSX: trust and love. It’s an emotional frosting on the brand.”
We watch as three versions of the NSX go up the hill: the new one, the original and one that Ayrton Senna drove and has Bruno Senna’s signature in the boot. “We have built in a very familiar feeling when you drive the NSX”, says Klaus. “[In the new one] the visibility, the way you sit and are supported… it’s all familiar. When you drive the car, as you accelerate and turn in, the original had this lovely inward motion and the new car is the same way. That creates trust.”