Ten years ago, a very successful Japanese automotive and engine manufacturer ventured into the world of business jets, hoping to snare a chunk of market share in an industry that was still reeling from the failure of the very-light jet (VLJ) mania that had soaked up millions in development costs.
Honda Aircraft Company stunned the world with the HondaJet HA420, which used a radical over-the-wing-engine-mount (OTWEM) configuration when most of the established market players had stuck with the traditional aft fuselage mounting.
It looked risky, but Honda made it work, and now the company is celebrating the type's 10th birthday.
On 8 December 2015, the Federal Aviation Administration issued the type certificate for the HA420, and the type has since been through several upgrades in technology and styling, with another one in development.
"Since its certification in 2015, the HondaJet has transformed business aviation with its advanced design and performance," the company says. "The HondaJet empowers businesses to expand their reach and operate more effectively worldwide."
Up against the Cessna Citation Mustang and Phenom 100/300, Honda delivered 26 in its first full sales year and 43 one year later. That was only three airframes less than the Mustang, but it turned out to be the sales pinnacle for the HA420.
The rise of the single-engined Cirrus SF50 shook up the market in 2017, carving a share from that previously enjoyed by the HA420 and the Mustang/M2. Only the Embraer has held its own.
Despite this, Honda stuck by their design and continued to develop the airframe.
"Honda’s dedication to continuous improvement has shaped the aircraft’s evolution," Honda aircraft explains. "The HondaJet has gone through significant technological upgrades from the original model, including enhanced avionics and improved performance.
"The HondaJet Elite II, the current production aircraft model, is the first twin-turbine very light business jet to offer Autothrottle, and is anticipated to become the first aircraft in its segment to offer Emergency Auto-Land."
With 260 airframes delivered over the 10 years, shipment figures show demand for the HA420 waning. Only 11 were delivered in the 2024 calendar year, the fewest of any of the single-pilot jets.
The next model, currently still in development is the HondaJet Echelon, a larger model that seats 11 and has a range of 2625 nm and cruises happily at FL470.
Honda introduced the Echelon concept as the HondaJet 2600 in October 2021, announcing the move to commercialisation two years later. The target entry-to-service date is in 2028.
"As the HondaJet fleet continues to expand, the company diligently works toward certification of the HondaJet Echelon, which will extend the award-winning features of the original HondaJet to a new segment of the business jet market, including its signature Over the Wing Engine Mount (OTWEM).
"The HondaJet Echelon aims to become the first transcontinental light jet – single-pilot capable, longer range, and significantly more fuel efficient than comparable light and midsize jets."
Once it has been certified, the Echelon will pit HondaJet up against the mid-range Citations, Embraer Praetor and Gulfstream ranges; a market where the customer base is very mature for existing companies and brand loyalty is strong.
Although the design hasn't shaken up the market to the extent that Honda Aircraft Company would have liked, the HA420 has given customers in the single-pilot jet market another option to consider, and soon that will be extending to the corporate jet market as well.