Asian Honda Motor Co., Ltd. was established in Thailand in October 1964 as a motorcycle distributor. In 1996, the company took on the role of Honda’s ASEAN Regional Headquarters. Due to the Asia & Oceania region’s fast growth and diverse markets, and Honda’s focus on localizing its operations to be closer to customers, the company appointed Asian Honda Motor its Asia & Oceania Regional Headquarters in 2004, with responsibility for coordinating Honda’s activities in 12 countries and supporting Honda operations in several additional countries.