I'd say Honda has lost a good bit of spiritual image since the 90's. Ask people about Honda cars, and they will tell you it's a well designed, reliable car that will get you from A to B, and that's it. Honda needs to give its cars a spirit; right now, Honda is caught between trying to be an environmentally friendly and tech oriented, yet racing bred at the same time, and have succeeded at neither. Honda needs to choose one, and build on it. Back in the Formula 1 days, Honda was a big name in racing, and built their cars around that spirit. Now, their cars are just bland with no soul at all.