HondaPro Jason Shares Global Honda Insight, Creator Journey and Future of Affordable Mobility
One of the most recognizable voices in the Honda world, HondaPro Jason – a content creator, educator and brand advocate with more than 1.2 million followers across social platforms – joined Race Industry Week for a wide-ranging conversation about Honda’s past, present and future, and the growing role of independent creators in the global automotive ecosystem.
Known off-camera as Jason Richmond, HondaPro Jason has been a self-described “Honda brand advocate” since 1987, when his parents bought their first Honda and set off a lifelong obsession. He bought his first new car – a 1994 Honda Accord Coupe, five-speed – and in 1996 went to work at a Honda dealership, deepening his product knowledge and connection to the community.
In 2012 he launched his Honda-only YouTube channel, covering “everything from the generator to the jet,” and has since grown it into a full-time career. Today he creates global Honda content and trains Honda and Acura sales and service staff in 15 countries on technology and product features.
“I’ve never worked for Honda Motor Co. – I’m just a super-fan who turned that passion into a job,” Jason explained. “I buy my own cars, modify them, travel the world to Honda events, and then bring that content back to the people who can’t be there.”
Kei Cars, Compact Mobility and a Huge Opportunity
Jason discussed the recent spotlight on kei cars – Japan’s microcars limited by size and engine displacement – after comments from the U.S. President about wanting to see similar vehicles on American roads.
He outlined how kei cars were originally created to lower insurance and ownership costs in Japan and other Asian markets: easier to park, highly efficient, and strictly limited in size and engine capacity. While traditionally forbidden from the U.S. market when new, Jason believes the renewed conversation could be a game-changer.
“If manufacturers are allowed to build small, efficient city cars here, I don’t see why Honda, Toyota, Ford, Chevy, Nissan, Mitsubishi couldn’t thrive with them,” he said. “We don’t need 5,000-pound trucks for every trip to the store.”
He also argued there is real space in the market for simpler, lower-cost vehicles – not stripped of safety, but without every power feature and oversized screen.
“I love tech more than anyone, but not every car needs a giant display, power everything and a luxury price tag. A small, efficient car with a 1.0-liter engine that can do 80–85 mph and stay under $20,000 would sell all day,” he noted.
Jason has driven multiple kei cars in Japan, including the Honda Beat and S660, and sees strong potential for small vans and utility models as urban work vehicles – the kind florists, mobile detailers or tradespeople could use instead of oversized vans.
From Honda Jet to Motocompacto: The Brand’s Wide Horizon
Jason also touched on the breadth of Honda’s engineering, from aviation to micro-mobility.
- Honda Aircraft is developing a larger, longer-range HondaJet, designed to be the first light jet capable of flying New York–California nonstop in its segment.
- At the other end of the spectrum, the Honda Motocompacto – a compact electric scooter inspired by the classic Motocompo – hints at an entire future family of mobility devices, potentially including everyday consumer products and assistive mobility solutions.
“Honda’s always been about mobility – from walking devices to humanoid robots – so seeing the Motocompacto become a platform really excites me,” he said.
A New Prelude and the Future of Honda Performance
One of Jason’s biggest recent highlights is the return of the Honda Prelude. While in Japan, he happened to visit a Honda dealership the day a new Prelude arrived and was invited not only to sit in it, but to drive it.
Powered by the same hybrid system as the Civic Hybrid – roughly 200 hp and 232 lb-ft of torque – the new Prelude has already generated huge demand in Japan, dramatically outpacing initial sales forecasts.
Jason has already ordered his own Prelude in the U.S., which is waiting for him in Los Angeles and will serve as a development platform for suspension, exhaust and (if possible) hybrid-safe tuning.
“Everyone was praising the Civic Hybrid’s performance, then when the Prelude got the same powertrain people panicked. It’s a great starting point. Honda does Honda things – quality, balance, drivability. The car looks fantastic,” he said.
He also acknowledged the constant fan speculation about a new S2000 and a future NSX successor, calling them the kind of performance projects the community would love to see Honda tackle again.
Inside HondaPro Jason’s Training Method
Beyond content creation, Jason has become one of the most sought-after independent Honda trainers in the world. His approach is radically different from traditional manufacturer classroom sessions.
- Before a new model launches, he downloads the full owner’s manual (often 300+ pages) and reads it cover to cover.
- Once the car arrives, he spends hours in it, pressing every button, testing every feature and building a real-world walkaround focused on what customers actually ask.
- He then trains dealership staff in small groups of three to four, encouraging questions, eliminating the fear of “looking stupid” in front of a big crowd.
“Customers don’t ask about overall length or cargo volume charts,” Jason said. “They ask how to set up Bluetooth, why key fob one and two behave differently, and how to customize door lock settings. That’s what I teach.”
Honda has even quietly sat in on his classes, ultimately acknowledging that his style complements, rather than competes with, the standard factory training.
From Super-Fan to Trusted Voice
Jason shared the story of how Honda’s U.S. leadership first recognized his impact. At an NADA convention, he introduced himself to then-Honda America president Mr. Yamada, who later spent an evening binge-watching his videos. The next day Yamada greeted him with lines from his channel and told Honda PR, “Whatever he needs, give him.”
That support led to Jason becoming one of the first YouTube creators invited to Honda media drives, at a time when traditional print journalists still dominated the space. Today, he is a regular presence at H-Day, Honda Euro Meet, Honda Day Scotland and major events around the world, bringing rare overseas Hondas and scenes back to his audience.
“When we were young, we had to buy Japanese magazines and guess what was written. Now I can fly to Japan, France, Scotland or New Zealand, film everything, and show enthusiasts in the U.S. what they’re missing – and also how good we actually have it here,” he said.
Creators as a Core Part of the Industry
Race Industry Week organizers emphasized the importance of including digital creators like HondaPro Jason alongside OEMs, sanctioning bodies and race series leaders.
“The new generation grew up on YouTube and social media,” said EPARTRADE’s Francisque Savinien. “Voices like Jason’s are now a critical part of how our industry communicates, educates and grows.”
HondaPro Jason can be found across platforms under a single handle: @HondaProJason on YouTube, Instagram, TikTok, Facebook and more.
About Race Industry Week
Race Industry Week, produced by EPARTRADE in partnership with RACER and SPEED SPORT, brings together leaders from every corner of global motorsport for a week of online panels, interviews and technical sessions connecting race industry professionals worldwide.
Race Industry Week, produced by EPARTRADE in partnership with RACER and SPEED SPORT, brings together leaders from every corner of global motorsport for a week of online panels, interviews and technical sessions connecting race industry professionals worldwide.
