Honda’s Ito Defends Efficiency Lead as Hyundai Gains

Takanobu Ito became a star at Honda Motor Co. with his work on the NSX sports car, the company’s most powerful model. Now, as chief executive officer, he’s focusing on fuel efficiency as Ford Motor Co. and Hyundai Motor Co. threaten Honda’s leading position in North America.

While Honda’s fleet is rated the most fuel-efficient in the U.S., Ford’s Fiesta subcompact gets up to 33 miles per gallon in combined city/highway driving, compared with 31 mpg for Honda’s rival Fit hatchback. Hyundai’s Sonata sedan tops Honda’s top-selling Accord in economy and horsepower, and its revamped Elantra compact promises to use less fuel than Honda’s Civic.