Honda's new integrated marketing for the 2013 Civic goes back to basics

Honda goes back to kaizen for inspiration in advertising the 2013 Honda Civic

The Honda Civic has a problem. The problem is that people feel they know what a Civic is (or was) and they want something a little better. Buyers now have such high expectations for cars in this class Honda has a hard time convincing people that the Civic “is all that and a bag of chips.” In order to pull the Civic sales up Honda is doing what all car manufacturers that move away from product changes do – they are improving their advertising.


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"Fantastic"... Vehicle. Are you kidding? It's a Civic. Superlatives like that should be carefully used by auto journalists. Your credibility is worth preserving for the long run.
You're totally correct! I got carried away. Change made. Thanks
I think Honda is on the right track. I live near their US headquarter and have seen a lot of shuffling about. They hired old time consultants that actually understand cars are not just bottom line MBAs. The Accord PHEV I drove impressed me in many ways. Yes, they're not perfect or fantastic yet, nor might they ever be but it seems Honda finally realizes it has its own strengths and that they don't need to play second fiddler to Toyota anymore. Finally, they are going back to what they do well, engineering good cars that are somewhat more fun to drive then the sea of insipid mass-produced cars on the market.
All good Nicolas, but their challenged by the Korean products, not Toyota, Ford understands that and has responded. High build quality is a given now days, to grab customers, your going to have offer content value and attractive styling, and since people are retaining their vehicles longer, longer warranties. I'm a bit taken back by the over developed surfacing on the new Civic, but they were probably responding to the Hyundai/Kia stylings. I really like the look of the previous iteration, especially the coupe. Clean, purposeful, with a bit of the fast forward, Volante spirit. Spent quite a bit of time in my gal friends 2011 Civic, including some serious seat time pounding the desert highways of the West, knocking down one day trips over 1,000 miles. Pretty good little cars, but a lot of road noise and disappointing mileage. Just adequate cars with decent value, but they will continue to have devoted following, unless the devotees try out some of the competition.
It's true the competition is from South Korea for now. Ironically, Kia asked Japanese car engineers to help them make better cars a decade or so ago. And to think the S. Korean won't buy a Japanese car. In the meantime, I have an ethics issue with these cars being made in N. Korea giving the government dollars and sold here. It's an odd contradiction. As far as Honda, I think they're well made but the styling was never my cup of tea, save for the S2000 and a few other specials.
Nicolas, you need to cite your sources for the claim that Hyundai/Kia are built in N Korea. There is till a lot of bad blood on Korea's part over the Japanese oppression of the Koreans during the Japanese Imperial period. China has similar issues with Japan. Regards .... Tre
Hi! John, Glad your ego didn't get in the way of recognizing the care needed in using over the top adjectives. Now if you had used the term fantastic in relation to the Zonda 'Huayra', _ conceived or seemingly conceived by unrestrained fancy. c : so extreme as to challenge belief : unbelievable;_ you would have never heard a peep out of me. Regards...Tre