Why Honda Accord and Civic dominate U.S. light vehicle sales for 2013
I believe it’s Honda’s on board personal communications and audio interface compatibility and Eco-friendly engine technology; contained within a sophisticated ever-evolving fun to drive affordable car loved by millions.
If the 2014 Accord Coupe and Civic Si are any indication of things to come, Honda will continue to be the automotive benchmark in the mid-sized, small car segment. Year to date, Accord and Civic are number 1 and 2 respectively in light vehicle sales to young progressives between the ages of 18-34. This group represents the most tech-savvy generation in the history of the planet.
It’s also a group that’s grown up with Honda and carries no parent-programmed notions of an invading foreign manufacturer taking away jobs from American workers. To many Honda owners, their personal ride is as American or Canadian as your Chevrolet or Chrysler product. In-fact, Honda has manufactured more than 25 million vehicles in North America.
Operating 14 major manufacturing facilities in the U.S. and Canada, Honda has cornered 16.6% of the domestic automotive market. So how did this Japanese manufacturer become as American as mom and apple pie? By producing a quality; affordable; tech-filled, fun to drive personal statement.
What that statement says about the car’s owner is up to you.
Highly tunable as well as customizable, HRP and others, can provide those personal touches that say “ this is me, and I love my car.” It isn’t a man or a women thing, it’s a fashionable, kick-butt mobility thing.
48% of my readers are women, 52% men. Honda is about humanity. And the Accord is about just that “ reaching an accord throughout humanity.” True story. That’s how Mr. Honda envisioned it more than 40 years ago.
The Bottom Line:
We can talk about quality and price all day long. Run as many TV and magazine ads as the next manufacturer (Honda doesn't). Saturate the internet with double click and side banner ads; while pushing a handful of seasonal dealership discount incentive and lease programs. Sure, advertising and incentives will bring in a percentage of new and return buyers. But, at the end of the day what builds and sustains a brand is brand loyalty; bred and enforced by consistent product quality, dealership service, and affordable long term ownership. Honda has done just that for decades.
Honda has manufactured Accord and Civic in Marysville Ohio since 1981 and is American as that Chevy truck that uncle Buck drives. O.K., I've owned a Chevy or two. Anyone in North America that was born in the early 80s has most likely ridden in, borrowed or bought a Honda made in America.