Honda has recently taken a few shots directly across the bow, fired from the heavy guns of Consumer Reports. First, CR stated that the 2012 Civic had lost its Recommended Rating. Shortly after that, Consumer Reports went for the knockout by releasing a piece that chronicled what it describes as a decline in Honda's competitiveness. That wouldn't feel good for any automaker, but how does it feel if you just signed on as the new head of marketing?

Michael Accavitti is the man who recently stepped into that role. In fact, Accavitti took the role the same day that Consumer Reports released its unfavorable opinion of the all-new Civic. Despite that, Accavitti has a positive outlook in his new position, and he's stated that, although Honda respects the opinion of CR, it also disagrees with the way it currently views the brand.

Honda and Accavitti feel that the publication is hitting them quite harshly because they typically turn in A work, but this time have given the world a B+. On the flipside, Accavitti states that other automakers routinely hand in C-level work, and are being lauded for supplying everyone with a new crop of B- products.

It's an interesting outlook, but we wouldn't expect the new head of marketing to have a negative view of his brand. Honda and Acura have some challenges ahead of them, and the Consumer Reports articles should help kick them in the butt.

*Update: Corrected Mark to Michael


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      • 3 Years Ago
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        tipdrip215
        • 3 Years Ago
        You didn't mention that Honda didn't do a good job disguising the fact that the Insight's body was a blatant copy of the Prius.
          • 3 Years Ago
          @tipdrip215
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      • 3 Years Ago
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        dukeisduke
        • 3 Years Ago
        Well, some people do. They do collect useful reliability data, and that's good to put together with reviews from the enthusiast mags and places like AB. What's the point of buying a cool-looking car if it's going to become a reliability headache, or a money pit?
        Noz
        • 3 Years Ago
        Yes...armchair dolts like GIUIGIK do...
      NightFlight
      • 3 Years Ago
      It honestly doesn't matter. All this drama has done nothing. Honda is selling the LIVING CRAP out of the new Civic. Initial sales figures have been strong given suppy, and I've seen a ton of them on the road already. So it gets poor reviews because it isn't as sporty as the previous gen, older transmission and engine, and a interior that has signs of cost cutting. Consumers don't care, they want high FE, low operating costs, reliability, and stellar resale value. That is why the Civic, Corolla, Camry, and Accord sell so well. Yeah, they are BORING, but not everyone is an enthusiast.
        tvelt92
        • 3 Years Ago
        @NightFlight
        You said it right. New Civic's are practically flying off the lots where live, the dealers can't hold them for 2 or 3 days. Read the the reviews from other car sites, and everyone is still under the impression that the civic is still best in class. This little snuff will hardly even faze them as far as sales go.
        Prestige
        • 3 Years Ago
        @NightFlight
        I've only seen one of these and they still on the lots for quite a long time, unlike the Focus and Elantra. A neighbor down the street bought one, then returned it a week later. You don't have to be a enthusiast to tell when a car is crap.
          • 3 Years Ago
          @Prestige
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        Noz
        • 3 Years Ago
        @NightFlight
        That really winds GUIGIK up like crazy....c
        tipdrip215
        • 3 Years Ago
        @NightFlight
        Yep, where I am, Civics are still selling in droves to the latte-drinking Stepford wives and husbands on their cell phones who decided that they don't quite need the room of the Accord and will take the extra gas mileage. That said, I don't think they'll be able to give away the new Si.
      billfrombuckhead
      • 3 Years Ago
      In August, Chrysler sold as much as Honda, Subaru and KIA combined. 8 speed ZF rear wheel drive transmissions are on the way to make Japanese car fanbois really squeal like piggies. the come spring Dodge gets it's version of the critically acclaimed fuel efficient Alfa Romeo Guilietta.
        • 3 Years Ago
        @billfrombuckhead
        [blocked]
          • 3 Years Ago
          [blocked]
        Noz
        • 3 Years Ago
        @billfrombuckhead
        Chrysler ONLY exists thanks to the taxpayers and FIAT....now STFU.
      Justin Brock
      • 3 Years Ago
      Ah, hubris...
      Maxximtl
      • 3 Years Ago
      Honda's belief that the Civic is still cream of the crop is a big component of what's wrong with the brand. It's like they have blinders on when it comes to trends in the industry. Those "B-" brands are setting sales records while Honda is struggling to keep their head above water. Honda needs to look around and realize that nearly every other manufacturer has a car that is more competitive and attractive to consumers.
      • 3 Years Ago
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          • 3 Years Ago
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          NightFlight
          • 3 Years Ago
          @ GIUGIK1 What are you, 10 years old??? Honda has won many, MANY quality awards. This is no secret....
          • 3 Years Ago
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        Cheese
        • 3 Years Ago
        The sad thing is it isn't really "junk". The cars are still well made, they just look like crap. With that said, a Turd with excellent build quality is still a turd.
        Gubbins
        • 3 Years Ago
        You may not like the way they look or a lack of involvement but they're hardly junk. I'm no Honda OR Toyota apologist but they still produce reliable, durable cars.
          • 3 Years Ago
          @Gubbins
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          • 3 Years Ago
          @Gubbins
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      g2k
      • 3 Years Ago
      CR needs to stick to reviewing blenders and baby strollers. Their automotive department's knowledge is laughable
      • 3 Years Ago
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        Oceanblue78
        • 3 Years Ago
        You are joking right? That interior is a joke as is the exterior. Get over it. Honda sucks.
          sckid213
          • 3 Years Ago
          @Oceanblue78
          Wow Fried_Rice's comment below about a refined interior and a "thoroughly modern and elegant" exterior on a Civic is quite possibly the most absurd comment I have ever read on this site EVER.
        tipdrip215
        • 3 Years Ago
        Epic troll.
      cashsixeight
      • 3 Years Ago
      Marketing majors are douchebags. All they do is spout BS.
      jbm0866
      • 3 Years Ago
      Anyone else find the irony in a new marketing chief making the faux pas of basically admitting that the new Civic is a B+ instead of their usual A? I think he just unwittingly validated CR's stance..
        zentrale22
        • 3 Years Ago
        @jbm0866
        Completely agree! That was the DUMBEST thing a PR guy could ever say. "Okay Okay, we bombed civilians... but those other countries bombed MORE! I SWEAR!!"
        • 3 Years Ago
        @jbm0866
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      Stix
      • 3 Years Ago
      I'm sorry, but what the hell? Why is Honda b*tching and whining about how other car makers are getting better reviews on CR, and yet the other car makers aren't ragging on CR for giving them somewhat lower scores for their cars? Honda has had all the time and opportunity in the world to make the new gen Civic a class leader, and what do they do? They just said, "to hell with it", and release a half-assed refresh of the previous Civic. They don't even seem to realize that the competition has changed in the past 5 to 10 years, and now both Detroit and the Koreans are making a massive comeback against the Japanese, and the Japanese are being very aloof about this situation. Times have changed, Honda. Stop pretending as if everything you make is gold nowadays, because it isn't.
        NightFlight
        • 3 Years Ago
        @Stix
        Actually, Honda didn't have all the time in the world. The design changed midway through as the 9th Gen Civic was supposed to be slightly larger. Those plans were thrown out when the vehicle was already in the development stage. Essentially, this is a half baked car because the development timeline was cut in half....
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