Just one model year after a complete redesign, Honda saw fit to make some pretty big changes to the Civic for 2013. Now, with the car about to hit dealers, we're getting our first look at the company's advertising direction for its high-volume compact car. Done as a comic-book-style action cartoon, this video is for the sportier Civic Si models and is obviously geared toward younger, more enthusiast-oriented buyers.

In the video, our two hero drivers pilot a Civic Si coupe and sedan against a bunch of Mad Max-like vehicles with Tron-like consequences. Like any good commercial, this ad crams many of the car's key features into the two-minute video showing off new features like Bluetooth and a text message reader.

Check out the video posted after the jump.


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    • 1 Second Ago
  • 77 Comments
      CaptainDerp_2.0
      • 2 Years Ago
      Take it for what it was, a fairly entertaining commercial. Wither or not they bring anything better or different to the table has yet to be seen. Sure, the turbo type R would be awesome, but would we get it? Time will tell. Overall, 7.8/10 Honda.
      IBx27
      • 2 Years Ago
      Just like the old ads, complete with an unfortunate choice of music.
      al4gg10
      • 2 Years Ago
      At its price the GTI / Mazdaspeed 3 / Ford Focus ST are all over $4,000+ MORE ! With the after market parts available for the Civic putting more horsepower / or handling under the sheet metal is not hard. The modification market is strong & too many people over look what $4,000 to $6,000 in upgrades will buy to put the Civic SI at the price those other cars Sell at ! Then compare the Civic SI to those cars & see who has the performance plus reliability !!!
        Fixitfixitstop
        • 2 Years Ago
        @al4gg10
        Civic Si still has no hatch. Not interested.
          churchmotor
          • 2 Years Ago
          @Fixitfixitstop
          GTI, Mazda, Ford..still has no coupe. Not interested.
          Dr. Claw
          • 2 Years Ago
          @Fixitfixitstop
          Agreed. And a thumbs down to everyone who downvoted you -- this car looks extra dumb with a trunk. Granted, I'm not too much a fan of the hatch that they sell overseas (it resembles an old Scirocco, which would have been nice if VW actually did it for its own Scirocco instead of squishing the Golf), but a real Civic Si = The Hatch. Kudos to Ford, VW, and the rest for not diluting their product by making it "mainstream".
        NightFlight
        • 2 Years Ago
        @al4gg10
        Who the hell is upvoting this guy??? How exactly are the ST, GTI, and MS3 $4,000 MORE than a base Si? The MS3 is the most expensive of the group, but still is only $1,645 more than the Si and it offers so much more they really aren't even on an even playing field. Quoting manufacturers websites below: 2013 Civic Si Sedan: $22,555 2013 Mazdaspeed 3: $24,200 2013 GTI: $23,995 2013 Focus ST: $23,700 Put as many modifications on the Si as you want, short of FI and it will still be demolished by the vehicles above. The Si hardly offers any performance compared to those vehicles.
          luigi.tony
          • 2 Years Ago
          @NightFlight
          um, yeah, just visited the Ford site and VW site. To get a Focus St with Sunroof and equivalent stereo, $27775. To get a GTI with sunroof, $27170
          luigi.tony
          • 2 Years Ago
          @NightFlight
          30K
          luigi.tony
          • 2 Years Ago
          @NightFlight
          You just listed BASE prices. Thinks like the Sunroof, backup camera....and others items that are STANDARD on the Civic Si are optional on the others. GTIs quickly jump over 40K. Focus ST hits 28K in a hurry...
          Gorgenapper
          • 2 Years Ago
          @NightFlight
          @NF Honda fanboys coming in here and soaking us in their delicious, delicious tears. @luigi al4gg10 talks about 'at its price' with no mention about standard features, so it can be assumed that he meant base prices. This is backed up by his following statements about mods and performance, again with no mention about amenities like sunroof, back up cameras, and other frivolous crap. Bottom line - put the Si side by side with an MS3, and the latter is $1745 more than the Si, but offers a 263hp 280lb-ft torque engine, a very stout transmission, hatchback practicality, and - the most important part - a MUCH higher mod ceiling than the Si. Tuners have been figuring out the MZR 2.3L for a while and we have cars reliably putting down 290 - 300whp on the stock turbo and engine internals with nothing more than an upgraded HPFP, intake and downpipe (and an AP of course). That's WHEEL HP, not crank HP by the way. The $1745 difference will NOT get you a FI Civic Si, much less one with any semblance of the much-touted Honda reliability and warranty remaining. In fact, let me say one more thing - if the Civic Si prioritized sunroof, back up camera, other luxury/convenience amenities, VTAAAK gauges and VTAAAK stickers over actual performance parts - what does THAT tell you about the car?
          NightFlight
          • 2 Years Ago
          @NightFlight
          @ luigi.tony .... and how much MORE does it come with at that price? LOL @ equivalent stereo, because the Civic's stock unit is just as good as the Focus' Sony branded unit with far more power and speakers. You can't get leather or heated seats on the Civic Si at ANY price. The Si is at the very bottom of the barrel compared to the other vehicles. Honda fanboys make no sense. You are still getting a FAR superior vehicle to the Civic when you choose any of the three others. I'd take any of them without a sunroof over a Civic.
          • 2 Years Ago
          @NightFlight
          [blocked]
          al4gg10
          • 2 Years Ago
          @NightFlight
          Where did you get those prices for the Focus ST / the GTI / & the Mazda Speed 3 ? The Focus ST as tested by Road & Track was $29,000 / the GTI was $28,500 / a typical optioned Mazda 3 goes for over $27,000. Not those prices you have quoted ! Unless of course you are paying with Swiiss Francs or the Aussie dollar that have way higher value than our American dollar !
          NightFlight
          • 2 Years Ago
          @NightFlight
          @ al4gg10 You are kidding, right? Do you know how to use a browser? Go to the manufacturers website and see for yourself.
      peaceinmiddleeast
      • 2 Years Ago
      Looks fantastic and has good handling, acceleration, mpg, reliability, resale and amenities. A+
        Gorgenapper
        • 2 Years Ago
        @peaceinmiddleeast
        I like how you can tell all of that from a computer-generated car on a computer-generated road. Especially about the MPG. There was not a single mention about MPG anywhere in the video. I even paused the video to look at the cars' dashboards to see if there was anything at all. None. Zip. Nada.
          Gorgenapper
          • 2 Years Ago
          @Gorgenapper
          Whatever, buddy. Keep living in your little bubble with your action-packed 201hp Civic Si.
          peaceinmiddleeast
          • 2 Years Ago
          @Gorgenapper
          When I speak I have facts backing up what I say. Its rated at 22/31. The led foots at car and driver averaged 27 mpg from a long term acura ILX, which has the same engine. Transmission. http://www.caranddriver.com/reviews/2013-acura-ilx-24-premium-long-term-road-test-review Try again kid.
          superchan7
          • 2 Years Ago
          @Gorgenapper
          If you're so convinced that this car is a crappy value, what do you drive that's faster, cheaper and more efficient? And I suppose your car is more luxurious and reliable too?
          Tirac
          • 2 Years Ago
          @Gorgenapper
          Autoblog commenters don't post their cars man they all either drive pro street muscle cars or European Supercars.
        ticklmecho
        • 2 Years Ago
        @peaceinmiddleeast
        Lol. Must be one of them facebook crosstour promoters.
        ravenosa
        • 2 Years Ago
        @peaceinmiddleeast
        Looks fantastic compared to what, kiddo? Once you get past your teens you'll outgrow the glorified FWD econoboxes. TRUST ME.
      ravenosa
      • 2 Years Ago
      I can't believe they still even bother making this joke of an econobox anymore. Seems like it has no market outside the little McHonda fanbois.
        TBN27
        • 2 Years Ago
        @ravenosa
        The civic is still relevant and is still the pinacle of a well rounded compact. Because of the Civic, the competion is at its level. Because of the civic, i am impressed that the Cruze, Focus, Elantra are as worthy to own against the civic and well surpass the Corolla and Sentra in appeal, refinement and features.
      Mike
      • 2 Years Ago
      They need a turbo not anime
        Gorgenapper
        • 2 Years Ago
        @Mike
        Anime is the only way you'll ever see the Civic Si outrunning anything.
        Mercer
        • 2 Years Ago
        @Mike
        I don't understand why Honda must have a turbo for Si. If they put a turbo in Civic, it will approach to a new price point and run against the new WRX or a whole series of RWD cars like muscle cars, entry level Germans and Miata/ BRZ. Civic with an extra 50hp still won't be able to compete in those categories because very few will pay near 30k for 250hp FF cars without a premium badge.
          NightFlight
          • 2 Years Ago
          @Mercer
          I think you need to check your price points again, and other available vehicles that offer a turbo at or near the same cost as the Civic Si. GTI, MS3, Focus ST, etc.
          Memphis
          • 2 Years Ago
          @Mercer
          @ Night Flight Veloster Turbo
        HW
        • 2 Years Ago
        @Mike
        Turbos aren't the end all be all of performance. I would much prefer a high revving Honda unit (of yesteryears) going to 9 grand than have a mediocre turbo. Sure a turbo might be more economical and have more torque but the high revving unit is just exciting and have a much crisper engine response.
          ravenosa
          • 2 Years Ago
          @HW
          Having to rev the crap out of a buzzy little econobox engine is the definition of mediocrity. It's a Civic. It doesn't even compare with performance cars that offer turbos. Get real, bro.
          Dayv
          • 2 Years Ago
          @HW
          Why not both? A small turbo on a high-revving engine would even out the power curve nicely when you're not up to 8k rpm yet.
      mark
      • 2 Years Ago
      Boring! Outdated lighting. Hyundai is more appealing.
      dohc73
      • 2 Years Ago
      This ad spends more time telling about all the electronic gizmos than the mechanics of the car, nothing about independent rear-suspension, front slip-diff (that's significant as no one offers that in this class anymore mechanically). It's not Honda's fault, it's Gen-Y's fault because they'd rather jerk-off a tablet or keyboard than drive a car, let alone drive a sporty car. PS: I think the cartoon Civics in this ad are made to look like they handle like 3-series when in reality, they don't look that smooth or poised at the track.
      ryan
      • 2 Years Ago
      So friggin hideous!
      AGSHOP
      • 2 Years Ago
      wow looks like the SI is faster then a 9000 lbs tank with winter tires on! Amazing!
      handbraaaake
      • 2 Years Ago
      If I wanted a Civic Si with a big engine, I would've bought a Corolla S. What are they gonna do next? Put an automatic in it? This is the farthest Honda has strayed from the Si name yet. Gimme back my K20 with 8000 rpms! (Or better yet, the B16B from the type R with 8400 rpms.)
        ravenosa
        • 2 Years Ago
        @handbraaaake
        You're in luck. Honda doesn't make a Civic SI with a big engine. It's still a torqueless and buzzy little econobox.
        handbraaaake
        • 2 Years Ago
        @handbraaaake
        Actually, there's a **** ton of things on Si's of yore that Honda needs to bring back.
        dohc73
        • 2 Years Ago
        @handbraaaake
        Actually, I've read that they're are going to offer with an automatic soon. They definitely confirmed they have to with the Acura ILX 2.4, so it's inevitable.
      • 2 Years Ago
      [blocked]
        VZ1942
        • 2 Years Ago
        Ever hear of a period or a comma? The Si isn't even close to competing with the Focus ST. 252 hp vs 201? 250 lb/ft vs 170? BTW, if I were Honda, I wouldn't advertise the 170 as that is just laughable. Even the Fiesta ST comes in with better numbers. Good luck.
          • 2 Years Ago
          @VZ1942
          [blocked]
          NightFlight
          • 2 Years Ago
          @VZ1942
          Don't feed the troll.
          g2k
          • 2 Years Ago
          @VZ1942
          they're pretty close. Even with 90 more lb-ft of torque the focus st is only half a second quicker. The focus is too heavy to make good use of that power
          Gorgenapper
          • 2 Years Ago
          @VZ1942
          @g2k The main difference is that the turbo engine on the Focus ST will respond far better to mods than the NA 2.4L fail engine on the Civic Si. Cobb already has an AP for the Focus ST. It's only a matter of time before a tuner figures out how to safely extract more power out of the Ecoboost 2.0.
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