Honda has officially rolled out the first ad for the 2013 Civic. The one-minute spot focuses on a number of clever inventions that improve on old themes, from rocket-powered parachutes to hover bikes and smart window shades, before shifting to the redesigned compact. Set to Santigold's "Disparate Youth," the ad culminates with the phrase, "Things can always be better." This is likely as close as we'll come to hearing Honda say, "we could have done better."

Unveiled at the 2012 LA Auto Show, the 2013 Civic features revised front and rear fascias, nicer cabin materials and an updated suspension just one year after the ninth-generation model debuted. That car received scaling reviews from critics, most notably Consumer Reports, who felt the 2012 Civic was a step backwards for a company known for producing high-quality, economical vehicles. You can check out the full ad for the 2013 Civic below before it debuts during the Rose Bowl.



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  • 48 Comments
      AGSHOP
      • 2 Years Ago
      Honda Admitted designing this civic during the recession in 2009 so they were worried. Not their fault honestly. I'm glad they fixed it in less then 12 months. Simply amazing company to do it so quickly. Do you know even the driver door is windshield material now! Super thick laminate for sound deadening. Amazing only range rover had that before or other high ends. Wish the accord gets this in the MMC
      RA
      • 1 Year Ago
      not mad at this civic redesign AT ALL. great job Honda
      Hazdaz
      • 2 Years Ago
      Better than the old one? Sure, but that's not saying much. Its still the worst looking car in its segment. The exterior is still awful, and that interior is just as bad.... how many layers of instruments does one car need? The thing is, its still probably very well made. And its probably still quite fuel efficient. Its going to continue to sell extremely well, but the competition, in my opinion, is simply better.
        MJC
        • 2 Years Ago
        @Hazdaz
        Looks are subjective, and few would agree with you that this is the "worst looking car in its segment," especially given that the segment includes the Corolla. And while some of the competition may be subjectively more attractive, the Civic excels where it counts - safety, reliability, and resale value.
          Slizzo
          • 2 Years Ago
          @MJC
          It's damned ugly. Previous generation car was great looking, and the Corolla is better looking too IMO.
          Carlos Cruz
          • 2 Years Ago
          @MJC
          Actually I wouldn't count safety.... the Civic is a A to B boring appliance that you can rely on turning on every day and you can count on it to hold onto its value. Its not exciting, good looking, or fun to drive.
          Hazdaz
          • 2 Years Ago
          @MJC
          If looks were indeed subjective, Honda would not have rushed out a mild restyling like ~12 months after the brand new car was released. They fixed it up some, but its still not a particularly stylish car at all. Easily in the rear of the pack. Concerning the Corolla, its getting redesigned this year.
          Danrar
          • 2 Years Ago
          @MJC
          Well, except the '12. Resale can't be great on a model year that is considered worse than the years that preceded and followed it.
      2 wheeled menace
      • 2 Years Ago
      I think it looks even worse. Honda has really lost their way these days..
      carguy1701
      • 2 Years Ago
      While its nice to see that Honda is (sort of) owning up to their mistake, the fact of the matter remains that the Civic isn't the car to beat anymore when it comes to an engaging overall package (that honor goes to the Focus and/or Mazda 3, depending on your loyalties). Plus, the 800 pound gorilla in the room is that they DID lose customers thanks to the 2012 model, perhaps permanently in a few cases. tl;dr thanks for admitting your mistake, but there are better cars in the class now.
        carguy1701
        • 1 Year Ago
        @carguy1701
        >offer honest opinion >get downvoted for it by a rabid fanboy It ain't a pretty job, but it brings such joy to my heart.
      D E S I G N
      • 2 Years Ago
      no matter how many times asian manufacturers redesign their cars, they will always look stylistically awkward and unattractive, save a few designs in the past like the nsx. Now it's designed for the mass a-b drivers that don't care what their car looks like and how it feels on the road. sad.
        Dyson Lu
        • 2 Years Ago
        @D E S I G N
        Mr. Genius, the Civic IS a car for the masses! Did you expect it to look like an NSX or S2000? And this look has been copied by competitors (e.g. Kia Forte). So this means it isn't that bad.
        mcdull
        • 2 Years Ago
        @D E S I G N
        so what made those asian cars outselling americans?
      superchan7
      • 2 Years Ago
      The 2012 Civic was neither "bad" nor particularly "ugly". It was merely plain, and Honda realized that people figured it out. The 2013 puts Honda back at the top of the compacts, fixing more than what was criticised. For those who think the 2013 Civic is still ugly, what do you think of the Chevy Cruze? It's a great car to sit in and drive (I'm no fan of American cars), but it hurts to look at the poor thing. The body screams "penalty box with some Star Wars triangles added, like, last night".
        redgpgtp97
        • 2 Years Ago
        @superchan7
        You are one of those people who know knothing about car design. The Chevy Cruze runs circles around the new Honda Civic and it is the primary reasoo Honda had to redo or upgrade (or whatever you want to call what they did to it) early because now the playing field is now even. The Civic has met its match.
          GeeDavy
          • 2 Years Ago
          @redgpgtp97
          I see that you are one of those people who insult someone for a simple opinion because you're hidden by the anonymity of the Internet. You know, you could have stated your preference for the Cruze without resorting to schoolyard antics. It's what civilized people do.
          Dyson Lu
          • 2 Years Ago
          @redgpgtp97
          Cruze taillights = Acura CSX rip off.
          D E S I G N
          • 2 Years Ago
          @redgpgtp97
          I totally agree, in fact the civic and most hondas never really had any styling sense, but then again neither did chevy and a lot of other cars. But it's true, the field has definitely changed. The cruz has a nice european design to it, a very smart move on gm's part. Not saying I'd buy either one of them because they're just a-b cars in my opinion.
      MJC
      • 2 Years Ago
      Very well done. They've focused not on the problem, but on the solution.
      eye.surgeon
      • 2 Years Ago
      This whole controversy over the 2012 Civic is a tempest in a teapot. People buy them because they're reliable, inexpensive to operate, and have good resale. None of that changed one iota with the 2012. The me-too media outlets parroted the one initial negative review (CR) which complained about things civic owners generally don't care about-- spartan interior finishings (that will probably hold up very well) and dynamic handling. Sales have been great. A textbook example of the disconnect between consumers and industry pundits. Watch--in 10 years compare a 2012 elantra (media darling) and a 2012 civic. The civic will be worth double what the elantra is, the interiors will have held up much better, and we've already discovered the civic gets better mileage despite Hyundai marketing claims.
        spin.zero
        • 2 Years Ago
        @eye.surgeon
        That is only a part of the story though. There will always be a divide between your average consumers and the critics/enthusiasts at some level, much like movies or music or audios or computers or just about anything that is sold to people with wildly varying degree of enthusiasm about the product. But the truly successful products are the ones that pull off the difficult task of appealing to both sides. You obviously need to appeal to the mainstream consumers to sell your stuff, but the appeal to the critics/enthusiasts is what gets you the long term reputation. That is what separates the Civic from the Corolla and the Accord from the Camry. But then the 2012 Civic came along, and yes, it sold well thanks to its reputation, but it no longer had those qualities that appeal to the enthusiasts. I'm sure Honda could've pressed on and it would've sold just fine, but apparently they do care about their reputation among the car people. Maybe they don't want to give up one thing that they have on Toyota and Hyundai, and fight them in their turf. Maybe they are traditionalist and care about the legacy of Soichiro Honda. Whatever the case may be, Honda obviously values the opinion of the car enthusiasts more than you think they should.
        D E S I G N
        • 2 Years Ago
        @eye.surgeon
        the interiors in these pop cans are ready to be recycled, just the thought of driving one of these tins everyday makes my skin crawl. They don't last at all, the plastic gets faded out, and loses it's structural integrity over the years, resulting in creeks and squeaks along with the rest of the car's components. These cars are designed to be used for 5 yrs and then recycled by hand since they're put together like lego.
          MJC
          • 2 Years Ago
          @D E S I G N
          You could not be more incorrect. The interior in my 2007 Civic looks like it's new and does not rattle at all. After 90K miles, it's the most rattle-free car I've ever owned actually, and I have owned nearly every brand of European car. My 95 Civic was similar...the interior in that thing was bulletproof - there are 5th gens on the road today with interiors that still look good.
        superchan7
        • 2 Years Ago
        @eye.surgeon
        People were beginning to figure out that the 2012 was actually a WORSE car than the 2011. Same powertrains, toned-down front and rear styling (allows cheaper plastic moulds and metal stamping), a cheaper interior with practically no new features, etc. And some upgraded MPG ratings just so it looks better than the 2011. The 2012 model was an attempt to increase profit per car. It worked for a year, but clearly Honda felt it was unwise to continue that way. The 2013 looks absolutely posh, almost like a premium compact.
          eye.surgeon
          • 2 Years Ago
          @superchan7
          Mostly false. The 2013 changes barely qualify as a minor refresh. The car is 98% identical, but now you love it? They're both solid cars judged by what actually matters to consumers.
          NightFlight
          • 2 Years Ago
          @superchan7
          @ eye.surgeon LOL Mild refresh? New interior and significantly different front and rear 6" is a mild refresh? Put down the crack pipe....
        Toronto St. Pats
        • 2 Years Ago
        @eye.surgeon
        I agree. You don't have to be a genius to realize that the 2012 Civic was fine. And to realize that Honda wasn't going to suddenly build a crap car. Why would they? Was it a somewhat small-ish step up from the 2011? Yeah but it was still a great every day, worry-free vehicle. At the end of the day that's what people need.
      Euphrentic
      • 2 Years Ago
      That is a great commercial! The song, Desperate Youths by Santogold works well with its message! This ad got an emotional response from me, for sure.
        Daniel D
        • 2 Years Ago
        @Euphrentic
        Had a feel very similar to the old Mazda 6 ads. The not a cookie cutter car ones. I wonder if it was the same advertising agency?
      John McCormack
      • 2 Years Ago
      Nice. I like companies that take their work seriously - but not themselves.
      audisp0rta4
      • 2 Years Ago
      Nice commercial for a nice car. That said, I would get the new Accord Sport if I had to put my $ up for a new Honda.
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