Refreshed Honda Civic's first commercial is a minor mea culpa

Zach Bowman — Thu, 27 Dec 2012 14:59:00 EST

Filed under: Coupe, Sedan, Marketing/Advertising, Videos, Honda

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.

Continue reading Refreshed Honda Civic's first commercial is a minor mea culpa

Refreshed Honda Civic's first commercial is a minor mea culpa originally appeared on Autoblog on Thu, 27 Dec 2012 14:59:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments

Honda moving up mid-cycle refresh of Civic amidst criticism

Zach Bowman — Mon, 31 Oct 2011 13:45:00 EST

Filed under: Coupe, Budget, Sedan, Plants/Manufacturing, Honda, Design/Style

Automotive News reports that Honda is itching to release a mid-cycle refresh for the company's 2012 Civic. In response to a harsh criticism from reviewers and the model's first failure to earn a coveted Recommended rating from Consumer Reports in recent memory, the automaker has apparently decided to pull ahead the model's refresh to 2013 instead of 2014. The report quotes John Mendel, American Honda Executive Vice President, as saying that his company is "appropriately energized" by feedback from critics and customers alike. At the same time, the executive stressed that he wasn't sure exactly how much the manufacturer could do or how quickly it could be accomplished.

Critics have specifically found issue with the vehicle's overly soft handling and muddled, plastic-laden dash design, especially as competition in the segment has matured and grown even more compelling. While the 2012 Honda Civic initially saw a spike in consumer interest, shoppers may have trickled off; something that analysts say is highly unusual for any Honda model, let alone this onetime leader of the compact segment.

What will the refresh bring? We can only imagine that Honda will work to cure the ails that Consumer Reports has specifically called out by improving the interior and rolling in additional content.

Honda moving up mid-cycle refresh of Civic amidst criticism originally appeared on Autoblog on Mon, 31 Oct 2011 13:45:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments