Honda is attributing the upped sales numbers to their "Not all 4x4s are the same" advertising campaign. This advertising series makes the point that the CR-V is cleaner and smaller than a lot of other SUVs. The campaign was started in response to anti-4x4 activists who did actions like this one.
Vicky Mason, Honda UK's customer dialogue manager, said that customer response to this campaign "has been incredible. More people have reacted to this campaign than any other – even more than competitions to win a car! Our customers were pleased to see us getting involved with the debate."