The new Civic, released at the New York International Auto Show, went online two days ago. It has a sportier design and better fuel economy than the last model, released in 2006. With choices of a coupe, sedan, hybrid, performance SI, fuel-efficient HF or Natural Gas, the new 2012 Civic is trying to compete in a saturated compact-car market against the new Chevy Cruze, the redesigned Ford Focus, the Hyundai Elantra, and the Toyota Corolla. For a standard gas engine, the Civic will set you back between $15,605 and $23,905, or for a hybrid gas-electric engine it will cost between $24,050 and $26,750.
Although Civic is run on an Ohio-made engine and transmission, with other parts coming from Ohio-based suppliers, and the car being assembled in Indiana, Honda is feeling the effects of the earthquake in Japan last month, as some parts for the Civic are made in Japan. Because of this, US plants have cut production by about 50% to make parts supplies last as long as possible. For the first few weeks of the roll out, dealers are expected to have an adequate supply of Civics, but the production slow down could have an effect on availability of the new Civics. Consumers may have a better chance of getter the new Civic sooner rather than later, especially if they are picky about features or color.
Enough about the car, let’s talk about the advertising.
Honda is launching a new ad campaign to support the Civic, entitled “To each their own.” The campaign shows all of the options available to the consumer and the different types of consumers who buy Civics. The characters include a ninja, zombie, monster, woodsman, and professional wrestler.
John Mendel, Honda’s top sales executive in North America, explained the need to distinguish types of Honda owners; “We’re talking about perhaps the broadest and most diverse customer demographic in our industry.”
It’s all about positioning: According to RPA, an independent advertising agency working with Honda, the new Civic is positioned to be “the latest canvas for personalization.” The campaign is targeting consumers who personalize everything in their lives, from social media to fashion, to their cars. Honda aims to have consumers view the Civic as well-designed, trendy, and technologically advanced.
What exactly can consumers customize or personalize in their car?
- Audio preferences, including iPod library, can be set to the intelligent Multi-Information Display.
- Navigation system with turn-by-turn directions
- Fuel Economy readings
- Door locks
- Headlights
- Color
- Displays, such as personal wallpaper on MID
- Many, many others
Wanna meet the characters in the commercials?
- Aiko, the ninja. She is a cute, innocent, and deadly martial-arts master. She drives the high-energy performance SI model Civic.
- Jack, the urban woodsman. He lives in the city, but his heart is with the woods. He drives a Hybrid for its fuel efficiency, which comes in handy on all his trips to the great outdoors.
- Mitch, the zombie. He is a salesman and into high-tech gadgets. He drives a Civic Sedan loaded with features such as the Bluetooth HandsFreeLink and the navigation system with FM Traffic.
- Teeny, the monster. She is a college student with a bubbly personality. She has a practical nature and is a frugal budgeter who drives the fuel-efficient HF model Civic
- Teeny's commercial doesn't air until May 5th.
- Cesar, the Champion Luchador. He is a handsome celebrity, however a bit vain, he drives the sleek-lined Civic Coupe.
Honda also trying targeting Gen Y consumers not just through their technology driven lifestyle, but through the breakout artists they use in their spots. Music plays a large role in the commercials and Honda features artists such as Snake and Jet’s Amazing Built Band, McChris, Barry Louis Pollsar, The Virgins, and Oh Land.
Civic spots will air during premiers or finales of highly rated programs including Modern Family, How I Met Your Mother, Bones, Fringe, NCIS, Vampire Diaries, Chuck, Nikita, The Bachlorette, and So You Think You Can Dance, again targeting Gen Y consumers.
Sources:
http://www.rpa.com/subsections/press.html?section=2011&id=2011_04_20_Honda_Civic
Nice review of Honda's Civic ad campaign. I think it's one of the better ones they've done recently. Overall, I don't their ads usually live up to the excellent cars they make.
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