Honda's Once Hot Civic Has Gone Cold

Discussion in 'OT Driven' started by TriShield, Mar 16, 2007.

  1. TriShield

    TriShield Super Moderador® Super Moderator

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    Sales were hot, now they're not

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    By KATHY JACKSON | AUTOMOTIVE NEWS

    LOS ANGELES - U.S. sales of the once-hot Honda Civic have cooled considerably this year.

    What's going on? Dealers say American Honda Motor Co. has eased off on Civic advertising and focused on pushing Accords.

    Honda sold 316,638 Civics in 2006 after an autumn 2005 redesign. That was 2.7 percent above 2005, making Civic the sales leader in the lower mid-range segment.

    But 2007 has not been so kind. Sales in the first two months of this year fell 22.4 percent, to 38,419.

    "Lack of attention is what's hurting Civic," says Jim Smail, of Smail Auto Group in Greensburg, Pa. Smail is the Honda dealer council chairman.

    "Unfortunately, Honda has not advertised Civic because it was in such great demand," Smail says. "We've told the company we think advertising is critical. We have a big job to do with the Civic this year."

    Other dealers say an aggressive push by the factory on the Accord also has hurt the Civic.

    The Accord will be redesigned for the 2008 model year, so the company wants to push out all the 2007 models.

    "Honda dealers are talking about Accord because that's what Honda is talking about," says Dave Conant, a Honda dealer in Cerritos, Calif. Conant says volume targets on the Accord are the most aggressive he has seen.

    "Dealers are using their incentives on Accord, so Accord is overlapping Civic," he says. "Accord is cannibalizing Civic."

    Honda's Web site offers a "value package" base Accord with manual transmission for $19,220, including shipping.

    The top-end Civic EX sedan with manual transmission stickers for $19,305 with shipping.


    John Mendel, American Honda's senior vice president for automobile operations, admits the company wants the Accord to go out with a bang. But he doesn't think Accord prices are hurting the Civic.

    Mendel says part of the problem is Honda hasn't had the proper mix of vehicles for customers.

    Dealers need more base models and more high-end models with navigation systems, he says.

    "We're rectifying that. We're not worried about Civic."

    Jeff Conrad, vice president of advertising, says Honda began a national and regional TV push for the Civic in late February.

    "Civic was hot so we let Civic carry itself ever since we introduced the product," Conrad said. "Now all of a sudden gasoline prices have dropped, and Civic is not new, so we've got to put more emphasis on it - to remind people that Civic is out there."

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  2. ragnarok

    ragnarok nuclear launch detected

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    i think its all the good competition.. back then the corolla was an ugly pos and so was the sentra.. now theres the mazda3, etc...
     
  3. TriShield

    TriShield Super Moderador® Super Moderator

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    I agree.

    And who would buy a Corolla over a Civic or a Mazda 3 right now? :rofl:
     
  4. Girth

    Girth ¯\_(ツ)_/¯ OT Supporter

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    316,638 * .22 != 38,419 :ugh:

    :mamoru:
     
  5. BLoG

    BLoG Willing to discuss potato salad

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    mazda3 >>>>>>>>>>>>>>>>>>> civic

    but * > corolla
     
  6. Johnny Sack

    Johnny Sack Penis?

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    You can't put all caps in a title, newb
     
  7. Girth

    Girth ¯\_(ツ)_/¯ OT Supporter

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    but but but the corolla is the best selling car of all time. :hsugh:
     
  8. Brian May

    Brian May Active Member

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    i hate the new civic
     
  9. TripleFive

    TripleFive WTT:(H)e92 M3, (W)997.2 C4S OT Supporter

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    Well, we didn't get one for my sister to replace her 03 civic 'cause the dealers acted like asshats.

    When they wouldn't budge from 18k for an damned LX, they were promptly told to go fuck themselves.
     
  10. kylep

    kylep OT Supporter

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    i saw a commercial for the new civic the other day and liked it. first one i'd seen in a while though.
     
  11. spooled2.2

    spooled2.2 fuck off real life flanders OT Supporter

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    try 30K moron, unless you are including taxes.
     
  12. Tony Stark

    Tony Stark John McCain has an illegitimate mexican baby

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    thats because thanks to honda competition bumped up its quality and driving experience.

    I mean shit...look at the 96-01 Civics...their competition:
    I'm using year 98 for this:
    Acura Integra
    Mazda Protege
    Mitsubishi Mirage
    Nissan 200SX
    Nissan Sentra
    Subaru Impreza L
    Toyota Corolla
    Volkswagen Jetta


    in 2007, the competition caught up
     
  13. Tony Stark

    Tony Stark John McCain has an illegitimate mexican baby

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    also looks wise its been slowly going down hill, the lines are getting uglier and uglier
     
  14. LanceVance

    LanceVance Everyone gets a like

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    Good to hear. Back in late '06 they were acting like they were selling lamborghinis or some other exotic car :hsugh:
     
  15. Shock6822

    Shock6822 Patriots Crew, OTTC, 350z Crew

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    probably because it looks like shit now.
     
  16. StylishDOHC

    StylishDOHC New Member

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    Yep.... in my book the new Civic's just cost too much..all the competition undercuts the civic prices buy a couple grand, and so does the Accord (LX vs LX, in my area)...I still maintain that the civic is the highest overall quality vehicle in it's class just as it's always been though.:dunno:
     
  17. you know me

    you know me OT where the douchbags play

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    The problem isn't a lack of advertising.....it's the lack of soul in the car....even the Si is like driving a toaster.


    that said, my mother should be getting one soon
     
  18. Changed

    Changed Guest

    yeah, how dare Honda sell a compact sedan that doesn't perform like a Lambo. Shame on them...
     
  19. tbizzle

    tbizzle you smoke that shit?

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    i saw an si on the highway today and said to myself "I could totally pwn that n00b."
     
  20. bleeked out

    bleeked out wut the? OT Supporter

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    May not be selling well but they are selling. I've been seeing a shitload around.
     
  21. phatboy555

    phatboy555 New Member

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    Honda sold 316,638 Civics in 2006 after an autumn 2005 redesign

    Sales in the first two months of this year fell 22.4 percent, to 38,419.


    they're talking about sales for the first two months of 2007 dropping by that percentage...whereas 300k was the number of sales for the whole year in 2006
     
  22. TriShield

    TriShield Super Moderador® Super Moderator

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    I think the current Civic deseves more love than hate. If anything the last generation was much worse and killed the enthusiasm for the car more than anything else.
     
  23. Parhelic

    Parhelic Blue Member

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    :hsugh:
     
  24. tbizzle

    tbizzle you smoke that shit?

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    in other news...tbizzle wants an 00/01 2.5RS 5-speed coupe.
     
  25. Xtreme2k2

    Xtreme2k2 GTI Crew ಠ_ಠ OT Supporter

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