| This is another article, in a series of articles, breaking | | | | the Civic marketing we've all become accustomed to. |
| down and critiquing, automotive manufacturers | | | | Gas mileage and a little zip, that's my good old Civic. |
| marketing brochures. Point of sale (POS) materials | | | | Honda went back to its roots in a three page spread |
| account for millions of dollars a year in the | | | | exclusively marketing the 2008 Honda Civic Hybrid. |
| automotive industry. We want to look deep inside | | | | This is what I expect from Honda in regards to the |
| these marketing brochures and examine the sales | | | | Civic. The hybrid version of the 2008 Honda Civic |
| and marketing angles for each particular model. | | | | makes perfect sense for this model. Ever the |
| In this article, we are going to take a closer look at | | | | practical choice for fuel savings, initial investment |
| the 2008 Honda Civic. Honda has an 18-page color | | | | savings, and overall automotive cost, the Civic now |
| brochure dedicated to selling its ideas, attempting to | | | | extends into environmental "Green" savings with the |
| readjust the way you look at today's Honda Civic. | | | | Honda Civic Hybrid. They appeal to your intelligence, |
| When you think Honda Civic, what comes to mind? | | | | "Hybrid: A Smarter Way To Drive". And they appeal |
| We think, great gas mileage, dependability, | | | | to your overall concern of the environment in the |
| practicality, simply a smart purchase. Those qualities | | | | classic way Honda always has. |
| and ideas are still part of the overall Honda Civic DNA, | | | | The Honda Civic Si Coupe is the portion of the |
| but Honda wants to change the way you think about | | | | brochure that you would expect some content |
| the Civic. Honda is going after an entirely different | | | | relating to power and style and verve. "Obey Your |
| market. | | | | Wilder Side" is a perfect lead in to this trim level of |
| "Spontaneity, Intensity, and Fun"...these are not | | | | the Civic. The Si has always had a following with the |
| yesterdays advertising keywords associated with the | | | | younger, "Generation X" demo, and Honda has done |
| Honda Civic. | | | | a great job of reinforcing this Civic model again to its |
| Immediately on page 3, Honda asks you to "Go | | | | segmented audience. Naming one of its color, |
| Ahead, Open It Up". Let's see what this baby will do. | | | | Habanero Red Pearl, was another nice touch. |
| "Killer Looks", "Next-Big-Thing-Technology", "Burn Up | | | | Safety only earned one page of the brochure and |
| The Pavement", just a few terms I'd not generally | | | | there is only one page describing the "DNA" of the |
| attach to the Civic. The folks at Honda are pushing | | | | Honda Civic. |
| this vehicles driving experience and persona in an | | | | Honda is making a very conscience effort to expand |
| attempt to lure in an entirely different demographic. | | | | its market for the Civic. This could be a bit of a risk |
| There is no doubt, the Civic has grown up. The | | | | for a model that has been more successful than |
| thought of a navigation system in a model lines lower | | | | anyone at Honda could have ever imagined. I'm sure |
| end cars may seem a bit much, but Honda decided | | | | the likes of the Mazda3 and Nissan Sentra have the |
| to devote an entire page to their version of | | | | marketing department at Honda rethinking the whole |
| navigation. Leather interior also earned a complete | | | | Civic thing. But, a niche is a niche is a niche. They are |
| one page spread, in an attempt to further move | | | | stepping outside the area that has worked so well |
| away from the traditional Civic market and towards a | | | | for them in the past. It will be interesting to see if |
| more bold and aggressive buyer. | | | | they expand or decrease their market share for the |
| "Lots Of Thrust, Little Thirst"...This is a bit closer to | | | | Civic with this approach. |