Honda adopts new strategy for 2013 Accord advertising campaign

Article by Christian A., on September 18, 2012

Expect to see a difference in how Honda advertises the 2013 Accord. The person responsible for the change is Mike Accavitti who was named as Honda’s chief marketing officer last year. Honda had been using the same marketing brief for many decades. After showing the car on a blank canvas, there would be a witty voiceover and then the logo will be shown.

But now, instead of just enumerating its features, Honda will put storytelling at the center of its ads. Accavitti, who worked for Chrysler for 20 years, is optimistic that the ads will make Honda enthusiasts and potential customers feel emotionally connected to the brand. Honda’s prominence has decreased somewhat as rivals’ products improved, particularly in the mid-sized sedan segment.

At the Accord press launch, Accavitti said that the company aims to make people know why the Accord is the “best car in the segment.” He added that Honda aims to be “relatable.” With regards to the ad budget of the Accord, Accavitti declined to provide a figure but shared that the company will aim to spend higher on this campaign that any in the past.

He did say that this amount would be the biggest ever in its history. He also said that Honda won’t be frivolously spending and so, the automaker won’t enter a “money-burning contest" compared to Toyota's $175 million campaign last fall for the Camry.

The ads for the Accord indicate how consumers use the car, including teleconferencing, napping, making a panic stop, rocking out to the stereo, and using the LED headlights to help bring in the trash cans. The ads show a girl being able to look out the rear window since the car's low beltline and spacious greenhouse permit her to do so.

The body design as well as the engineering of both the 2013 Accord Sedan and Accord Coupe could be considered as the most sophisticated in the nameplate history so far. The aerodynamic body of the sedan and coupe versions of the 2013 Accord has been penned to allow these vehicles to offer more precise ride and handling as well as improved fuel efficiency. Likewise, the new body of the new 2013 Accord has been designed to offer enhanced visibility and a quieter interior environment.

The precise ride, handling and cornering attribute of the new 2013 Accord are thanks to the fact that its unit-body employs more high-strength steel than any Accord before, resulting to a new model with high structural strength. As penned, the Accord sedan features a sleek, sleek and fluid body design, while the coupe version boasts of a taut, rakish and sporty design.

Both body styles are now more aerodynamically efficient, thanks to the extensive employment of aerodynamic detailing like the expanded use of under-covers. Drivers also benefit from a wider field of vision (plus 4.2 degrees), thanks to an Expanded View Driver's Mirror. The new 2013 Accord also benefits from available LED headlights, LED DRLs as well as mirror-mounted turn signals.

The sides of the new 2013 Accord Sedan are marked by a strong character line that flows upward and rearward across the surfaces of its doors, which have a lower section that features a deep contour. Further details implemented on the new 2013 Accord Sedan include bright window surround trim as well as rear fenders whose top section curve inward toward the C-pillars. The Accord’s EX-L and Touring models could be availed with chrome door handles and extra trim on the rear panel.

Meanwhile, the new 2013 Accord Coupe comes with a distinct front end marked by a large lower radiator opening as well as twin faux brake scoops. These scoops also serve as fog-light nacelles on all models (except the LX). On the other hand, the 2013 Accord Coupe also features large front wheel arches that transition to deep character lines flowing through the doors to the rear wheel arches.

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