Honda launches new TV campaign to promote the 2012 Civic

Article by Christian Andrei, on January 31, 2012

Honda’s new ad for its all new 2012 Civic is set to start being seen on TV on January 30, the same day as its arrival at showrooms. This was done to “maximize awareness,” said Martin Moll, Head of Marketing. Customers will be able to test-drive the vehicle starting February 1. A 30-second commercial is to be launched on January 30 but in case you missed it, it could be seen on Honda’s youtube channel --youtube.com/hondacivicuk.

What this ad illustrates is the spark of an idea in Honda, from the time of conception until shoots off into various directions to symbolize the car’s development before it later showed off the new Civic.

According to Moll, its dealers are “incredibly excited” about bringing the launch activity to the next level and getting customers to test the car. He added that all the people at Honda (UK) soon hope to get customer feedback and he also expressed confidence that it would get more success than its predecessor.

Moll added that the ad is a “synopsis of the unknown journey” that engineers had taken in order to have continuous improvement for the Civic. He added that this ad concludes with a dramatic unveiling of the new car.

2012 Civic is the ninth generation model. It has a starting price of only £16,495 for the entry-level 1.4-litre 100PS i-VTEC SE. Meanwhile, Honda offers the usual trim levels of SE, ES, EX and EX GT as standard, providing high convenience, comfort, and technology.

The current Honda Civic, which was originally launched in 2006, shows you a change in layout with the development of a new and unique platform that is based on a "center tank" layout. This new layout approach was designed for practical benefits, including a large cabin space that meets the needs of European category "C" customers.

That is because the Civic was designed and developed with the European market in mind. It has received positive feedback in terms of design and versatility or practicality, helping define the current Civic as possessing road presence, futuristic looks, multi-purpose function, a large boot space, and ‘magic seats’ that offer multiple seat arrangements.

The new Honda Civic’s development team has considered the key milestones that have been achieved with the current Civic and has opted to maintain its qualities, but with every intention of enhancing them. Honda’s development team wanted to come up with a new emotional design that has the ability to surprise or to provide the unexpected. The team wanted to offer beyond the expected in terms of spaciousness and other practical attributes. They also sought to improve the car’s visibility and widen its field of vision in order to enhance driving experience.

The current Civic has achieved superior interior space, including matching trunk capacity. So, now, its focus is on maintaining its first-in-class interior space while improving the overall packaging as well as the space efficiency.

This led to a new exterior design, an improved aerodynamic performance, and a reduced weight, which play a part in raising the Civic’s overall performance envelope.

The company conducted focused research to determine the most important and the latest requirements for the European auto market. Japanese and European designers and engineers had worked closely together all throughout the development process. The testing for the car was first carried out in Japan and repeated afterwards in Europe in order guarantee suitability for the most demanding C-segment customers.

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