Honda set to bring back sporty image, strengthen ‘built in Britain’ message

Article by Christian Andrei, on March 9, 2012

Honda UK chief David Hodgetts is seeking to bring prestige back into the brand and to intensify the 'built in Britain' message. These moves will be pioneered by the "sporty" variants of the new Civic, which made its debut in January and is being built at the automaker's Swindon facility in the United Kingdom.

The derivatives include a high performance Civic R and a tourer-style estate model. Also possible is the UK launch of the NSX super car within the next three years. The vehicle made its debut at the start of 2012 during the Detroit Motor Show.

Honda "has had a pretty tough time recently" with the delay of the launches of its new models because of uncontrollable events around the world that has adversely affected its dealers, Hodgetts told headlineauto at the Geneva Show.

He added that the dealers have been "extremely patient and loyal" and that they are "delighted" with the new Civic. He further stated that they now need to get the brand "back to where it belongs in terms of sporty, iconic models."

Aside from the Civic, the automaker also develops the CR-V and Jazz models at Swindon. The brand new CR-V will begin production in the facility in August.

Hodgetts disclosed that they now have to maximize the three platforms and get as many variants from them as possible. He further stated that they need to make "greater play" of the reality that the vehicles are manufactured in Britain. About 95% of the vehicles that the automaker sells in the UK are manufactured in the country, according to Hodgetts

Topics: honda

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