This April, Honda will launch each variety of the 2012 Civic within only weeks of each other, unlike previous Civic rollouts that were spread out over months or years, according to John Mendel, executive vice president of sales for American Honda.
The family consists of a sedan and coupe, numerous engines, lithium ion hybrid and natural gas versions, and a Civic Si edition. In late 2008, the Civic launch was delayed six months after the collapse of the Lehman Brothers.
The car was quickly redesigned to be smaller, lighter, more fuel efficient and less costly to produce. During the unveiling of concept versions of the Civic at the Detroit auto show, Mendel said that the car had to go through many changes.
Vicki Poponi, Honda assistant vice president of product planning, said that the major change with the Civic involved interior packaging. She said that the company focused on regaining its reputation for offering a compact car that’s “surprisingly roomy."
Steve Center, Honda's chief marketing officer in the U.S., said that the marketing credo for the 2012 Civic stemmed from founder Soichiro Honda's belief that there is "a Civic for everyone."
Actually, this isn’t the official tag line for this marketing campaign but it might as well be since Honda will emphasize the variety of Civic offerings.