Honda is launching an advertising campaign for the 2013 Honda Civic for the third time in 20 months, aiming to push forward the momentum gained during the mid-cycle freshening of the compact car. The latest Civic advertising campaign focuses on the carmaker’s pursuit of continuous improvement. The commercials show how the carmaker improved the Civic for 2013, while talking nothing about the faults of the 2012 model.
Honda undertook a $100 million launch campaign for the 2012 Civic redesign in April 2011. Appearing in the campaign are a lumberjack, zombie, ninja, monster and masked Mexican wrestler. These various types of people represented the many ways the Honda Civic was a car for everyone, as highlighted by the tag line, "To Each Their Own." However, the launch of the 2012 Civic was later spoiled by the earthquake and tsunami that hit Japan in March 2011, thereby affecting inventories and sales.
Honda then re-launched the Honda Civic in late 2011 via a new campaign that tackled the car’s features and benefits. But then, the redesigned 2012 Civic received heavy criticism from the mainstream press, which described the car as having a cheap interior and out-of-date styling. Learning from the letdowns of the 2012 model, Honda overhauled the 2013 version, giving its instrument panel a new look, improving its crash structure and providing it with new front and rear fascias.
In a statement, Honda said the TV ad for the Civic features original footage of real inventors, makers and explorers like creators of a laser keyboard and 4moms origami stroller as well as of Honda's own engineering innovations like the 2013 Civic, ASIMO, HondaJet and high-performance racing programs – expressing their shared passion for creativity and ingenuity.
Honda’s advertising campaign made its debut Tuesday during the Rose Bowl. It will be seen during the NFL playoffs, NBA season, Grammy awards, prime-time network and cable. The campaign will also be seen on print and online media.
The new 2013 Honda Civic features a number of tweaks that go beyond just the usual mid-model refresh. In fact, both the front and rear ends of the new Honda Civic Sedan have been completely restyled to don a more youthful sensation. For instance, the new Honda Civic Sedan is provided with a number of changes on its sheet metal, like its new bonnet and trunk lid.
It also now features a new open-mouth lower bumper with a horizontal chrome accent. On the nose of the 2013 Civic is a sporty black honeycomb mesh grille, which (on the EX-L and above trims) features new integrated fog lights. Bordering the grille on the sides are new clear-lens corner lights, which help emphasize the Civic's more sculpted front end and its deeply faceted hood.
On the rear end, the 2013 Civic comes with a new rear bumper design and new rear trunk lid – both featuring a horizontal chrome trim piece. The rear end is accentuated by new taillights with jewel-like designs. Reflector treatments are now integrated into the rear bumper of the 2013 Civic, which now dons a new lower diffuser panel finished with a honeycomb mesh vent. All new models of the 2013 Civic are available with restyled wheels.
Meanwhile, the body of the 2013 Honda Civic is now made from 55-percent high-strength steel, making it stronger and more rigid as well as lighter than the previous model. Apparent changes on the new 2013 Civic include those on the front floor, A-pillar and side sill as well as on the front bumper extension and upper wheel housing. By employing high-strength steel, Honda is able to further refine the 2013 Civic while making its structure much stiffer. In addition, the use of high-strength steel allowed the 2013 Civic to have a new structure that could earn high ratings on the small overlap crash test by the Insurance Institute for Highway Safety (IIHS).