CTV: Honda arms the Civic for the small car wars

Jeremy Cato, Autos.CTV.ca

Date: Friday Apr. 15, 2011 6:35 AM ET

How important is the Civic compact to Honda Canada? Beyond measure.

The Civic is at the centre of the company's lineup -- more critical than the Accord midsize sedan and vastly more central to everything that is Honda.

Forget about the other niche models Honda sells in Canada, from the CR-Z hybrid to the Accord Crosstour crossover. There is nothing niche about the Civic and that's why next week's launch of the all-new 2012 Civic means the world to Honda.

Consider: The Civic has been Canada's best-selling passenger car for 13 years running. Honda has sold some 1.6 million Civics in Canada and built 3.6 million and counting at its Alliston, Ontario plant. The Civic is at the core of Honda.

It is also Honda's second-best-selling car in the U.S. after the Accord and was the fourth-best-selling car overall in 2010. The Civic franchise is critical for Honda, which in turn depends on the North American market for more of its overall sales and profits than any other Japanese auto maker.

So if you want to check the pulse of Japan's No. 3 auto maker, take the temperature of Civic sales. And according to DesRosiers Automotive Consultants, the patient is under the weather. Civic sales were down 8.2 per cent (to 57,505) in 2010. Not surprisingly, Honda brand sales overall were down in 2010, a year in which the Honda brand lost fully half a point of market share.

The story only gets more serious for Honda in 2011. In March, sales of compact cars accounted for 54.4 per cent of all passenger car sales. The Civic's share of all that, however, shrank -- arguably in the face of intense competition, not to mention Honda's own supply and production problems resulting from the earthquake and tsunami disaster in Japan.

Now put aside for the moment the current crisis in Japan and how it's having an impact on Honda and other Japanese car companies. Instead, consider Honda's specific dilemma with the Civic as an automobile.

The core Honda model has never been more important, not since 1973 when the first Civic arrived. Moreover, the ninth generation Civic has never faced such competition -- from the all-new Hyundai Elantra, to the all-new Ford Focus to the all-new Chevrolet Cruze and more.

Meanwhile, the Civic's core buyers remain baby boomers who are loyal but aging. Honda desperately has been trying and failing to attract the under-35 crowd which has been shopping Mazdas and Kias and Hyundais and other brands. That needs to change.

Now you have the picture. In the run-up to next week's on-sale date, Honda has come out swinging, defending its Civic turf and claiming it will conquer new ground with the new Civic.

Honda has said the fuel economy of the latest Civic would be brilliant, though the company has declined to provide details on the actual fuel economy, as well as engine size, weight, interior features or suggested price.

Company officials have promised the new Civic will be more comfortable, lighter, cheaper, smarter, highly entertaining to drive, ultra-safe, incredibly reliable and more fuel efficient than the current generation, too. Sounds like the perfect car.

Making such bold claims has put added pressure on for Honda to hit the bull's-eye, especially given the company delayed the new model by a year to help save cash during the recession. That may have been a serious mistake.

The delay allowed Honda's rivals to launch their own Civic competitors before the new Civic had a chance to hit showrooms. The Cruze, Elantra and Focus all are on sale right now. Meanwhile, Toyota did a facelift of the Corolla and tweaked pricing to stay competitive.

If Honda had launched the Civic on schedule, it would have arrived fully a year before the competition had a chance to redefine the compact car game. In particular, the new entries from Detroit's auto makers pose an entirely new threat.

For decades, Japanese-brand car companies "had the corner on the small-car market. The domestic offerings were not at the same level, did not provide the same quality, value, reliability," says Rebecca Lindland, auto-industry specialist at consultant IHS Global Insight.

"That's changed a lot. We're seeing products coming out" of General Motors, Ford Motor and Chrysler Group "that are incredibly competitive. For example, Chevy Cruze and Ford Focus."

Thus, Honda and Toyota find themselves in the thick of an intense small-car war like never before. Perennial laggards Chevy, Ford and Hyundai have vastly improved new compacts on offer and they are getting plenty of attention.

That said, no one with any sense should underestimate Honda.

"They are still a very, very good engine company," Lindland says, adding that Honda vehicles also have a justified reputation for refinement and reliability.

What's been missing over at least the last decade of the Civic is a truly innovative Civic. At this critical juncture Honda will be watched carefully to see if the new one is an innovative, ground-breaking, segment-busting compact, or just another "safe" Civic like the previous generation and the several before it.

The eyes of the automotive world are on Honda for next week's Civic launch. Will Honda get it right?

Source;
http://www.ctv.ca/CTVNews/Autos/20110414/honda-canada-civic-jeremy-cato-autos-column-110415/

CTV: Honda arms the Civic for the small car wars

Jeremy Cato, Autos.CTV.ca

Date: Friday Apr. 15, 2011 6:35 AM ET

How important is the Civic compact to Honda Canada? Beyond measure.

The Civic is at the centre of the company's lineup -- more critical than the Accord midsize sedan and vastly more central to everything that is Honda.

Forget about the other niche models Honda sells in Canada, from the CR-Z hybrid to the Accord Crosstour crossover. There is nothing niche about the Civic and that's why next week's launch of the all-new 2012 Civic means the world to Honda.

Consider: The Civic has been Canada's best-selling passenger car for 13 years running. Honda has sold some 1.6 million Civics in Canada and built 3.6 million and counting at its Alliston, Ontario plant. The Civic is at the core of Honda.

It is also Honda's second-best-selling car in the U.S. after the Accord and was the fourth-best-selling car overall in 2010. The Civic franchise is critical for Honda, which in turn depends on the North American market for more of its overall sales and profits than any other Japanese auto maker.

So if you want to check the pulse of Japan's No. 3 auto maker, take the temperature of Civic sales. And according to DesRosiers Automotive Consultants, the patient is under the weather. Civic sales were down 8.2 per cent (to 57,505) in 2010. Not surprisingly, Honda brand sales overall were down in 2010, a year in which the Honda brand lost fully half a point of market share.

The story only gets more serious for Honda in 2011. In March, sales of compact cars accounted for 54.4 per cent of all passenger car sales. The Civic's share of all that, however, shrank -- arguably in the face of intense competition, not to mention Honda's own supply and production problems resulting from the earthquake and tsunami disaster in Japan.

Now put aside for the moment the current crisis in Japan and how it's having an impact on Honda and other Japanese car companies. Instead, consider Honda's specific dilemma with the Civic as an automobile.

The core Honda model has never been more important, not since 1973 when the first Civic arrived. Moreover, the ninth generation Civic has never faced such competition -- from the all-new Hyundai Elantra, to the all-new Ford Focus to the all-new Chevrolet Cruze and more.

Meanwhile, the Civic's core buyers remain baby boomers who are loyal but aging. Honda desperately has been trying and failing to attract the under-35 crowd which has been shopping Mazdas and Kias and Hyundais and other brands. That needs to change.

Now you have the picture. In the run-up to next week's on-sale date, Honda has come out swinging, defending its Civic turf and claiming it will conquer new ground with the new Civic.

Honda has said the fuel economy of the latest Civic would be brilliant, though the company has declined to provide details on the actual fuel economy, as well as engine size, weight, interior features or suggested price.

Company officials have promised the new Civic will be more comfortable, lighter, cheaper, smarter, highly entertaining to drive, ultra-safe, incredibly reliable and more fuel efficient than the current generation, too. Sounds like the perfect car.

Making such bold claims has put added pressure on for Honda to hit the bull's-eye, especially given the company delayed the new model by a year to help save cash during the recession. That may have been a serious mistake.

The delay allowed Honda's rivals to launch their own Civic competitors before the new Civic had a chance to hit showrooms. The Cruze, Elantra and Focus all are on sale right now. Meanwhile, Toyota did a facelift of the Corolla and tweaked pricing to stay competitive.

If Honda had launched the Civic on schedule, it would have arrived fully a year before the competition had a chance to redefine the compact car game. In particular, the new entries from Detroit's auto makers pose an entirely new threat.

For decades, Japanese-brand car companies "had the corner on the small-car market. The domestic offerings were not at the same level, did not provide the same quality, value, reliability," says Rebecca Lindland, auto-industry specialist at consultant IHS Global Insight.

"That's changed a lot. We're seeing products coming out" of General Motors, Ford Motor and Chrysler Group "that are incredibly competitive. For example, Chevy Cruze and Ford Focus."

Thus, Honda and Toyota find themselves in the thick of an intense small-car war like never before. Perennial laggards Chevy, Ford and Hyundai have vastly improved new compacts on offer and they are getting plenty of attention.

That said, no one with any sense should underestimate Honda.

"They are still a very, very good engine company," Lindland says, adding that Honda vehicles also have a justified reputation for refinement and reliability.

What's been missing over at least the last decade of the Civic is a truly innovative Civic. At this critical juncture Honda will be watched carefully to see if the new one is an innovative, ground-breaking, segment-busting compact, or just another "safe" Civic like the previous generation and the several before it.

The eyes of the automotive world are on Honda for next week's Civic launch. Will Honda get it right?

Source;
http://www.ctv.ca/CTVNews/Autos/20110414/honda-canada-civic-jeremy-cato-autos-column-110415/

Honda China: 2012 Honda Civic

Honda will launch the new Civic for the Chinese market on the Shanghai Auto Show in April. The Civic is made in China by the Dongfeng-Honda joint venture. Engines for China: 1.8 and 2.0. The new Civic will be listed within in May of June. On pic one early Civic seen in the Dongfeng-Honda factory.

Source (via TOV);
http://www.thetycho.com/new-honda-civic-to-be-debut-at-the-shanghai-auto-show/

Honda China: 2012 Honda Civic

Honda will launch the new Civic for the Chinese market on the Shanghai Auto Show in April. The Civic is made in China by the Dongfeng-Honda joint venture. Engines for China: 1.8 and 2.0. The new Civic will be listed within in May of June. On pic one early Civic seen in the Dongfeng-Honda factory.

Source (via TOV);
http://www.thetycho.com/new-honda-civic-to-be-debut-at-the-shanghai-auto-show/

WoodysCarSite: 2012 Honda Civic First Look

Nice looking find....
Source;
http://www.woodyscarsite.com/2011/01/2011-honda-civic-hybrid-first-look.html

WoodysCarSite: 2012 Honda Civic First Look

Nice looking find....
Source;
http://www.woodyscarsite.com/2011/01/2011-honda-civic-hybrid-first-look.html

Car and Driver: Honda Civic Si Coupe and Civic Sedan Concepts - Auto Shows

And now for car and driver's take....

This pair of Detroit concepts point directly to the next-gen 2012 Civic, which will come in regular, Si, hybrid, and natural-gas versions.
BY TONY SWAN, PHOTOGRAPHY BY PATRICK M. HOEY AND THE MANUFACTURER January 2011

The Honda Civic, a perennial compact bestseller, is being readied for a major makeover, and this is essentially what the coupe and sedan will look like when they go on sale this spring as 2012 models. We say essentially, because the cars unveiled at the 2011 North American International Auto Show in Detroit—coupe and sedan body styles—were presented as concepts.

This is typical Honda preview tease, but aside from the 19-inch wheels and some minor exterior trim, the concepts are very faithful representatives of the production cars’ styling. Clearly, Honda was going for an evolutionary take on the current Civic’s shape. Also typical of Honda preview, very little substance accompanied the showbiz reveal ceremony. No specifications, no price info.

Insider Tips and Guesstimating
However, we do have some insider hints regarding these preview princesses, as well as some educated guesses. Honda verified that these cars will actually be slightly smaller than the old models, and lighter, too; our guesswork has us figuring on updates in chassis rigidity, improved aerodynamics, improved crashworthiness, more refinement, and continued high marks for fun-to-drive.

What we do know about powertrains and model availability: The sedan and coupe will both be available in workaday variants, and the Si coupe concept shown here clearly heralds the return of that hopped-up model. Honda also said that the 2012 Civic sedan will come in three additional flavors: Si, hybrid, and natural-gas.

The hybrid will upgrade to lithium-ion batteries (from NiMH) and the latest version of Big H’s Integrated Motor Assist hybrid system, and the availability of the natural-gas Civic GX will be broadened to cover the entire country. (The current GX is available only in Oklahoma, Utah, New York, and California.) No detail was given on the base or Si models’ i-VTEC gas engines or transmissions, although Honda did say they’d be more fuel-efficient. We figure on evolutionary changes yielding small power increases, plus five- and six-speed manual transmissions and a new six-speed automatic in place of the old five-speeder.

It will be a while before Honda reveals any pricing info, but we estimate a base sticker of about $17,000 for the entry sedan and coupe, soaring to over $25K for top-spec trims. Hot-rod Si models will probably start at a little over $23,000.

This will be the ninth generation of Honda’s Civic line, which dates to 1973. Although it constantly battles Toyota’s Corolla in the compact sales charts, the Civic’s blend of thrifty operation, durability, innovation, value, and lively dynamics have made it a long-time Car and Driver favorite and a five-time 10Best winner. We’re looking forward to seeing if this latest one picks up the mantle.

Source;

http://www.caranddriver.com/news/car/11q1/honda_civic_si_coupe_and_civic_sedan_concepts-auto_shows

Car and Driver: Honda Civic Si Coupe and Civic Sedan Concepts - Auto Shows

And now for car and driver's take....

This pair of Detroit concepts point directly to the next-gen 2012 Civic, which will come in regular, Si, hybrid, and natural-gas versions.
BY TONY SWAN, PHOTOGRAPHY BY PATRICK M. HOEY AND THE MANUFACTURER January 2011

The Honda Civic, a perennial compact bestseller, is being readied for a major makeover, and this is essentially what the coupe and sedan will look like when they go on sale this spring as 2012 models. We say essentially, because the cars unveiled at the 2011 North American International Auto Show in Detroit—coupe and sedan body styles—were presented as concepts.

This is typical Honda preview tease, but aside from the 19-inch wheels and some minor exterior trim, the concepts are very faithful representatives of the production cars’ styling. Clearly, Honda was going for an evolutionary take on the current Civic’s shape. Also typical of Honda preview, very little substance accompanied the showbiz reveal ceremony. No specifications, no price info.

Insider Tips and Guesstimating
However, we do have some insider hints regarding these preview princesses, as well as some educated guesses. Honda verified that these cars will actually be slightly smaller than the old models, and lighter, too; our guesswork has us figuring on updates in chassis rigidity, improved aerodynamics, improved crashworthiness, more refinement, and continued high marks for fun-to-drive.

What we do know about powertrains and model availability: The sedan and coupe will both be available in workaday variants, and the Si coupe concept shown here clearly heralds the return of that hopped-up model. Honda also said that the 2012 Civic sedan will come in three additional flavors: Si, hybrid, and natural-gas.

The hybrid will upgrade to lithium-ion batteries (from NiMH) and the latest version of Big H’s Integrated Motor Assist hybrid system, and the availability of the natural-gas Civic GX will be broadened to cover the entire country. (The current GX is available only in Oklahoma, Utah, New York, and California.) No detail was given on the base or Si models’ i-VTEC gas engines or transmissions, although Honda did say they’d be more fuel-efficient. We figure on evolutionary changes yielding small power increases, plus five- and six-speed manual transmissions and a new six-speed automatic in place of the old five-speeder.

It will be a while before Honda reveals any pricing info, but we estimate a base sticker of about $17,000 for the entry sedan and coupe, soaring to over $25K for top-spec trims. Hot-rod Si models will probably start at a little over $23,000.

This will be the ninth generation of Honda’s Civic line, which dates to 1973. Although it constantly battles Toyota’s Corolla in the compact sales charts, the Civic’s blend of thrifty operation, durability, innovation, value, and lively dynamics have made it a long-time Car and Driver favorite and a five-time 10Best winner. We’re looking forward to seeing if this latest one picks up the mantle.

Source;

http://www.caranddriver.com/news/car/11q1/honda_civic_si_coupe_and_civic_sedan_concepts-auto_shows

2012 Civic comes to Detroit: Will it be Honda's hero?

Here's a good article explaining Honda's plans to "Revolutionalize" the new Civic (far cry from the 'evolutionary' original approach.... thanks for the tip Wayne!
By James R. Healey and Chris Woodard, USA TODAY

Honda's redesigned 2012 Civic compact car will make a long-awaited debut at the North American International Auto Show in Detroit on Monday, a coming-out party in advance of its arrival at dealers in April or May. The as-yet-unseen Civic show car, apparently very close to the real thing, must do more than draw the standard concept-car ooohs and aaaahs.

It must presage a new Civic good enough to prove that Honda (HMC) still has the touch, that it can still roll out cars that make buyers willing to wait in line and pay more than sticker price.

The once-golden car company hardly is a disaster, but it has been drifting in the U.S., unable to capitalize on rival Toyota's recall-fueled slide, losing ground to Ford (F) and Hyundai in the hearts and minds of buyers, and unable to fire anybody's imagination with recent launches of low-volume specialty cars that don't quite make sense to buyers.

"They need a hit," says Ed Kim, director of industry analysis for consultant AutoPacific. "Honda no longer has the edge. In efficiency, technology and design, they are no longer the leader."

Details remain secret, but Honda is promising that this ninth-generation Civic will be "completely revolutionized" and will raise compact-car standards for innovative technology.

Civic is "hugely important to us" and "the emotional pivot point" of the brand, says John Mendel, Honda's executive vice president in the U.S.

Civic is Honda's second-best seller, behind the larger Accord sedan, and in some months has passed Accord. Civic was the sixth-best-selling vehicle of any kind in the U.S. last year and is the car that introduces many buyers to Honda. U.S.-market Civics are made in Ohio, where thousands of jobs depend on the car's success. And the small-car segment overall, in which Civic is a main player, makes up about one-third of all U.S. car sales. The small-car category is expected to grow as buyers seek lower prices and better fuel economy.

What's more, if the new Civic misses the bull's-eye, even after being delayed a year to help Honda save cash during the recession, then a struggling Civic becomes both harbinger and symbol of Japanese-brand automakers struggling to rediscover their magic. For decades, Japanese-brand car companies "had the corner on the small-car market. The domestic offerings were not at the same level, did not provide the same quality, value, reliability," says Rebecca Lindland, auto-industry specialist at consultant IHS Global Insight.

"That's changed a lot. We're seeing products coming out" of General Motors (GM), Ford Motor and Chrysler Group "that are incredibly competitive. For example, Chevy Cruze and Ford Focus."

Honda's share of the market was 10.6% last year, down from 11% in 2009. But Mendel points to data showing that competitors gained ground by cranking up heavily discounted bulk sales to corporate and government fleets and rental car agencies, low-profit sales that Honda eschews.

What's going on at Honda

Consequently, he doesn't think Honda has lost its Midas touch. "I don't think there's a mojo deficit at all," Mendel said in an interview at the automaker's U.S. headquarters in Torrance, Calif.

Whatever malaise might be stalking American Honda — the U.S. operation that includes the Honda mainstream brand and the Acura luxury brand — is tricky to define.

"I don't sense that there's a dynamic excitement any more," Lindland says. "It's nothing definitive." But the Honda brand's U.S. sales of 1.1 million last year fell short of the 1.2 million that IHS Global Insight had forecast a year ago.

Honda's main Japanese-brand rivals, Toyota (TM) and Nissan, will be relatively weaker competitors until they redesign their Corolla and Sentra, respectively. A mildly refreshed Corolla is just hitting showrooms; Toyota hasn't said when a full redesign is coming. Even though aging, Corolla still outsold Civic by 5,864 units last year. A new Sentra is about two years off, though Nissan plans to unveil another small car at the New York auto show in April.

There could be room for all. A combination of higher gasoline prices and the new small-car entries are expected to boost compact cars to 15.7% of all new car sales, up a percentage point from last year, predicts J.D. Power and Associates.

J.D. Power analyst Jeff Schuster is encouraged about the new Civic. "It looks like it will be a more sporty vehicle that should do well in the segment," he said.

While most Civic buyers match the demographics of the rest of the compact segment — 51, probably no kids at home, mainly interested in reliability and fuel economy — the car's sportier engines and suspensions have lured more driving enthusiasts than rivals have. Young and loyal, they are an important core for Civic and Honda.

Jeff Palmer, who founded the Temple of VTEC website for Honda enthusiasts, is praying the new Civic stays sporty and continues to be "a great car."

Civic, of course, could be a wild hit. Honda "might have a tiger by the tail there. Sometimes you introduce at just the right time," says Jack Nerad, executive market analyst for Kelley Blue Book, mainly known as a source of real-world auto pricing and consumer research.

Toyota taint

But Honda has faced troubles because of Toyota's recalls in the past year. Toyota, the top Japanese car company, recalled more than 7 million vehicles for just two problems — improper floor mats and sticky acceleration pedals — that could cause runaway acceleration. Other high-profile recalls involved such frightening issues as potentially faulty brakes. The government imposed two $16.4 million fines against Toyota — the maximum possible — for not reporting the floor-mat and sticky pedal issues promptly. And it separately fined Toyota another $16.1 million for tardy notice of nearly 1 million vehicles with potentially faulty steering relay rods that had been recalled earlier.

"Toyota's trouble didn't benefit Honda," AutoPacific's Kim says. "A lot of those people ended up (shopping for) a Ford for the first time, or a Hyundai the first time." Honda's Mendel says,"We never targeted to take advantage of" Toyota's troubles. "It's not how to win a race."

Instead, Honda focused on its own new models, which Mendel says are hitting sales expectations. Some, though, have seemed out-of-sync with the market:

•CR-Z. The two-seat, gas-electric hybrid was dinged last month by influential Consumer Reports magazine. CR said, "Even if the CR-Z turns out to be reliable, it scores too low for us to recommend."

The publication cited "a long list of drawbacks" that included stiff ride, poor steering feel, poorly tuned stability control, and "lousy" visibility.

•Insight. Also a hybrid and the car on which CR-Z is based, the Insight is aimed directly at Toyota's Prius and was criticized by CR and others for a cheap interior, mediocre mileage (by hybrid standards) and a noisy powertrain. Honda sold just 21,000 Insights last year; Toyota, 141,000 Priuses.

•Accord Crosstour. Fitted with all-wheel drive, sloping rear roofline and a premium price, this Accord is somewhat modeled on the BMW X6 crossover, but without BMW's "sport-activity vehicle" panache.

•Acura ZDX. Another attempt to blend crossover-utility-vehicle underpinnings with a fastback-sedan body.

Acura spokeswoman Alison Sobkowski points out that ZDX is meant to be a niche player to enhance Acura's image. She says the brand overall had a good sales year. Its 134,000 sales exceed IHS Global Insight's year-ago forecast of 124,000. Acura should benefit because its models are lower-price than better-selling import rivals at a time premium-car buyers are seeking value.

Acura also scores high in quality and reliability rankings by third-party evaluators, such as CR and J.D. Power and Associates.

Unfriendly dealers

Honda dealers as a group typically score in the bottom third in J.D. Power's annual Sales Satisfaction Index, a survey of how well new car buyers were treated at the dealership. Last year, for example, Honda dealers as a group were 23rd among 32 brands for which Power had sufficient data. The year before, 25th of 37. The pattern holds all the way back to 2001. As buyers begin to see there are more and more choices, tangential issues such as pleasant dealerships matter more.

Eroding forte

Honda began as an engine-building company and made vehicles simply as a way to package and profit from its engine expertise.

"They are still a very, very good engine company," Lindland says.

But Hyundai is equipping its latest vehicles with ever-more-efficient and sophisticated four-cylinder power plants. And Ford has a unique selling proposition in its EcoBoost engine line: Those increase power from small engines without sacrificing significant mileage, by using a combination of direct injection and turbocharging.

"The big question for the next Civic: Is it going to be another innovative car, or is it going to be one of the 'safe' Civics?" says AutoPacific's Kim. "Honda has an opportunity to get it" right.

Source;
http://www.usatoday.com/money/autos/2011-01-07-autoshow07_CV_N.htm

2012 Civic comes to Detroit: Will it be Honda's hero?

Here's a good article explaining Honda's plans to "Revolutionalize" the new Civic (far cry from the 'evolutionary' original approach.... thanks for the tip Wayne!
By James R. Healey and Chris Woodard, USA TODAY

Honda's redesigned 2012 Civic compact car will make a long-awaited debut at the North American International Auto Show in Detroit on Monday, a coming-out party in advance of its arrival at dealers in April or May. The as-yet-unseen Civic show car, apparently very close to the real thing, must do more than draw the standard concept-car ooohs and aaaahs.

It must presage a new Civic good enough to prove that Honda (HMC) still has the touch, that it can still roll out cars that make buyers willing to wait in line and pay more than sticker price.

The once-golden car company hardly is a disaster, but it has been drifting in the U.S., unable to capitalize on rival Toyota's recall-fueled slide, losing ground to Ford (F) and Hyundai in the hearts and minds of buyers, and unable to fire anybody's imagination with recent launches of low-volume specialty cars that don't quite make sense to buyers.

"They need a hit," says Ed Kim, director of industry analysis for consultant AutoPacific. "Honda no longer has the edge. In efficiency, technology and design, they are no longer the leader."

Details remain secret, but Honda is promising that this ninth-generation Civic will be "completely revolutionized" and will raise compact-car standards for innovative technology.

Civic is "hugely important to us" and "the emotional pivot point" of the brand, says John Mendel, Honda's executive vice president in the U.S.

Civic is Honda's second-best seller, behind the larger Accord sedan, and in some months has passed Accord. Civic was the sixth-best-selling vehicle of any kind in the U.S. last year and is the car that introduces many buyers to Honda. U.S.-market Civics are made in Ohio, where thousands of jobs depend on the car's success. And the small-car segment overall, in which Civic is a main player, makes up about one-third of all U.S. car sales. The small-car category is expected to grow as buyers seek lower prices and better fuel economy.

What's more, if the new Civic misses the bull's-eye, even after being delayed a year to help Honda save cash during the recession, then a struggling Civic becomes both harbinger and symbol of Japanese-brand automakers struggling to rediscover their magic. For decades, Japanese-brand car companies "had the corner on the small-car market. The domestic offerings were not at the same level, did not provide the same quality, value, reliability," says Rebecca Lindland, auto-industry specialist at consultant IHS Global Insight.

"That's changed a lot. We're seeing products coming out" of General Motors (GM), Ford Motor and Chrysler Group "that are incredibly competitive. For example, Chevy Cruze and Ford Focus."

Honda's share of the market was 10.6% last year, down from 11% in 2009. But Mendel points to data showing that competitors gained ground by cranking up heavily discounted bulk sales to corporate and government fleets and rental car agencies, low-profit sales that Honda eschews.

What's going on at Honda

Consequently, he doesn't think Honda has lost its Midas touch. "I don't think there's a mojo deficit at all," Mendel said in an interview at the automaker's U.S. headquarters in Torrance, Calif.

Whatever malaise might be stalking American Honda — the U.S. operation that includes the Honda mainstream brand and the Acura luxury brand — is tricky to define.

"I don't sense that there's a dynamic excitement any more," Lindland says. "It's nothing definitive." But the Honda brand's U.S. sales of 1.1 million last year fell short of the 1.2 million that IHS Global Insight had forecast a year ago.

Honda's main Japanese-brand rivals, Toyota (TM) and Nissan, will be relatively weaker competitors until they redesign their Corolla and Sentra, respectively. A mildly refreshed Corolla is just hitting showrooms; Toyota hasn't said when a full redesign is coming. Even though aging, Corolla still outsold Civic by 5,864 units last year. A new Sentra is about two years off, though Nissan plans to unveil another small car at the New York auto show in April.

There could be room for all. A combination of higher gasoline prices and the new small-car entries are expected to boost compact cars to 15.7% of all new car sales, up a percentage point from last year, predicts J.D. Power and Associates.

J.D. Power analyst Jeff Schuster is encouraged about the new Civic. "It looks like it will be a more sporty vehicle that should do well in the segment," he said.

While most Civic buyers match the demographics of the rest of the compact segment — 51, probably no kids at home, mainly interested in reliability and fuel economy — the car's sportier engines and suspensions have lured more driving enthusiasts than rivals have. Young and loyal, they are an important core for Civic and Honda.

Jeff Palmer, who founded the Temple of VTEC website for Honda enthusiasts, is praying the new Civic stays sporty and continues to be "a great car."

Civic, of course, could be a wild hit. Honda "might have a tiger by the tail there. Sometimes you introduce at just the right time," says Jack Nerad, executive market analyst for Kelley Blue Book, mainly known as a source of real-world auto pricing and consumer research.

Toyota taint

But Honda has faced troubles because of Toyota's recalls in the past year. Toyota, the top Japanese car company, recalled more than 7 million vehicles for just two problems — improper floor mats and sticky acceleration pedals — that could cause runaway acceleration. Other high-profile recalls involved such frightening issues as potentially faulty brakes. The government imposed two $16.4 million fines against Toyota — the maximum possible — for not reporting the floor-mat and sticky pedal issues promptly. And it separately fined Toyota another $16.1 million for tardy notice of nearly 1 million vehicles with potentially faulty steering relay rods that had been recalled earlier.

"Toyota's trouble didn't benefit Honda," AutoPacific's Kim says. "A lot of those people ended up (shopping for) a Ford for the first time, or a Hyundai the first time." Honda's Mendel says,"We never targeted to take advantage of" Toyota's troubles. "It's not how to win a race."

Instead, Honda focused on its own new models, which Mendel says are hitting sales expectations. Some, though, have seemed out-of-sync with the market:

•CR-Z. The two-seat, gas-electric hybrid was dinged last month by influential Consumer Reports magazine. CR said, "Even if the CR-Z turns out to be reliable, it scores too low for us to recommend."

The publication cited "a long list of drawbacks" that included stiff ride, poor steering feel, poorly tuned stability control, and "lousy" visibility.

•Insight. Also a hybrid and the car on which CR-Z is based, the Insight is aimed directly at Toyota's Prius and was criticized by CR and others for a cheap interior, mediocre mileage (by hybrid standards) and a noisy powertrain. Honda sold just 21,000 Insights last year; Toyota, 141,000 Priuses.

•Accord Crosstour. Fitted with all-wheel drive, sloping rear roofline and a premium price, this Accord is somewhat modeled on the BMW X6 crossover, but without BMW's "sport-activity vehicle" panache.

•Acura ZDX. Another attempt to blend crossover-utility-vehicle underpinnings with a fastback-sedan body.

Acura spokeswoman Alison Sobkowski points out that ZDX is meant to be a niche player to enhance Acura's image. She says the brand overall had a good sales year. Its 134,000 sales exceed IHS Global Insight's year-ago forecast of 124,000. Acura should benefit because its models are lower-price than better-selling import rivals at a time premium-car buyers are seeking value.

Acura also scores high in quality and reliability rankings by third-party evaluators, such as CR and J.D. Power and Associates.

Unfriendly dealers

Honda dealers as a group typically score in the bottom third in J.D. Power's annual Sales Satisfaction Index, a survey of how well new car buyers were treated at the dealership. Last year, for example, Honda dealers as a group were 23rd among 32 brands for which Power had sufficient data. The year before, 25th of 37. The pattern holds all the way back to 2001. As buyers begin to see there are more and more choices, tangential issues such as pleasant dealerships matter more.

Eroding forte

Honda began as an engine-building company and made vehicles simply as a way to package and profit from its engine expertise.

"They are still a very, very good engine company," Lindland says.

But Hyundai is equipping its latest vehicles with ever-more-efficient and sophisticated four-cylinder power plants. And Ford has a unique selling proposition in its EcoBoost engine line: Those increase power from small engines without sacrificing significant mileage, by using a combination of direct injection and turbocharging.

"The big question for the next Civic: Is it going to be another innovative car, or is it going to be one of the 'safe' Civics?" says AutoPacific's Kim. "Honda has an opportunity to get it" right.

Source;
http://www.usatoday.com/money/autos/2011-01-07-autoshow07_CV_N.htm

Honda Civic remains number one in Canada

By Alan McPhee, Special to The Daily News December 2, 2010

Now in its eighth generation, the Honda Civic has come a long way from the stubby sub-compact hatchback that landed on our shores in 1972. It was a revelation, with many industry-leading design and engineering features that would, over time, be copied by others. Over the years it has been steadily refined and improved, growing from sub-compact to compact, adding more performance, fuel efficiency and convenience features in response to customer needs. Since 1997 it has been the top-selling car in Canada, comfortably ahead of Mazda3, Toyota Corolla and Hyundai Elantra.

The big difference today, is that that the Civic is available in no less than 9 different models -- five sedans and four coupes -- appealing to a diverse audience with different needs and desires. No other company offers a vehicle with so many choices. Today's Civic is leaner, cleaner, more sophisticated and, with nearly 40 years of development behind it, reliable as a hammer.

For the rest of the article, follow the link;
http://www.canada.com/Honda+Civic+remains+number/3916502/story.html

Honda Civic remains number one in Canada

By Alan McPhee, Special to The Daily News December 2, 2010

Now in its eighth generation, the Honda Civic has come a long way from the stubby sub-compact hatchback that landed on our shores in 1972. It was a revelation, with many industry-leading design and engineering features that would, over time, be copied by others. Over the years it has been steadily refined and improved, growing from sub-compact to compact, adding more performance, fuel efficiency and convenience features in response to customer needs. Since 1997 it has been the top-selling car in Canada, comfortably ahead of Mazda3, Toyota Corolla and Hyundai Elantra.

The big difference today, is that that the Civic is available in no less than 9 different models -- five sedans and four coupes -- appealing to a diverse audience with different needs and desires. No other company offers a vehicle with so many choices. Today's Civic is leaner, cleaner, more sophisticated and, with nearly 40 years of development behind it, reliable as a hammer.

For the rest of the article, follow the link;
http://www.canada.com/Honda+Civic+remains+number/3916502/story.html

2012 Honda Civic Rendered Speculation

Here's a nice photoshop of what to expect in the Next Gen Honda Civic based on spyshots....
Source;
http://autoten.com/2010/11/15/next-generation-honda-civic-2hc-photoshop/

2012 Honda Civic Rendered Speculation

Here's a nice photoshop of what to expect in the Next Gen Honda Civic based on spyshots....
Source;
http://autoten.com/2010/11/15/next-generation-honda-civic-2hc-photoshop/

Honda To Stop Selling Civic In Japan

TOKYO (Nikkei)--Honda Motor Co. (7267) plans to end domestic sales of its Civic midsize sedan as soon as existing inventories run out.

The automaker will continue selling the Civic around the world. A fully updated model is due to be launched next year.

Honda released the Civic in 1972 as its first full-fledged passenger car. Roughly 3 million have been sold in Japan since then, but demand has plunged in recent years amid the growing popularity of minivans and compact vehicles. In October, Honda's domestic sales totaled 182 Civics and 270 Civic Hybrids.

The company had initially planned to keep the hybrid version on the market, but decided to stop Japanese sales of all Civic models due to weak demand for sedans.

The Civic continues to perform well in overseas markets as Honda's mainstay sedan. Even after domestic sales end, the company will continue manufacturing the car for export at its Suzuka plant in Mie Prefecture.

Source (via Autoblog);
http://e.nikkei.com/e/fr/tnks/Nni20101115D15JFN03.htm

Honda To Stop Selling Civic In Japan

TOKYO (Nikkei)--Honda Motor Co. (7267) plans to end domestic sales of its Civic midsize sedan as soon as existing inventories run out.

The automaker will continue selling the Civic around the world. A fully updated model is due to be launched next year.

Honda released the Civic in 1972 as its first full-fledged passenger car. Roughly 3 million have been sold in Japan since then, but demand has plunged in recent years amid the growing popularity of minivans and compact vehicles. In October, Honda's domestic sales totaled 182 Civics and 270 Civic Hybrids.

The company had initially planned to keep the hybrid version on the market, but decided to stop Japanese sales of all Civic models due to weak demand for sedans.

The Civic continues to perform well in overseas markets as Honda's mainstay sedan. Even after domestic sales end, the company will continue manufacturing the car for export at its Suzuka plant in Mie Prefecture.

Source (via Autoblog);
http://e.nikkei.com/e/fr/tnks/Nni20101115D15JFN03.htm