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Honda Moves from Making Cars to Making Music

Automaker’s new YouTube channel aimed at young buyers.

by on Jun.12, 2014

Honda is hoping its foray into music content, called Honda Stage, will lure young buyers.

Automakers often seek different ways to connect with customers and Honda has decided to take a stab at reaching out to its younger buyers with Honda Stage, a YouTube music channel.

The Japanese maker is partnering with Live Nation, Clear Channel Media and Entertainment, Sean “Diddy” Combs, Revolt and Vevo to develop the channel.

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“Breaking through the clutter and reaching younger buyers through traditional advertising is proving more and more difficult in this always-on, digital generation,” said Tom Peyton, assistant vice president of Advertising and Marketing for American Honda Motor Co., Inc. (more…)

Honda, Acura Putting Foot on the Gas with New Plans

New structure provides focus for each brand.

by on Mar.10, 2014

Newly named Acura General Manager Mike Accavitti also retains his title as senior vice president of Honda North America. He will oversee the sales and marketing activities for Acura in North America.

The murky plans to split up Honda and Acura to strengthen the division’s luxury brand in North America became clear with the announcement today of Honda North America’s plan to form a Honda Division and an Acura Division.

The plan calls for a realignment of the company’s sales and marketing organization into the divisions instead of being aligned by function as it had previously. The move follows in the steps of the recent establishment of the Acura Business Planning Office, which is designed to give Acura a more independent path from Honda.

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“The goal is to accelerate the already strong sales growth of both the Honda and Acura brands through a more cohesive strategy that we think will bring even greater focus to the unique needs of our Honda and Acura customers,” said John Mendel, executive vice president, Auto Sales, during a conference call today. (more…)

Honda Hopes to Clean up with 2014 Odyssey

Minivan gets minivac.

by on Mar.26, 2013

The Honda Odyssey family mover now has a family-ready vacuum built in.

If we said the new 2014 Odyssey minivan sucked, Honda might just take that as a compliment. The updated Odyssey Touring Elite model debuting at the New York Auto Show will introduce a new feature likely to have significant appeal to family buyers – the first in-car vacuum.

The HondaVAC is one of several new features being introduced on the 2014 Honda Odyssey which has gained steady momentum in an otherwise shrinking market segment.

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Minivan sales are currently less than half what they peaked at a decade ago, but there is still a sizable demand among family buyers who see them as the most functional and efficient people-movers on the market. The challenge is coming up with a consistent stream of new innovations.

“Honda is once again showcasing its reputation for innovation with HondaVAC, and its ability to provide true value to our customers,” proclaimed Michael Accavitti, vice president of marketing operations at American Honda.


Honda Aims to Recover Lost Ground in 2012

New products like Accord, CR-V will be critical.

by on Dec.21, 2011

The 2012 CR-V will be critical to Honda's recovery.

Honda believes it is in a strong position to win back the market share it was forced to surrender this year as it adjusted production to cope with earthquakes and flooding.

The good news for the Japanese maker is that the major disruptions are finally behind it and with production and dealer inventories already on the rise, Honda is already regaining momentum, though it sees the big opportunity to rebuild sales coming in 2012, Tetsuo Iwamura, president and CEO of American Honda told reporters during an appearance in Detroit.

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However, Imaura tempered his predictions of healthy gains next year with an acknowledgement Honda seriously underperformed in 2012, racking up a long string of monthly sales decline. “It will be really low bar,” Imaura noted.


Honda CR-Z Debuts in 3-D in Times Square Thursday

Is this the first time a 3-D promo is broadcast to a public space?

by on Sep.22, 2010

This is the latest example of automotive marketing moving from traditional media.

Honda will hold what it says is the first-ever takeover of Times Square with  3-D technology to launch the CR-Z sport hybrid coupe tomorrow.

The marketing event marks the first time 3-D footage will be broadcast to the public space, in this case five blocks of Times Square in New York City, according to Honda. No matter about the claim, it is the latest indicator of how event marketing is changing automotive advertising and promotion, with a clear shift from traditional broadcast and print outlets to so-called new media.

As a part of the takeover, Honda will run 3-D CR-Z commercial footage on the Times Square HD Spectacolor (sic) screen located on Broadway between 46th and 47th Street. Sony will provide 3-D Gran Turismo 5 racing simulators. Honda will also sponsor a special performance from the hip-hop trio N.E.R.D.

The Times Square CR-Z event will run from 10 a.m. to 6 p.m. EST, with N.E.R.D. taking the stage at 12:30 p.m. to perform. Attendees will receive special glasses to view the 3-D CR-Z television commercial footage. They will also have the opportunity to “interact” with the all-new CR-Z sport hybrid coupe. Other on-site activities include live screen printing, 3-D photo booths and prize giveaways.