The Civic: Exploring Honda's Amazing Success
Basic Transportation in a Struggling Economy
The Civic debuted initially in 1972 (the 1973 model). With gasoline prices climbing, America in recession and the oil embargo just around the corner, timing could not have been better. Cheap and dependable, there was nothing fancy about it. Not even an FM radio. The marketing focus of the Honda Civic, was to portray a car that was inexpensive to buy, inexpensive to operate and inexpensive to maintain.
Honda Fills a Need for Fuel Economy and Affordability
Civic has earned the trust of its owners over the years as a well-built vehicle with good dependability and a high resale value. Four-star NHTSA crash test ratings have also endeared it to small families. Two other attractive characteristics are the low price and appreciable fuel economy. Base price for the newest Civic is just $15,205. This in spite of a 140 horsepower, 1.8 liter I4 engine that gets up to 26 mpg city or 36 mpg highway. There is a choice of five-speed transmission, either automatic or manual.
New Car Buyers Line Up for Civic
Civic sales figures for May, 2008 were a stunning 53,229, bringing the year to date total to 164,925. Compare that to "record" sales of 30,165 in September 2005. In September 2003 sales for all Hondas in America was 93,779, less than twice that of the Civic alone for May, 2008.
Civic's closest competitors are all Japanese. Toyota Corolla, and Camry both sold over 50,000 units in May of 2008. Honda Accord was a distant fourth with less than 45,000 units sold. The nearest American competitor was the Ford F-Series, which sold almost 43,000. The nearest American passenger car was the Ford Focus, with less than 35,000 units.
Honda Civic comes in five trims: DX, LX, EX, EX-L and Si. Standard features on the Civic include folding rear seatback, power windows and steering, remote adjustable outside mirrors, tilt and telescopic steering wheel and remote trunk release. Available features include power, heated mirrors; leather upholstery and leather wrapped steering wheel; heated seats; climate control and satellite radio.
The Honda Civic Hybrid, with its integrated motor assist system and its continuous variable transmission debuted in 2002 (2003 model). It won International Engine of the Year from 2002-2004 and Best Fuel Economy from 2003-2004. Mileage for the Hybrid reaches 45 mpg highway.
This vehicle is perceived by the price conscious consumers as a double value due to the reasonable cost and better than average fuel efficiency. While the Honda Civic won't appeal to those looking for sexy sports cars or big SUVs, it seems poised to hold its place as America's best selling vehicle for a long time to come. The Honda Civic has become more than a best selling automobile; it has also become a benchmark for the automotive industry.
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