Creativity does not stop development and technology is undeniable reputation of Honda. That reputation is Honda to build in the past 30 years, from the first generation of the Civic model in the '70s and was maintained over the years with innovative products such as VTEC engine, the first generation the Insight hybrid car in 1999, rates of motor 120 hp / liter in the car S2000 or NSX supercar.
However, it seems some things have changed, and unfortunately not in favor of Honda.
In the U.S., the Civic has long been recognized for reliability, fuel savings and balance form. However, the Civic sedan and coupe generation launched in April this year at the Motor Show New York did not impress much. Recently, this car was Consumer Reports magazine the "ragged" .
Previous versions of the regular Civic scored one of the small sedan rated best by Consumer Reports, or the Insurance Institute American Traffic Safety (IIHS) highest classified "Top Picks "for years, but the new generation Civic has a low score does not belong to the list of consumer advice" should buy "by Consumer Reports. In the charts this year, the Civic ranked second from the bottom up of 12 small-sized sedan is Consumer Reports' testing and evaluation.
That's because Honda has decided to remove the sharp edges in the design 9th generation Civic, cut costs ... or rivals such as Hyundai Elantra has a major upgrade in the new version, keep up and even pass the common standard?
"When you look at the new Civic interior, I felt afraid," says Tatsuo Yoshida, an auto analyst of UBS Securities, share it with Reuters. "The car's fuel consumption is quite impressive. But the Korean brand is changing the face of the game with improvements to the car interior. The first people to buy cars are even more fascinated by the list of attractive options. "
A more worrying point is as an analyst with Edmunds.com Bill Visnic of mention: Honda is losing its personality. "Honda to build credibility with the technology. Now they're becoming a car company than usual, "he said.
Sales in the U.S. is very important because this is Honda's largest market of the company, accounting for nearly 30% of global sales.
In 2010, Honda holds 10.7% market share, become the 4th largest automaker in the U.S., with three models, especially the Civic, Accord and CR-V, all heads or second segment.
It seems that Hyundai is not "robbed" many sales of the Honda, the Civic model in the market share of compact sedan segment increased 2.7% over the next four years.
It is clear that the Korean automakers are taking over the market left open by American brands like Saturn and bankruptcy Pontiac . In addition, it is difficult to assess the response of buyers to the new generation Civic for earthquake and tsunami in Japan in March reduced the supply of all car brands this country. American Honda's sales fell a record 10% this year.
Even if sales of Civic improvement the next time, Honda is to take measures to push things forward faster. According to market research firm JD Power, Honda's main strength is always ranked high on durability and reliability of the car. It is a compelling reason many customers choose Honda. In a report in June of JD Power, Honda remains the number one car brand in general. Conversely, Hyundai below average.
However, in another report assessing the overall appeal of the brand, JD Power said the Hyundai brand is the most improved, and Honda ranked fourth from the bottom up.
"This is good news for Hyundai. The reliability of the car is important. But you need to produce an attractive medium cars, driving like and comfortable, "said Raffi Festekjian, director of automotive research at JD Power, said.
And that is what analysts and consumers that Honda lacks.
"Style is not enough to create the desire, form car does stand out when parked next to the car as the leading style Elantra," one reader wrote about the Civic on the Consumer Reports website. "As the owner of the Honda was a long time, I am really sad that Honda did not seem to do anything substantial for years."
Honda's chief designer, Mr. Yoshiharu Yamamoto, had to defend Civic, including the interior, but Consumer Reports badly processed, but acknowledges that the design could be better.
"In the past, 'three giants' U.S. automakers lost to us and their position on the market decreasing. We will also be the same if not careful (before the Korean car company). We can not let that happen, "Mr. Yamamoto share with Reuters.
Analysts said that Honda is not too late to improve the situation. Accord to this new version, due out next year around this, should have reduced fuel consumption is large, the generation of new engine and gearbox from Honda. It will also draw lessons from the last generation Civic.
"If they can convince consumers of the quality and luxury of the interior like the Hyundai, I think they can win, because they are more powerful brand," Mr. Yoshida's company of UBS Securities said. "But they must ensure that they win new customers. If not, they risk falling into situations like Buick and Oldsmobile, the last two brands just to be with older customers who remember the heyday of their past. "
