The launch party for the 2016 Honda Civic was just as cool as the song that goes “… I am contagious, I am breaking down …”
Honda displayed its 10th-generation Civic Sadan at YouTube Space LA on Wednesday and livestreamed it so that everbody was able to see it. I was stood near a band who were playing a song that I knew but couldn’t remeber the name of (I found out later that it was Night Riots) and was amongst people with tattoos and knitted caps who were cheering along. Honda is thrilled about this new Civic people.
It may seem like another cynical marketing attempt to try to lure in the attention from people from my age group. According to according to old people and their old cars, the ones studies the one studies don’t like driving and are uniterested in vehcles. Audi brought out an entire guide last year on how to ssell the A3 to Millenmials. We certainly are fond of our aggressively targeted campaigns.
To be fair, the 2016 Civic is far more experienced at riding. The Civic long has attracted new, young buyers who are wanting to purchase their first new vehicle and then just kept buying them as they fell so in love with them. That all changed a bit with the ninth-generation Civic which was a vehicle that was so different from its ancestry when it came to appearancem the way it felt and just general spirit. It is similar to when your Aunt Hattie exchanged her ’93 Achieva with the Honda Civic.
Sales figures show everything. In 2014 when it came to Honda’s vehicles, most buyers below the age of 35 went for the Accors. These days buyers are keen on the likes of the HR-V and CR-V SUVs as well thanks to their jagged appearance on all-wheel drive ability. It’s not just all about the Civic these days.
If you look past the hecticness of the band and the fog at the launch, the 2016 Civic appears to include everything that young new car purchases would want when then go show-car shopping, It comes with band and the fog of the reveal, promises good fuel economy and comes with many more features as well.
The first of the new Honda Civics displayed comes with more refinement, technology and content than the fun-to-drive characteristics. Now that the six-speed manual has definitely been consigned to the base LX, models equipped with a CVT are the only one’s to come with Honda’s new 1.5-liter turbo and enthusiasts might not be overly comforted by that. Hhowever, you were most likely waiting for either the new Si or next year’s hatchback model or maybe the new Type-R. The Civic Sedan is targeted at the mainsteam and this time round that happens to be people under 35 years of age.
There is no doubt that there will be a big marketing pitch for the 2016 Civic at Millennials and it will make you feel uncomfortable. With this vehicle though, Honda have tried their hardest to get the attention of the younger market. The vehicle’s future rely’s on it attracting people towards it once they get their first proper job.
The only thing left to do now is to get Contagious to stop playing repeatedly in my head.
