Honda – Civic Success

In 2000, Honda Quebec faced growing competition from both foreign and domestic rivals that offered improved durability, reliability and quality, while its best-selling model had also just been removed from the worldwide market.
Agency: Bos

Honda – Civic Success

Silver: Sustained SuccessBronze: Automotive and DIY

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2001–December 2006Start of Advertising/Communication Effort: Fall 2001Base Period for Comparison: Calendar 2001

In 2001, after decades of making better cars, Honda faced growing competition in Canada from its Japanese, domestic and new Korean rivals. All had raised the bar on durability, reliability and overall quality, and were advertising aggressively to get a greater share of new-car sales. Problem for Civic was further complicated because the parent company decided to retire the ever-popular Civic hatchback in 2000....

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