Civic - An extreme makeover

Honda was struggling to make a success of their Civic sedan after five years as an independent organisation in South Africa (Honda vehicles were previously manufactured and distributed by Mercedes).

Civic – An extreme makeover

John Laurence – DDB South Africa


This document will explain how Honda South Africa and DDB South Africa worked together to take a product with a staid, conservative image and turned it into the hottest property in the C Sedan segment of the market. Not only did this change the way people viewed the brand, it resulted in a 445% year-on-year increase in sales and moved Honda into a new era of its history in South Africa.


2.1. Mercedes Benz to Honda South Africa

Prior to December 2000, Honda motor...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands