Author: John Griffiths |
Honda Civic
THE CHALLENGE
The Civic is Hondas best selling car in the UK. So there is an ongoing requirement to advertising the car. BUT
- The Civic is one of the most expensive cars in its sector. The perceived price difference between Civic and its rivals is more extreme than it actually is.
- It had a dull driver image, its solidity and dependability made the Civic particularly attractive to the upmarket end of the grey market who incidentally have extra...