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Honda CEO takes responsibility for poor reception of redesigned Civic

By Zach Bowman RSS feed

Posted Dec 2nd 2011 8:56AM

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There are plenty of ways to know an automaker has made a misstep. Low sales and high inventory are typical markers of a lackluster model, but it's more rare for a company's CEO to come out and offer a full apology for failing to deliver a worthwhile vehicle. That's exactly what Honda CEO Takanobu Ito has done in response to complaints about the 2012 Honda Civic. Ito has said that he takes responsibility for the vehicle's meager performance in North America and that Honda takes input from world markets very seriously. The CEO also said that his company is working to discern the best course of action moving forward.

The redesigned Honda Civic hasn't found many fans since it debuted in April. Consumer Reports refused to recommend the vehicle for the first time in the car's history, and Automotive News reports that The Wall Street Journal called the vehicle's new look a betrayal.

Ouch.

Not surprisingly, Civic sales have dropped by 15 per cent while the rest of the automotive market has seen an increase of 10 per cent compared to last year. While some of that fall may be due to supply issues brought about first by earthquake and tsunami activity in Japan and later by floods in Thailand, the reality is that the bread-and-butter compact from Honda simply isn't meeting expectations.

Related Gallery2012 Honda Civic EX Sedan: Review


News Source: Automotive News - sub. req.

Image Credit: Copyright 2011 Steven J. Ewing / AOL

Related Gallery2012 Honda Civic EX Sedan: Review

Category: Budget, Coupe, Honda, Japan, Design/Style

Tags: 2012 honda civic, apology, civic, honda, honda civic, takanobu ito, takanobu ito apology

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Flowave & Christian R.

Obvious BLIND Honda Fanboys!

Honda must have hired employees that were fired by the HYUNDAI motor co.

December 03 2011 at 6:57 AM Report abuse rate up rate down Reply
FloWavE

I never even bothered to look interior of 2012 civic after looking at the exterior.

Now i just saw the pictures and this car looks hideous in every part. No wonder this car is not selling well.

I don't hate Honda. I have two 2006's myself.

Honda recently has been drowsing in the design department.

December 02 2011 at 11:00 AM Report abuse rate up rate down Reply
Christian Raith

This again contradicts the fact that it held is top spot in Canada despite Honda's struggle with supplies. The report in Consumer Reports was so unfounded and misleading that CR lost all credibility with it in my eyes. I happen to buy a 2012 Civic and I would have never even considered this car before shopping for new wheels this spring. I drove every vehicle (Chevy, Mazda, Hyundai, Kia, VW) and it came out on top of all of them in terms of value, comfort and refinement overall.

December 02 2011 at 10:31 AM Report abuse +1 rate up rate down Reply
1 reply to Christian Raith's comment
bigfriggindeal

I agree. The 2012 civic was predominantly the same car as the 2011 (same drivetrain, underpinnings ect.), yet the Consumers Reports scoring was significantly different. There is no explanation for this. I have lost a lot of respect for Consumers Reports.

December 02 2011 at 11:47 AM Report abuse rate up rate down Reply
Economist_101

I thought the new (and last model .. looks the same true) were very attractive cars. Civic in general have always looked good. But I have noticed for years -- this is not something really new -- but the powertrains were excellent, but the interiors (and paint until the last 2 generations) was hardly spectacular as people said. If I went back to Honda, I figured it would have to be in an Acura - which echo'd the quality (content) that I relate to Honda.

December 02 2011 at 9:08 AM Report abuse rate up rate down Reply