Coupe Sales Brochure
This is another article in a series of articles, breaking and critical automotive manufacturers marketing brochures. Point of sale (POS) materials are account of millions of dollars a year in the automotive industry. We want to look into these marketing brochures and examine the sales and marketing angles of each particular model.
In this article, we will take a closer look at the 2008 Honda Civic. Honda has a 18-page brochure devoted to color selling their ideas, trying to readjust the way we see today in Honda Civic.
When you think Honda Civic, what comes to mind? We thought, great gas mileage, reliability, practicality, simply a smart purchase. Those qualities and ideas are still part of the general DNA Honda Civic, but Honda wants to change the way think about the Civic. Honda is going after a different market.
"The spontaneity, intensity and fun" … these are not yesterdays Advertising Keywords associated with the Honda Civic.
Immediately on page 3, Honda asks you to "Go Ahead" open. "Let's see what this baby going to do. "Killer Looks", "Next-Big-Thing-Technology", "Burn the floor, only a few general terms that there was attach to the Civic. The people at Honda are pushing this vehicles driving and experience in person an attempt to attract an entirely different demographic.
No doubt, the Civic has grown. The idea of a navigation system in a vehicle model bottom lines may seem a bit much, but Honda decided to devote an entire page to his version of the navigation. Leather interior also got a complete one page in length, in an attempt to move even further away from the Civic traditional market to a buyer more bold and aggressive.
"A lot of thrust, Little thirst" … This is a bit more on the marketing Civic we've all become accustomed. Gas mileage and a little zip, that's my good old Civic.
Honda returned to his roots in the page three to spread exclusively marketing the 2008 Honda Civic Hybrid. This is what I expect from Honda on the Civic. The hybrid version of Honda Civic 2008 has perfect sense for this model. Ever the practical choice for fuel economy, saving the initial investment, and overall cost of the car, the Civic now extends to the environment "green" savings with the Honda Civic Hybrid. They appeal to their intelligence, "Hybrid: A smart way to drive." And they appeal to their total environmental concern in the classical form of Honda has always done.
The Honda Civic Si Coupe is part of the prospectus to be expected some contents related to power and the style and panache. "Obey Your Wilder Side" is a perfect place for this level of finish on the Civic. The Si has always had follow up with the younger "Generation X demo, and Honda has done a great job of reinforcing this Civic model again to its target audience. Naming one of their color, Habanero Red Pearl, was another nice touch.
The security is only won the first page of the booklet and there is only a page describing "DNA" of the Honda Civic.
Honda is doing a very conscientious effort to expand its market to the Civic. This could be a bit of a risk to of a model that has been more successful than anyone at Honda could have imagined. I am confident that the tastes of the Mazda3 and Nissan Sentra have the marketing department of Honda Civic rethink the whole thing. However, a niche is a niche is a niche. They are stepping outside the zone that has worked so well for them in the past. It will be interesting to see whether to expand or decrease its market share for the Civic with this approach.
About the Author:
Dan Mercurio is president of Elite
Search Engine Marketing
specializing automotive marketing and SEO/SEM. Let us show you we can efficiently and affordably administer a quality search engine marketing campaign for you as we have for
Honda Jersey City New Jersey
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Article Source: ArticlesBase.com – Honda – Changing The Way They Market The Civic
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