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Opinion: Has Honda lost its footing?

Filed under: Honda

Honda Civic Concept sketch

When Honda handed out sketches of an all-new Civic Concept last December, they received a warm welcome from those anticipating big changes for the maker’s long-popular compact sedan.

So, the Honda press conference at the 2010 Detroit Auto Show last week triggered more than a bit of confusion – and even some disappointment. True, we journalists are used to seeing things watered down when an automaker moves from sketch to concept, and then from concept to production car. But the Civic Concept revealed in Detroit is no fantasy in chrome. If anything, in terms of design, it’s only a moderately warmed-over version of the current compact sedan.

Which raises some serious questions about Honda’s strategy at a time when the compact market is becoming more competitive than it has been in years. Until recently, Honda could assume that the only real competition for the Civic would be the Toyota Corolla. No longer.

Paul A. Eisenstein is Publisher of TheDetroitBureau.com, and a 30-year veteran of the automotive beat. His editorials bring his unique perspective and deep understanding of the auto world to Autoblog readers on a regular basis.

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Opinion: Has Honda lost its footing? originally appeared on Autoblog on Thu, 20 Jan 2011 15:01:00 EST. Please see our terms for use of feeds.

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Opinion: VW webisodes with SNL’s Bill Hader go awry [w/videos]

Filed under: Marketing/Advertising, Videos, Volkswagen

VW Jetta and Bill Hader

Bill Hader and the Volkswagen Jetta – Click above to watch the videos after the break

If you have watched Saturday Night Live the last couple of years, you may share my opinion that the only things truly funny is Weekend Update, when cast members do a really good parody of real people like Sarah Palin, Barack Obama and the like, or when the cast produces video set-pieces before-hand.

When the show goes into original sketches, it can be a long hard, painful, unfunny slog. And this brings me to a new set of video webisodes produced by Volkswagen and ad agency Deutsch/LA starring SNL cast-member Bill Hader.

Webisodes are an increasingly common and important marketing tool used by companies, especially automakers. Ford has especially been making wide use of them as it seeks to be king of social media. The thinking goes like this: We are limited to 30-second and 60-second ads on TV because of cost, but why not get jiggier with longer-form pieces on the Net where we don’t have to pay for time.

The best of this medium remains BMW’s The Hire series of web films.

Click here to continue reading how VW went wrong.

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Opinion: VW webisodes with SNL’s Bill Hader go awry [w/videos] originally appeared on Autoblog on Fri, 07 Jan 2011 19:58:00 EST. Please see our terms for use of feeds.

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Opinion: Chevrolet Volt debates leave out that whole “Vision Thing”

Filed under: Hybrid, Hatchback, Chevrolet, GM, Electric

2011 Chevrolet Volt – Click above for high-res image gallery

A lot of ink is being spilled over the Chevrolet Volt. There are arguments over whether it is worth even the $33,500 it costs after the Federal tax credit kicks in, or the $350.00 per month lease price (after $2,500 downpayment). There are debates over its real fuel economy, and range. There are debates about whether any vehicle should get a $7,500 rebate to make it decently affordable. The market should decide, the argument goes.

We know the market will decide in the end. Even as the federal government has imposed “Corporate Average Fuel Economy” rules in the hopes of forcing manufacturers to make more fuel efficient vehicles, new vehicle sales show that consumers in the U.S. still like their pickups and SUVs.

What most of the arguments over the Volt don’t take into consideration is what I call “The Vision Thing.”

What most of the arguments over the Volt don’t take into consideration is what I call “The Vision Thing.”

General Motors board member Steve Girsky, who is a former Wall Street analyst and consigliere to the United Auto Workers, says he has been a voice arguing inside the automaker to make a greater commitment to Volt and extended-range electrics. He also says that CEO Daniel Akerson is another voice pushing for the vehicle and technology despite its high cost.

“GM hasn’t had a leadership vehicle like this in a long time. And Ackerson is insistent that we have that,” says Girsky.

Gallery: 2011 Chevrolet Volt: First Drive

2011 Chevrolet Volt

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Opinion: Chevrolet Volt debates leave out that whole “Vision Thing” originally appeared on Autoblog on Fri, 17 Dec 2010 19:24:00 EST. Please see our terms for use of feeds.

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