When the 2012, "all-new" Honda Civic hit the market it was panned by reviewers. Honda was calling it an all-new product but it seems to have stuck to the old-generation's design and likelihood a bit too much.
Not to mention the sea of competition has become immensely strong over the past handful of years. With cars like the Chevrolet Cruze and Hyundai Elantra, Honda didn't have room to make a mistake.
Though we weren't impressed with the new Civic, we do have to admit one thing: It still sells. Honda still has a bit of magic when it comes to keeping its owners loyal.
But here's the interesting bit. Honda has apparently done a quick refresh of the Civic for the 2013 model year.
That's unheard of in today's market.
Thanks to a leaked note from Honda's Assistant VP of Honda National Sales, David Hendley, we now know that the 2013 model year product will be improved that pushes the vehicle into the "premium sporty" category. We'll believe it when we see it.
So, what does this all mean? Well, three things:
1) This is an admission that Honda didn't do such a fabulous job on the all-new 2012 Civic.
2) If you want a deal on a new 2012 Civic, you may want to give your local Honda dealer a buzz -- especially if they have a large number of Civics in its inventory.
3) If you want the latest and greatest Honda Civic money can buy, hang tight until November 29. That's when the '13 will be made available to the public.
Honda's leaked note follows:
Dear Honda Dealer,
Thank you for your effort of selling down the 2012 Accord. As you remember from the dealer meeting earlier this summer in Philadelphia, our priority at the time was to get the Accord down to a reasonable days supply by our September launch date for the new model. Our sell down of the 2012 Accord is right in line of where we want to be, and the 2013 Accord is doing extremely well since it's release back in September. Your focus and selling effort on Accord is greatly appreciated.
Obviously, Accord sales makeup a huge part of getting to the company goal of 1,300,000 by the end of the year; however, Civic's role is just as important. You may be aware that the refreshed 2013 Civic will be available for sale on November 29, 2012. When it arrives on your lots you will see dramatic improvements to the exterior styling that moves Civic into a more premium sporty direction. The interior has even more upgrades and improvements to bring more sophistication and quality to its appearance. As I said in Philadelphia, we are taking a good Civic that is currently the leading selling vehicle in the small car segment regardless of fleet sales, and made is a great car. This is a car the breathes the famous Honda driveability, quality, reliability (DQR) that has made Honda what it is today. A brand that consumers want us to produce for you to sell. This vehicle is not produced simply to catch up to our competition it is being produced to expand its dominance and reign once again as the bench mark of the small car segment.
Civic makes up almost 25% of our 990,00 Honda sales for the year - it is a critical component in our goal to reach 1.3 million sales for the year. For your dealership to take full advantage of the refreshed Civic and the marketing we will have supporting it you must greatly increase the turn rate on our 2012 Civics. With the unprecedented enhancements we have made to the current Civic after its first year in its cycle you will want to have little to no Civics on hand at arrival time of this refreshed 2013 model. The changes made to the 2013 model will make the outgoing 2012 Civic a difficult model sell when they are side to side. I strongly encourage you to discuss your Civic inventory situation with your district manager today, and set up a sell down strategy that will reduce your total remaining model year 2012 Civics by a minimum of 60% before December 1, 2012. I cannot stress enough, sell down of your 2012 Civics is critical to the 2013 Civic launch and the success of inventory balance at your dealership.
Take action now! The 2013 Civic will come to your at full speed. Our plant in Indiana which produces Civic will run at full capacity with Civic production, and we will even get production from Canada too. Commit to reduce your model year 2012 Civics by 60% or more before December 1, 2012. And be prepared on November 29, to receive the greatest Civic ever produced!
Sincerely,
David Hendley
Assistant Vice President Honda National Sales