Honda’s ‘States Advertising Is Bizzarre.



By Tim Smith

I’m not entirely sure who’s responsible for Honda’s ‘States advertising strategy, and, as always, I’m sure they’re just trying to pay the bills, pull that barmaid down that bar where they got a bit too pissed and may have shouted several embarrassing things at the very top of their voice, or something…, but I have absolutely no idea what is going on over there.

Jalopnik got all up in their grill just a couple of days back because of an ill-timed advertising campaign depicting some hip types, or hipsters, as the new totalising phrase calls ‘them’, doing some sort of a protest in Detroit.

Before that we were all treated to a bizarre experience involving another ‘hipster’ doing ‘hipster’ things while hanging around the Fit’s (Jazz’s) plinth at the Detroit Motor Show. Here’s a taste:

Notice the actor seems to be being all ironic about taking a selfie. I have no idea whether he’s extracting urine from Honda or actually trying to make it work.

The caption below his name calls him an ‘Automotive Expert’ but he later seems to think that the Fit/Jazz has two gearbox’s. I know, I know, it’s all in the semantics, but come on. Why not caption him ‘Honda Sales Representative’? And/or get him an editor?

The Jazz has long been the fodder of older demographics in the UK, despite several attempts to suggest otherwise by Honda. I don’t think this is a bad thing, the Jazz is easy to get in and out of, easy to drive and efficient. It is reasonably priced and offers good reliability. If simply getting around is a priority, then it’s one of the best cars in its class.

I’m unsure of the buying demographic of the Jazz/Fit in the ol’ US of A but from this advertising campaign (IT’S FOR YOUNG, HIP TYPES, YES IT IS, IT REALLY IS.) it seems like they might have the same perceived problem.

It is not a problem, Honda. Old people are people too. That is all.



Filed under Wednesday View

3 responses to “Honda’s ‘States Advertising Is Bizzarre.

  1. It’s definitely kind of awkward. Unfortunately, you can’t hit the nail on the advertising head every time. I think in the ol’ US of A, the idea for most young people who are searching for their first practical vehicle do gravitate towards Honda because they’re cheap and there’s this perception that every single Honda will last for 400k+ miles. Sure, there are a lot that may do that, but how many consumers are really going to hold on to a car for that long just to see how far it will go before it craps out on them? Kudos to Honda on being reliable, and like you said – being able to simply get you around – but that’s about all.

    • autoeclectic

      Thank you for the insight JeffGordonChevy. So Honda have actually achieved what it wants in the UK, a truly young brand in the ‘States?

  2. I don’t know if Honda really tried to be the ‘young brand.’ Honda is such a huge company, and a lot of people have one in the family. It’s not worth much monetarily or sentimentally so those who have them don’t mind handing it down to the teenagers of the family who just got their licenses to have as their first car. Everyone has some sort of attachment to their first car – even if its always breaking down and it’s got a spray-painted hood that doesn’t match the paint on the rest of the body, you still love it for some reason. So once those teenagers grow up a little and choose their own ‘real’ first cars, they’ll likely stick with the same brand, or they’ll decide that that’s what they want because that’s what all their friends have. So, my theory: Honda has realized this and has developed their marketing to appeal to that demographic even more so. It’s not common to see someone driving a Honda who’s not an underclassman in college or your grandmother who just needs something to run to the store or church. And once these kids grow up, they’ll learn that there are more car brands out there and buy something better and hand the Honda down to the new driver in their family and the cycle repeats itself.

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