It hasn’t been a particularly good year for Honda, especially where it concerns its bread and butter Civic. Introduced just prior to the March 11 Tsunami and earthquake that hit Japan, supply shortages crippled production, leaving dealers starved of their best selling model in many cases.
To make matters worse, the 2012 model, in the process of redesign when the global economy tanked in 2008, received a number of cost cutting measures, such as reducing feature content and using cheaper materials, particularly inside the car, including the dash and console.
Although Honda is now ramping Civic production back up again, including adding a second shift at it’s Greensburg, Indiana plant, it’s also taken to heart some of the criticism leveled at the new car. As a result, originally planned mid-cycle updates are scheduled to take place sooner, rather than later.
According to John Mendel, executive vice president at American Honda Motor Co. said updates will happen next year instead of 2013.
“We take feedback seriously, regardless of who it’s from, and we will act accordingly quickly,” he said in a recent interview, though he also stated that he doesn’t know how much Honda can do to improve the car’s image, nor how quickly.
Civic was still the most shopped nameplate in the US in June, though demand since has fallen faster than many analysts predicted, with much of that believed to have come from a downgrading by Consumer Reports, which dropped the Civic from it’s “Recommended” list for the first time in memory.
[Source: Automotive News]