Honda Sneak Peek: The Fit?
Credit Honda with not giving up simply in what will undoubtedly turn into a big fight: the sub $15,000 price range category of new automobiles. At present, only a stripped down Civic competes in this place and I mean stripped: no a/c, basic tranny, no radio! With Toyota’s Scion brand catching on Honda is seeking to fight back. A tiny auto now on sale in Japan may possibly soon locate its way to a dealership in your neighborhood helping to turn the tide for the revered automaker.
So, why the large push in this “inexpensive” category? Chiefly simply because automakers know that if young and initial time purchasers have a very good expertise with their entry level automobiles then more than likely they will remain with the brand as their lives alter, i.e., get married, start off a family members, make far more money, and so forth. This practice has been in spot for years, even though not as widely emphasized by all producers and to their detriment.
Honda’s long time low cost leader has often been the Civic. Introduced to the North American market place in 1971, the Civic was the original Honda for the western hemisphere and has been a value leader in its class for some time. Nonetheless, like the Toyota Corolla, the Civic has been gradually creeping up marketplace becoming better equipped and a lot more high-priced. At least Toyota slipped in a new entry level auto a couple of years back, the Echo, but Honda has been without 1. In addition, Toyota launched an all new brand, Scion, in 2003 to capture a bigger chunk of the youth marketplace. So far, Scion has been a runaway results story.
Enter the Fit. Say, what?! Yes, a tiny Scion-like vehicle sporting a 1.5L engine is already navigating Japanese streets. Sadly, the name is not catchy and probably will have to be changed once the automobile is imported to the US and Canada. Let’s just say that some of the names that rhyme with Fit are not exactly favorable. At least it is not as clear as Daewoo’s Charade a car that truly lived up to its name!
We do not know a lot yet about the Fit other than to say that Honda knows that they need to have to respond to Toyota and soon. Honda does not appear willing to develop a separate brand to take on Scion, but an auto in the class of the Fit will aid Honda capture a larger chunk of the all important youth market. With styling cues reportedly related to the Scion xA, the “Fit” will most likely be fitted into the bottom of the Honda line up. Paired with the Element, each vehicles will be perceived as correct Scion fighters. At least Honda hopes that you do.
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