Honda Hybrid Marketing

Introduction

Honda Motor Company, is in the industry of manufacturing automobiles, motorcycles, trucks, scooters, roots, jets and jet engines, ATV, water craft, electrical generators, airline engines, lawn and garden equipment and aeronautical and other mobile technologies. Most recently, expanding into the mountain bike sector.

Honda recognized the consumer demand for better fuel economy and reduced emissions and in 1999, Honda introduced and began to sell the Honda Insight, a two-seater hybrid vehicle.

Since the year 2000, sales in the hybrid vehicle industry has increased significantly. By 2004, hybrid vehicles held a 1% market share in the United States. By 2007, registered hybrid vehicles in the United States were at 350,289. The sales curve of hybrids being very similar to that of the average gasoline prices in the US.

Honda Insight/ Civic Hybrid

Honda introduced the Honda insight in 1999, and had designed it to target tech-lovers. The initial marketing strategy included a small budget for advertising in television and radio. Internet marketing was done as well, but mostly was directed towards educational and promotional materials for dealers to present to local media.

The Civic Hybrid is a sedan with seating for five and is an extension of the already popular Honda Civic. After its introduction; between 2002 and 2003 sales of the hybrid had increased 59 percent. The goal of this hybrid was to have superior fuel economy, solid performance and to be easy to use as an everyday mode of transport and as far as a hybrid would be concerned, it was.

o

In contrast the Toyota Prius was positioned as a unique product which was meant to display the fact that the owner was an environmentally conscious individual. This is the reason why so many celebrities prefer the Prius as a statement of this consciousness over the very mild Civic Hybrid. As said by Jay Leno, [It was almost like saying to the public] “I am driving an unattractive car because I am saving the planet.” The Pruis is often referred to as the, ‘darling of Hollywood.’ The insight is often seen as the car that paved the road for the Prius.

Honda however introduced the Civic to appeal to the mass market.
They leveraged the existing Civic brand name. They offered a car that was no different in comparison to its gasoline counterparts expect for the added benefit of increased gas mileage and environmental friendliness. This had lead to Honda using its existing brand equity and differential targeting. Honda did very little to link the Civic Hybrid to the Insight.

Honda FCX Clarity

Honda has recently introduced a new type of alternative fuel car. This car is called the Honda FCX, and it has an onboard generator that takes the form of a hydrogen fuel cell. It is filled with compressed hydrogen and is later combined with air in the fuel cell which produces electricity, which in turn drives the front wheels. It is this that puts the Clarity in its own field. This car operates in the same fashion as a gasoline car; in terms that you fill up in a regular station and there is no need to plug it in at night. This is the future of the car because it’s just like the car of today.

Conclusion

Honda has always been on the forefront of Hybrid technology. First, with the introduction of the Honda Insight in 1999. Then shortly afterwards, with the introduction of the Civic Hybrid, and now along with a lineup of fuel efficient cars including the Honda CRV Hybrid as well as the Hybrid Accord. Honda also plans on introducing a all new Insight to its lineup once again.

And in 2009 Honda has brought the Honda FCX Clarity into the world where it will undoubtedly give Honda great marketing material, as it proves that Honda has not lost its touch and will show their superiority once again. The car has already began a buzz as the most innovative car to date.

Honda Hybrid Power Plant