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Can Honda engineer a sexier marque image?(marketing in United Kingdom, automobiles)(Brief Article)(Statistical Data Included)
Honda is known in the UK for its reliability - a prosaic quality that makes it a favourite with older drivers. But will a new agency be able to adapt its ads to attract a wider market, asks Matthew Arnold
If Honda is in the middle of a brand identity crisis, it doesn't seem to know or care--its UK sales have inched up nicely since the early-90s, when it languished with a moribund 1.7% market share.
While Japan's number two car manufacturer is only the 11th-biggest player in the UK, boasting a 3.09% share, UK sales are its European strong point, and the numbers don't do justice to its diverse product range and its high regard at home.
But Honda has a problem. For all its engineering proficiency, the brand lacks sex appeal.
It draws high marks from European consumers for what's under the bonnet, but often fails to capture the imaginations and stir the …
