The Honda Civic, a line of subcompact cars made and manufactured by Honda, is the second longest continuously running make in North America. It was first introduced in 1972 as a two-door coupe, followed by a three-door hatchback in September the same year. With the transverse engine mounting of its 1169 cc engine and front-wheel drive, the Honda Civic provided good interior space despite overall small dimensions.
While the Civic is sold worldwide, differences in the name of the models exist among its world markets. In the North American market, Honda unveiled a sketch of the new ninth generation Civic which is marketed as “energetic, sleek and aerodynamic”. Both coupe and sedan concepts were introduced to the 2011 North American International Auto Show on January 10, 2011. The production of the new version of the ninth generation Civic is going to be on sale in spring 2011. In addition, gasoline, hybrid and natural gas variants will be offered to the new Civic. Moreover, Honda also uses the Eco Assist technology with these new models in order to market better. Civic will become the first gasoline-only powered car to employ such technology in North America. This new technology will help the driver to adopt a more fuel-efficient driving style and is proven to improve fuel economy by about 10% for Honda’s hybrid vehicle in Japan.
As a student consumer who looks for the kind of car that is powerful, stylish and fuel efficient, I consider the new Honda Civic to be the best choice. Also, the new Eco Assist technology of Honda attracts me the most as it motivates my psychological factors of decision making.