特急件！第十代大改款的美規Honda Civic下個月就將現身！！

doggyXD

日前，美國Honda原廠已正式發函給旗下各經銷商，希望他們盡快將手上的Civic出清，而且是越快越好。這消息一出，各界已是心照不宣，那就是改款車型即將登場。
根據由美國Honda全國銷售部門協理David Hendley寄給各經銷商的信件中，除了提醒經銷商們盡快將手上的2012年Civic出清外，並沒有透露太多的細節，只說 ｢改款的2013年車型發表後，其改款幅度之大，將會讓經銷商手上的現行2012年車型變成萬年庫存車。｣
而在信中也提到了改款車型的發表時間：11月29日，這也是今年洛杉磯車展開幕的前一天。
另外根據Hendley信中的說法，全新Civic將會修改成有如高級性能房車船的外觀，而內裝部份也保證會有完全煥然一新的全新設計。而事實上在更早之前，北美Honda總裁Tetsuo Iwamura也透露過，新的Civic將會與現行車型有著完全不同的操駕感，全新的懸吊及動力系統皆在更動的清單之中。
回顧現行的九代CIvic，離當初發售至今不過一年左右的時間就已經要進行改款，這代的產品壽命比以往的車型都還要短的多，其中產品本身是問題來源。
 
2012年Civic自從上市以來就廣受市場各方面的批評，如操控表現不佳、內裝品質變差、噪音過大、沒有特色以及單調的外觀設計，讓Civic在競爭激烈的中型房車市場優勢不在。而更要命的是，上述的批評言論還是來自極具公信力的媒體Consumer Reports，該媒體甚至還在八月份將Civic冠上 ｢不值得推薦車型｣(Car to avoid)的評價，這讓Honda真的是情何以堪呀。
但有趣的是，Consumer Reports的負面言論似乎並沒有對銷售造成多大的影響，根據Honda自己本身的銷售數據，今天截至九月底為止，Honda一共在美國市場賣出了23.4萬餘輛Civic，上個月也繳出了21546輛的成績。
而上述的數字也顯示，現行車型的銷售量比先前2011的八代車型還高了40%，而這個成績也是同級距車型中的佼佼者。有時候，專業媒體與消費者的立場不同，觀點就會不同，媒體的看法及報導是一回事，但最後作決定掏錢買車的還是消費者 ，這又是另一回事了！
Hendley並表示Honda位於美國印地安納州的組裝廠不但將為2013年全新改款Civic的生產基地，甚至還考慮將其組裝的車輛北運、供應給加拿大市場。
 
[以下分頁有美國Honda銷售部門協理David Hendley寄給當地經銷商的信件原文]
[插播：性感辣妹換胎術]
 
Dear Honda Dealer,
Thank you for your effort of selling down the 2012 Accord. As you remember from the dealer meeting earlier this summer in Philadelphia, our priority at the time was to get the Accord down to a reasonable days supply by our September launch date for the new model. Our sell down of the 2012 Accord is right in line of where we want to be, and the 2013 Accord is doing extremely well since it's release back in September. Your focus and selling effort on Accord is greatly appreciated.
Obviously, Accord sales makeup a huge part of getting to the company goal of 1,300,000 by the end of the year; however, Civic's role is just as important. You may be aware that the refreshed 2013 Civic will be available for sale on November 29, 2012. When it arrives on your lots you will see dramatic improvements to the exterior styling that moves Civic into a more premium sporty direction. The interior has even more upgrades and improvements to bring more sophistication and quality to its appearance. As I said in Philadelphia, we are taking a good Civic that is currently the leading selling vehicle in the small car segment regardless of fleet sales, and made is a great car. This is a car the breathes the famous Honda driveability, quality, reliability (DQR) that has made Honda what it is today. A brand that consumers want us to produce for you to sell. This vehicle is not produced simply to catch up to our competition it is being produced to expand its dominance and reign once again as the bench mark of the small car segment.
Civic makes up almost 25% of our 990,00 Honda sales for the year - it is a critical component in our goal to reach 1.3 million sales for the year. For your dealership to take full advantage of the refreshed Civic and the marketing we will have supporting it you must greatly increase the turn rate on our 2012 Civics. With the unprecedented enhancements we have made to the current Civic after its first year in its cycle you will want to have little to no Civics on hand at arrival time of this refreshed 2013 model. The changes made to the 2013 model will make the outgoing 2012 Civic a difficult model sell when they are side to side. I strongly encourage you to discuss your Civic inventory situation with your district manager today, and set up a sell down strategy that will reduce your total remaining model year 2012 Civics by a minimum of 60% before December 1, 2012. I cannot stress enough, sell down of your 2012 Civics is critical to the 2013 Civic launch and the success of inventory balance at your dealership.
Take action now! The 2013 Civic will come to your at full speed. Our plant in Indiana which produces Civic will run at full capacity with Civic production, and we will even get production from Canada too. Commit to reduce your model year 2012 Civics by 60% or more before December 1, 2012. And be prepared on November 29, to receive the greatest Civic ever produced!

Sincerely,
David Hendley
Assistant Vice President Honda National Sales

~Muscle~

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