Honda should be 'blowing its own horn' more [2.10.8]

[T Mac]

Honda Division sales were up 4.8 percent in 2007 in a weak economy, so dealers aren't clamoring for major overhauls. But they would like to see Honda tweak a few things.

The Honda National Dealer Advisory Board is worried about maintaining dealer profits in what could be a tough year. Bill Smith, the dealer advisory board chairman and dealer principal at Russell & Smith Honda in Houston, spoke with Staff Reporter Ralph Kisiel.

....note from T Mac
This interview has some interesting feedback from the dealer, including:

What does Honda need to do to help dealers sell more vehicles?

The tier 1 national advertising. The other area: They tend to focus on one or two product lines instead of the entire product lineup. I think that's a matter of dollars. They don't seem to want to increase that advertising budget to the point where they can hit most of the lineup, and I think that would be a big help.

Click here to read the entire interview from Automotive News

[John32070]

As the saying goes; Preaching to the choir. They apparently didn't listen to us in St Louis about advertising.

[T Mac]

Originally Posted by John32070

As the saying goes; Preaching to the choir. They apparently didn't listen to us in St Louis about advertising.

The guys in St. Louis don't represent the marketing teams.

[John32070]

Oh? I thought there was 1 or 2 guys who said they were from the marketing dept? Whatever the case, they still don't market the truck very well. I really don't think those latest ads (like with Chuck Norris) are telling people a whole lot about the truck.

[Wuptdo]

I don't know about you all, but people come up to me, and ask when did Honda start building trucks.

I remember talking to one of the marketing guys in St. Louise, but they seem more concerned about the "next" generation of Ridgelines, i.e., which way to take them.

[arteegee]

3 words: Spin the Ridgeline... Keep making dumb commercials, Honda. I like the exclusivity.

[cdepuydt]

I agree. Honda is really good at making commercials that make absolutely no sense and show absolutely nothing about their products. Like the lumbejack floating in space...?!?!...WTF is that all about.

I forget who it was, but one ROC member but together the best idea for a RL commercial yet. The commercial was set up something like this....Show a guy running to Home Depot or something, have him put stuff in the trunk, and then slide full-sized 4x8 sheets of plywood in the back, then show him hauling some topsoil or something like that...next scene is the guy doing some "medium" off-road type driving (going fishing or whatever), then show the guy running the RL through the car wash, and afterward picking up a date and heading off to dinner at a resturant.

I think that would show the true nature of the RL...a "sophisticated" truck. The commercials they have now show nothing about the product...just that it's "tough and smooth" or whatever the heck they are trying to get across.

Show the product and the features! I think the closest they got to doing that was the one commercial with they guys towing the boat and throwing a fish to the bear....

[rdharper]

Couple of good looking guys and gals with surfboards running out of the surf to their Ridgeline (in the sand)... opening the trunk which is filled with ice and ... well, you get the picture.

Maybe skip the guys. Just gals.

[Mitchie]

Ridgeline, Honda's best kept secret. I've spoken to people about Ridgeline, the response is "Honda builds a truck??"

[Hound]

Honda commercials are all about corporate vision, quality and refinement while American builders talk about features and add-ons. But I get the point here.

Honda builds more into their cars than they advertise too. The Ridgeline features are understated for sure. Even the Civic EX has more added features than the brochure and specifications page say. For instance it is quieter than the DX and LX models. (Canadian spec) because there's more sound insulation.