New Honda New cars review 2009

I’m from Bristol a city with a proud heritage albeit with the notable exception of the slave trade. One of the things we Bristolians do possess is a bit of a mischievous sense of humour which often involves taking the mickey out of surrounding towns. Unfortunately Swindon has long been the recipient of a lot of remarks although in fairness they have often been made by people who are actually from the town, most notably Mark Lamarr.I guess its a bit like when you are running down a member of your family and if your partner joins in you rush to the family member’s defence arguing that its ok for you to criticise them but no-one else. Having said that I have been to Swindon on a number of occasions and I have to agree with the sentiments expressed by Andy Partridge the former lead singer of Swindon band XTC. You’ll have to look these up for yourself.

Despite the amount of criticism Swindon has received, a fair amount of celebrities and stars including the late actress Diana Dors were born there. Who can forget the likes of Melinda Messenger who proved she had hidden talents whilst working at a local Direct Mail company before going on to more dubious fame.

Swindon has a strong railway tradition and was chosen by Isambard Brunel as the location for his Great Western Railway (GWR) works. Part of the site still remains and is the home of the steam railway museum.

Since the demise of the railways and the overall decline in British manufacturing industry Swindon became a centre of commerce with a lot of financial companies relocating from London to provincial towns and cities in order to reduce costs. As a result Swindon became a boom town in the eighties and nineties and even attempted to boost its importance by applying for City status. Unfortunately this proved to be unsuccessful but Swindon did succeed in drawing manufacturing back in the form of Honda.

This was a real coup for the area and for Britain as a whole which didn’t have the best reputation when it came to car manufacturing. We seem to be able to build some of the best cars in the world when it comes to hand crafting luxury or sports models for the rich and famous. When it comes to knocking out utilitarian vehicles for the masses you could guarantee production would last for about half an hour before some kind of industrial dispute would develop.

Honda took a big risk then and entrusted the manufacture of its successful Civic model which had been selling well since 1973 believe it or not. Honda had a brief encounter with Triumph who were part of British Leyland and some pretty ropey cars briefly appeared badged as Triumph and then Rover. Since then two million cars have rolled off the production line at Swindon including about a million Civics.

I must admit that personally I wasn’t a big fan of the Civic especially since the time I arrived back to a car park to find a collection of intellectually challenged young men attempting to remove the spoiler from the roof of my Mitsubishi Colt. They were then proposing to attach it somehow to their Honda Civic although as the spoiler was bolted to the roof they just succeeded in causing about £500 worth of damage to my car.

I have since recovered from this and must say that the latest version of the Civic and come to think of it the one before are very stylish cars.

I do still find it intriguing that the appeal of the Civic seems to be divided between those in their twenties and people above retirement age. Honda is no doubt aware of this but even the retro triangular designs of the latest Civic seem to work for young and old. The Civic shows no sign of losing its appeal though and long may it continue. There is no doubt that the Honda plant in Swindon has contributed significantly to the prosperity of the town.

In my younger days I worked for a number of advertising agencies the most well known of which was McCann Erickson. As a result I still have a keen interest in advertising especially on television where the commercials tend to be the most memorable. Every once in a while an advert comes along that really sticks in the mind, often long after you have forgotten what the actual product being advertised was.The famous ‘Cog’ advert for the Honda Accord was first aired on British television back in 2003. Honda has a huge diverse market in the US but in the UK the appeal has always tended to be towards older buyers perhaps with the exception of the high performance models. The creative brief for the 2003 campaign must have incorporated a section which said something like we need more mass appeal for the Accord and how do we target a more youthful aspiring and ultimately trendier buyer?

Cue the ‘Cog’ advert to the soundtrack of “Rappers Delight” by the Sugar Hill Gang. The agency must have pitched the concept impeccably and how the suited Honda executives approved the advert we may never know. At the time it was a creative stroke of genius, the advert was two minutes long so the media budget alone would have been huge. Although the running time was subsequently reduced the message had certainly been delivered in style. The advert consisted of a visually stunning chain reaction of car components rolling together to create a domino effect which culminated in a finished car effortlessly rolling off a balanced trailer and coming to rest before the camera. The cleverly chosen voiceover of US author Garrison Keillor then delivered the line “Isn’t it nice when things just work?”

I first saw the advert at the cinema and was fascinated by the attention to detail. I have subsequently found out that the advert took over 600 takes to complete and utilised only minimal amounts of CGI. That was the brilliant thing about it, someone had lovingly and meticulously arranged all the individual components to move at just the right moment and it must have taken hours to set up just for one relatively short commercial. I can’t remember what film I saw but I remember the Accord advert so there’s the power of advertising for you!

Echoing the sentiments of the commercial it is nice when things work especially cars as let’s face it they are a means of getting us from A to B without letting us down. This has been the appeal of the Accord and for Honda and Japanese cars in general. Critics would say that the Accord doesn’t have the flair or Gallic charm of French cars or the sheer status of German Marques but after having once owned a Honda I realised what owning a reliable car is all about. They always start first time, mine never needed any oil between changes and it never let me down once. The trouble is you can easily take this for granted, something that I later discovered when I decided to return to a French car which although had bags of character it always managed to leave me stranded in the middle of nowhere in the rain.

The Accord has been getting people to work on time and not blowing up on family holidays since 1976 and is now in its eighth generation. Honda has developed a diesel engine which is the envy of the competition and has exemplarary standards of emissions and fuel economy which is becoming ever more important in this age of increasing fuel prices. The latest Accord is larger than its predecessors and has a high quality feel and outstanding build quality. Bullet proof reliability now comes as standard and with the popularity in the US the Accord doesn’t need clever advertising it just seems to sell itself.