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開創劃時代新格局─HONDA全新Civic(End)
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AUTONET記者：李承儒(05/03/2006星期三)
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經過了三年的時間，HONDA於全球最受歡迎的Civic車系，再次回到台灣市場，曾經在台灣也有過輝煌歷史的Civic車系，以全新的格局與面貌，進入市場，期盼能夠榮光再現！
隨著時光轉移，台灣1.8~2.0升中型房車市場已是百家爭鳴，在對手輩出且各有特色下，全新Civic不再能夠輕鬆應戰，即使全面進化的產品力，與五育具全的表現，展現出次世代格局，與同級車相較有著較多的優勢，但是以64.9萬起跳的車價進入市場，也讓大家有些望而卻步。
初期全新Civic車系1.8升車型共有LX、EX、EX-S三種車型，售價分別為64.9萬、69.9萬與72.9萬，2.0車型則僅有單一的S車型，售價為79.9萬，平均高於同級車款。雖然原廠強調，Civic車系無論在引擎科技、整體設計與車內空間運用，都要比國產中型房車要高上一個層次，不過對於絕大部份的消費者而言，感受並不深。
一般的消費者還是習慣以價格來做為主要考量，自全新Civic車系發表至今，約近一個月的時間，發現年紀稍長對於Civic車系有些認識的消費者，會認為全新Civic售價偏高，而年輕族群、或是首次購車的消費者，對整體售價與產品的概念較淺，認為其售價可以接受。
如何與消費者溝通價格與產品同時提升的原因與觀念，成了HONDA必須面對的首要課題。
在首月的銷售表現中，全新Civic已有近千輛的掛牌數，僅次於市場常勝軍TOYOTA Altis與促銷中的NISSAN Santra車系，訂單也已破兩千張，表現算是令人滿意，也初步可達到HONDA Taiwan首年銷售10000輛的目標，顯見即使價格高於對手，全新Civic還是具有一定的競爭力。
至於原預計同時上市的60萬內入門車型，第一時間未一並上市，則在未來視市場反應，再選擇時機進入市場；目前HONDA極欲擺脫以往Civic =改裝=飆車的片面負面形象，但不可否認該族群仍是Civic車系的死忠支持者之一，雖然全新Civic仍以家庭用車為主要訴求，未來在市場考量下，60萬內的入門車型勢必是讓Civic銷量再次提升的重要棋子。
整體而言，除了售價，全新Civic依舊是表現最均衡，且是唯一同時可以將所有特色攬於一身的車種，無論性能、操控、經濟性、車室空間…等都如同原廠所強調的較對手高一個層次，就端看你是否願意以較高的價錢，將一切優點一次買齊了。
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HONDA 美日/本田Civic
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