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    亡羊補牢、為時不晚?HONDA提早投入2013年式美規Civic開發  
AUTONET記者:Sam(12/23/2011星期五)
從美規版本的九代HONDA Civic推出後,在美國市場可說是飽受各界批評,輿論的抨擊同樣也反應在銷售表現上,Civic於2011年至今的美國銷售量較去年同期下降了13%。面對消費者與媒體的一致炮火,HONDA總裁伊東孝紳除了在今年東京車展表示將一肩扛起Civic在美國市場失敗的責任,HONDA最近也證實將提早開始2013年式美規Civic的開發,希望藉由預計在2012年底推出的新年式美規Civic挽回頹勢。

向來在美國市場無往不利的Civic,今年最新上市的九代美規版本可說是踢到了鐵板,不僅遭受美國各界批評,隨著今年9月法蘭克福車展歐規九代Civic的發表,美國消費者的失望更是升到最高點,因為他們認為美規與歐規版本的品質落差實在太大,除了北美消費者報告(Consumer Reports)將美規九代Civic從〝推薦〞名單中剔除,美國媒體甚至以〝2011年最令人失望的車款之一〞表達對其的感受。

除此之外,在今年美國整體市場的銷售成績相較去年同期均有所提升的情況下,Civic今年前11月的銷售量反而下滑13%至200,690輛。為了讓Civic重新站回HONDA在Accord之後第二暢銷的車款地位,HONDA北美總裁岩村哲夫最近即表示,決定提早投入2013年式美規Civic的開發,預計在2012年底發表上市。

岩村哲夫承認,基於九代美規Civic的失敗,Civic目前的銷售表現與其他競爭對手的差距已經逐漸縮小,新年式美規Civic將針對造型加以強化,並兼具駕馭動態體驗及乘駕舒適性。歷經今年日本大地震、泰國洪水及日幣匯率飆漲衝擊,此時產品若再不受肯定,對於本年度屢遭天災的HONDA而言無疑是雪上加霜;HONDA先前曾提出2012年全美銷售量將較2011年增加25萬輛至125萬輛的目標,計劃在2012年底才會進行發表的新年式Civic對此一目標來說或許顯得緩不濟急,但無論對於HONDA或Civic的未來而言,新年式Civic的開發都可說是勢在必行。


 
 
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