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    HONDA第九代Civic倒吃甘蔗,美國銷售漸入佳境  
AUTONET記者:蔡致堅(05/16/2012星期三)
2011年問世的第九代Civic美規版,上市初期飽受各界批評,甚至也因此影響銷售成績,不過HONDA並沒有因此亂了陣腳,反而沉著以對,因為對HONDA來說,新Civic可是經過縝密規劃與設計,在這競爭激烈且選擇性多元化的市場,不做任何回應僅耐心等候,經過超過半年的臥薪嚐膽終於有了亮麗成績,以「倒吃甘蔗」之姿漸入佳績。

向來在美國市場無往不利的Civic,到了第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2011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。

因此從2011年開始銷售以來,5月份於美國市場銷售19341輛,一路下滑至8月的12083輛但9月份開始上揚,先是小漲至13724輛,到了12月底突破2萬輛關卡達20545輛,2012年1、2月更超越TOYOTA Corolla,差距拉開到4-5000輛規模,3月份雖以28199輛小輸Corolla的28289輛,但若和2011年8月的12083輛相比,可是多出1.6萬輛,這樣的成績不免讓人驚見HONDA實力,也可證明Civic仍舊打動消費者的心,畢竟在市場中要同時獲得樂趣、節能、舒適者,同級對手中似乎也只有Civic可面面俱到。

其實從本田宗一郎創立HONDA以來,無論二輪或者四輪每每推出新產品,都不會在一夕之間爆紅(除了少數幾款產品),而是如鴨子划水般靜悄悄地前進,等到對手驚覺情況不妙時就為時已晚,因此新Civic似乎也遵循此一規則,否則怎能在美國市場創造這種「V」型大反轉。


 
 
HONDA 美日/本田Civic
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