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HONDA第九代Civic倒吃甘蔗，美國銷售漸入佳境
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AUTONET記者：蔡致堅(05/16/2012星期三)
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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。
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HONDA 美日/本田Civic
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