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Honda unveils its new Civic on Twitch to attract younger buyers

November 18, 2020. Summarized by summa-bot.

2022 Honda Civic Prototype

Honda revealed a new version of its popular Civic compact car Tuesday night. Even as automakers, including Honda, unveil more crossover SUVs and some even drop sedan models altogether, the Civic remains crucial to Honda's success.

(CNN)Honda revealed a new version of its popular Civic compact car Tuesday night.

Even as automakers, including Honda, unveil more crossover SUVs and some even drop sedan models altogether, the Civic remains crucial to Honda's success.

The Civic, with its affordable price tag, good fuel economy and excellent safety ratings, has been the best-selling passenger car in America for the past four years, excluding corporate fleet sales, and it's on track to be the best seller again this year, according to Kelley Blue Book.

The Civic is sold in more than 170 countries but the US, alone, accounts for nearly half of its sales, said Gary Robinson, assistant vice president for product planning at American Honda Motor Company, the Japanese automaker's US arm.

"It's been one of the best-selling cars in America the entire time it's been out," he said.

The Civic was first sold in the US in 1973, shortly after the model was introduced in Japan.

That's why Honda's best-selling model overall in the US is the compact sport utility vehicle, the CR-V, not the Civic.

But the Civic is important for Honda because it attracts young, value-focused buyers (prices for the current Civic start at just over $20,000. ) Those Civic buyers, as they get older and their incomes increase, often become loyal Honda customers, Robinson said.

That's why Honda revealed the new Civic on Twitch, a streaming and social media platform for video game players, Tuesday evening.

The design of the Civic looks more restrained and upscale than the current model.

Honda didn't provide any details about the car's engine or transmission except that, executives said, manual transmissions will be available in all versions, at least as an option.

Executives also said the new Civic will be more powerful and more fuel-efficient than the current model.

The company has offered hybrid versions in years past as well, though for the previous generation Honda moved the hybrid model that used the basic Civic design to its own nameplate, Insight.

The new Civic will go on sale in the late spring starting with the sedan version.

Later, the hatchback and the performance-oriented Civic Si and Civic Type R models will go on sale.

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