Did the second-generation Honda Insight fail in the marketplace because of a lack of marketing resources? If you said “yes”, then you may want to look at a gig at American Honda.
Speaking to Ward’s Auto Honda’s Jeff Conrad, the Insight, which was generally regarded as a far cry from the class-leading Toyota Prius, failed not because of its rather coarse hybrid system or its Prius-aping styling, but from the lack of marketing resources. Said Conrad
“We had an initial launch, we spent a few dollars, but then we wanted to grow volume in other places, and that’s where the marketing dollars went.”
Far from the 90,000 units Honda aimed for annually, the Insight sold just under 21,000 units in 2010, its best year ever. Meanwhile, Prius is to hybrid as Hoover is to vacuum cleaner.