Honda received much flogging from the press for the last-generation Civic. The 2012 model was the result of Honda improperly reading the Magic 8-Ball amid the global slowdown. Honda’s decision makers assumed shoppers would be looking for something more modest, perhaps even austere, and changed direction to suit. The competition, assuming shoppers would be looking for greater creature comforts in a smaller package, went the opposite direction and doubled down on luxury features.
The conventional wisdom has been that Honda “stepped in it” with the ninth-generation sedan. Journalists complained about the plastic quality, the styling and … customers paid little attention. The Civic’s sales dipped slightly in 2011 during the changeover, but rapidly rebounded to over 315,000 units a year since. Some would say that Honda’s “emergency refreshes” were the reason for the sales success, but I propose a different answer: the continued sales success of the lesser-than Civic and an increase in sales of “premium” compacts showed there was plenty of room in the segment for both.
Whatever the reality, one thing is for certain: When it came time to design the tenth-generation Civic, Honda had “austere” removed from the company dictionary.