The 2012 Honda Civic – The Industry's Most Successful Turd

Derek Kreindler
by Derek Kreindler

The most satisfying parts of this job isn’t the constant flow of new cars or the luxury vacations with colleagues who never learned how to hold a kinfe and fork properly. It’s watching them look for a sacrificial lamb to offer up to the Gods of The Wobble and then see it survive the slaughter, only to maintain its death grip on the market. In this case, I’m referring to the banner year that the 2012 Honda Civic enjoyed, prior to its quick mid-cycle refresh.

Before we embark on an essay full of self-congratulation and disdain, let’s examine the context. Mark Rechtin of Automotive News talked to a Honda product planner in his story on the Civic’s refresh, who detailed how Honda made the wrong bet initially, with respect to the packaging of the Civic

“After the Lehman shock, we thought there would be different consumer behaviors. We knew that unemployment would last a long time and that there would be recessional trends. We thought consumers would be more sparse in their needs and be tightening their belts. The Civic was going to reflect that world.”

Just as Honda went downmarket, Hyundai, Ford and Chevrolet all decided to go upmarket with fancy turbo engines, direct injection, backup cameras, heated seats galore and much more attractive styling. The press was going ga-ga for these opulent compacts, especially the Golden Calf Euro Focus, and just as eager to poop on the lowly, peasant-grade Civic.

Except things didn’t quite turn out that way. The Civic outsold them all. Without any fleet sales. Yes, there were some aggressive lease programs on Honda’s part, but unlike the Focus, they didn’t dump nearly half of their inventory into fleets on any given month like Ford did.

The first inkling of the Civic’s success came when my Grandma had a week-long loan of a 2012 LX model while her pristine, 55,000 mile 1999 Civic was in for maintenance. Despite her last-of-the-double-wishbone car being considered the holy grail for Honda fanatics she couldn’t get enough of the new car. The one flaw in her mind was the lack of an illuminated ignition switch. Otherwise, the 2012 car is, in her mind faster, smoother riding and has a better stereo.

I consistently invoke my grandmother because not only is she fairly knowledgeable and passionate about what she drives (having owned everything from a Skoda, an MG Magnette, a 289 Mustang and an original 1973 Civic), but she is representative of the typical Civic buyer, unlike those who wear Piloti driving shoes to the Hyundai Tuscon launch. Her primary interests are safety, fuel efficiency and price. Not only does the Civic deliver on all three, but it hasn’t suffered the same hiccups as its highly lauded rivals, like bogus mileage claims and transmissions made of glass. For those of us who sample cars a week at a time, these are trivial concerns, but someone keeping their car for a couple hundred thousand miles may take these matters more seriously.

Want a truly dated, obsolete product from Honda? Try the Fit, the darling of the automotive enthusiast press, it fails to measure up to the rest of the crowd, most notably the Ford Fiesta and Chevrolet Sonic.

Derek Kreindler
Derek Kreindler

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  • Ponchoman49 Ponchoman49 on Jan 11, 2013

    My co-worker bought a 2012 orange LT Sonic sedan. Sadly his wife's 2010 Caravan was totaled so she got the Sonic until that mess was settled. The co-worker got a rental 2012 Civic base sedan with auto. At the end of the week he couldn't wait to get his Sonic back. The Civic was so sub-par and noisy and gutless and lacked some basic features his Chevy had. Amazing considering the Civic costs more!

  • Zykotec Zykotec on Jan 12, 2013

    in 1976 a new Accord was more expensive than a much more awesome looking Chevrolet Malibu, and the Malibu even had a bigger engine(you could have it with a 6.6 litewith 175 hp)and a three speed auto, while the Honda only had a two speed Hondamatic...And unlike the awesomely shaped Cordobas of the time you could not get an Accord with any sort of fine Chorinthian leather... People still bought Accords back then too.... just saying... (There may be sarcasm or irony hidden here, don't buy a 76 Malibu)

  • The Oracle Going to see a lot of corporations migrating out of Delaware as the state of incorporation. Musk sets trends, he doesn’t follow them.
  • Foo Eh. Net present value is in the red, once you add in rapidly rising insurance, late by months basic repairs-and-no availability, battery replacement, future hazmat recycling fees, and even faster depreciation. Wait until litigants win for "too heavy" in accidents... The math is brutal but if you value virtue signalling, some will pay anything.
  • Lynchenstein @EBFlex - All ICEs are zero-emission until you start them up. Except my mom's old 95 Accord, that used to emit oil onto the ground quite a lot.
  • Charles The UAW makes me the opposite of patriotic
  • El scotto Wranglers are like good work boots, you can't make them any better. Rugged four wheel drive vehicles which ironically make great urban vehicles. Wagoneers were like handbags desired by affluent women. They've gone out of vogue. I can a Belgian company selling Jeep and Ram Trucks to a Chinese company.
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