#2019HondaInsight

Honda has launched a new media campaign for the Insight, a model that stages its third reappearance for the 2019 model year. The media push frames other hybrids as ugly, boring vehicles you have to settle for in order to gain superior fuel economy. There’s a social media initiative that transforms everyday objects into something more interesting and a television spot where other vehicles mill around while covered in bubble letters that spell out “blah” or “meh,” with horns and engine noises to match.

But the whole ad seems counterintuitive. The Insight ditched its funky wheel coverings after the first generation, which was followed by the loss of the glass-back hatch. Now it’s a pretty normal looking vehicle. You might even mistake it for a miniature Honda Accord.

That’s not an insult; the Accord isn’t a bad looking vehicle, but it also blends in easily with traffic. A large part of that is due to its popularity, but it still calls into question the whole premise of the ad — which serves to portray other hybrids as mundane.

Attractive. Well received. A winner on paper. Technologically advanced. Badged with a logo that keeps producing record sales numbers.

One would assume that this is all that’s needed for the Honda Insight to be a raging marketplace success, at least in 1999.

1999 this is most certainly not, which highlights one glaring problem: the 2019 Insight is an attractive, well-received, impressive-on-paper, technologically-advanced Honda sedan.

Sedan. Sedan? Yes, sedan.

A few months ago, I wrote about the Honda Clarity PHEV, saying it’s a fine but unremarkable fuel-saver sedan and commuter car.

Prepare for déjà vu.

You see, Honda has brought forth another Insight hybrid for 2019. And my take on this Civic-related sedan is much like that of the Clarity – well-built, great for commuters, and remarkably unremarkable.

I say “Civic-related” because the Insight does share bones with the Civic, but there are key differences, especially with its skin. Yet Honda also sets it up as the “mature” compact sedan in its lineup. More on that later.

Honda’s remarkably fleshed-out Insight prototype has now emerged in production form, looking remarkably like the prototype. Go figure, that.

With the 2019 Insight now positioned between the compact Civic, from which it borrows a platform, and the midsize Accord, Honda wants to tempt green car buyers with an upscale appearance (and experience) they can’t find in the Toyota Prius line. If Honda’s estimate pans out, the sedan will boast better city fuel economy than the stalwart Prius.

Honda raised a few eyebrows by announcing the return of the Insight hybrid for 2019, this time as a larger and plusher four-door sedan. While the model holds the title of America’s first hybrid car, its groundbreaking status didn’t carry over into the model’s second generation, which, despite selling better than the two-seater first-gen model, quietly (and slowly) disappeared from the market after its 2014 discontinuation.

The automaker sold three “new” 2014 Insights last year, and 67 the year before.

Throughout the second Insight’s run, and continuing through 2015, the Civic Hybrid was also available to lower-end electrified car shoppers. Which begs the question: why didn’t Honda just make a hybrid version of its wildly popular 10th-generation Civic?

Oh no, Honda couldn’t do that.

Third time’s a charm, they say, and Honda surely hopes it’s true. As the third iteration of the on-again, off-again dedicated hybrid model, the newly enlarged 2019 Honda Insight is putting on airs and climbing up from the bottom of the automaker’s model lineup.

For the coming model year, the reintroduced Insight will occupy the third rung of the brand’s car portfolio, above the Fit and Civic, but below Accord. Thanks to a pre-Detroit auto show release, we now have a better idea of what’s going on inside the new Insight, as well as under the hood.

Sitting at the summit of the Honda vehicle range is the Acura NSX — a complex, advanced hybrid two-seater that goes like stink but can’t seem to find many takers. At the bottom, at least until 2014 models dried up sometime in 2015, was the Insight.

Ah, the Insight. The model best remembered as the teardrop-shaped two-seater that gave North America its first taste of hybrid motoring in December 1999 was soon eclipsed in sales by the Toyota Prius. Its main rival never looked back.

After a four-year gap, a second-generation Insight powered back onto the hybrid scene for the 2010 model year. Boasting room for five passengers and a significantly lower fuel economy rating, the follow-up Insight didn’t sent Honda’s sales charts aflame. Volume in 2010 was one-seventh that of the Prius, dropping quickly thereafter.

With a third-generation 2019 model on the way, Honda seems determined to mimic The Little Engine That Could. It’s a bigger and better Insight, the company claims, but will the third time be a charm?