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Honda wins Commercial of the Decade, but not for the ad you think [w/VIDEO]

Honda's Commercial of the Decade: "Grrr" - Click above to watch video
The mad men at Adweek recently voted for the Commercial of the Decade (Super Bowl commercials not included) and Honda took top honors over memorable ads from the last ten years by companies like Nike, Budweiser and Sony. That's not a big surprise considering Honda often puts a huge amount of effort into its on-air spots. However, the Japanese automaker didn't win for the commercial you might have expected: "Cog." Though Honda's famous commercial that breaks down a European Accord Tourer into a Rube Goldberg-esque machine was also a finalist, it was beaten by another Honda commercial called "Grrr" that's narrated by Garrison Keillor of all people. You've probably never seen it, but you can after the jump.
Volkswagen also made the list of finalists, but the particular ad chosen out of all the comical VW ads we've seen was unexpected as well. Most surprising carmaker with a commercial in the finals: Saturn. Who knew...

2015 Honda CR-V performs poorly in Swedish AWD test [w/video]

Swedish auto magazine Teknikens Värld has never been afraid to call out automakers when a vehicle fails one of its battery of examinations. Its famous Moose Test recently caught the Porsche Macan out, and a few years ago, there was a protracted argument between Teknikens Värld and Jeep over the performance of a Grand Cherokee in that evaluation.
This time, the 2015 Honda CR-V is raising the magazine's hackles, but it has nothing to do with avoiding a giant mammal. Snow is obviously an issue in Sweden, and Teknikens Värld has a test that challenges all-wheel drive systems in low-traction settings. On a slanted surface, the Swedes put the vehicles' front wheels on rollers with no traction and demands the rears accelerate away. The Honda couldn't do it. Teknikens Värld claims that it initially found the same result last year from the European CR-V, but Honda Sweden put out a software upgrade correcting the behavior in the test. This year, the CUV went back to failing.
While that's the magazine's side, Honda Sweden doesn't see the test as fair. In a statement to Teknikens Värld, the company explains the way the CUV's all-wheel drive system works. It also claims that the test isn't simulating a realistic situation. "In real conditions, regardless of the surface, there is a certain amount of friction always available for both front and rear wheels," the announcement says. "A scenario like the roll test with such a high difference in grip between the front and the rear wheels is highly unlikely."

Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.