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Half of Chinese car buyers won't shop Japanese over hard feelings

The hard feelings between China and Japan is no real secret. Besides modern-day disputes, the two countries have had a long-running enmity that dates back to well before the atrocities of World War II. All things considered, then, it shouldn't be a shock that half of Chinese car buyers wouldn't consider a Japanese car. This survey, conducted by Bernstein Research, found that 51 percent of 40,000 Chinese consumers wouldn't even consider a Japanese car – which, again, isn't really surprising, when you consider stories like this. According to Bernstein, the most troubling thing is the location of these sentiments – smaller, growing cities where the population is going to need sets of wheels. We imagine it wouldn't be as big of an issue in traffic-clogged Shanghai or Beijing, but these small cities are going to become a major focus for automakers. "Nationalistic feelings are an impediment. [Japanese] premium brands will struggle," analyst Max Warburton wrote in a research note, according to The Wall Street Journal. Things will improve for Japanese makes, although China will remain a challenge, with Warburton writing, "the one thing that comes out most clearly is that most Chinese really want a German car. While we expect Japanese brands to continue to recover market share this year, ultimately the market will belong to the Germans." There are a few other insights from the study. According to WSJ, Japanese brands are viewed better than Korean brands, and they're seen as more comfortable than the offerings from Germany or the US, despite the fact that everyone in China apparently wants a German car. This is a tough position for the Japanese makes to be in, as there's really not a lot they can do to win favor with Chinese buyers. It will be interesting to see how this plays out, particularly as the importance of the PRC continues to increase year after year. News Source: The Wall Street Journal - sub. req.Image Credit: Kazuhiro Nogi / AFP / Getty Images Honda Mazda Nissan Toyota Car Buying

Honda Civic Hatchback prototype unmasked

The US hasn't had a Honda Civic hatchback since the seventh-generation model on sale from 2001 to 2005, and over the past 11 years we've watched from afar as Honda cut and polished the Euro-market Civic hatch into a gem of lusty beauty. We will get our turn in 2017 with the tenth-generation model, about to make its debut at the Geneva Motor Show as a "prototype" that is a thinly-disguised production model. Compared to the ninth generation currently on sale over The Atlantic, this concept is stronger, sharper, and more sculpted throughout, but especially up front. The curving hoodline on the current car that falls in an undisturbed arc down to the bottom of the front bumper gets straightened out, sitting atop a bluff face packed with jutting features. Sheetmetal peaks and troughs carve up the sides, and the rear hatch emphasizes the angular and distinctions between features like the tailgate and arching boomerang containing the C-shaped lights. Production features on a base model will undoubtedly be toned down, but we could see this concept making for a fine Si or Type R trim, if we're being especially hopeful. View 15 Photos Proportions increase a smidge, the new car 5.1 inches longer, 1.8 inches wider, and sitting .7 inches lower. That puts it about 1.2 inches shorter than the Civic Coupe on sale in the US. The European launch goes down early next year, the US to follow after that. You'll find a little more info in the press release below, we'll have live shots from the show floor as soon as we can. Related Video: CIVIC HATCHBACK PROTOTYPE REDEFINES HONDA'S CORE MODEL FOR EUROPE • Prototype of the next-generation Civic hatchback makes its global premiere at the 85th Geneva International Motor Show • Assertive stance and distinctive new design establishes 10th generation as the sportiest Civic ever • Low, wide proportions and long wheelbase promise engaging driving dynamics while maximising interior space • New Civic hatchback will be available in Europe early in 2017 and will be built at Honda of the UK Manufacturing (HUM) Geneva, March 1, 2016 - The next-generation Civic hatchback makes its global debut in prototype form at the 2016 Geneva Motor Show. The design of the prototype heralds a significant step-change from previous versions of Honda's core European model, focusing on provocative design and rewarding driving dynamics. The all-new Civic hatchback will be 30 mm wider, 20 mm lower and 130 mm longer than the current generation.

Honda celebrates the life of Ayrton Senna the best way it knows how

Honda is returning to Formula One in 2015 with McLaren, and when that engine maker and that F1 constructor are mentioned together, two other words are never far behind: Ayrton Senna. There are engine suppliers, constructors and drivers that have bigger numbers, but those three form a triumvirate that came close to defining F1 in the eighties.
Honda Japan has produced a commercial called Sound of Honda that celebrates Senna at a race that turned out to be one of the most momentous of his career for good and bad reasons: the 1989 grand prix at Suzuka where he won, then was stripped of, the driver's championship.
The commercial has a terrifically simple premise - there's no CG, no old footage of Senna, no one says a word, it's just sound. And it's pretty damn good. Check it out below.