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Honda tweaks ad after catching ire from Detroit protesters [w/video]

Honda has released a revised version of its youth-focused Today is Pretty Great commercial because the original used footage of Detroit bankruptcy protesters in front of the Theodore Levin US Courthouse. The protesters felt that Honda was making fun of their plight. The new version cuts out the protestors and replaces them with a close-up of a bankruptcy court sign. Honda says that it never intended to tie the ad to Detroit and made the change to avoid that appearance.
"The slight change we made to the commercial simply reflects our desire to remove anything that would get in the way our uplifting message," said Honda spokesman Steve Kinkade in a statement to The Detroit News.
Honda's footage of the protestors lasted about one second in the original ad. It blurred the protestors' faces, and the name of the courthouse was not visible. The company said that the footage was meant to represent any courthouse in the US. Both versions have about five seconds of negative imagery at the beginning before transitioning to young people saying that there are some great things about today too.

Honda recalls 2016 Pilot for warning light issue, 35k affected

Honda is recalling 35,406 examples of the 2016 Pilot in the US because the vehicles' warning lamps might not activate immediately. Specifically, the campaign covers two-whee-drive models with build dates between May 4, 2015, and September 8, 2015, and four-wheel drive versions from between May 7, 2015, and September 4, 2015. Due to this issue, if there's a malfunction in aids like the tire pressure monitoring system, anti-lock brakes, or electronic stability control, the corresponding warning light might not immediately illuminate on the instrument panel. When the ignition is turned off and then back on, the alerts do appear. Still, the fault puts the Pilot out of compliance with federal rules. Beginning November 27, the fix will simply be updated instrument cluster software for the affected Pilots. According to documents submitted to the National Highway Traffic Safety Administration (PDF): "As of October 8, 2015, Honda has not received any warranty claims, field reports, injuries or crashes related to this issue." Related Video: RECALL Subject : Improper Software to Module FMVSS 126,135,138 Report Receipt Date: OCT 16, 2015 NHTSA Campaign Number: 15V668000 Component(s): ELECTRICAL SYSTEM Potential Number of Units Affected: 35,406 All Products Associated with this Recall Vehicle Make Model Model Year(s) HONDA PILOT 2016 Details Manufacturer: Honda (American Honda Motor Co.) SUMMARY: Honda (American Honda Motor Co.) is recalling certain model year 2016 Honda Pilot 2WD vehicles manufactured May 4, 2015, to September 8, 2015 and 2016 Pilot 4WD vehicles manufactured May 7, 2015 to September 4, 2015. In the affected vehicles, when one of the safety systems such as tire pressure monitoring, anti-lock braking or electronic stability control malfunctions, there is potential that the instrument panel will not illuminate the corresponding warning light, however the warning lamps will illuminate when the ignition is turned off and then turned back on. As such, these vehicles fail to comply with the requirements of Federal Motor Vehicle Safety Standard (FMVSS) number 126, "Electronic stability control systems", number 135, "Light vehicle brake systems" and number 138, "Tire pressure monitoring systems". CONSEQUENCE: If a safety system cannot immediately warn the driver when needed, the driver may be at at increased risk of a crash. REMEDY: Honda will notify owners, and dealers will update the instrument cluster software, free of charge.

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.