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Honda gets weirdly R-Rated with new Civic Type-R launch video

Honda is still about a year away from bringing back the Civic Type R to challenge Europe's hot hatch ranks, but the wait isn't stopping the brand from starting its promotion in the UK with a truly strange ad campaign.
Titled R-Rated, the marketing plays with the idea of Honda's Type R badge not being something for every driver, and its 60-second short film Disruption definitely isn't for everyone. The teaser video is meant to personify the spirit of the hot Civic by combining aggressively weird imagery with a glimpse of the new model. It cycles through things like a pack of wolves, androgynous models, a lady with a samurai sword and a flaming speed camera before getting to what we all want to see - the car. It's a weird, by turns creepy, video that feels like it's trying to be outlandish without always showing there's much thought behind the madness.
Perhaps the most frightening thing about the Civic Type R is that there are still major doubts about whether its 2.0-liter turbocharged four-cylinder with an estimated 280 horsepower will make it to North Ameircan showrooms. We understand the business case may be tough, especially when the CTR's hatchback bodystyle isn't sold in America at all, but we think Honda's North American showrooms could use a bit more performance edge, and an affordable halo car like the Type R could do just that.

The 2016 Honda Civic desperately needs the cool kids

"... I am contagious, I am breaking down ..." Oh, that's the song. The 2016 Honda Civic's launch party was just so achingly cool. Honda showed off its 10th-generation Civic Sedan Wednesday at YouTube Space LA, and livestreamed it for the world to see. I was standing across from a band whose song I knew but name I didn't (turns out it was Night Riots), and near people in knit caps and tattoos cheering them on. Honda is stoked on this epic new Civic, guys. This all sounds like another cynical marketing attempt to capture the attention of people my age. The ones studies suggest hate driving and have no interest in cars, according to old people and their old muscle cars. Last year, Audi released a whole guide on how to sell the A3 to Millennials. We do love our aggressively targeted campaigns. It's like the Civic became what your Aunt Hattie replaced her '93 Achieva with. In fairness, the 2016 Civic has a hell of a lot riding on its more chiseled shoulders. The Civic long had a following among new, young buyers looking for their first new car, who then just kept buying them because they loved them so much. That sort of fell apart with the ninth-generation Civic, a car so removed from its ancestry in terms of feel, looks, and overall spirit. It's like the Honda Civic became what your Aunt Hattie replaced her '93 Achieva with. It's shown in the sales figures. In 2014, the Accord became Honda's car with the most buyers under the age of 35. The HR-V and CR-V SUVs also represent more of what buyers want these days, with rugged looks and available all-wheel drive. It's no cakewalk for the Civic anymore. Clear past the clutter of the band and the fog of the reveal, and the 2016 Civic already looks like it has the things young new-car buyers look for when they go shopping. Show-car styling, the promise of good fuel economy, Android Auto and Apple CarPlay, and lots and lots of features. The first of the new Civics Honda showed touts technology, refinement, and content more than the fun-to-drive characteristics. Enthusiasts may not find much comfort in the fact you can only get Honda's new 1.5-liter turbo on models equipped with a CVT, now that the six-speed manual has really been relegated to the base LX. But then you were probably waiting for the forthcoming Si, or next year's hatchback model, or probably the new Type-R. The Civic sedan targets the mainstream, and this time, the mainstream is the under-35 crowd.

Honda Civic Si spotted looking sporty but mature

Our spy shooters have captured the next-generation Honda Civic Si Coupe. Judging by these photos, the introduction of the Civic Type R in the United States will allow the Si to carry its performance torch with a more subdued look than its boy-racer sibling. Up front, we see a fascia that's more aggressive than the standard Civic Coupe, with large, angular depressions flanking a central air intake. We're wondering what exactly all that tape is hiding on its face. There's a cooling element behind the lower intake, which is probably an intercooler for the 2.0-liter, turbocharged four-cylinder engine. Rumors suggest a power output of around 230 horsepower. One unique styling element that's plainly visible on this Si mule is a single large exhaust opening sprouting from under the rear bumper. Its central location is similar to that of the Type R that we've seen in spy shots, but instead of three outlets, there's just one. It's a pretty cool look, and we're excited to hear how it sounds. There's no spoiler on this mule, but we wouldn't be surprised to see an optional unit on the production model. Inside, there's a six-speed manual transmission and red stitching on the seats and steering wheel. Those seats look to have pretty substantial bolsters. There's carbon fiber trim on the dash and alcantara fabric on the doors. We've got 28 images of this Si mule, showing it from just about every angle. Scroll through our high-res gallery above and let us know what you think. The next Civic Si will probably go on sale in 2017, which means it'll make a debut either late this year in LA or early next year in Detroit. Stay tuned. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Featured Gallery Honda Civic Si: Spy Shots View 28 Photos Design/Style Spy Photos Honda Coupe Performance honda civic si