2014 Honda Civic Ex on 2040-cars

Auto blog

New Honda ad has Senna, Type R, Asimo, and astronauts

Now that Honda is back into the guts-and-performance game, automotively speaking, the Japanese company has hit the throttle on hardcore imagery. Its latest is in an ad for the company itself highlighting a small selection of its ample range of products, from motorcycles to an airplane and the coming Acura NSX, branded Honda in other markets. Called "Ignition," Wieden+Kennedy created the 90-second spot for Honda Motor Europe, with the tagline "Dare to do what others only dream of." The theme is a space launch, to give that "feeling of daring and human endeavor," perfectly supported by the print artwork with Asimo the robot up front and fabulously complicated hybrid V6 power units spewing flames from the Formula 1 cars in back. Then there's the family in the HR-V in the middle, defying gravity and sipping from juice boxes, because space is for everyone. Ayrton Senna makes a cameo again, and a Stanley Kubrick aesthetic hangs all over the production. You can check out the ad in the video above.

Honda profit declines on semiconductor crunch and raw material costs

TOKYO — HondaÂ’s fiscal first quarter profit fell 33% from last year as a global computer chip shortage, a pandemic-related lockdown in China and the rising costs of raw materials hurt the Japanese automaker. Tokyo-based Honda Motor Co. reported Wednesday that its profit totaled 149.2 billion yen ($1.1 billion) in the April-June quarter, down from 222.5 billion yen ($1.7 billion) a year earlier. Quarterly sales slipped 7% to 3.8 trillion yen ($28 billion). Honda kept its profit forecast for the full fiscal year through March 2023 unchanged at 710 billion yen ($5.3 billion). The semiconductor shortage has hurt all the worldÂ’s automakers, including Honda, despite strong demand, and the manufacturers have been scrambling to secure alternative suppliers. Honda, which makes the Accord sedan, Odyssey minivan and Civic compact, sold about 815,000 vehicles last quarter, down from 998,000 vehicles the same period a year earlier. Auto sales dropped in almost all regions around the world, including Japan, the U.S. and Europe. “I ask for the understanding from all those who are still waiting for their vehicles and vow that our whole company is doing its utmost to make the deliveries even a day sooner,” Chief Financial Officer Kohei Takeuchi said. Takeuchi said the semiconductor shortage curtailed motorcycle production as well as car production, adding to uncertainty about future prospects. Honda said the recent lockdown in Shanghai was among the causes of the shortage in computer chips supply but declined to give specifics. Although U.S. sales are potentially facing a dent from recession worries and other economic hardships, Takeuchi acknowledged he was more worried about the shortage problem and producing the cars customers were waiting for. Takeuchi noted that motorcycle sales for the quarter, which grew to 4.25 million motorcycles from 3.88 million a year earlier, were going strong, especially in India. The cheaper yen and cost cuts helped maintain profitability overall, he added. The yen has been at a two-decade low against the U.S. dollar. A cheap yen has historically worked as a boon for exporters like Honda by boosting the value of their overseas earnings when converted into yen. But it also increases costs for imported components and materials. JapanÂ’s top automaker Toyota Motor Corp. reported recently that its fiscal first quarter profit fell nearly 18%. Nissan Motor Co. saw its quarterly profit plunge to less than half of what it was a year earlier.

Acura reveals performance EV concept called Performance EV Concept

After teasing a new EV concept for Monterey, Acura made good on its promise Thursday with the unveiling of its rather plainly named Performance EV Concept. Good news: Acura's first in-house EV will be a performance car. Bad news: It's not the one we all hoped it would be. Instead, we're getting another model in the grand tradition of the ZDX — pronounced front end and all. It seems that look is here to stay, so get used to it, because Acura says it plans to build a production model based on this concept starting in late 2025.  That's noteworthy not just because this is Acura's first in-house EV, but because it'll be the first production car to ride on any variant of Honda's new BEV architecture. The mainstream brand is planning to put something based on its 0 Series "Saloon" concept into production in 2026. That's quite the coup (no "e") for Acura, which spent most of the past two years talking about the Ultium-based ZDX project, which by all accounts will be the first and last Acura-badged product of Honda's tie-up with General Motors and its Ultium EV platform.  As you can probably surmise, Acura remains tight-lipped about specifics. Honda (and by extension, Acura) "concept" vehicles have a funny habit of being put into production almost exactly as they sit, so what you see here is likely pretty close to the mystery CUV's final physical form, but battery and motor specs remain nebulous for the time being. We expect a multi-motor setup engineered to mimic the behavior of the SH-AWD system Acura offers in its ICE vehicles. The concept's massive 23-inch wheels encircle a set of four-piston calipers and crossed-drilled rotors — the two most significant hints that we're looking at something meant to move quickly.  If you're in Northern California for Car Week, you can check out Acura's concept at The Quail. The company's presentation is scheduled for 10:36 a.m. local time (What is this, a train schedule?) on Friday.