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Honda S660 proving popular with middle-age Japanese buyers

The S660 roadster has been a success so far for Honda. (At least, that is, insofar as a niche-market sports car limited to the Japanese Domestic Market can be considered a big seller.) It just hasn't resonated with the customers that the company expected. Honda revealed the S660 in concept form at the Tokyo Motor Show nearly two years ago, and subsequently put it into production. The convertible Kei car pays homage to models like the S500, S2000, and Beat. It packs a tiny 660cc three-cylinder engine mounted amidships and driving the rear wheels. Despite its connection to past models, the S660 features an entirely modern design that, along with its low price, was expected to appeal to younger buyers. But while Honda has already sold out all 8,600 examples it's slated to build this year, a surprising 80 percent of them have been snapped up by customers over the age of 40 who are mostly buying them as second cars. The development is not entirely isolated. As Bloomberg points out, the number of licensed drivers in Japan "under the age of 40 has fallen 46 percent over the last 13 years." Those are rather startling numbers that dwindle the market down for youth-oriented vehicles like the S660. Honda is expected to begin taking orders for next year's allocation of S660s in October. At that point, the company anticipates the average age of its customer base will drop. But with fewer young drivers on the road in Japan, it shouldn't expect it to drop by much.

Honda spinning off Acura as stand-alone division in bid to wake up brand

Every major automaker has a different way of relating between its various divisions and brands. At Volkswagen, for example, the individual brands seem to operate with a large degree of autonomy. Under the Renault-Nissan Alliance, the two units share a common chief executive, but little else. The relationship between Honda and its luxury division Acura has always been rather close, but that's all about to change.
American Honda Motor Company has always handled sales and marketing in the North American market for both the Honda and Acura divisions, but new reorganization plans call for the two units to be separated under their own direction. Leading the Acura division will be Michael Accavitti, who moves into the position from his role as Senior Vice President for Auto Operations at American Honda. The Honda division will meanwhile be taken over by the current head of Acura sales, Jeff Conrad.
Both will report to John Mendel, the current executive vice president of the Automobile Sales Division that is being rebranded as the American Honda Auto Division. Unlike rivals Lexus and Infiniti - two brands that Acura beat to the market - Honda barely markets its luxury brand outside of North America. Its overseas presence is felt only in China, though we've yet to receive word on how the reorganization might effect that market - or for that matter, any potential of expanding into others.

Honda CR-V spied looking curvy and sophisticated

The Honda CR-V is well into its lifecycle, and today we're getting a close look at a prototype that previews the crossover's new styling. The CR-V could be revealed this year ahead of a market launch in 2017, perhaps putting it as a 2018 model. We expect the new generation to increase in size and offer a third row, while drawing power from an updated engine lineup that uses the company's Earth Dreams suite of technologies. A hybrid model is likely, too. The front and rear of this camouflaged prototype have fairly evolutionary changes to Honda's current design, and the vehicle has a stronger, more chiseled appearance than today's CR-V. We can't see the interior, but we expect it to get new safety and tech features in keeping with current trends. Honda updated the CR-V for the 2015 model year, and it's soldiered on as a stalwart of the company's lineup. Still, the vehicle is showing signs of age. In a crossover-friendly marketplace, the CR-V's sales have declined 2.7 percent this year to 71,188 units through March. The CR-V has been around since 1997, and as these shots illustrate, Honda is aggressively trying to keep its long-running nameplate relevant. Related Video: Featured Gallery 2018 Honda CR-V View 16 Photos Image Credit: KGP Photography Design/Style Spy Photos Honda Crossover SUV