2007 Honda Civic Lx on 2040-cars

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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.

Trucks, SUVs drive U.S. October new vehicle sales

DETROIT — Major automakers posted mixed U.S. new vehicle sales in October on Wednesday, though America's love affair with high-margin pickup trucks and SUVs remained in full bloom as larger, pricier vehicles fared better than passenger cars. Auto industry publication WardsAuto put the seasonally-adjusted annualized rate (SAAR) for light vehicle sales in October at a robust level of 18 million units. But after a long boom cycle, carmakers are still ill-prepared for the slight decline in sales anticipated for full-year 2017 and have taken too few steps to trim production, said Doug Mehl, a partner in consultancy A.T. Kearney's automotive practice. "When you make a new vehicle, you have volume assumptions tagged to it, and who wants to be the guy who says, 'I'm going to make less of this really cool model'?" Mehl said. "But eventually the market is the reality, and it's going to force companies one way or other here." General Motors GM reported a sales drop of 2.2 percent for the month, with consumer sales down 6.6 percent. But sales of high-margin pickup trucks, sport utility vehicles and crossovers all rose. GM also cut its inventory of unsold vehicles — a source of concern for the market — slightly. The automaker has worked to reduce its volume of excess inventory, including through significant production shutdowns in the third quarter. GM had said its inventory would rise in October. "We are heading into the fourth quarter with good momentum, thanks to a strong U.S. economy and very strong pickup and crossover sales," said Kurt McNeil, GM vice president for U.S. sales operations. GM slightly reduced consumer discounts as a percentage of average transaction prices to 13.5 percent, from 13.7 percent in the third quarter. Industry experts believe consumer discounts above 10 percent of the average transaction price are unhealthy as they erode resale values and are unsustainable in the long term. Consultants J.D. Power and LMC said last week that based on preliminary October sales numbers, discounts have exceeded 10 percent in 15 of the past 16 months. Ford The U.S. auto industry posted record sales of 17.55 million vehicles in 2016. New sales received a strong boost in September as consumers replaced vehicles damaged in southeast Texas by Hurricane Harvey the previous month. Full-year 2017 sales are expected to be slightly lower than 2016.

2016 Honda Civic will debut on September 16

The press days for the Frankfurt Motor Show are September 15 and 16. On that second day when all the German hubbub has died down, on other side of the Atlantic, Honda will be unveiling the US-spec production Civic in Detroit and Los Angeles. We'll only get to see the interior and exterior of the standard sedan that day; the coupe, five-door hatchback, the Si, and the Type R won't say hello until later. While there could be information on the Civic's new platform, Honda doesn't plan to offer any details on the new engines and powertrains. The sedan will come with a 1.5-liter VTEC turbocharged four-cylinder mated to either a six-speed manual or a CVT. Speedier versions like the Type R will get the 2.0-liter turbocharged four-cylinder. Honda is aiming for a fuel economy rating of at least 40 miles per gallon with the base model. As for what's coming beyond that, we have an idea of what the body will look like from the leaked patent images and the concept shown off in New York earlier this year. Spy shots have shown a new console layout within today's basic instrument panel structure, there'll be a better touchscreen and new infotainment system, driver assistance features like Honda LaneWatch and Honda Sensing, and heated rear seats, while the exterior bodywork has some Accord and Acura ILX influences and available LED headlights. Vowing not to make the mistake of the 2012 Civic, Honda says we'll get "sporty driving dynamics, more daring styling, and significantly improved fit and finish." Related Video: