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Honda's I Like Sports ad will have you reaching for your pom-poms

Autoblog editor Greg Migliore recently wrote a great piece looking at the burgeoning re-emergence of Honda as the performance brand. Now, the company is showing some reasons why that really might be the case, with a short ad from Japan titled I Like Sports. The commercial acts as a showcase for Honda's performance prowess on the street and around the track from the recent past, present, and the near future. The spot gives the company's models a chance to show why they are worth getting excited about. There are glimpses of vehicles like the Japan-only S660, upcoming Civic Type R, S2000, the preceding and forthcoming NSX, the MotoGP bike, and Formula 1 car. Despite being just a minute long, the ad does a great job at hinting at a brand that can appeal to people who want a little excitement during a drive.

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 nav concept replaces head unit with Android phone

The desire for better in-car tech without compromising safety is what led Drivemode co-founders Yo Koga and HK Ueda to create their auto-centric Android app. It presents a clutter-free UI specifically meant for driving. The single-button, no-look interface uses display-wide swipes and taps and presents audio cues to help keep your eyes on the road -- and not the glowing rectangle you have mounted to your dash. With over 400,000 downloads, the app has gotten the attention of not just drivers, but also major automakers, including Honda. The carmaker has partnered with Drivemode to create a concept vehicle that completely replaces the head unit with a phone. It's not just shoving an Android device into the dash either; the head unit is completely integrated with the car's controls. For instance, the buttons on the wheel that usually control the radio now control the app. Additionally, the backup and right-side blindspot cameras are now displayed on the phone too. Honda and Drivemode say this is still just a concept and potentially years away from actually happening. But it's part of a larger plan to build an app for automakers; a way to offer its software replacement for the traditional in-dash system. In the meantime, though, Drivemode is looking for other ways to make a bit safer. For instance, Ueda says the app will eventually support aftermarket Bluetooth backup and blindspot cameras. So, drivers can buy the cameras and mount them to their cars, allowing them to have an additional safety feature, even if their vehicle didn't have that option when purchased new. In particular, the Drivemode team sees an opportunity in lower-end vehicles that are less likely to come pre-installed with Android Auto or Apple CarPlay. The app replicates many of the features found in those systems which tend to be found in medium to high-end cars. For drivers who can't afford the trim levels that offer those smartphone-integrating options (or are are not looking to upgrade their whip), they can still enjoy a more integrated driving experience without weaving all over the road trying to launch Spotify. Unfortunately, the app is for Android only right now, but Drivemode is looking for additional funding to build an iOS version. Related Video: This piece by Roberto Baldwin originally appeared on Engadget, the definitive guide to this connected life. Auto News Honda android android auto nav