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This is the ad that never ends

Hondas pretty much last forever, and that's exactly the message the Japanese automaker wants to convey in this latest ad for the 2015 CR-V. It's called Endless Road, created by McGarryBowen in London, and it shows the new midsize crossover driving in a hypnotic, infinite loop. According to AdWeek, this endless road is supposed to convey Honda's never-ending quest to create the best, most advanced CR-V possible. You can see a shortened, embeddable version of the ad above, but what's really cool is the interactive portion that's only available on Honda's YouTube channel. It uses real-time weather data to show the CR-V infinitely driving through day or night, depending on what's happening in your specific part of the world. AdWeek has an interview with McGarryBowen's executive creative director, Angus Macadam, about the new spot, as well as a behind-the-scenes, making-of video, which we've embedded below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Japan considering offering free hydrogen cars because $30k incentives apparently not enough

There's no such thing as a free lunch. A free hydrogen fuel-cell vehicle, though? It may become a possibility in Japan, says Automotive News. We know the Japanese government is being plenty supportive of hydrogen vehicles since it will provide about $20,000 worth of incentives to prospective customers of the $69,000 vehicle. And with local governments like Toyota City's Aichi prefecture supplying another $10,000, out of pocket costs could reach less than $40,000 for the Toyota hydrogen car. We don't know for sure that the 'free' H2 car will happen, but with Toyota starting sales of its first production FCV next spring (potentially named Mirai), it could happen. That would also spell good news for Honda, which will follow up Toyota's effort for its own hydrogen fuel-cell vehicle. The case for the free car is still pretty tenuous. Automotive News, citing the Nihon Keizai business publication, reports that the Japanese government has thrown around the idea of subsidizing the vehicles outright to early adopters just to gain some momentum for this kind of zero-emissions vehicles. Heck, the government would even throw in free fuel for good measure. We'll see about that. To see some of the official hydrogen excitement, click here for a video of Japanese Prime Minister Shinzo Abe taking a Toyota fuel cell vehicle for a brisk test drive. Featured Gallery Toyota at 2014 Aspen Ideas Festival News Source: Automotive News - sub. req.Image Credit: Toyota Government/Legal Green Honda Toyota Hydrogen Cars incentives h2

2016 Honda Civic Coupe spied inside and out

Honda may be prepared to unveil the 2016 Civic Coupe on Sept. 16, but that doesn't mean work is done on the eagerly anticipated new fastback. Honda is continuing testing, as evidenced by this latest round of photos, which even gives us a glimpse of the cabin. As we can see, the exterior's shape has been toned down compared to the concept shown earlier this year in New York City, although the overall fastback rear end, high beltline, and generally aggressive styling is still present. Closer details, particularly around the front fascia, are harder to discern owing to the camouflage. The last-generation Civic did things very wrong. It went budget at a time when compact consumers demanded more premium features, options, and materials. Things were so bad that Honda had to rush a lackluster refresh to market. But with the new Civic, it finally looks like the Japanese brand is on its A-game. While plastic appears to still be the dominant material, the quality on display looks like it's been elevated substantially. The steering wheel is small, relatively sporting, and wrapped in black leather, while the beige leather seats look to have a modest dose of bolstering. The switch gear looks good, almost like it's been plucked from a higher-end model, like the Pilot, while our spies report that there will be a better array of optional extras, including stuff that's shown up as part of the Honda sensing suite of technology. Check out the spy images at the top of the page, and be sure to head back here on Sept. 16 for the Civic's official unveiling. Related Video: