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Honda launches new Fit in Japan, has big expectations for North America

Honda has officially launched the Fit sub-compact in its home market, ahead of its eventual arrival in North America. The third-generation Fit is wildly important for Honda, with the company's president, Takanobu Ito, saying, "This is the most important model."
The third-generation Fit is a ground-up reworking of the car that we've come to know. It will pioneer Honda's new design language, Exciting H Design (seriously) and will also be the very first Fit to be manufactured in North America. Thanks to a Mexican factory that is scheduled to open in the spring of 2014, Honda will be able to produce 200,000 Fits for the North American market in North America, saving the brand a huge amount of cash.
As for that Exciting H Design, it's meant to be sleeker and more modern, according to Automotive News. It's not bad looking, but the overall design is far less important than what's under that hood. The vehicle you see above is a Fit RS, which has quite a resemblance to the rumored Fit Mugen. There's not a lot of detail on this model, but based on looks alone, we certainly hope it'll be coming to the North American market - it'd make a great Fit Sport. A hybrid variant will also come to the US market, and that car is returning impressive numbers on the Japanese cycle: 86 miles per gallon so far, thanks to the combination of an 1.5-liter, Atkinson-cycle, four-cylinder engine and a seven-speed, dual-clutch transmission. That's a 35-percent improvement over the current, JDM Fit Hybrid.

SEMA Honda Civic show cars prove the model's continuing tuner appeal

Anyone familiar with the import tuning scene knows that the Honda Civic has been a staple for decades, and Honda's display at the 2016 SEMA show shows its potential to continue the tuning legacy. The company tapped three outside companies to create custom Civic models, and also showed its own work. First up is a bright yellow Civic Coupe from perennial SEMA show builder, TJIN Edition. In addition to giving it a name that will give editors nightmares, TJIN gave the Civic modifications to its appearance and handling with the goal of making it the "ultimate street cruiser." Up front is a front lip spoiler from Apollo Top One Auto Part, and the side skirts and rear bumper are Honda Factory Performance accessories. The car is lowered on BC Racing BR Series coilover suspension, and sits atop Rotiform OZT wheels. For stopping, the Civic uses Baer brakes. The yellow color scheme is also carried inside with Katzkin leather and suede seats. MAD Industries took a similar tack to TJIN Edition in focusing on handling and appearance. The company gave it carbon fiber ground effects from Carbon 2 Carbon, along with some special touches such as a single, center-exit exhaust out the rear bumper. The car also features Eibach Pro Kit springs and Toyo T1R tires wrapped around Rotiform QLB wheels. Inside, black leather and suede seats get blue stitching, and various parts of the dashboard received a splash of blue as well. Meguiar's Civic X Concept was apparently inspired by '90s tuner cars. The company lowered its 2016 Civic sedan on a coilover suspension and gave it some classic SSR mesh wheels. The hood has been replaced with a carbon fiber version, and black accents on the mirrors and door handles complement it. The interior is finished in red and black Alcantara, and gets an upgraded sound system with multiple amplifiers and subwoofers. Some modifications by Greddy have been made under the hood as well, but no details were given. We do spot a front-mounted intercooler, so we imagine this Civic is a bit more potent than the standard turbo model. Honda also showed a race-prepped version of the Civic Coupe that will be eligible for racing in America and around the world. Among the modifications done to it are an FIA-certified roll cage and an absolutely enormous wing. The car will make its racing debut at this year's 25 Hours of Thunderhill in December.

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.