Honda Hurries to Redo 2012 Civic

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Washington DC October 31, 2011; The AIADA newsletter reported that because of the chilly reception this year for its redesigned Civic, Automotive News said that Honda is moving more quickly than planned on some mid-cycle changes. "We take feedback seriously, regardless of who it's from, and we will act accordingly quickly," John Mendel, American Honda executive vice president, said in an interview.

Honda Motor Co. CEO Takanobu Ito stopped the redesign in its tracks, approved shortening the wheelbase and reducing content to appeal to budget-conscious consumers. The launch was severely disrupted by the Japan earthquake on March 11. Although Honda's supply base was battered by the March earthquake, Mendel said Honda is cranking up North American production, building one plant and expanding others, in anticipation of a big growth spurt beginning next year.

"You are seeing us building capacity back in, then remixing [production] based on the market," said Mendel. "We're not increasing production of any vehicle per se, but a multitude of different vehicles, then letting the market decide."

For more on Honda's plans for its Civic compact, click here