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Market Insight: Honda’s high hopes for Civic

Growing pains: With a fresh model onslaught in 2017 – including the introduction of the Civic hatchback – Honda will likely record a sales total of around 45,000 units, a tally it hopes to replicate next year.

Arrival of all-new hatch sees Honda set sail for record 18,000 Civic sales per annum

Market Insight logo12 May 2017

- Honda Australia has set itself an ambitious target of 18,000 annual sales for its Civic small car now that the 10th-generation hatch has joined the sedan launched last year – a figure the Japanese brand has never reached in this country and at a time when the segment is in decline, competition is arguably more intense than ever and small crossovers, such as Honda’s own HR-V, are cannibalising sales of automotive brands’ own small passenger cars.

- The company is determined to return to its glory days of a decade ago, when in 2007 Honda came close to its latest target with 17,643 sales in the first full year of trading for the eighth-generation Civic, which was a smash-hit for a few years despite the fact that, for the first time, no hatchback version was offered with the switch to UK manufacturing and the high cost of importing the model to Australia.

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