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Old 25 Oct 2012, 12:21 am
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Default Honda warns dealers to clear out 2012 Civic stock, 2013 emergency refresh on sale Nov. 29

From AB

Dear Honda Dealer,

Thank you for your effort of selling down the 2012 Accord. As you
remember from the dealer meeting earlier this summer in Philadelphia,
our priority at the time was to get the Accord down to a reasonable
days supply by our September launch date for the new model. Our sell
down of the 2012 Accord is right in line of where we want to be, and
the 2013 Accord is doing extremely well since it's release back in
September. Your focus and selling effort on Accord is greatly

Obviously, Accord sales makeup a huge part of getting to the company
goal of 1,300,000 by the end of the year; however, Civic's role is
just as important. You may be aware that the refreshed 2013 Civic will
be available for sale on November 29, 2012. When it arrives on your
lots you will see dramatic improvements to the exterior styling that
moves Civic into a more premium sporty direction. The interior has
even more upgrades and improvements to bring more sophistication and
quality to its appearance. As I said in Philadelphia, we are taking a
good Civic that is currently the leading selling vehicle in the small
car segment regardless of fleet sales, and made is a great car. This
is a car the breathes the famous Honda driveability, quality,
reliability (DQR) that has made Honda what it is today. A brand that
consumers want us to produce for you to sell. This vehicle is not
produced simply to catch up to our competition it is being produced to
expand its dominance and reign once again as the bench mark of the
small car segment.

Civic makes up almost 25% of our 990,00 Honda sales for the year - it
is a critical component in our goal to reach 1.3 million sales for the
year. For your dealership to take full advantage of the refreshed
Civic and the marketing we will have supporting it you must greatly
increase the turn rate on our 2012 Civics. With the unprecedented
enhancements we have made to the current Civic after its first year in
its cycle you will want to have little to no Civics on hand at arrival
time of this refreshed 2013 model. The changes made to the 2013 model
will make the outgoing 2012 Civic a difficult model sell when they are
side to side. I strongly encourage you to discuss your Civic inventory
situation with your district manager today, and set up a sell down
strategy that will reduce your total remaining model year 2012 Civics
by a minimum of 60% before December 1, 2012. I cannot stress enough,
sell down of your 2012 Civics is critical to the 2013 Civic launch and
the success of inventory balance at your dealership.

Take action now! The 2013 Civic will come to your at full speed. Our
plant in Indiana which produces Civic will run at full capacity with
Civic production, and we will even get production from Canada too.
Commit to reduce your model year 2012 Civics by 60% or more before
December 1, 2012. And be prepared on November 29, to receive the
greatest Civic ever produced!

David Hendley
Assistant Vice President Honda National Sales

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