Back home: Honda brings Civic sedan to Japan in branding push

* Honda to sell Civic sedan in Japan for initial time since

* Honda deliberation creation Civic in Japan for U.S. export

* Civic is Honda’s best-selling automobile in a United States

By Naomi Tajitsu

TOKYO, Jan 13 Honda Motor Co is
bringing a Civic sedan behind home after 7 years, betting
buoyant abroad direct for a indication would assistance expostulate sales in
Japan and concede a automaker to shake off a domestic picture as
a builder of usually minivans and compacts.

Allocating prolongation ability for a Civic in Japan may
also capacitate Honda to giveaway adult prolongation space in a United
States, where a marketplace for sedans is timorous in foster of
SUVs, during a time when U.S. President-elect Donald Trump is
pushing automakers to make some-more cars in a country.

Honda on Friday pronounced it would marketplace a 2016 Civic sedan in
Japan from summer, offered a locally done indication in a country
for a initial time given 2010 – a year it stopped domestic
production due to indolent sales. The carmaker will also
consider producing Civics in Japan for U.S. export.

Kimiyoshi Teratani, who heads Honda’s Japan operations, said
he hoped a Civic would assistance a organisation recover a repute as
a builder of “sporty cars with attitude” in Japan, after years of
focusing on renouned entrance turn models and multi-purpose
vehicles including a N-Box minicar and a Odyssey minivan.

“We’ve turn famous as a association specialising in minivans
and ‘kei’ cars, and we realised a charity of ‘Honda-esque’
cars has turn increasingly weak,” he told reporters in Tokyo.

“The Civic might not be a NSX (Honda’s supercar also
marketed underneath a Acura brand), though it’s another indication we’d
like to use to lift a code image,” he said.

Introduced in 1972, a Civic has sole 24 million units
worldwide and is Honda’s best-selling indication in a United
States, a automaker’s biggest market.

The Civic posted record annual sales in 2016 in a world’s
No.2 automobile marketplace after a latest revamped chronicle of a sedan
was named a North American Car of a Year final year. Previous
versions of a sedan had been criticised for their miss of
reliability and uninspiring design.

However, given loss U.S. sedan demand, Honda has pronounced it
would cruise shuffling a prolongation portfolio in foster of
its SUV models in a United States.

Teratani declined to criticism on when a association might start
manufacturing a Civic sedan in Japan for U.S. exports.

“We’d like to cruise domestic developments and
circumstances before last a best approach forward,” he said.

Increasing U.S.-bound automobile exports might annoy Trump, who has
threatened automakers including Ford Motor Co. and Toyota
Motor Corp. with high limit taxes on cars imported
from Mexico, a flourishing automobile prolongation hub.

(Reporting by Naomi Tajitsu; Editing by Himani Sarkar)

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