NEW YORK—A sheet flew off a all-new Honda Civic hatchback as it gleamed under the hot lights during a press discussion on a glitzy theatre nearby a New York International Auto Show on Tuesday.
Inside a brick-lined walls of a hip Hell’s Kitchen venue, a dozen Millennials who scored invitations to a eventuality did not seem eager during a glossy piece metal.
“I don’t even drive,” one pronounced to her friend.
The Millennials clutched their smartphones, hands on hips — a ultimate pointer of disinterest in a enlightenment where hardly anything exists if it didn’t occur on amicable media.
But when luminary artists Demi Lovato and Nick Jonas strike a theatre a few mins after to foster their arriving Honda concert tour, a Millennials got giddy — and a tweets, snaps and texts started flying.
Therein lies a problem for a automobile industry. Getting Millennials meddlesome in new cars is a attainment of diabolical proportions for an attention accustomed to offered cars formed on horsepower, torque and fuel economy.
To cope with a shift, Honda let Lovato pattern her possess chronicle of a Civic sedan, that won a 2016 North American Car of a Year endowment in January. It came out with a special reddish paint base, slim with black matte abandon on a sides.
“I wanted it to demeanour so quick that it looked like it was bark divided a black,” she said.
As she went to autograph a special book Civic, fans stood on their toes to locate each moment.
As it turns out, Millennials will hum about a special coming from a integrate celebrities, though a bigger doubt is either they’ll hum about cars.
The attention has a lot of work to do. The commission of people aged 20 to 24 with a driver’s permit strike an all-time low in 2014 during 76.7%, down from 91.8% in 1983, according to a University of Michigan Transportation Research Institute.
What’s more, cars are struggling due to low gasoline prices. Small automobile sales fell 17% in 2015, according to J.D. Power.
The Civic hatchback done a North American entrance Tuesday, following a tellurian entrance final month during a Geneva automobile show. It’s a initial five-door hatchback Civic in a North American market, braggadocio sporty lines. The five-door 2017 Civic hatchback joins a coupe and sedan versions and will strike showrooms after in 2016, grown by Honda engineers in Japan and Europe.
In one bit of news, Honda announced that it would make a six-speed primer delivery accessible on all turbocharged versions of the Civic.
“We pronounced this would be a sportiest Civic ever and we meant it,” pronounced Jeff Conrad, senior clamp boss and ubiquitous manager of a Honda code in a U.S.
Follow USA TODAY contributor Nathan Bomey on Twitter @NathanBomey.