When Consumer Reports tested the current generation Civic, the independent outfit deemed its overall score way too low to recommend. A surprise for everyone, the rating was shockingly uncharacteristic to Civic's past reputation. The Honda compact has long ranked as a leader in the small vehicle category. In fact, it was the Consumer Reports Top Pick in 2007.
A particularly ambitious product from Honda was the sporty CRZ hybrid hatchback. Unfortunately, it was neither exceptionally sporty nor frugal and the final Consumer Reports score for the CRZ was too low for recommendation as well.
While it's unfair to say that Honda has lost its drive, the Japanese automaker's latest series of new vehicles have noticeably lost touch with its consumer base. Now, scrambling to return to its old form and rekindle the market's passion for Honda, the auotmaker has announced the appointment of Erik Berman, the new chief of Honda market research and development for North America.
Previously, Erik Berkman served in the automaker's IndyCar efforts, leading the team responsible for designing the new-for-2012 Indycar turbocharged V6 powerplant. In fact, half of the race-winning vehicles in the 2012 IndyCar season are Honda powered.
Stepping up to the new challenge to propel Honda passenger vehicles to its former glory days, Berkman told Bloomberg, "I know that there is a particularly high expectation for Honda to get back that magic it had at one time. What are we going to do, complain that expectations are too high for us? That we want low expectations? That's not right."
Berman's determination is necessary. As Bloomberg points out, the challenge lies in upgrading the products while maintaining profitability. Honda is the only major automaker to never post an annual loss, not even when it suffered pressures from recession and parts shortages after the earthquake.
One of the main tasks Berkman will first tackle will be to place the Civic back to the pointy tip of its category. Via LeftLaneNews, Berkman says that a refreshed Civic is scheduled for a full auto show unveiling, complete with a number of upgrades including upgraded interior materials and revised driving dynamics.
A little known fact, Berkman's was involved in the development of the 2004 Acura TL. As controversial as it was heavily-praised, the TL took Honda in a new direction with more distinctive styling and premium items like Brembo brakes. "It was so controversial, it almost didn't happen," Berkman said. "It was too much for some people."
The 2004 Acura TL would become one of Honda's most successful products, selling 70,000 units in its first year to become the best-selling luxury sedan on the market.
