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Honda Urges “Emergency” Clearing of 2012 Civic Inventory

This story from AutoBlog caught my attention a couple of days ago:

Thanks to an anonymous tipster, Autoblog has learned that the so-called “emergency refresh” of the Honda Civic is just around the corner. In fact, the automaker is already urging its dealers to clear out remaining 2012 model year stock because “The changes made to the 2013 model will make the outgoing 2012 Civic a difficult model [to] sell when they are side to side.” Those are the words of David Hendley, Assistant Vice President of Honda National Sales excerpted from a recent letter to dealers. The communiqué goes on to note that the refreshed Civic will go on sale on November 29 – a date, we note, that coincides with press days for the Los Angeles Auto Show.  (read the full story here)

The 2013 models are coming fast, and most dealers across the country are still sitting on a big inventory of 2012s.  Honda dealers will have to respond quickly with a two-pronged attack: Launch the 2013 Accord while burning through their remaining 2012 Civics before the end of November.

Needless to say incentives and offers for Honda across Tier 2 and 3 are about to get very aggressive.  And that will have a direct impact on gross per unit.

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.

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