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Honda aiming to position itself as safety leader with latest sales pitch
American Honda Motor Co. is trying to position itself as a safety leader. The automaker is aiming at drivers who want crash protection without having to pay the price of a luxury vehicle.
"Safety is a part of what people are looking for in long-term value and confidence," says Rob Alen, manager of corporate advertising of American Honda. "From the company's point of view, there's an element of responsibility to try to do the right thing."
New advertising is in the works, with a TV and magazine push scheduled for late fall. The first print ad lists equipment that will be standard on all but three Honda and Acura Division vehicles by the end of 2006.
Most models already have many of the features, such as standard side-curtain airbags, or will have them by the end of the year, Honda says.
"Safety should not be relegated to a price point," says Tom Peyton, Honda's senior brand manager of national advertising. "We see safety high on consumers' consideration list."
Automotive consultant Charlie Hughes says he is skeptical about Honda's strategy. He warns that broadening a marketing position can confuse consumers, dilute a brand's status and divert advertising money.
"It sounds like the Volvo-ization of Honda," says Hughes, of Brand Rules LLC, an automotive consulting firm in Newport Beach, Calif. "No one buys a product they think is unsafe."
Thomas Andersson, executive vice president of marketing at Volvo Cars of North America Inc., says he applauds other carmakers that focus on safety. Every time someone else stresses safety, Volvo's brand recognition goes up as a side effect, he says.
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