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Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.

Refreshed Honda Civic's first commercial is a minor mea culpa

Honda has officially rolled out the first ad for the 2013 Civic. The one-minute spot focuses on a number of clever inventions that improve on old themes, from rocket-powered parachutes to hover bikes and smart window shades, before shifting to the redesigned compact. Set to Santigold's "Disparate Youth," the ad culminates with the phrase, "Things can always be better." This is likely as close as we'll come to hearing Honda say, "we could have done better."
Unveiled at the 2012 LA Auto Show, the 2013 Civic features revised front and rear fascias, nicer cabin materials and an updated suspension just one year after the ninth-generation model debuted. That car received scaling reviews from critics, most notably Consumer Reports, who felt the 2012 Civic was a step backwards for a company known for producing high-quality, economical vehicles. You can check out the full ad for the 2013 Civic below before it debuts during the Rose Bowl.

2014 Honda Odyssey gets some tidy tweaks [w/video]

Here in New York, Honda is offering up a refreshed version of its well-liked Odyssey minivan, bringing with it a slew of updates including the segment's first in-car vacuum. It looks to be a neat little feature, one that families will no doubt get a lot of use out of. Kids are spill-machines, after all.
On the outside, the Odyssey gets a revised front end with dark headlamp surrounds, shiny cross-bars in the grille, and an aluminum hood and bumper. We think the blacked-out grille trim looks fine on this charcoal model, but question how smart it will look on models with lighter paint tones. Out back, there are new LED taillamps, and it looks like a new wheel design will be on offer, too.
Other changes for the 2014 Odyssey include some structural reinforcements for improved safety and some new available nannies like lane-departure warning and forward collision warning. Inside, buyers will find new finishes inside the cabin, a redesigned center stack and pushbutton start. Scroll down for the full details in an official video and in Honda's press release, and have a look at new images live from the show floor in the gallery above.