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Honda launches new Fit in Japan, has big expectations for North America

Honda has officially launched the Fit sub-compact in its home market, ahead of its eventual arrival in North America. The third-generation Fit is wildly important for Honda, with the company's president, Takanobu Ito, saying, "This is the most important model."
The third-generation Fit is a ground-up reworking of the car that we've come to know. It will pioneer Honda's new design language, Exciting H Design (seriously) and will also be the very first Fit to be manufactured in North America. Thanks to a Mexican factory that is scheduled to open in the spring of 2014, Honda will be able to produce 200,000 Fits for the North American market in North America, saving the brand a huge amount of cash.
As for that Exciting H Design, it's meant to be sleeker and more modern, according to Automotive News. It's not bad looking, but the overall design is far less important than what's under that hood. The vehicle you see above is a Fit RS, which has quite a resemblance to the rumored Fit Mugen. There's not a lot of detail on this model, but based on looks alone, we certainly hope it'll be coming to the North American market - it'd make a great Fit Sport. A hybrid variant will also come to the US market, and that car is returning impressive numbers on the Japanese cycle: 86 miles per gallon so far, thanks to the combination of an 1.5-liter, Atkinson-cycle, four-cylinder engine and a seven-speed, dual-clutch transmission. That's a 35-percent improvement over the current, JDM Fit Hybrid.

Honda, Mercedes top KBB brand image awards [w/video]

Kelley Blue Book has announced the winners of its 2014 Brand Image Awards, which look at brands with "attributes that capture the attention and enthusiasm" of customers in the market for a new car.
The award is divided up into luxury brands and everyone else non-luxury brands, with a number of sub-awards in each group. There's also a single award for truck brands. Taking the crown for the best everyman brand (for the second year in a row) is Honda, while Mercedes-Benz was the king of the luxury brackets. Ford, meanwhile, had the best image among pickup buyers.
Honda was also named the most trusted brand among shoppers, while Kia, GMC, Mini and Chevrolet also snagged awards for value, refinement, performance and styling, respectively. Secondary winners in the luxury ranks include Lexus, Buick, Porsche and Jaguar. Mercedes was also named the most refined luxury brand.

Honda signs on as Pikes Peak sponsor, race participant

Honda plans to storm the Pikes Peak International Hill Climb on June 30, entering ten cars in nine classes at the race to the sky, and signing on as a corporate sponsor. Part of the company's return to grassroots racing - if that's what you can call factory-backed efforts - the banners of Honda R&D and Honda North America will fly on these entries: a first-gen Acura NSX, an Acura TL SH-AWD, Honda CR-Z, Honda Fit EV, one CRF450R and two CRF250R motorcycles, a CBR1000RR motorcycle and a TRX450 ATV.
One more entry, details of which are to be announced later, will be driven by IndyCar pilot Simon Pagenaud of Schmidt Hamilton HP Motorsports. LoveFab (pictured above during practice last year) will be there with its new, NSX-based Enviate, but as a privateer entry.
Honda's been to the mountain before, with high-powered gear in 2012 and record-setting EVs in 1994 and 1999, but it's never made noise like this. Have a read of the press release below for more info.