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Interesting read: instead of relying on a traditional marketing campaign, Honda Canada relied on positive press and word-of-mouth for the Accord launch.
The article calls the strategy a marketing misstep that has cost Accord a 12% slide in sales. I’d argue it is difficult to separate how much of the decline is due to the strategy, how much is due to the vehicle redesign, and how much is due to the general decline in sedan sales. For instance, overall car sales in the US are down 12% in the first 7 months on this year, and Accord sales have reflected this trend.
Honda has been using a similar strategy in Mexico with success, relying heavily on a combination of improved styling and word-of-mouth.
Honda Accord sales in Canada pay the price for marketing misstep
The article calls the strategy a marketing misstep that has cost Accord a 12% slide in sales. I’d argue it is difficult to separate how much of the decline is due to the strategy, how much is due to the vehicle redesign, and how much is due to the general decline in sedan sales. For instance, overall car sales in the US are down 12% in the first 7 months on this year, and Accord sales have reflected this trend.
Honda has been using a similar strategy in Mexico with success, relying heavily on a combination of improved styling and word-of-mouth.
Honda Accord sales in Canada pay the price for marketing misstep