Get Fit With Honda
Honda�s new subcompact car.
A week ago I talked about the rise in subcompact cars. It seems like every major manufacturer has a new small car coming out, and one of the most anticipated models is the new Honda Fit. It sounds odd, but honda forsees fit doing fine with youngsters who want to help the enviroment and save on gas money.
Honda started a massive advertising campaign on its new models behalf earlier this week. Estimates suggest they will spend between $20 and $50 million in advertising for the Fit this year. The ads will target young first time buyers labeled as “metro-funky.” Does anyone really want to be fitted with that label?
It’s the new generation of first new car buyers – they’re well beyond the “grown-up with TV” generation designation. These are today’s real media mavens – some call them media monsters. It’s a hugely savvy, expressive, independent market with lots of RTS, or ready-to-spend cash and plastic.
As well as these hip, non-conformist youngsters, Honda is hoping to draw in the older crowd. The thinking is that retiring boomers will want something small and inexpensive.
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