Category Archives: Honda and Automotive

Acura TSX 2008/ Accord Euro Sedan Caught on Camera Phone

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The guys at Temple Of VTEC never ceases to amaze me. After a slew of definite past news, now one of its member managed to take two pictures of the supposedly Acura TSX/Accord Euro Sedan being tested in America. I wonder why Honda/Acura tests its brand new car in a suburban area? You can click the thumbnail for larger pictures.

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Free Image Hosting at www.ImageShack.us

From the frontal view, the car is a dead ringer to the teaser pictures of Accord Euro wagon. It looks… How to say it, normal… Again, we are talking about Honda, the producer of boring looking cars which surprises us in every turn. Oh by the way, I’ve found a dry ground not long after evacuating with my trusty notebook, next up, exit strategy and why we all got to have it!

Mugen Newest Craziness… Mugen Civic Type RR

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We know Mugen, the-not-so-official-Honda-tuner who always has crazy ideas about increasing the performance out of Honda’s latest products. Last year we witnessed the arrival of Honda Civic Mugen Dominator concept. A Civic with a supercharged K20 engine producing 300 horsepower akin to the engine found on the Ariel Atom. While Honda is against of using force induction technology, Mugen is free as they are not officially Honda therefore their product concept often leads to “interesting” what if scenario.

Aside from the supercharged engine, Mugen also changed the Civic body kit to full carbon fiber, a rear diffuser + exhaust, and an adjustable rear wing.

Mugen latest crazy work with Honda’s mid sized car is the Mugen Civic Type RR. This time because it uses the venerable Type R moniker, Mugen respect what it means and created a car akin to the Dominator concept while using naturally aspirated engine. Derived from the same K20 engine, Mugen upstroke the engine to 2200cc producing 260 horsepower, while a king’s ransom worth in carbon fiber is used to change the whole front side of the car and used in the interior for aesthetic and structural integrity.

Again, this is just a “what if” scenario, Mugen doesn’t intend to make it commercial except if there are sufficient demand.

By the way, Honda Type R cars always means naturally aspirated, and light.

Honda always sticks to their nonsensical “gentleman” rule that a car engine should be naturally aspirated, and it’s the raw driving sensation that is more important. From that point of thinking, all race bred Honda cars will have stiff suspension for better track handling, light chassis that throws away all the amenities (audio system and AC is surely gone, or optional), and all cars will be powered by a naturally aspirated engine. Sure, all of that combined will results in a naturaly balanced cars, heck, even all Type Rs from Honda is regarded as the most fun to drive cars by many. The perfect car… Is it? Well, one thing for sure, if you win a touring car with a Honda it shows that you are one heck of a great driver. Sure all race bred Honda cars have near perfect handling, but their engine power are nothing to be desired. It’s a given trademark… If all the touted “racing simulation” games out there really is a simulation, then it is replicating real world results. So I played Gran Turismo 4 and Forza Motorsport 2 on the Playstation and XBOX platform, driving the Integra Type-R was such a satisfying feeling. Against Subaru Impreza WRX and Mitsubishi Evo 8, I win… What the… Both cars decimate my puny naturally aspirated engine right from the start of the race, but through consistency and daring corner late brakes, somehow I chase them and won. The same happens when I drove the WRX or the EVO, I blasted the Integra at the start of the race, but somehow near the finish, the gap is close, very close and occasionally I cheat to win (can’t tell 🙂 )

Mugen concepts from time to time doesn’t adhere to Honda philosophy, so they use force induction and still provides amenity to their products. However, this philosophy is why I love Honda, because it’s very uncommon nowadays to find even a person who have such integrity… Me? Well, let’s just say that I have similar integrity and it brought so much misery.

Source:

Mugen Dominator website
Tokyo Auto Salon Mugen Civic Type RR

More Dangerous Than Nuclear Bomb & Compound Interest… Perception!

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Nuclear bombs decimate two of Japan’s city with casualties exceeding thousands of lifes, and compound interest… Well, let’s just say that because of it, lots of people lost their everything. The Romans once even ban compound interest in their law (although we know compound interest is very lively nowadays). But there is something more than those two combined, well, what else is there except for perception.

Now first, let’s talk about what is perception means literally. Because I don’t have my trusty library next to me, I will define perception with the help from the almighty internet itself. The meaning of perception varies a lot from sources to sources, I was even kind of shocked by how many meanings it contain. However… I noticed some similarity between them, therefore this is what I interpret about perception from the various sources (link at the end of the article). Perception is our disposition towards something related through our past experience… Now that’s a new definition of perception.

Now from the definition which I have filtered from various sources means that our judgment or perception will differs wildly because a person’s personal experience is up to God’s will and cannot be constructed as we hoped. This fact is actually quite new to me. I thought that perception is a response from a person directly when that situation arise. Then, about a week ago, I talk to my father about perception, he also added something new for me. In his book, he wrote about perception is a cumulative experience of a person PLUS our instinct… Instinct? What the hell… Then he describes that almost everybody are afraid of the dark although the intensity varies. Well, this is actually true because it is human nature to be afraid of the unknown, I think it goes back to our ancestors days.

So if I might summarize it all, perception is a person attitude towards a subject prior to their experience, knowledge and mood at the time they make a judgment. I put personal mood because sometimes, people makes decision based on feelings, just a bit personal experience there.

Now let’s get into the interesting part… The examples!

Now we have Suzuki and their SX4, Honda and their CR-V, Nissan and their Livina. In Indonesia, those respective cars delivery waiting period exceeds 3 months, and the question is what people perceives about the long delivery waiting period? To the majority of people, it means that all three cars are a hot item, but to the more wary people, it means that all three company fails to estimate the market absorption rate of their products. Me? I’m one of the wary people so I perceive Honda, Nissan and Suzuki has failed to estimate the market absorption rate of CR-V, Livina and SX-4. One would argue that the company could not do anything about it because their main headquarter established a fixed quota… Well, global warming is a natural cause anyway (sarcasm warning).

Then how about J.Co and Krispy Kreme strategy here in Indonesia? They play perception game quite well if I bold enough to speak. Well, this is my blog, I can write anything anyway… One peculiar thing I noticed about those spritely donut shops are how their cashier counter and queue line is set up. Most often than not, it revolves around one single line with two cashier waiting at the end of the line. This set up will always make a long queue line even when the customer load (people coming) is just medium to high. I consider this as a stupid management, but there are two advantage of doing this. One is there are more seating space because the queueing line is just a single file, and two, people will perceive that J.Co and Krispy Kreme products are so good even people willing to wait in long line just to purchase it. There you go… Perception…. Me? Again, as my personal experience are a bit bitter, I consider it as a hassle. I demand swift service, I want to go in and out as fast as possible, so I just consider J.Co and Krispy Kreme queue strategy as lacking management wise. However, us we are Asians who are typically does not want to be left out of the “loop” will consider this queueing line as something that is “hip” and we as people must follow that trend. Because we perceive that if people stand that long for just an over the top sugary treat or whatever it is must be extremely good… Me? I don’t like queue lines, when I buy donuts I bought Dunkin Donuts or Krispy Kreme, just because they have shorter queue line than J.Co.

So there you go, perception. I can go on and on about the examples of perception, but it is a little bit of a moot point because there are just too many examples out there already.

Until then, XOXO… (I’ve been watching too much Gossip Girl)

The Sources:

American Marketing Association definition of perception
International Federation of Library Associations and Institutions definition of perception
Canadian Food Inspection Agency definition of perception

PLEASE MAKE THIS BODY KIT AS STANDARD HONDA!!!!!!!!

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As I was writing about the confession about being a marketer… I stumble upon Temple Of VTEC preview of Honda cars that received a “prototype” body kit treatment for the upcoming Tokyo Auto Salon show. Honda brings three blinged up ride, the Civic Type-R, the fat Accord (called Inspire in Japan) and the Fit.

The Fit only receives small interior update, because it’s fairly new. The Civic looks like shit… Sorry, I have to say it. It just looks like garbage, complete with garbage like stickers. It’s like a 12 year deranged kid got mad because his mother doesn’t buy him playboy and he’s playing with Need For Speed Underground after a marathon of pimp my ride… It’s just wrong!

But the Inspire… Holy Marry mother of God! Please Honda… PLEAAAAAAAASSSSEEEEEE Make this body kit as an option for the Accord globally, not just Japan. I will delete my post about my rant of how 2008 Honda Accord looks like and put up an open apology letter on this blog for Honda. OMG OMG OMG OMG OMG OMG OMG OMG OMGWTFWTHROTFLLCBBQ!!!! It makes the so-so Accord looks like awesome, it screams presence, menace and respect.

Click here for source and more pictures

Let’s Talk About The New Fit Engine

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As I have noted previously on the new Fit engine, a recent review from asia.vtec.net has proved that I am dead wrong about the speculation of the new engine used in the new Fit. I mentioned about the Fit’s engine uses dual sequential ignition system coupled with VTEC cam changing mechanism… As it is reviewed… Apparently the new Fit engine make do with single ignition system.

My assumption was stemmed from the new Fit 1.3L engine torque curve which maxed out at 2800 rpm (the same as the outgoing 1.3L i-DSI engine), and flat lined with tendency to dip. However at 3200 rpm the torque shoots up again until it reaches 5100 rpm, most likely attributed to the change of hotter cam profile, a proof of VTEC mechanism applied. However, as I have noted, the engine uses a single ignition system… And I can only say… WHAT THE @#)(*&^%$! HONDA!! Why can’t you use this system since day 1??!! I’m upset because as an i-DSI Fit owner, the 1.3L I-VTEC is like a dream engine, high torque at low rpm but can spins high and produce more power. The outgoing 1.3L i-DSI engine only produces 86hp, 14hp less than the new engine with the same fuel consumption.

The new 1.3L I-VTEC achieves power and frugality similar to the outgoing engine because it employs valve deactivation system… I’ll quit the technical mumbo jumbo, and go straight to the point. When the 1.3L engine is cruising it runs on 12 valve, while running hot (accelerating), the full 16 valve goes into action. Just what VTEC was intended, frugal low speed and cruise speed, while power can be achieved at wide open throttle condition

The new 1.5L I-VTEC produces a good 120ps, the highest naturally aspirated production 1.5L power output on any car in Japan. This number I assumed came from a “chipped” 110ps old VTEC engine… And again I am dead wrong. The old 1.5L VTEC uses valve deactivation system that is now used on the new 1.3L I-VTEC. Replacing that system is a full 16 valve that unlike found on the 1.3L version is that the 1.5L changes the valve timing and it also employs a cam changing system. While the 1.3L valve deactivation system is intended for low speed/cruising speed as the engine allow it, the 1.5L is designed for all out performance. Because the 1.5L only changes the valve timing, it is faster at generating torque across the rpm range, no flat line or dip in the torque curve like the 1.3L engine because it takes a bit time in activating the valve.

I really don’t know what I’m talking about here except for the 1.3L I-VTEC engine… After all, aside from marketing and general Honda stuff, I’m clueless… (Well, I have some more qualification but I don’t want to brag). More clear information can be read on asia.vtec.net website provided below.

Temple Of VTEC ASIA Fit Engine Overview

Proton Vs Indonesia: Between Dreams and Reality

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Proton as one of SE Asia own automotive marque is regarded as one of the most successful brand in the industry. As a SE Asia bigger company, it stretches its sales network to Europe, Middle East, Australia, New Zealand, Singapore, China, many other countries and recently Indonesia. Even though many late comers did not enjoy high growth or sales immediately, Proton sales in Indonesia is awfully lacking.

Indonesians are well known for their impulsive buying habit and have tendency to become super early adopter. Many China made bikes, cars, products which had bad quality being bought as soon as they come up, and the reason why because they are cheap. Sure in the end the quality problem rears its ugly head and people started ditching them. However, Proton did not enjoy that kind of “first step” as none even bought their products (well actually there are some). Until today since last year Proton opens up its business in Indonesia, I only saw 4 Protons on the road with one of them being towed… Probably had a problem, the driver seemed very unhappy. So why oh why…?

The reason Proton is very unsuccessful in Indonesia as far as I know is attributed to several obvious things. One being political, two being product portfolio, and three being the product styling.

Politically, Malaysia and Indonesia has a bit of tension regarding Indonesian labor being treated bad there. As deaths has been reported due to neglect and abuse in Malaysia. To make things worse, there are claims about Malaysia claiming Indonesia’s cultural products such as songs, indigenous dance and what not. I would not go into details because I think politics are stupids and most politician goes where a marketer and lawyers went when they are dead anyway.

On product portfolio front, Proton only made available cars which are sedans and supermini, which are cars most Indonesians dislike. Indonesian market dictates that a car must be:

  1. Cheap.
  2. Can sit minimum of 6 comfortably.
  3. Frugal
  4. Handsome… This one is subjective

So Proton current product portfolio only consists of two sedans, one hatch coupe, and one supermini hatch. They certainly could not seat 6, the price range is weird, their looks are… Somewhat unique, and frugality is unproven. Proton’s product price range is unique in a connotative way. Proton Savvy as a supermini is aggressively priced at Rp. 107 million, that is quite right, considering it is automatic model, the Gen-2 sedan hatch is also attractively priced at Rp. 146 million, so does the Waja sedan at Rp 168 million (all A/T models). However, the Satria Neo, which is a 2 door hatch coupe is priced at Rp. 190 million, quite expensive for a late comer considering at that price you can get the more popular Honda City VTEC A/T. So price is okay, one star product with three cash cow is not bad at all.

Then there is the look… Frankly speaking personally, aside from Proton Savvy, all of Proton’s offering is… Different… In a negative way. The Savvy is different in a unique way, it looks very European. The unique side profile, the center exhaust, and every line puts me head over heel. If I have excess money, then I will buy this car, but since I do not have any, then it will have to suffice I am writing good impression of the car 🙂 Do you know that the Savvy has engine and transmission lifted directly from Renault Clio? Yup, the D4F engine and Quickshift 4 (or is it 5?) can be found powering the Savvy. Some say the Savvy itself is based on the Clio, but I could not found definitive info on this. Suffice to say, the engine and transmission itself is worthy to be called awesome, as this means that Savvy is a true European car. There is a popular culture here in Indonesia that if you cannot afford Mini Cooper, than Suzuki Swift is the next best thing… WHOA! The Swift might have the look, but the Savvy is the truer representation of European technology (because it actually is). Interior wise it is also quite good, considering it is a Rp 107 million car.

Other Proton cars… Err… The Waja looks like small VW Passat, a bad impersonation that is. The Gen-2 rear end is good, I like it, but the overall roundness does not suit the front end of the car, which happens by the way has smallish headlights. Proton Satria Neo profile also look like it belongs to the 90s. Overall, aside from the Savvy, all Proton cars looks outdated to me.

So why Proton is unsuccessful in Indonesia? Aside from political problems, Proton did not do the number one mantra in the business world, they did not do enough marketing effort. Marketing effort to change the perception of Proton when it was just taxi fleet so many years ago. The problem is, Proton Indonesia needs to get rid of its taxi fleet image that has been perceived for so many years. Mind you, when Proton (Saga) was used as taxis, it is not a good taxi, the ride was rough, and the engine noise was awful. Sure time changes everything, but perception is one thing that time could not easily change.

So Proton needs to change or rather reinvent their marketing strategy. For sure the existing campaign is less than effective, and they can follow what Suzuki, Toyota and Honda had done in the past to introduce youth oriented marketing and approach. At least the Savvy is quite good, Proton could abuse the European connection because people are sucker for International exposure.

One more thing I like about the Savvy is that it looks very different than any other car out there. Perfect to be targeted to those who wanted to be different.

Honda Love Affair With Turbo And VTEC Heir

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Anybody who likes Honda, can spell VTEC right and knows what VTEC stands for, knows that Honda is faithful for the longest time to naturally aspirated engine. Every known popular Honda cars are naturally aspirated, it can even be said that nowadays Honda is the purveyor and champion of naturally aspirated car engine maker. Honda S2000 F20 engine is considered to be the best 2.0L engine available in the world, producing 250ps (246hp) on the high spec Japanese Domestic Market. Honda newest K24 displacing 2.4L in America even produce 190 horsepower in the 8th generation Accord, using regular gas, the most powerful engine of its class. Moreover, Honda Fit RS produces 120ps from a 1.5L, and it is just a simple SOHC engine, wonder what number it can churn if the car uses DOHC type engine.

All Honda venerable Type R cars even have a trademark of using only naturally aspirated engine, from Integra, to Civic, to Accord Euro, and the everlasting NSX. None has ever needed a force induction to make the car go fast around the tracks. Sure sure people will mock Type R cars for having no torque and pit it with a forced induction engine cars and the Type Rs will go bye bye. But what naturally aspirated engine cars with displacement below 2 Liters can go toe to toe with the Type Rs? Answer… Only a few and most often than not they uses bigger displacement engine to win (hints: Nissan and BMW).

With all of this naturally aspirated engine affection, do you know that in the 80s Honda had a brief affair with turbo?

After the advent of CVCC engine that put Honda in the long road to fame, Soichiro Honda’s son Hirotoshi Honda decided that Honda needs a proper “enthusiast” car, one that can go fast but still showcase the spirit of Honda. Then, he took the unjustified tame looking Honda City and installed a turbo in it. So who is this snobby son of Soichiro who can decide what Honda needs? Well, he is after all the founder of Mugen, the-not-so-affiliated-but-actually-is Honda tuning division.

So after the turbo installation, Hirotoshi named the City appropriately as City Turbo, and the car was an instant classic. The engine now produce 100ps up from the measly 70ps, it seems small but consider this… The City Turbo only weighs around 700 Kilogram!! That gives it a power to weight ratio as good as today’s Civic Type R, and that car is fast. When Honda facelift the car, giving it the designation of City Turbo II, the power was upped a little to 110ps. However, according to many various resources, the boost pressure for the engine is limited to preserve engine life, and the car can be boosted easy to more than 150ps (I’m guessing, but being conservative). That’s just insane!

city turbo

The small car that could

Then, there is the thing about 1989 Honda Legend, the first ever 2L V6 with a variable geometry turbo. This variable geometry turbo that Honda created was aptly named the Wing Turbo as it uses some kind of a winglet inside a turbo that variably change the boost pressure depending on the engine load. This beats out conventional turbo concept because it can change boost on demand depending on the engine load, unlike the static boost single turbo charger and the “low-high” characteristic of twin turbo chargers. However, even though the engine was ground breaking, the price reportedly was “too much” for a car of that class back then. Furthermore, I personally suspect that the effect of force induction that is detrimental to the engine was one of the main cause Honda ditch turbo engine.

The Legend

A legend in its time

When VTEC was integrated into Honda product lineup starting from Integra back in 1990, suddenly turbo development was put into stasis, and nobody ever talk about it anymore. Like turbo, VTEC allows for a surge of extra power when the engine is forced to its limit however unlike turbo, VTEC allows daily driving to be efficient. This is because Honda introduce a cam profile changing system that allows “soft” cam to be used for slow driving and “hot” cam to be used for full throttle condition. Furthermore, unlike turbo, the engine is not forced to operate beyond its limit, giving that longevity trait of naturally aspirated engine compared to force induction engine. Now, Honda has this miracle engine that can be driven efficiently but can produce power at high RPMs and have a long life time. It’s a no brainer, turbo is dead! Until recently…

When Acura (Honda lux division) RDX, Acura answer to BMW X3 was launched, enthusiast and media gasps with what type of engine the car used. It is a factory spec turbo, a first for Honda after nearly 20 years! The K23 as it is called produces 240hp and 260 lbs-ft, the torquiest engine Honda ever made. As it code sign gives away, it is a K series engine, the engine that can be found anywhere in the Honda product line, ranging from Accord, Odyssey (JDM), Accord Euro, Civic, Civic Euro, Edix, Element, and others. However Honda engineers strengthened the engine block and added the turbo unit, a variable geometry turbo… The past has return, with a vengeance!

Acura RDX

Acura RDX: Variable geometry turbo in action

With this in mind, speculations about another engine used by Acura TSX replacement (Honda Accord Euro outside US), is a turbo engine producing at least 260hp are running rampant throughout the web. With Honda proprietary torque vectoring all wheel drive system (Super Handling All Wheel Drive, SH-AWD for short) will be adopted by every Acura cars, they need high power high torque engine, and what could give that kind of power except for turbo or large displacement engine? There is something else though, and it is called the A-VTEC.

In the late 80’s Honda ditch turbo for the favor of VTEC. From the looks of it, turbo seems to be a short answer to the long awaited completion of VTEC mechanism. Now does history is repeating itself? Honda new variable geometry turbo engine is faaaaaaaaaaaaaaaaaaaaaaaaaarrrrrrrrrrrrrrrrrrrrrrrr from complete. It doesn’t feature direct injection like many advanced engine featured in the Lexus (expensive Toyota) line. Therefore its performance can still be increased with the addition of this simple mechanism. However, 20 years and Honda only took an existing engine, lower its compression, strengthen its structural integrity and adding turbo… Skipping the important direct injection technology? I smell something fishy. I smell Honda is going to repeat history again, introducing stop gap turbo technology before the real “true” advanced engine to be introduced.

A-VTEC or Advanced Variable Valve Timing and Lift Electronic Control, is a more advanced version of I-VTEC (Intelligent VTEC), which itself is a more advanced version of VTEC. I won’t try to be a smart guy, you can check how VTEC works by clicking the links I provides at the end of the article.

Anywho, that’s that for now. Will Honda introduce direct injection or not is up to them, but one thing for sure, the existing K23 turbo engine is far from complete. Will Honda repeat history and introduce next generation of their venerable VTEC, or will they soldier on with turbo is still up in the air.

Honda A-VTEC dissected

Honda Wing Turbo

Honda City Turbo Forum

How VTEC works

Honda Very Own VTEC Documentation

Pictures are taken from Acura.com, Asia.VTEC.net, wikipedia.

My Personal Preview (rant) of 2008 Honda Accord (Asian Version)

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So it is official, Honda has launched Accord in Thailand as of last week. So why do I keep mum for all of these time? The self proclaimed rabid Honda fan boy? Well… It’s because I didn’t like it. To speak without restrain, Honda has done stupid things in the past, but with the launch of Accord in Thailand, they have done the most stupid thing in history as far as I know. When Takeo Fukui made his speech at Tokyo Motor Show, he said specifically that Accord will be a global model, meaning that around the world there will only be one Accord. Is this a good thing? Well, read on…

America Honda Motor a couple months ago has released Accord in the states with mixed comments from the industry. The V6 coupe has garnered many many fans while the sedan received a welcome pat on the back. It is Honda Accord after all, winner of Car and Driver magazine family sedan of the year ever since 1985, so no surprise there. But when I look at it… Damn, the car looked too bland, too “safe”, and too vanilla-ey. I guess Honda wants to play safe and gives the north American Accord the mild styling, they’ve done so in the past with the north American Civic.

The reception for this “safe” design approach was accepted by the Americans, well, their stereotype does involve simplicity over style. The Civic with the simple head light line and Honda City 2nd generation simple rear lights was a hit. Compared to the Asian/rest of the world Civic (sans Civic Euro), the north American Civic is very bland. The Asian Civic even got integrated into the Canada Acura product line as the CSX, just for styling alone.

Now here’s what I have for the global model announcement. By being a global model, a Honda car will basically have the same look anywhere it is sold in this world although there is the possibility of a minor cosmetic change. The Fit for example, it’s a global model, and from Europe to Asia to America and beyond, the Fit shape will be similar no matter what. So what does this bode for the Accord as it’s becoming a global model… One thing for sure, the shape of American Accord will be the same around the world

When the announcement was available, I immediately voiced my concerned on many internet message boards, one being Temple Of VTEC. I specifically criticize the bland styling of American Accord that will be globalizes. The world is not America (even though American government wants it that way), therefore what being sold / attractive there doesn’t necessarily means it will be the same anywhere else. Sure Accord is America Honda Motor bread and butter product, but will it be successful outside of America with the same styling?

Toyota had done their homework very well, creating a higher scale (cosmetically) Camry outside of America. Compared to Asian Camry, the American Camry looks bland, just what the Americans like. The Asian Camry however looks down right expensive and upscale. 7th generation Accord one up last generation Camry by having a full chrome around the side windows (the last gen Asian Camry has only chrome on the bottom side of the side windows. Now, Camry one up 8th generation Accord by having full chrome around the side windows and chrome lining around the fog lamps and more aggressive looking bumper… How about Asian Accord? Well, it is the same with American Accord, bland.

The rear American Accord was like a huge void of sheet metal with a big fat H logo on the center of the trunk. Thankfully, the Asian Accord received an ornamental thin red stripe extended from the rear lamps towards the center of the trunk, just like current generation Honda Odyssey.

The interior is also a shameful excuse for a Honda badge… It’s basically the 7th generation Accord interior with small changes… What the hell… I know the saying if it ain’t broke don’t fix it, but come on, it looks almost the same with the last generation if I don’t look hard enough.

Thankfully, my father is taking CEO position in his office and doesn’t align himself directly with Honda anymore. If he does still work with Honda, he has to buy the new Accord.

Why does a rabid self proclaimed Honda fan boy said all of this things? Because I want Honda to step up and show some balls. Because Accord is the most popular car in the states doesn’t mean it will sell everywhere else around the world.

However, the engine of the new Asian Accord is quite good though. 180ps, the most powerful 2.4L engine in its class, I think the Camry has a 160-166ps 2.4L engine. A fast ugly expensive sedan will still be faster than a slow upscale pretty expensive sedan.

Here’s some links to Asian and American Honda resources.

Honda Accord Thailand website

American Honda Accord full overview

Oh, almost forgot to add, the Thailand Accord will be the base for Asian Accord including Australia. Although many applaud its driving dynamics, the drivetrain, the improved interior space, the everything… It is just ugly, bar none. Oh well, I can already imagine what they are going to do with the mid life cycle upgrades, but why won’t they do it in the first place?

Entry updated here…

Suzuki Indonesia… A Not So Champion Of Rational Thinkers

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Okay, so I wrote back then about how Suzuki is the champion of rational thinkers. Now people might expect that I’m changing my mind about the matter because I don’t… However, I have this irk to settle about Suzuki Indonesia and why they kill a perfect little car called the Swift.

Suzuki products are widely known for its class leading equipments. For example here in Indonesia, the Swift WAS a product of choice for cars under US$16K with airbag+ABS+EBD+onboard computer+audio controller on steering wheel. Other cars barely reach Suzuki Swift’s equipments even as an option. The trend continues with SX-4 here in Indonesia, at just roughly US$17K, you get all of the above but with a bigger chassis and everything. But recently, Suzuki chopped off the options on Swift to the bare minimum. The car now has nothing but priced at mind boggling US$14K, down around US$3K with the negation of the options.

Now it is understandable to make the Swift as bare as it is to reduce price. But Suzuki Indonesia does not offer Swift with the extra options anymore, just the bare minimum… Now what the hell with that? From what I heard and read at many automotive forums and mailing list, Suzuki does this to push sales because the car is not selling well compared to Honda Jazz and Toyota Yaris. D’oh! Off course it is, Swift is a small car compared to those two. It is not a family car per se, it is more of a coupe with extra doors at the back. Rather than just pushing for bigger sales, Suzuki can use the Swift as a stepping stones for people who wants to buy bigger Suzuki cars in the future. After all, what sellers wants from their customer is their retainership and loyalty.

Instead, Suzuki Indonesia degrade the class of Swift into that of a cheap entry level car and those who wants to buy the full optioned Suzuki cars must buy Grand Vitara or SX-4. Now where’s the logic on that? The exclusion of models with full factory options are caused by Suzuki decision to localized the production of Swift, because before the Swift was exclusively imported from Japan. Now with the localization of the Swift, Suzuki deletes the option altogether. Suzuki can still import Swift with full options, even for just a handfull because there will always be a market for high end products. Is Suzuki worried that Swift will overlap SX-4 sales? I don’t think so, because the SX-4 is already a bigger car, even though it is derived from Swift chassis.

One thing I can notice about Suzuki Indonesia decision is just because they want to save as much money as possible. By making all Swift as one standard model, they can achieve economy of scale far easier and they don’t have to incur inventory cost by keeping a separate line of cars. The thing is importing a car are full of hassle, first there’s the administration fiasco between Suzuki Indonesia and Suzuki Japan, that’s for sure. Then there’s the hazard of importing a car from far away land physically (well, you won’t know what happened to the car on its way here), not to mention the time and cost it took to ship cars from overseas.

I wholeheartedly understand why Suzuki want to “degrade” the caste of Swift. After all by doing this Suzuki now has a complete line of products ranging from the affordable entry level Karimun Estillo, to the not so expensive neutered Swift, to the rightly priced all terrain SX-4, the coming soon SX-4 sedan, and to the top of the line Grand Vitara. All products ranging from US$10K to US$25K.

Now my decision of buying a Swift has been decimated to the lot… I do feel sad because the car was the best choice for a full optioned car under the price of US$15K. It seems the curse of Honda rears its head again, probably I will buy the all new Honda Fit/Jazz, a not so bad model. I wanted to buy SX-4 though but kind of afraid Suzuki Indonesia is going to pull the same trick with neutering the SX-4 as it did with the Swift. If I bought the fully optioned Swift back then, probably I will feel alienated by Suzuki Indonesia decision to neuter all existing Swift. Because after all, how can I brag and persuade people to use the Swift if the existing Swift is not exactly the same product I used? Don’t start about the exclusion of Airbag and ABS doesn’t bring about different driving experience, it does, wait until you gotten into a situation when those things safe your life… I had.

Marketing 101: Target Market & Target Audience

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Rewriting the entry, will be done shortly

Target market and target audience are essential elements that determines the tone and manner of a marketing strategy. However, the proximity of meaning between the two sometimes trap “green marketers” in formulating a strategy. In my field of work and in my teaching days, I always found people who mistook target market and target audience.

The concept is very simple, yes, but I admit I too used to mistake the meaning of both. Target market is literally means to which we target that general product/service too, while target audience is the people that we expect to purchase or use the product/service. In short, target audience can become the target market.

One of the extreme examples I used on the class to describe the definition of target market and target audience is baby milk. The baby consumes the product, which means they are our target market. However, babies doesn’t go around shopping the milk themselves, it’s their parents job. Again, this is oversimplifying target audience and swerving too close to buying process, with the parents acting as the buyer while the baby as the user. However, the information is given to the audience about the benefit of the product towards the target market.

When talking about target market and target audience, we also uses buying

Let’s take another easier example with less ambiguous but more general. Let’s take Honda entry level scooter, the 2010 Beat. For purists out there, no, this is not the “mini NSX”, this is a small two wheel scooter that spearheads Honda effort to sell scooters in Indonesia. We can see everywhere the tone and manner of Beat’s promotion, from billboards to printed ads, they all depicts famous young stars riding the bike. The visuals alone indicate a strong relation to the young, perhaps those who are still in high school or in their college years (indicated by the figure the stars imposed).

Target market wise, these young people are Honda key target but, do they have the money to buy it? At US$1,2K or roughly Rp. 12 Million, the bike is rather expensive for somebody with no main income outside from monthly allowance. This is where we are seeing the expansiveness of target audience and the focused target market.

Honda Beat with its catchy younger tone visuals is targeted to the young, this is its target market, however, the target audience for the beat is all people who can drive a motorbike. A little bit extreme and lazy observation, but I wanted to exemplify the meaning in the simplest way possible. Even though the Beat is targeted at young people, there’s no fault at older people or other people from other discipline of work to own the Beat. As a matter of fact, there’s the bonus of resonating message from the initial campaign. Beat’s marketing effort is directed towards younger audience, sometimes, “older” people would like to be associated with this “young” image and thus bought the bike even though they are outside the target market, and even audience.

Most often, I saw seniors or older people driving around in the new Honda Jazz, and as fast as I can think, wow… Those guys are really young at heart. They should be driving Mercedes or perhaps Accord, but no, for whatever reason they drove a Jazz instead. I don’t see them as incapable of buying upmarket products because of economic reason, I just saw them as wanting to be associated with the image created by the product (Jazz = young & hip).

The definition of target market and target audience can be found on many books and sources. They are after all the basic element for a marketer to base the overall marketing strategy and approach. However, there is one thing that pique my interest… On his book, Marketing Management by Philip Kotler, he omits target audience altogether and just refer target market as a sole base value to be considered when creating a marketing strategy. Well, a good move, but personally I think that the book is intended towards advanced readers who already understand the boundary of audience and the real target market.

Some uses psychographics and demographics to create distinct barrier between target audience and target market. One of my marketing professors defines that psychographic and demographic creates core target market while outside of those influence comes in the target audience. Let’s put those in graphics shall we?

Applying that to Honda Beat core target market, we can see that

Okay, so last week I blabber about how Yamaha changed the target market of Mio from female to male with the introduction of Mio Soul. I expect other brands will follow suit (Honda & Suzuki) because as far as these eyes can see, all automatic scooters are being driven by the male population. However, yesterday I saw an ad about Honda Vario, they still use this popular actress to promote the brand alone, without any hint whatsoever to indicate that this scooter is a unisex bike. On the other side of the competition, Suzuki launched Skywave, the successor of the not so popular Spin, an automatic scooter. The advertisement clearly shows a very macho man and a very sexy woman, just like Yamaha did with the new Mio soul.

So will this bring about wrong image delivery to Honda Vario? After all, people aspire to the “representation” of people displayed on the ad. Well, the answer is not that simple… First of all, if anybody remember how Honda Jazz (Fit) is advertised here in Indonesia, then people will acknowledge that Honda used a pair of popular female singers to endorse the product. So does only female buys Jazz? No, does only young people buy Jazz? Not so much.

Here we have what I would like to call, “splash damage”, the message that originally intended towards specific target audience spreads to other expected segment. When people buy something first they have to go through what marketing defines as The Buying Process, yes, a process. In it, people will go through several phases, first people will acknowledge/know the product, then interest will grow, decision making is formed and action is taken to buy or not to buy. Yes, it is AIDA we are talking about here, the basic skill we learn at faculty of communication, but do you notice there’s a few word that I leaned? (pardon the pun)…

Decision making, what is all that about, and what it got to do with Honda Vario? Well, to tell you the truth, I don’t know. But one thing for sure, this has got to do with target audience and target market. When you sell a baby’s milk, do you create:

a. Advertisement for the baby

b. Advertisement for the mother

c. Advertisement for the father

Sane people will choose mother or father, but the product (the milk) is consumed by the baby, so why not create an ad for the baby? Anybody who asks of this should be shunned out of society immediately. Of course the baby couldn’t comprehend the ad, they doesn’t even comprehend why the sky is blue or why daddy hump mommy at night in front of them. Thus this explains the very basic of the difference between target market and target audience; with the baby being the target market and the parents as the target audience.

Anyway, back to the matter, so why is Honda still uses a female representative to promote Vario? Simple, because Honda Jazz is promoted by two female singers and we all know that most Jazz drivers are male.

Hot of the press! Updates galore! Last weekend rollade I close the week with a completion of Marketing Garbage entry. So Honda uses a famous actress to attract customer and consolidates its presence using the hottest spokesperson in the town. But waaaiiitt… It seems that I’m too fast from making a judgment, because just a couple days ago (I think on sunday) I saw an ad of Honda Vario with that hot spokeswoman and a hot spokesman, another handsome pretty face which I don’t know the name of because I’m too busy writing a blog thingie.