2006 Honda CR-V: tangled messages?
Prompted by Richmond council's anti-SUV parking penalty charges (see story link below), Honda is attempting to distance itself from the anti-SUV sentiment that's sweeping the country.
But in doing so, it appears as if it's got its messages in a tangle.
It's launched a campaign using the slogan: "Not all 4x4s are the same" and it comes with a window sticker and letter. These will be sent to owners of Honda’s new CR-V soft-roader with the aim, said Honda, of helping them defend themselves from 4x4 detractors. The company reckoned this was a direct response to concerned Honda customers asking for help.
The intention is to highlight the fact that the Honda CR-V is allegedly cleaner, safer and smaller than most, and addresses the major concerns of the anti-4x4 lobby with what Honda described as facts:
- The new Honda CR-V is not only cleaner than other SUVs – its exhaust emissions are lower than some large estates, hatchbacks, MPVs and even a Mini Cooper S.
- The CR-V has a footprint that’s a similar size to a Ford Mondeo (and smaller than a BMW 523iE).
- According to Honda, the current CR-V achieves a three-star rating for pedestrian safety and quotes Euro NCAP placing it in the top 10 per cent of pedestrian-friendly cars on the road. The outgoing model gets four stars for occupant safety, said Honda.
This is the first time a car manufacturer has taken direct customer action on this debate, said Honda.
Honda’s move was prompted by an announcement made by Richmond council last week that linked parking permit pricing to car emissions. The council plans to penalise the what it sees as the dirtiest, thirstiest vehicles -- and Honda wants to try and position itself out of that band.
The car company said that, under the proposed scheme, the diesel-engined CR-V (with CO2 emissions of 173g/km) would fall into Band E. This results in a 30 per cent increase in parking charges but, said Honda, what it called the CR-V's competitors would receive a 200 per cent hike in permit costs – up to £450 per year.
However, this looks like the company is comparing the CR-V with vehicles such as the Range Rover, whereas Land Rover's Freelander is a more comparable vehicle. Its CO2 emissions figure is slightly above the CRV's at 194g/km, only one band above that of the CR-V. An even more comparable car is the Toyota RAV4, which, under Richmond's proposal, would fall into the same band as the CR-V.
Despite that, John Kingston, Environment Manager at Honda (UK), said: "The one size fits all approach of anti-4x4 protesters is confusing. Some customers have expressed their concerns and frustration about being criticised for driving a CR-V – no surprise when you consider this Honda is incredibly clean, not a gas-guzzler, smaller than most 4x4s and is remarkably safe for both passengers and pedestrians."
It seems as if Honda is confusing things even further: either the CR-V is an off-road car, in which case it shares attributes with proper off-roaders, or it isn't, in which case the company needs to stop presenting it as a rough tough rugged machine -- its slogan for the vehicle is 'Loves rugged tracks. Steep inclines. And high streets' -- when it isn't.