This approach may appeal to a practical car buyer who likes doing their homework, and wants all the bells and whistles of a luxury marque.
It also does the job of gaining the attention of buyers at the lower end of the market who may think that Honda is out of their price range (versus brands like Kia or Hyundai). So it maintains the idea of being aspirational, while delivering on value.
Selling cars is a game for the patient and the consumer journey from thinking ‘Maybe I need a new car?’ to financial commitment, is long and complex.
This advertising is designed to generate reappraisal of the Honda Accord, which may end up putting the new Accord on more consideration lists towards conversion to future purchase.
For greater insight into how automotive brands can optimise their use of newspapers, refer to our Automotive Report.