The Civic team led by Mitsuru Kariya, the ‘Large Project Leader’ (LPL), were given the task to create and develop the new Civic. With the current Civic being known for its unique exterior styling and interior practicality within the C segment in Europe, Mitsuru Kariya and his team were keen to further understand the needs and desires of the European customers. The current Civic became the benchmark focus for their research to create a car that was even better. “… when evaluating the requirements of our customers, we recognised that the European customer desires are demanding and unique in many aspects. We have focussed our development on fulfilling these expectations and through this process we have taken our development standards even further to a new level.” (Mitsuru Kariya, LPL) With the current increase of fuel prices across Europe and the environmental targets set to achieve low emissions, it was concluded from the European customer survey that the current Civic customer not only considers modern styling and performance to be important but also advanced technologies to create a Civic that was even more cost efficient to run and eco-friendly.
If we never venture into the unknown, how do we get anywhere new? That’s the lesson the Honda engineers learnt when developing the New Civic. In order to progress, it is necessary to venture into the great unknown. After all, treading along a common path will never lead to something new or innovative.
That’s why when pursuing a new, improved Civic, the Honda engineers had to embark on a journey into ‘the unknown.’ This campaign tells the story and uses interactive experiences to teach the lessons they learnt along the way to developing the car.
In the 360 films, you’ll see the new Civic spinning 360 degrees in the Honda space, with clouds and textures overlaid – giving glimpses of its full appearance. Follow the red line used in the campaign to represent the engineers’ journey and use this to neatly transition through the different product points.
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