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Thread: Honda Limits Marketing's Role in Design Process

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    Default Honda Limits Marketing's Role in Design Process

    A corporate shuffle leads to an interesting change in product design.

    Honda to Curb Role of Sales Team in Product Planning Decisions - Motor Trend
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    I'm a fan of the new approach. Let the designers and engineers do what they are paid to do.

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    Need more cupholders!
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    RaceTape Ninja Force McCocken's Avatar
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    I'm an industrial designer and this is very good news. DBC is usually one of the most soul-sapping reoccurring experiences of my career. Let the engineers and designers do what they do best. I moved away from the brand 10 years ago because their products were so pedestrian in every way. They seemed to abandon what made them great products and it was disappointing. The marketing teams screwed up the product lineups over branding and it hurt them, IMO.

    Good on you Honda!
    Last edited by Force McCocken; 02-26-2016 at 08:58 AM.
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    Not Certified Slow SDSUsnowboards's Avatar
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    It makes one wonder why people started letting marketing teams define the product to begin with. I see this crap in the video game industry all the time. Company X releases a niche game that appeals to a specific, small audience, i.e. a classic menu-driven RPG. The game ends up being a huge success, racking up sales with its target audience. So, the producer greenlights a sequel. The problems begin, counter-intuitively, when the sequel is assigned a budget 5 times higher than the original game. Now, to make the same profit, the game needs to be purchased by 5 times as many people. Now the game needs to cater to a larger audience. The larger audience has no interest in classic menu-driven RPG. So the game is designed as an action RPG, minimizes windows and micro-management, automates some of the character advancement, simplifies the inventory, and features a real-time battle system. Now the developer has made a game that the original target audience has no interest in, because it's dropped all the things they liked from the first game. Yet the game still carries the name of the first game with a "2" tacked on, and yet another great brand and IP is destroyed by EA.



    Now maybe Honda will release a mid-engine car that isn't an NSX, won't put an electric motor in everything because that's "what people want," and will lease S2000v2.0
    Last edited by SDSUsnowboards; 02-26-2016 at 10:01 AM.
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    They can talk all they want but it's still a business and they have to do what makes them money and sells cars. The cars we all drool over are typically the lowest volume cars that we are usually smart enough not to buy.
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    Administrator ucfbrett's Avatar
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    ^^ True, but how do you explain this atrocity. This car has marketing written all over it. This is the Honda "Aztek."

    2015-honda-crosstour_100477606_l.jpg

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    Quote Originally Posted by ucfbrett View Post
    ^^ True, but how do you explain this atrocity. This car has marketing written all over it. This is the Honda "Aztek."

    Attachment 9868
    Supposedly all these damn crossovers are selling. As much as we hate them, it does kind of make sense. SUV but with a unibody.

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    Administrator ucfbrett's Avatar
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    I think good looking crossovers are selling. I haven't seen too many of these in the wild, and for good reason. They hurt my eyes.

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    Senior Member robburgoon's Avatar
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    Quote Originally Posted by ucfbrett View Post
    I think good looking crossovers are selling. I haven't seen too many of these in the wild, and for good reason. They hurt my eyes.
    Got an example of a "good" one?

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    Not Certified Slow SDSUsnowboards's Avatar
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    I've always enjoyed to looks of many crossovers, such as the Ford Edge.
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    To me it's funny that the new-gen Civic looks very similar to yesterday's Crosstour, even more so in person (I've seen at least one new Civic every day for the past week...). I had to do a double-take at the pic above to make sure it wasn't a Civic. I think the only differences in appearance are 1" of ride height, slightly different tire sizes, and trunk vs. hatch.

    That makes me wonder how much of the new Civic was "designed" by marketers now.

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    Administrator ucfbrett's Avatar
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    Quote Originally Posted by robburgoon View Post
    Got an example of a "good" one?
    Mazda's CX-3 and CX-5 look good to me.

    Lexus has sold a lot of RX models. Ford Edge is popular. Those last two aren't my cup of tea, but they are selling.

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    What about the new NSX... engineering marvel.. or the ultimate super car designed by committee? (it's got AWD, turbo, hybrid! Fast! "Honda reliable"! Everyday supercar! Ticks all the boxes!)

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    Quote Originally Posted by robburgoon View Post
    Got an example of a "good" one?
    I like the looks of the new Volvo XC90, the new CX-9 which resembles the XC90, higher trim Ford Explorers look like Land Rovers which I think is a good thing and I like the Ford Flex. I haven't driven any of them but as a guy who's married with kids, I understand the appeal of crossover SUVs. I even like the new Honda Pilot, it could possibly be the next new car for our family and might replace our current Odyssey.
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    Quote Originally Posted by ucfbrett View Post
    ^^ True, but how do you explain this atrocity. This car has marketing written all over it. This is the Honda "Aztek."

    Attachment 9868
    looks like a Porsche Panamera

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    Not that I haven't been one to malign the Aztek, but the truth is, if GM had released it 3 years later it would have been to crossovers what the original Chryslers were to minivans. But by the time the crossover market took off, the Aztek was the butt of far too many jokes to recover.

    Steve

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    the all new Honda Parabolawriting_the_equation_of_parabolas_img9.png
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