Honda Drives 'Beyond the Road'

Auto advertising seems to be aimed at one of two groups: baby boomers trying to recapture their youth or "Gen Y," the twenty-somethings. Honda has decided to split the difference and target Generation X to boost sales of their new Accord. Advertising Age reports Honda wants to lower the median age of Accord buyers from its current 54 (which is about the same as it is for all mid-size car buyers) to somewhere between 30 and 44-years.

But why this demographic? This is the audience that is most open to influence, these consumers are moving up in their careers, starting families and buying homes and are characterized as media-savvy, fun and self-reliant. Honda was equally mindful of taking a close look at the lives of people and designed the Accord around their lives.

However, Gen X buyers aren't as "inspired" to own a Honda because they perceive the brand's current products to be old fashioned or dull. So Honda's largest ad campaign spent on a single model will tempt Gen X buyers with ads embodying a more "emotional appeal."

The car company will communicate that driving a Honda Accord is "cool." This will be achieved by promoting the refreshed 2008 Accord through unconventional media like the Internet and through videos on MTV.

It will be interesting to see the result of Honda’s new campaign because the sales goal for the 2008 Accord is expected to exceed 400,000 units.