Honda: Let's try that again

HONDA is working flat-out on improvements to its all-new Civic after a lacklustre start to the car's life.
The latest model of the Japanese compact has been criticised for its lack of innovation and quality. For the first time, it has been struck from the list of recommended models in the influential Consumer Guide in the US.
The new Civic sedan arrives here towards the middle of next year, with the five-door hatch to follow, as global head of Honda, Takanobu Ito, promises significant upgrades to counter the criticism.
"We will continue to make improvements on a daily basis," Ito says.
He takes responsibility for the car's shortcomings and admits Honda underestimated its opposition, as well as the level of improvement needed over the outgoing model.
"I believe that the ultimate responsibility for the Civic rests with me," Ito says.
"Right now we are trying to work out the best actions possible in response.
"We might have underestimated the competition to a certain extent."In Honda's defence, Ito says he believes the previous-generation Civic was well ahead of its rivals and that might have led to decisions that did not push hard enough on the new car.
"The previous Civic was something of a major surprise to the world, it was extremely advanced, and therefore the concept for this current Civic was trying to carry over the concept.
"We look at the history of the Civic model. We are constantly aiming towards more advanced features and carrying out development of the new Civic."
He admits Honda has been stung by the poor reception for the car.
"In this situation it is true that we lacked the capability to understand beforehand that such reactions might have come about. We should have studied these things more carefully."
He believes Honda's effort with the previous Civic also spurred rivals to develop the cars that are now making things tough for the maker and the model.

Source;
http://www.adelaidenow.com.au/ipad/honda-lets-try-that-again/story-fn9y0ah4-1226217398926