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After S. Calif. success, Honda may fund ad groups; Dealers gain share after launching offbeat campaign.(News)(Secret Weapon Marketing)
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Automotive News
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April 14, 2008
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Copyright informationCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Kathy Jackson
After a successful dealer ad campaign in Southern California, Honda may resume funding its dealer advertising groups across the nation.
With the blessing of sales chief Dick Colliver, Honda dealers here revived their ad associations after a 12-year absence. And after the rollout of "Honda Helpful,'' a quirky ad campaign that began in early 2007, the dealers are seeing results.
Since the campaign began, dealers say Honda's market share in Southern California has risen to 10.4 percent, up from 9.6 percent. Dealers also say Honda has gained share at the expense of Toyota, the region's dominant brand.
So far, Honda is impressed. The company's ...