Magazine article Marketing

Honda UK in Customer Drive to Improve Sales. (Direct)

Magazine article Marketing

Honda UK in Customer Drive to Improve Sales. (Direct)

Article excerpt

Honda UK is tipped to hand its below-the-line business to Hicklin Slade & Partners. The brief is to reverse the car marque's declining UK sales through closer contact with its customers.

The decision is due ahead of a critical communications campaign in April supporting the launch of the Jazz subcompact model. It follows the collapse of Honda's previous below-the-line agency, Team LGM.

The car company is understood to be in final talks with Hicklin Slade. The agency is expected to be handed a brief that will see it work closely with the car-maker's other roster agencies to improve Honda's threadbare database and increase its contacts with consumers.

Honda's Swindon-based European operations have been struggling recently, despite record profits and a run of new models. Sales were down 16% in Europe overall for 2001, while new UK car registrations for the marque were down by 7% to 63,459, according to the Society of Motor Manufacturers and Traders.

Despite strong sales for its Civic saloons and CRV off-road model, Swindon has been hit by the strength of the pound against the euro, which recently caused the company to jettison plans to build the Jazz in the UK. …

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