The Honda HR-V's 'precise and pleasing' marketing

Honda’s marketing activity for its HR-V crossover centres on it being ‘precisely, pleasingly perfect’ and it has a variety of films depicting the features of its top-grade EX model.

Prospective buyers can learn quickly about its reverse parking camera, panoramic sunroof, folding ‘Magic’ rear seats, LED headlamps and on-board safety systems such as city active braking and lane departure warning.

Precisely, pleasingly perfect is surely a claim no car could ever be expected to live up to. Yet this SUV is the current AM Award holder for New Car of the Year and is certainly a welcome addition to a Honda dealers’ product portfolio. Buyers seem happy with their decision. They’ve rated the HR-V 8.9 out of 10 on Reevoo, with their criticisms reflecting personal niggles rather than major problems.

However, given that a number of buyers have commented on struggling to adapt to the technology on HR-V, such as the electronic parking brake and infotainment system, Honda dealers may have an ideal opportunity after delivery to invite their customers back for a refresher.

Supplies of the HR-V have been limited since its launch last summer, due to strong demand in Honda’s larger global markets (the UK accounts for about 2% of its global business). That, and consumers’ growing appetite for small SUVs, means Honda’s HR-V offers are not all about being the cheapest. Yet they are reasonably competitive.

Currently, consumers interested in the same model AM is running can get a £500 deposit contribution from the manufacturer on a 37-month PCP at 5.9% APR that allows them 10,000 miles a year. They can also put down as little deposit as they wish – ideal for those conquest customers Honda is targeting.

Contrast that with Nissan, which has a 0% APR PCP on the top-trim Qashqai Tekna supported by a £1,500 manufacturer contribution. However, Nissan’s PCP offer requires a minimum of 25% customer deposit – customers unable to pay that level of deposit are steered to a 37-month PCP at 4%.

What’s being said about the Honda HR-V

What Car
The Honda HR-V looks expensive next to rivals, but it offers flexible seating, good interior space and tidy handling.

Carbuyer
The Honda HR-V is a stylish and very spacious crossover – it’s comfortable and comes with plenty of equipment, too.

Honest John
Based on the clever Jazz… makes a very strong case for itself as an all-rounder for small families.