Honda’s global success in the automotive industry is largely associated with its well-known and respected car, the Civic. Prior to the Civic’s North American launch in 1973, Honda was a brand associated with fuel efficient, easy to operate motorcycles, even though it had introduced automobiles in the local Japanese market and joined Formula One racing by the 1960s. All that changed once the Civic was imported and sold in the United States.

The Civic was launched at a time when there was a severe energy crisis in the United States and car buyers and owners were rethinking their spending priorities. Americans had traditionally owned large, bulky vehicles well known for their fuel guzzling capabilities. The running cost for these cars was proving to be too much of a burden for the average man. Honda’s philosophy from the start had been one of producing vehicles that were both fuel efficient and though compact, spacious on the inside. The timing was perfect for a compact, economical car that could easily seat four people.

The Civic’s affordability coupled with its fuel efficiency were the main factors in Honda’s success in the North American car market. Honda’s previous models had been unable to attract the American consumer due to its exceptionally small size. Americans were used to spacious cars and the new Civic seemed like a reasonable compromise considering high fuel prices and it’s significantly lower price. Consumers could choose between the two and three-door hatchbacks, with a four cylinder engine and front-wheel drive.

The Civic soon began to gain popularity in the United States and new models with considerable improvements were introduced in subsequent years. New model variations, like the five-speed, three-door hatchback and the four-door wagon, were added to the existing line, offering consumers a wider range of cars to choose from. Very soon the Civic became the most popular car in the compact class and Honda was now gaining recognition for its automobiles worldwide.

Although Honda soon began to successfully add new models like the Accord and Prelude to cater to more upscale car buyers, it continued its focus on promoting the Civic by introducing new features and better engines year after year. It pursued a sportier look and provided luxuries and trims which no other car manufacturers were offering in the compact, economy class. It pursued a ‘green’ strategy, with the Civic being the first car in its segment to meet the emission standards outlined in the federal Clean Air Act and produced engines that further improved its fuel consumption.

As a result of its innovations and well-timed launch, the Honda Civic soon established itself as the best-selling compact car in the United States. Its dramatic styling, high dependability, fuel economy, attention to safety and affordable price helped it capture a major portion of the world’s automotive market and become a dominant player in its class of cars. The Civic achieved all this in a remarkably short time and managed to set a foundation for years of success to come for Honda and its cars.