Honda Civic, the brand that has been working on the U.S. market for years, has launched a new campaign. In its latest marketing push taglined ‘To Each Their Own’, the automaker puts American customer, their character and expectations in the focus and pledges to cater to every customer type.

According to the press announcement published April 20, 2011, in the United States solely, the number of people who owned Honda Civic between 1973 (the year of the launch) through 2010 amounted for 8.8 million customers. To celebrate its popularity and special relationship between the automaker and its cusomers, the brand rolls out 2012 Honda Civic campaign dedicated to the launch of ninth-generation 2012 Civic model lineup that consists of:

— Civic Sedan (Civic DX, Civic LX, Civic EX and Civic EX-L)
— Civic Coupe (Civic DX, Civic LX, Civic EX and Civic EX-L)
— High-efficiency and value-oriented Civic HF (new)
— High-performance Civic Si Sedan and Civic Si Coupe
— Ultra-efficient Civic Hybrid (with new Lithium-Ion batteries)
— Ultra-clean Civic Natural Gas, previously known as Civic GX (available at qualified dealers nationwide).

According to the press announcement, 2012 Honda Civic represents «futuristic and distinctive compact», and features increased fuel economy, further implementation of interactive technologies for a driver as well as enhanced security, and last but not least, improved exterior and interior looks.

To emphasize attention to every customer’s expectations and personality, in its new campaign, Honda introduces 5 characters of the campaign saying that Honda Civic has something to offer to anyone of them. Say, Teeny who is «your average co-ed monster» prefers Honda Civic HF, Jack the Urban woodsman who «is a friend to all woodland creatures», owns Civic Hybrid. Cesar—a macho man wearing a red mask who believes that «behind every great mask there is a great man—and behind every great man there is a great car», of course picks Civic Coupe… Then that calls for a question: which segment of American customers does Mitch the Zombie represent?..

Anyway, you may meet all the fantastic fivesome at automobiles.honda.com and learn more of each of them as well as about the improvements of 2012 Honda Civic model lineup on Honda channel on YouTube.

«Civic customers span the entire public spectrum of automotive drivers. They are high school graduates and college students just beginning their adult lives; they are families with young children; they are schoolteachers, soccer parents and professionals, environmentalists and performance enthusiasts; and they are Generation Y, baby boomers and retirees. But regardless of their demographic and psychographic makeup, Honda Civic customers are tied together by one thing – they are young at heart. Because at the end of the day, beyond its myriad attributes (including safety, economy, durability, comfort and style), the Civic is fun to drive,» states Honda in its news dedicated to the campaign launch.