Honda is going after highly sought after Millennials in a big way. Case in point, the automaker will soon head out across the country with one of Gen-Y’s favorite bands, One Direction. The Honda Civic/One Direction On the Road Again 2015 tour kicks off July 9th in San Diego. What’s more, fans will also have the chance to win a custom Civic designed and autographed by the boy band.
“We’re so excited about heading out on tour in the US in July and are really thrilled to be part of the Honda Civic Tour. It’s going to be our best tour yet and we can’t wait to see our incredible fans!” says Niall of One Direction.
The 17 stop tour includes stops in San Francisco, Chicago, Philadelphia, New Jersey and Seattle. Honda is offering a special ‘Buy 2 Tickets and Get 2’ deal to fans who purchase tickets through its site in a special ticket deal that will run from June 2nd to June 4th. Fans who purchase tour tickets at the HondaCivicTour.com site simply enter the promo code 1DCIVIC to get the deal.
Honda’s latest tour is part of its ongoing attempts to connect with Millennial car buyers. It’s also heavily involved in reaching out to them via YouTube. It recently launched YouTube campaigns aimed at college grads, hoping to tap into the four million millennials graduating from college this year.
“Young buyers live online so it’s the most effective place to reach them,” explains Petar Vucurevic, senior manager, Sales and Marketing, American Honda Finance Corporation. “Our campaign engages grads in a fun and informative way.”
Last year, it launched the Honda Stage on YouTube, where Honda publishes hundreds of videos of live music performances from a variety of artists.
The 2015 Honda Civic is the ninth generation of what is the best-selling compact car in the U.S. It is also the best-selling car to drivers under 35 in the past decade.
The 2015 Civic Sedan starts at $18,490. It is available in the trim options of LX, SE, EX, and EX-L. All models come with a 4-cylinder engine that use Honda’s Continuously Variable Transmission (CVT). It packs 143 horses and 129 pound-feet of torque and gets an estimated fuel economy of 30 mpg city and 39 mpg highway.
It also holds such titles as the Kelley Blue Book’s Best Buy Award and one is one of its 15 Best Family Cars picks. It is also receives top safety ratings from the NHTSA and is an IIHS Top Safety Pick for 2015.