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Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.

Honda shines the spotlight on Project Drive-In success

Project Drive-In, a Honda-sponsored campaign to save drive-in theaters across the country, is beginning to bear fruit, as the first theaters have been informed that they'll be getting free digital projectors. Many theaters still use 35-millimeter film, which is being phased out rather aggressively in the movie industry. The move to digital, meanwhile, requires nearly a six-figure investment, forcing many drive-ins to close up shop for good.
The first phase of the campaign saw the public vote for their favorite drive-in, with the top five getting a free digital projector, courtesy of Honda. There's some touching reaction videos of the owners being informed that they'd won down below. The next phase in the program takes place on Indiegogo, where Project Drive-In is trying to raise $100,000 for the drive-in that's gotten the next highest number of votes. If the Indiegogo campaign reaches that figure before its expiration on October 7, it'll make the donation and reset the meter to save another theater.
Take a look down below for the video from Honda on Project Drive-In, and then do yourselves a favor, and head over to the Project Drive-In Indiegogo campaign, and make a donation.

Is the Acura Legend coming back?

Great news for fans of the Acura Legend: Honda has applied for a trademark in Europe for the word "Legend," pertaining to "Vehicles; Apparatus for locomotion by land; Apparatus for locomotion by air; Apparatus for locomotion by water; Parts and fittings for land vehicles; Parts and fittings for air and space vehicles; Parts and fittings for water vehicles." This trademark was first spotted by AutoGuide.com, and gives more credence to our speculation from a couple months ago about the possibility of the Legend nameplate returning to the Acura lineup in the States. If you were reading closely before, you'll notice that it was actually Honda that applied for the trademark, not Acura. The Legend was sold with a Honda badge on it in Europe back in the day, so this trademark filing in Europe makes perfect sense. In our previous report, we put forth the idea that Acura could bring the Legend name back with a successor to the RLX flagship sedan. Specifically, we were thinking that Acura would use the four-door coupe form previewed by the Acura Precision concept. That story also suggested a new Legend flagship could debut during Monterey Car Week. The 1986 Legend sedan was one of Acura's first two vehicles when the brand launched (the other being the Integra). It had a smooth 2.5-liter V6 that made all of 151 horsepower at the time. A sweet-looking coupe soon followed the sedan. The name Legend would be applied to a second-generation, which is arguably the one best-remembered. The coupe in particular has lived up to its name. Much of that legendary status, though, is the result of what followed: the Legend name and coupe body style dying for 1996 in favor of the RL, a four-door sedan as bland as its name. Acura's flagship has never recovered. We'll be quite pleased if Acura ultimately decides to reveal a totally new Legend to blow us away in Monterey. The return to actual names for the lineup would also be lovely. It's certainly working for Lincoln. Now if they'd only trademark "Integra" ...