New Honda City for Young Generation.
The new Honda City is as radical a change as the previous generation was from the first one launch in 1996. Back then, the first generation was conceived as an 'Asian Car’ to address the issue of models like the Civic having become more expensive and no longer an 'entry-level’ model in many developing markets. It was simple, low cost (to make) and could be sold at affordable prices. However, in some more mature Asian markets like Malaysia and Singapore, it was a bit too simple though it still sold well because it was cheaper than the Civic. The Honda badge helped, of course, as the brand reputation is strong and well established.
Rather than just listening to its dealers’ requirements which were basically 'give us a cheaper car and we can sell a lot’. Honda product planners did their own more extensive surveys and found that while customers did want more affordable Hondas, they also wanted many conveniences and features the Civic had. A big challenge since more features means higher cost but Honda cleverly found a good balance and presented an appealing new model that sold well.
To customers, the City was regarded as a direct rival to the Toyota Vios (which was also conceived as an 'Asian Car’ in the mid-1990s) but Atsushi Fujimoto, MD/CEO of Honda Malaysia said that position was not how Honda saw things. While there is certainly competition with the Vios, he said that the real 'competition' is 'with ourselves’, meaning that they challenge themselves to do better in many areas relating to the product.
“We do not consider just sales numbers alone and we compete with ourselves to offer the best product in its class in Malaysia to our customers. We also challenge ourselves to provide the best customer satisfaction to our customers so it is much more than just selling cars to beat our competitors in volume,” he explained.
Now comes the third generation and once again, extensive surveys were conducted in major markets to see what customers want. In the past 5 years that the previous generation was on sale, a lot has changed in the world and consumers expectations have also changed. Fuel economy is still a high priority, in fact even higher now, but one of the things that was already apparent with the previous generation was that it lacked enough sportiness. The focus then was on practicality, which gave the perception of it being more of a family car and that was not so appealing to younger buyers.
Honda, which is a company that has motorsports in its corporate blood, would have no problem offering better performance but there is also a need to balance things with a model like the City which is a mass market product. It’s not like a Civic Type-R where the customer requirements are specific and the segment is small; with the City, the customer requirements are broader and there are those who want fuel economy and comfort and others who want sporty performance or a 'gutsy’ character, as the new City’s chief engineer, T. Nakamura, put it.
So for the new City, the brief was to start virtually afresh and not just 'evolve’ the previous model. The bodystyle takes a new appearance which is called 'Arrowshot Form’ which is sleeker than before (the bulbous shape that provided spaciousness in the previous generation did receive some negative comments). The front end is also very different and bold with some elements from other Honda models, notably the latest Accord. Some people see influences of 'The Transformers’ in that grille!
Dimensionally, the new City is just 5 mm longer than the previous one but for a better interior package, the wheelbase has been stretched 100 mm. However, the stylists were mindful of visual balance and the ratio of vehicle length to height and vehicle length to wheelbase were carefully managed. The roof line is also 15 mm lower but to ensure this did not reduce headroom, the floor was also dropped by 20 mm.
Under the bonnet, there is only one engine choice now; the fuel-efficient i-DSI engine is no longer offered and the new City comes only with the 1.5-litre i-VTEC engine (same as the one in the latest Jazz). With 82 kW/120 ps and 145 Nm of torque, it is claimed to highest output in its class. The i-VTEC mechanism, as most know, is a variable valve timing system which optimizes output by varying valve opening/closing times and valve lift according to driving conditions. The i-VTEC engine in the new City is improved from the old one in many ways, with changes in components, and produces an extra 7 kW plus additional torque. You can still use cheaper RON92 petrol with this engine, just like before (and also with all the ASEAN-sourced Honda models).
Also dropped for this new generation is the CVT (continuously variable transmission) which was a unique selling point of the previous City. It was the first high-volume model in Malaysia to offer CVT but the surveys told the product planners that while the CVT offered high efficiency and convenience, its character was 'too smooth’ and not 'gutsy’ enough, as chief engineer Nakamura put it. Honda has by no means abandoned using CVTs and they do in other models but Mr Nakamura said they had come to the conclusion that the CVT is not appropriate for the new City and the image they want it to have which is a sportier sedan.
Instead, the car comes with a 5-speed automatic transmission – a first in its class. Having the extra ratio means that the spread can be broader, allowing a higher top gear ratio to lower revs for fuel-saving. The gaps between ratios can also be closer and that allows transitions to be smoother. Also impressive is the Drive-By-Wire system which dispenses with the cable for the accelerator and instead, the driver’s pressure on the pedal is converted into electrical signals which are transmitted to the throttle. The benefits – much quicker response and also better reliability.
Honda Malaysia does not see great demand for a manual transmission so they are not offering it. However, Mr Fujimoto added that they have included paddle shifting (but only with the Type E version) so those who want to shift gears themselves can still do so. But it’s not the same, is it, and with the Vios having a manual transmission option, perhaps Honda Malaysia should think again about the option for Malaysia.
Suspension configuration is pretty much like before but with changes to improve ride and handling
The chassis is still a straightforward affair with the suspension configuration still the familiar independent MacPherson struts up front and a torsion beam rear suspension, typical for cars in this class because it is relatively low-cost. It’s an effective layout though and in conjunction with increased rigidity of the body, the engineers have also made changes to various suspension elements for improved ride and handling. For example, at the front suspension, the tilted kingpin axis has been rotated rearwards allowing for an enlarged caster angle and increased caster offset to improve straight-line stability. At the rear, a reduced spring lever ratio and increased trailing arm bush capacity provides more supple riding comfort.
The previous City was also among the early models with EPS – power-assistance using an electric motor than the conventional engine-driven energizer that takes a little bit of power. The system has been improved with increased motor capacity and a modified steering gearbox mount configuration to give a steadier and more direct steering feel. The combination of further optimized suspension geometry and even more intelligent EPS control is claimed to deliver a natural, stress-free and relaxing steering feel throughout the entire speed range. Hopefully, this will address the complaints of some drivers that the EPS made the steering feel a bit too light.
As for wheels and tyres, there are two types. The City Type S gets 15x5J alloy rims with 175/65 tyres while the more expensive Type E version gets 16x6J wheels with 185/55 tyres. The standard tyres are Goodyear GT3 which we understand were specially developed (or tuned) by the tyre company for the new City to provide optimum performance.
For brakes, the new City comes with discs all round, surely something that owners will appreciate. The front ones are ventilated to prevent fading under hard braking and the rear ones are solid discs. Some improvements have been made to the brake system, which includes ABS, Brake Assist and Electronic Brakeforce Distribution standard, to give a more linear feel when braking.
As mentioned earlier, the wheelbase has been lengthened and this, along with some clever packaging tricks, has created a more spacious cabin than before. More significantly however is the conscious effort to offer a more 'premium feel’. That’s something which is different from most other carmakers who are cutting costs and reaching a point where such efforts are becoming visible. Honda does, of course, want to cut costs but it’s doing so in a smarter way that does not give a sense of 'cheapness’.
In order to increase seating comfort, special attention was paid to the shape of the side bolsters and the hardness of the seat cushion padding. The seat springs and cushion padding are such that so the occupant’s lower back sinks into the seat cushion and is held in place. The seat backrest has been designed to naturally support upper body when moving in the direction of a turn, thus providing the back with necessary support. Besides greater seat comfort, the driver also gets a more optimized driving position and there’s a tilt/telescopic steering column with seat height adjustable. A footrest has also been added and this was made possible by shifting the accelerator and brake pedals 15 mm to the right, thanks to the wider footwell available. Incidentally, the seat fabric is water-repellant, as before.The rear area no longer has the ULTRA seat feature which many liked because it was a practical and useful feature (the seats could fold upright to create a big open space at the back). Presumably the surveys showed that the feature was not a major attraction and there was also an indication that the rear seats were more needed for carrying people. So the new City gets fixed seats but with the Type E version, there is a useful storage compartment under the seats which can accommodate an umbrella and other items, and the backrest (divided 60:40) can also be folded flat to extend boot length. The boot capacity is also generous at 506 litres, enough for four golfbags, and is claimed to be class-leading.Up front, the dashboard is totally new and functional. The triple meter cluster with amber-coloured is cool and sporty (and no, they have not put back a coolant temperature gauge), set well inside a binnacle. Of note is the provision of a vehicle information display panel in the speedometer which tells the driver the fuel consumption (real-time and average) as well as estimated range on remaining fuel in the 42-litre tank.The audio system on the central console is something Honda wants to shout about. Described as “Advanced Audio”, it has connectivity via USB and AUX jacks which means iPods and other devices can be used, extending the choices of music available. Sound reproduction is claimed to be the highest-quality and tuned to match the cabin’s sound characteristics.
Safety is never forgotten by Honda. New technology has made it possible to increase strength and rigidity without adding weight. Honda’s Advanced Compatibility Engineering (ACE) body offers both enhanced self-protection and better compatibility in collisions with other vehicles, even larger ones. Pedestrian-injury reduction is also incorporated in the body design.
As 2008 comes to an end, the mood at car companies is not exactly one of jubilation even if sales targets for the year have been met (and some even exceeded their targets). The market is in a depressed state and especially during this last month of the year, many buyers think that they might as well wait another month and get a car registered in the new year. In short, it’s a gloomy market environment and with the economic situation, 2009 is a year that’s going to be challenging as sales will be slower.
So it was a refreshing change to see Honda Malaysia launching the all-new City today, bringing some excitement to the market and demonstrating that while things may be down, Honda is not going to just go into idle mode. They’re putting a brand new model in the showrooms which will certainly be a draw for weeks to come and keep a sparkle in the market. The much-improved new City – with prices ranging from RM84,980 to RM89,980 - should win many new customers and Honda Malaysia certainly aims to sell at least 1,500 units a month in 2009.
