Arrogance And Accords The Inside Story Of The Honda Scandal !exclusive! -

Honda had accidentally created a new lifestyle category: . The car for the startup founder who didn’t want a German lease. The car for the lawyer who drove a Civic in college. The car for anyone who understood that arrogance doesn’t have to be loud.

In 2014, a small online forum for Honda enthusiasts began noticing a pattern. User “AccordMan_FL” posted: “My 2003 Accord’s airbag light is on. Dealer says no recall, but two friends in Texas had theirs explode during minor fender benders.” Arrogance And Accords The Inside Story Of The Honda Scandal

And it worked—but not the way they expected. Young buyers who couldn’t afford a 3 Series bought loaded Accords. Then they modified those, too. The “luxury tuner” was born: air suspension, custom upholstery, and 19-inch wheels on a car that cost $30,000 new. Honda had accidentally created a new lifestyle category:

In 2004, Honda decided that the Accord had peaked. They made a new one—the seventh generation—that was bigger, softer, and more “mature.” They killed the double-wishbone suspension. They moved the car upmarket. The message was clear: “You kids had your fun. Now the Accord is for adults.” The car for anyone who understood that arrogance