LOS ANGELES -- Honda plans a new marketing approach for its Insight hybrid after the Toyota Prius-fighter's disappointing debut.
An ad campaign starting early next year will focus more on the car's features and benefits, said John Mendel, American Honda Motor Co. executive vice president. One spot likely will detail the Insight's ability to "train" a driver to drive more efficiently.
The ad will feature the Insight's fuel economy readout, which uses a scrolling video-game format on the instrument panel. Mendel said that ought to make the Insight appeal to buyers under 35 years old -- the target market.
Since the Insight's debut, ads have been lifestyle-oriented, for example showing the hybrid transporting young people to the beach. The ads also have been highly stylized, relying on quick-cutting and inventive camera work.