LOS ANGELES — Amid the gleaming cars and crossovers at the auto show here, one vehicle stood out amid the constantly buffed sheet metal: a Honda Civic crashed during official testing.
A crashed vehicle is an instant conversation starter among future buyers kicking tires at automotive expos across the country.
Honda discovered that crumpled vehicles can be a starting point to talk to consumers about safety at the New York auto show this year, where it showed a mangled HR-V crossover, which was a bit of a risk. But rather than being a turnoff, it prompted showgoers to share their own stories, said Honda spokesman Chris Martin.
Now, Honda is taking that a step further with a social media campaign featuring customers who have been in crashes and can talk about both the fear of being killed and the relief of surviving.