Honda Odyssey 2010

Marketing Plan 1
MBA 551: Jimmy Godard Honda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/
 Current Brand Status
Great facts about Honda Odyssey

Top safety ratings

Seating for eight available

Best resale value

Areas of concerns about Honda Odyssey

2010 
Honda Odyssey Most expensive minivan

Road noise

Less reliable than the Toyota

2
ConsumerSearch (2010). Retrieved on February 2, 2010 from http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey
 Scope
Honda Odyssey 2010 – United States Market Only –
Marketing Plan

3
 Background

Second Generation
First Generation (1995- Third Generation (2005
(1999 – 2004) Chassis
1998) Chassis RA1 RA3 – 2010) Chassis RL 3
RL1

4 from
Honda (2010) Beginning a New Odyssey in North America. Retrieved on January 29, 2010
http://world.honda.com/history/challenge/1994odyssey/
 Honda Odyssey First Generation
ISUZU
Powered by First minivan Independent bought the
Came in two
Debuted in a four- whose doors LX sat seven front seats, model &
versions EX
1995 cylinder swung open passengers bench seats change the
& LX
engine like a car in the back name to
OASIS

Honda
Honda (2010).
(2010). Beginning
Beginning aa New
New Odyssey
Odyssey in
in North
North America.
America. Retrieve
Retrieve on
on January
January 29,
29, 2010
2010 from
from
http://world.honda.com/history/challenge/1994odyssey/
http://world.honda.com/history/challenge/1994odyssey/
CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/
5
 Honda Odyssey Second Generation

Powered by six
Model bigger Warranty of
Second generation started Door slid open cylinder-engine & Seat folded into
than first seven years or
in 1999 unlike swinging automatic four the floor
generation 100,000 miles
gear transmission

Odyssey (1999) 6
CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/
 Honda Odyssey Third Generation

Third Generation Delivered in four Side-curtain airbags Dual glove boxes &
ACE body
grew in width and models: LX, EX, EX- & electronic in-floor Lazy Susan
engineering
weight L, Touring stability control storage

Odyssey (2005) Honda (2010). Retrieved on February 2, 2010 http://automobiles.honda.com/odyssey/ 7

CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/
 Product Positioning/ Industry Leadership
EXPENSIVE – More than $40,000
2010 Honda Odyssey

2010 Volkswagen Routan
MSRP: $26,805 - $40,755
MSRP: $25,900–
Rating - 9.0
$42,400/R – 8.5
Overall Score > = 9.0 Overall Score < = 9.0

2010 Chrysler Town
& Country
MSRP: $25,175
- $35,060
Rating 8.2
2010 Kia Sedona
MSRP: $22,195 –
$28,695 / R-8.5
2010 Toyota Sienna
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
MSRP: $24,540 8
INEXPENSIVE – LESS than $40,000 - $37,865/R – 8.5
 Industry Players
Overall - 2010 Toyota Sienna 8.5
Performance: 8.1
Exterior: 7.7 2010 Toyota Sienna
Interior: 8.7
Safety: 7.8
Top Competitor
Reliability: 6.0 84,064 units sold in 2009

Minivan with
available ALL-
WHEEL-DRIVE

Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham News. Retrieved on February 3, 2010 from 9
http://blog.al.com/assembly-lines/2010/01/post_19.html
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans
 Industry Players
Overall - 2010 Kia Sedona 8.5
Performance: 7.5
Exterior: 6.9
Interior: 8.0
Safety: 9.9
Reliability: N/A

2010 Kia Sedona
Best Budget Minivan U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from 10
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Industry Players
Overall - 2010 Volkswagen 8.5
Routan
Performance: 8.0
Exterior: N/A
Interior: 7.8
Safety: 9.9
Reliability: N/A

2010 Volkswagen
Routan U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
11
 Industry Players
Overall - 2010 Volkswagen
8.5
Routan
Performance: 8.0
2010 Chrysler Town
Exterior: N/A
Interior: 7.8
& Country
Safety: 9.9 83,558 units sold in 2009
Reliability: N/A

Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham News. Retrieved on February 3, 2010 from 12
http://blog.al.com/assembly-lines/2010/01/post_19.html
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans
 Industry Players
OVERALL
9.0
Reliability - Performance
5.0 - 9.3

Safety - Exterior -
9.9 7.8
Interior –
8.9

2010 Honda Odyssey
Best full size minivan
100,133 units sold in 2009
Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham News. Retrieved on February 3, 2010 from 13
http://blog.al.com/assembly-lines/2010/01/post_19.html
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans
Product Positioning/ Industry Leadership
Top Competitors
Overall – 2010 Honda Odyssey 9.0
Performance: 9.3
Exterior: 7.8
Interior: 8.9
Safety: 9.9
Reliability: 5.0

Overall - 2010 Toyota Sienna 8.5

Performance: 8.1
Exterior: 7.7

U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
Interior: 8.7
Safety: 7.8
Reliability: 6.0

Overall - 2010 Kia Sedona 8.5

Performance: 7.5
Exterior: 6.9
Interior: 8.0
Safety: 9.9
Reliability: N/A

Overall - 2010 Volkswagen Routan 8.5

Performance: 8.0
Exterior: N/A
Interior: 7.8
Safety: 9.9
Reliability: N/A 14
 Product Description
2010 Honda Odyssey 2010 Toyota Sienna

Delivers one of Delivers one

the best of the best
combination of: combination
Available in of:
Available in four
trims: LX, EX, EX- Performance
four trims: Acceleration
L & Touring CE, LE, XLE &
Limited

Safety features Quality

Available all- Interior
wheel drive space
Largest
minivan
available 15
Standard U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
Interior versatility
convenience http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Product Pricing
2010 Honda Odyssey 2010 Toyota Sienna

MSRP: MSRP:
$26,805 - $24,540 -
$40,755 $37,865

Avg. Paid: Invoice: Avg. Paid: Invoice:

$25,835 - $24,297 - $23,224 - $22,329 -
$38,949 $36,903 $35,608 $34,077

16
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Product Place
2010 Toyota Sienna
84,064 units sold in 2009

Sold primary through 1500 Toyota

dealerships across the US

Hoovers (2010). Toyota Motor Corporation. Retrieved on February 2, 2010

from http://www.hoovers.com/company/Toyota_Motor_Corporation/crxxsi-
1.html

2010 Honda Odyssey
100,133 units sold in 2009

Sold primary through 1000 Honda

dealerships across the US

Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February17

2, 2010
http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
 Product Description
2010 Honda Odyssey 2010 Kia Sedona

Delivers one of Delivers one of

the best the best
combination of: combination of:

Available in four
trims: LX, EX, EX- Performance Available in
L & Touring three trims: Lower price in
base model, LX, its class
EX

Safety features Quality

Best value Longest

minivan warranty
18
Standard U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
Interior versatility
convenience http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Product Pricing
2010 Honda Odyssey 2010 Kia Sedona

MSRP: MSRP:
$26,805 - $22,195 -
$40,755 $28,695

Avg. Paid: Invoice:

Avg. Paid: Invoice: $22,273 - $21,760 -
$25,835 - $24,297 - $28,591 $26,820
$38,949 $36,903

19
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Product Place
2010 Kia Sedona
Sold primary through 670 Kia
dealerships across the US

PRNewswire (2010, February 2). Kia Motors America Announces January

Sales. Retrieved February 2, 2010 from http://www.prnewswire.com/news-
releases/kia-motors-america-announces-january-sales-83348262.html

2010 Honda Odyssey
100,133 units sold in 2009

Sold primary through 1000 Honda

dealerships across the US

202010
Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2,
http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
 Product Description
2010 Honda Odyssey 2010 Volkswagen Routan

Delivers one of Delivers a

the best combination of:
combination of:
Available in four Available in
trims: LX, EX, EX- Performance Mixed bag
four trims: S,
L & Touring from Chrystler
SE, SEL & SEL
& Volkswagen
Premium

Safety features Quality

Offers free
scheduled Roomy
maintenance passenger
for three years cabin
or 36k miles 21
Standard U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
Interior versatility
convenience http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Product Pricing
2010 Honda Odyssey 2010 Volkswagen Routan

MSRP:
MSRP: $25,900 -
$26,805 - $42,400
$40,755
Avg. Paid: Invoice:
Avg. Paid: Invoice:
$24,698 - $24,454 -
$25,835 - $24,297 -
$40,154 $39,473
$38,949 $36,903

22
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Product Place
2010 Volkswagen Routan
Sold primary through 600 Volkswagen
dealerships across the US

Hoovers (2010). Volkswagen of America, Inc. Retrieved on February 2, 2010

http://www.hoovers.com/company/Volkswagen_Of_America_Inc/cysksi-
1.html

2010 Honda Odyssey
100,133 units sold in 2009

Sold primary through 1000 Honda

dealerships across the US

232010
Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2,
http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
 Product Description
2010 Honda Odyssey 2010 Chrysler Town & Country

Delivers one of Delivers the

the best combination of:
combination of:
Available in four Available in
trims: LX, EX, EX- Performance four trims: LX,
Flexible seating
L & Touring Touring &
& cargo options
Limited

Safety features Quality

Family-friendly Swivel ‘n Go
features seating
24
Standard U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
Interior versatility
convenience http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Product Pricing
2010 Honda Odyssey 2010 Chrysler Town & Country

MSRP:
MSRP: $25,175 -
$26,805 - $35,060
$40,755
Avg. Paid: Invoice:
Avg. Paid: Invoice: $24,473 - $24,143 -
$25,835 - $24,297 - $33,742 $33,039
$38,949 $36,903

25
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Product Place
2010 Chrysler Town &
Country
84,558 units sold in 2009

Sold primary through 4500 Chrysler

dealerships across the US

Hoovers (2010). Chrysler Group LLC. Retrieved on February 2, 2010 from

http://www.hoovers.com/company/Chrysler_Group_LLC/rfyyci-1.html

2010 Honda Odyssey
100,133 units sold in 2009

Sold primary through 1000 Honda

dealerships across the US

262010
Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2,
http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
 Product Promotion
Public
Advertising Publicity Dealerships
Relations

Suzuki Circuit
Billboards Press Traffic Education Promotions
Center

National Highway
TV ads Traffic Safety Specials
Administration

Automobile
Internet ad
Magazine

(n.d). Honda recalls cars. Advertiser, The (Adelaide), Retrieved from Newspaper Source database.
Honda (2010). Retrieved February 2, 2009 from http://world.honda.com/community/
James, J. (2006) You Tube: Honda Odyssey Spanish TV Ad. About.com. Retrieved February 2nd from
http://minivans.about.com/b/2006/11/05/youtube-honda-odyssey-spanish-tv-ad.htm?p=1
Rafee, A. (2004). Brand impact depends on seeing what the user sees. New Media Age, 15. 15. Retrieved from Business Source Complete database. 27
U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved January 22, 2009 from
http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey/
 Available Products
2010 Honda 2010 Honda 2010 Honda 2010 Honda
Odyssey: LX Odyssey: EX Odyssey: EX-L Odyssey: Touring

Transmission: Transmission: Transmission: Transmission:

AUTO MPG: 16 AUTO MPG: 16 AUTO MPG: 17 AUTO MPG: 17
City / 23 Hwy City / 23 Hwy City / 25 Hwy City / 25 Hwy

Engine: Gas V6 Engine: Gas V6 Engine: Gas V6 Engine: Gas V6

3.5L/212 3.5L/212 3.5L/212 3.5L/212

MSRP: $26,805 MSRP: $29,905 MSRP: $33,405 MSRP: $40,755

Invoice: Invoice: Invoice: Invoice:

$24,297 $27,098 $30,261 $36,903
28
Honda (2010) Retrieved on February 5, 2009 from http://automobiles.honda.com/odyssey/price.aspx
 Primary target market
Demographic Geographic Psychographic Behavioristic
Variables Variables Variables Variables

Suburban Stay at home

Women Heavy user
area moms

Consumer School/Sports
Soccer moms
Age 35-44 events

Middle &
Professional
Upper middle Shopping
moms
class

Established 2010 
families Honda Odyssey

Three-child
household

Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search complete database
PRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire. Retrieved on February 2nd29
, 2010 from
http://www.automotive.com/auto-news/02/21457/index.html
 Secondary target market
Demographic Geographic Psychographic Behavioristic
Variables Variables Variables Variables

Empty Metropolitan Empty

Heavy user
Nesters area Nesters

Consumer Suburban Stay at home School/Sports

Age 25-34 area moms events

Middle &
Upper middle Soccer moms Shopping
class
2010 
Honda Odyssey

Professional
New families Vacation
moms

Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search complete database
PRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire. Retrieved on February 2nd30
, 2010 from
http://www.automotive.com/auto-news/02/21457/index.html
 Tertiary target market
Demographic Geographic Psychographic Behavioristic
Variables Variables Variables Variables

Metropolitan Regular
Children Family men
area users

Hispanic Suburban Ride minivan

males area > 2 hrs/week

2010 
Honda Odyssey

PRNewswire (2010). New Honda Odyssey TV Ad Leverages the Passion and Imagination of Children in the Buying Process of a Minivan. PRNewswire. Retrieved on February
31 3,
2010 from http://www.prnewswire.com/news-releases/new-honda-odyssey-tv-ad-leverages-the-passion-and-imagination-of-children-in-the-buying-process-of-a-minivan-
83397492.html
Honda (2010) Leasing a Honda. Retrieved on February 3rd, 2010 from http://www.hondafinancialservices.com/planning/lease.asp
http://www.informationweek.com/823/honda.htm;jsessionid=052O2S2AMW1OFQE1GHOSKHWATMY32JVN 32
Maselli, J. )2001) Honda Revs Up Relationship with Dealers, Customers. Informationweek.com. Retrieved on February 3rd, 2010.
• Consumers search for local dealer on line WEB SITES
• Consumers receive price quotes online FUNCTIONALITY
• Consumers Get pre-approved online
• Limited dealership interaction
• Great lease specials for recent graduates THE LEADERSHIP
• Special lease incentives to current lease Honda owners LEASING
LOYALTY™
• Security deposit waived on new lease PROGRAM
• Great offers on 2010 Odyssey LX featured special leased
• Allows graduates to a Honda with small initial cash THE HONDA
• Allow graduates to build credit rating GRADUATE
• Applicable to all graduates of Associates, Bachelors, and Master degrees PROGRAM
• Applicable to graduates from registered nursing programs
Relationship Marketing
 Source: Jimmy Godard
33
EXISTING
• Anniversary maintenance offer/discount CUSTOMER
• Special package maintenance PROGRAM
NEW BUYER
• Special maintenance incentives for consumers with multiple Honda automobiles PROGRAM
• Special incentives for new market segments
• Special incentives to current Honda owner trade-in a Honda for a new Honda TRADE-IN
PROGRAMS
• Special financing incentives
• Special maintenance incentives for consumers with multiple Honda automobiles
Relationship Marketing
 Strengths
Top safety
ratings

Best resale Seating for

value eight available

Agility, ride
Reliable
smoothness

34
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
 Weaknesses

Expensive Less reliable

Road noise
minivan than Toyota

35
ConsumerSearch (2009). Retrieved on February 2, 2010 from http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey
 Opportunities
New Competitive Market

36
Edwards, A & Edwards, D. (2007). Who Won the Hearts and Minds of the Ethnic Customers in 2006? Retrieved on February 5, 2010 from www.strategicvision.com/pdf/auto_2006_ethnic_report.pdf
U.S. Census Bureau (2010). Hispanic Population of the United States. Retrieved on February 5th, 2010 from http://www.census.gov/population/www/socdemo/hispanic/hispanic_pop_presentation.html
 Opportunities
New Odyssey Generation

Reliability Ingenuity

37
Source: Jimmy Godard
Honda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/
 Threats
Toyota released the 2011 model first

Crucial US economy being in a

downturn

Competitors offer lower price

minivans

Toyota has more dealerships than

Honda

38
Automobile (2010, February). 2011 Toyota Sienna Preview. Retrieved on February 5, 2010 from http://www.automobile.com/2011-toyota-sienna-review.html
 Societal Marketing
Honda assists the Little
League Baseball

Honda creates yearly new

Honda sponsors the efforts
collectable Honda pins and
on Little League Baseball’s
hand them out at the Little
Urban Initiative
League World Series

Honda displayed an
Honda contributes
Odyssey at the Little
$100,000 annually to
League World Series in
Williamsport, PA Little League Baseball® Urban Initiative

Honda seeks to help Little

Honda teaches parents
League Baseball fulfill its
how to run a little league
fundamental mission
39
Honda (2010). Retrieved on February 4, 2010 from http://automobiles.honda.com/events-and-sponsorships/little-league-sponsorship.aspx
 New Ideas

Boost the current

marketing integrated
Enhance communication
Product
Improvement

Maintain the
current
marketing
strategy

40
 New Ideas
TS
Product enhancement
N
OI
P
K Transmission receives
EA mixed reviews
W
10
20 Suspension does not shield
EY against harsh terrain
SS
DY
O
A Eighth seat only suitable for
D children
N
O
H

41
U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved on January 22, 2009 from
 New Ideas
Embrace Ingenuity

Gas-electric hybrid minivan

Four-wheel-drive minivan

Diesel-powered engine

"We only have on Future, and it

will be made of our dreams."
42 Godard
Soichiro Honda Source: Jimmy
Honda (2010). Retrieved on February 5, 2010 from http://world.honda.com/
 New Ideas
Supporting the community
Supporting social events for family safety
• Educate pregnant women on caring for unborn child
• Advocate for the life of babies
• Sponsor the Child Safety Day
• Provide scholarships to seniors in High School
• Leverage on existing programs

Benefits
• Honda cares for family safety
• Blends well with Honda core values
• Good public relations

43 Godard
Source: Jimmy
Honda (2010). Retrieved on February 5, 2010 from http://world.honda.com/
 References
(n.d). Honda recalls cars. Advertiser, The (Adelaide), Retrieved from Newspaper Source database.

Automobile (2010, February). 2011 Toyota Sienna Preview. Retrieved on February 5, 2010 from

http://www.automobile.com/2011-toyota-sienna-review.html

CarSeek (2007). Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/

ConsumerSearch (2009). Retrieved on February 2, 2010 from

http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey

Edwards, A & Edwards, D. (2007). Who Won the Hearts and Minds of the Ethnic Customers in 2006?

Retrieved on February 5, 2010 from www.strategicvision.com/pdf/auto_2006_ethnic_report.pdf

James, J. (2006). You Tube: Honda Odyssey Spanish TV Ad. About.com. Retrieved February 2nd

from http://minivans.about.com/b/2006/11/05/youtube-honda-odyssey-spanish-tv-ad.htm?p=1

Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search
44
Complete database
 References
Honda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/

Honda (2010). Retrieved on February 2, 2010 from http://world.honda.com/community/

Honda (2010). Retrieved on February 5, 2010 from http://world.honda.com/

Honda (2010). Retrieved on February 5, 2010 from http://automobiles.honda.com/odyssey/price.aspx

Honda (2010). Retrieved on February 4, 2010 from http://automobiles.honda.com/events-and-

sponsorships/little-league-sponsorship.aspx

Honda (2010). Beginning a New Odyssey in North America. Retrieve on January 29, 2010 from

http://world.honda.com/history/challenge/1994odyssey/

Hoovers (2010). Chrysler Group LLC. Retrieved on February 2, 2010 from

http://www.hoovers.com/company/Chrysler_Group_LLC/rfyyci-1.html

Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2, 2010

http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html 45
 References
Hoovers (2010). Toyota Motor Corporation. Retrieved on February 2, 2010 from

http://www.hoovers.com/company/Toyota_Motor_Corporation/crxxsi-1.html

Hoovers (2010). Volkswagen of America, Inc. Retrieved on February 2, 2010

http://www.hoovers.com/company/Volkswagen_Of_America_Inc/cysksi-1.html

Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham

News. Retrieved on February 3, 2010 from http://blog.al.com/assembly-lines/2010/01/post_19.html

Maselli, J. (2001) Honda Revs Up Relationship with Dealers, Customers. Informationweek.com. Retrieved on

February 3rd, 2010. http://www.informationweek.com/823/honda.htm;jsessionid

=052O2S2AMW1OFQE1GHOSKHWATMY32JVN

PRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire.

Retrieved on February 2nd, 2010 from http://www.automotive.com/auto-news/02/21457/index.html

46
 References
PRNewswire (2010, February 2). Kia Motors America Announces January Sales.

Retrieved on February 2, 2010 from http://www.prnewswire.com/news-releases/kia-motors-america-

announces-january-sales-83348262.html

PRNewswire (2010). New Honda Odyssey TV Ad Leverages the Passion and Imagination of Children in the

Buying Process of a Minivan. PRNewswire. Retrieved on February 3, 2010 from

http://www.prnewswire.com/news-releases/new-honda-odyssey-tv-ad-leverages-the-passion-and-

imagination-of-children-in-the-buying-process-of-a-minivan-83397492.html

Rafee, A. (2004). Brand impact depends on seeing what the user sees. New Media Age, 15. 15.

Retrieved from Business Source Complete database.

U.S. Census Bureau (2010). Hispanic Population of the United States. Retrieved on February 5th, 2010 from

http://www.census.gov/population/www/socdemo/hispanic/hispanic_pop_presentation.html

47
 References
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from

http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/

U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved

January 22, 2009 from http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey/

48