AS FEATURED IN DRIVING:
Honda abandoned the conventional show display at the 2020 Montreal International Auto Show and debuted this interactive new feature.
Honda abandons the car maker standard of showcasing their latest and greatest vehicles. Instead of showing up and doing the same old thing by setting up what is essentially a remote showroom; or abandoning the public all together like other prominent auto manufacturers they chose to do something different. There are no new Hondas to poke around on the show floor, at least not in the conventional sense – you will find a wrecked Civic Coupe, though. Honda’s exhibit focuses on telling the story of the products and the brand, to drive loyalty and engagement with the public. The proof of the strategy will be known when we see what Honda has in store for next year’s auto shows.