Civic Type R Pan-European launch

When it comes to publicity stunts, you’ve got to take your hats off to Honda’s new Chief Executive Officer, Takahiro Hachigo. “Unfortunately, I don’t have a car now,” Hachigo-san said to journalists during a round table discussion in Tokyo. “There is a model I want, which will, as I have told you, be launched in the Autumn, I want to buy the Civic Type R.”

Call it whatever you want, be it a masterstroke, shameless self promotion or just flat-out hard-sell marketing, there is one thing undeniable about this car and the trajectory of this brand once this car hits the market. It’s a rocket ship that’s going to elevate the Honda brand to new heights. Hachigo-san wants this car for himself, more than anything else the company makes, and this is just pure brilliance in terms of marketing for the car and the brand.

The Civic Type R is going to be the hot hatch that will probably become a real icon for the brand. It’s going to be produced in the UK, and it’ll be powered by a 2.0 litre turbo four pumping out around 310 hp. The pre-production mule lapped the Nurburgring in 7:50.63, and pretty much owns the record for the fastest front-wheel drive car to ever go round the Green Hell.

It’s probably going to be the best thing that has come out from Honda in years, and we can’t wait.