When I went for my test drive I spent a few minutes wombling round the used car bit. The first thing that struck me was the distinct lack of badges.
The majority of cars go out of their way to tell everyone on the outside what is on the inside. My trade-in has - Peugeot, 206, HDi and (or it would have if I hadn't got the dealer to not fit it) GTi.
But as I walked around the Hondas, apart from the H, there was no way to tell if they were diesel or petrol or exactly what model. Unless it's a type R with it's neon lights and loud speakers announcing itself Honda seem to want to keep it a secret.
In a similar vein, I mentioned to the salesman how little Honda advertize. Apart from the brand name, there are no TV, radio, magazine and newspaper ads for models. He said it makes it very difficult to market. You only have to visit the low key dealerships to notice the lack of hype. It seems Honda want you to want one, decide on what model, turn up and buy it.