After S. Calif. success, Honda may fund ad groups; Dealers gain share after launching offbeat campaign.(News)(Secret Weapon Marketing)

Automotive News, April, 2008 by Jackson, Kathy

Byline: Kathy Jackson

After a successful dealer ad campaign in Southern California, Honda may resume funding its dealer advertising groups across the nation.

With the blessing of sales chief Dick Colliver, Honda dealers here revived their ad associations after a 12-year absence. And after the rollout of "Honda Helpful,'' a quirky ad campaign that began in early 2007, the dealers are seeing results.

Since the campaign began, dealers say Honda's market share in Southern California has risen to 10.4 percent, up from 9.6 percent. Dealers also say Honda has gained share at the expense of Toyota, the region's dominant brand.

So far, Honda is impressed. The company's dealers in Southern California raised $30 million for last year's ad...

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