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New eco sub-brand to broaden Honda's fleet appeal

The concept is similar to BMW’s EfficientDynamics models and Volkswagen’s BlueMotion badge and, according to Honda’s new fleet boss, is designed to boost fleet appeal.

The first Earth Dreams Technology engine, the 1.6 diesel, arrives early in 2013 in the Civic before being rolled out to the CR-V and 2014 Civic Wagon. With CO2 emissions of 94grams of CO2 and 118bhp, Honda expects to sell 8,000 Civics in the first year with 75% going to fleets. The 2.2 will remain on sale, but is expected to sell in very low volumes. 

Lee Wheeler, manager – corporate relations at Honda UK, said the 1.6 diesel Civic already had an order bank before the first cars are on UK roads. The Motor Neurone Trust is to add around 40 of them to its fleet over the next 18 months under a restricted badge policy, and it is one of three similar deals within the last ten days.

‘Earth Dreams Technology is the philosophy that this was built under,’ he explained. ‘It’s environmentally efficient and offers great dynamics. It will take one or two years to develop, but my aim is to built this as a brand within a brand. Our corporate sales team will be talking to fleet managers and leasing companies explaining it’s more than just an engine. Earth Dreams Technology is a great way to do that.’

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Natalie Middleton

Natalie has worked as a fleet journalist for 16 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. As Business Editor, Natalie ensures the group websites and newsletters are updated with the latest news.