Here's the first look at the town's Civic pride (From The Wiltshire Gazette and Herald)

Here's the first look at the town's Civic pride

The eighth generation of the Honda Civic takes a bowTHIS is the first glimpse of the car that Honda hopes will accelerate it to the forefront of upmarket motoring.

Such is the esteem in which Honda's 4,000-strong Swindon workforce is held that the factory at South Marston will be manufacturing the five-door model for all of Europe, and will soon be able to assemble diesel engines as well as the petrol versions already produced.

This is the eighth generation of the five-door Civic, and it has been tweaked to become sleeker, more aerodynamic and more sporty.

Honda hopes it will compete directly with cars seen in the "premium" range against illustrious brands such as the BMW 1-series, the Audi A3, Volkswagen Golf and the Alfa Romeo 147.

Honda UK's general manager of cars David Strangeway said: "Swindon is the manufacturer for the five door and it's a very important place for us because of that."

And from an economic point of view, the decision to manufacture the five-door models for the European market in Swindon is a boon for the town.

This year the factory is scheduled to make 193,000 cars.

The new Civic's production starts in the autumn and it goes on sale early next year. Mr Strangeway said that the British car market as a whole is between four to five per cent down, and yet Honda's sales are seven per cent up.

Honda's advertising in the last few years has been aimed at placing the company's cars and its brand as quirky, friendly and at the select end of the market instead of being functional, mass-produced run-arounds the cars are sporty and select.

Television advertising for the new Civic starts in November. So far the age profile of the average customer has been brought down with each model of Civic, and the company hopes this one will carry on that trend.

The car is for the "premium" market, and Mr Strangeway said: "It's now seen as a younger company, and it is sporty and distinctive."

Honda first came to Swindon in 1979 after entering into an agreement with Rover, which then owned Swindon Pressings.

The plant at South Marston opened in 1985, and in 1989 an engine plant opened producing engines for the Honda Concerto made under licence agreement by Rover at Longbridge and the Rover 200 and 400 series.

Jim D'Avila is the regional organiser of Amicus, which represents many of the 4,000 Honda staff.

"This is a significant signpost in the success story of Honda building superb cars in Swindon. Clearly this is the best Civic yet which provides security for the workforce for the coming years.

"It's also another testament to the success story of Swindon.

"It's a really sexy car, and anyone who isn't convinced by it should try driving it."

Tom Morton