Originally posted by nsxtasy:
I don't. Chevrolet and Dodge are two brands that are the entry-level divisions of their respective companies, with reputations that in many ways are worse than Honda's; yet they are successful selling Corvettes for $38-52K and Vipers for $80K.
You are thinking about reputation as in quality. I am talking about reputation as in history.
Dodge and Chevy (esp. with the Corvette!) have huge performance car history in this country. You can say they were not good cars, but their following was and is very strong.
The same thing for Porsche and Ferrari. Those brands have spent half a century building an association of their name with "sports car." They are the dream cars of millions of kids. How many books about Honda sports cars does the local bookstore carry? How many with Dodges and Chevys and Porshes and Ferraris?
Honda, as a whole, has not been in (or generally even tried to be in) a similar position over the years. Honda has many loyal customers, but most see their Honda as reliable and relatively economical transportation. Some are fun and sporty like the Integra, but as good as they are, they are not high-end sports cars -- people do not shop them against a new Porsche or Ferrari. Yes Honda has some good racing history. Yes, Honda has some good motorcycles. Yes, Honda has even had some cool little sports cars. But they never really FOCUSED the company on the sports car segment.
The NSX was like a pet project, a diversion. At first they seemed to be getting into the sports segment with the NSX but it took a decade for them to follow up with the S2000. Now they need to increase the focus and need to keep it up for 25+ years so the kids who are drooling over NSXs or S2000s today will be able to buy a Honda sportscar when they are older.
This lack of recognition is self evident in the number of people who ask what the NSX is when they see one.
Here is a perfect example of how much Honda is not part of this country's popular collective sports car consciousness:
When I drive my NSX around, by far the most common thing strangers say is to either incorrectly guess what it is (e.g. "Nice Ferrari!)" or more commonly just ask "Excuse me, but exactly what kind of car is that?" I've driven my NSX to work several times over the years. People have seen it in the parking lot and later commented to the effect of "cool car" and then almost everyone asks "what exactly is it?"
In contrast, in the spring of 2001 I took delivery in the parking lot at work of a 1969 Dodge Charger R/T with a 440, 4-speed and 3x2-barrel carbs. People were streaming out into the parking lot as it was unloaded to check it out. GROUPS of people hung out the entire time it was being unloaded talking about it and other muscle cars of the era. The rest of the day a large percentage of the the 40- and 50-somethings around the office were reminiscing about the cars they and their friends owned back in their youth... Cruising around. Working on cars with their fathers and brothers. Going to car shows or the drag strip, etc.
These cars are a part of the personal history of most motorheads in the age group that tends to be able to throw a lot of money at a "toy" car of some kind. When these people decide to buy an expensive sports car, the Dodge Viper is the modern equivilent of the Dodge Charger of their youth. A new Corvette reminds them of their fathers or older brother's Corvette which they thought was just the coolest damn thing in the world at the time.
Pull up in a Honda S600 at my office and I guarantee I'll be the only one who knows what it is, and even then I don't really CARE about the S600 at all, I just happen to have read about them and would recognize one. Nobody would be standing around talking about their memories of the S600. Sure there are people with such memories, but they are way too few and far between to impact the nation's collective sports car consciousness.
It has little to do with who makes better cars and everything to do with who has a HISTORY and emotional link to the meaning of "sports car" in this country. Sports car enthusiasm and purchases are highly emotional. Not too many people in this country who are in a position to spend $75k on a new car have an emotional attachment in their head associating Honda with sports cars. Many, many of them have such an attachment to marques like Chevy, Dodge, Porsche or Ferrari.
Of course that's just my opinion.