The History Of Honda FIT
The Honda Fit is a five-door hatchback subcompact car, manufactured by the Honda Motor Company of Japan. It is known as the Jazz in Europe, some parts of Asia, Australia, Oceania, the Middle East, and Africa - while retaining the name "Fit" in Japan, China, and the Americas. Honda originally intended to name the car "Fitta", but shortened the name in some markets, and renamed it completely in others, upon discovering that in several Nordic languages, "fitta" is a popular slang word for vagina. The Fit was first introduced in June 2001. It uses Honda's Global Small Car platform, which is also used by the City/ Fit Aria, Airwave, Mobilio, and the Mobilio Spike.
Although the Honda Fit is now one of Honda’s global models, it experienced a very slow progression as it made its way around the world. The car first debuted in June 2001 in Japan and immediately became a big hit. It was then introduced to Europe (early 2002), Australia (late 2002), South America (early 2003), South Africa and South-East Asia (mid 2003), China (mid 2004), and Mexico (late 2005).
A production model for the United States and Canadian markets debuted on January 8, 2006 at the North American International Auto Show in Detroit. The car was released in Canada on April 3, 2006, and in the U.S. on April 20, 2006. Due to its late introduction in Canada and the US, the current generation Fit will be replaced after only three model years by a new 2009 model, which was released for Japan in November 2007 as a 2008 model. Thus, the Fit is an exception to other Honda models sold in Canada and the US, which traditionally have 4 or 5-year model cycles. This reset is to ensure that the 2009 Fit and subsequent iterations will maintain the same platforms worldwide.
The Fit is sold in 6 variations. All Fit/ Jazz models throughout the world utilize one of 7 or more distinct codes. They are found in the vehicle’s identification number (VIN):
- GD1: 1.3L L13A I4 engine 2WD
- GD2: 1.3L L13A I4 engine 4WD (Japan only)
- GD3: 1.5L L15A I4 engine 2WD
- GD4: 1.5L L15A I4 engine 2WD (Canada and United States only)
- GD5: 1.5L L15A I4 engine 4WD (Japan only)
- GD6: 1.2L L12A I4 engine 2WD (Europe only)
- GE3: 1.4L L13A I4 engine 2WD (2007 UK model. Made in China)
Depending on the region, the Fit is equipped with either a 1.2, 1.3, or 1.4liter i-DSI engine, or a 1.5liter VTEC engine. All four engines are based on Honda’s L-series engine family. The 8-valve i-DSI (intelligent dual and sequential) engines use two spark plugs per cylinder, allowing gasoline to burn more completely; therefore, fuel consumption and emissions are reduced while maximum torque at mid-range rpm is maintained. The 1.5L VTEC engine has the typical 16-valve configuration.
Honda Fit's L-series of engines also provides the castings and reciprocating mass for Honda Marine’s 75 and 90 horsepower outboard motors, the BF75 and the BF90.
The engines are mated to a 5-speed manual, 5-speed automatic, or Continuously Variable Transmission (CVT), depending on the region (CVT not offered in United States). Two forms of the CVT are offered: the regular, and the CVT-7. The CVT-7 offers a smooth, continuous flow of power, or seven simulated "gears" controlled by paddle shifters on the steering column.
In 2007 it was rumored that a hybrid electric variant of the Fit/ Jazz was being developed. Later, Honda's CEO, Takeo Fukui, said that this was not true and there were no plans to develop a hybrid powertrain. However, in August 2008 it was mentioned in a New York Times article that Honda would be producing a hybrid Fit. Additionally, a mid-year announcement from Honda's CEO confirmed the reality of a hybrid drivetrain.
In October 2008, Honda revealed a Jazz hybrid .
The Fit uses Honda's Global Small Car platform, which is also used by the Fit Aria/ City (a sedan version of the Fit), the Airwave (a wagon version of the Fit Aria/ City), the Mobilio, and the Mobilio Spike. One of the characteristics of the Fit, which is also present in the Fit Aria and Airwave, is the location of the fuel tank. Rather than placing it under the rear seats, it is located under the front seats, thereby freeing up valuable room in the back. It also allows for a seating configuration marketed by Honda as the "Magic Seat" system ("ULTR seat" in Japan) with five distinct seating modes:
- Normal: seats are in their normal position with seating for five.
- Utility: Either section (or both) of the 60:40 split rear seat sink down into the rear foot well as the rear seat back is lowered forward. This offers a low, perfectly flat surface that increases the cargo area substantially.
- Long: The rear seat behind the passenger folds down similar to utility mode, but the front passenger seat folds backward, leaving an area that can hold items as long as 2.4 meters (7.9 ft).
- Tall: Either section (or both) of the rear seat cushion fold up against the rear seat back, allowing for an area of 1.28 meters (4.2 ft) in height.
- Refresh: With the headrest of the front seat removed, the front seat back can be folded down to form a lounge-style sitting area.
The Fit is produced in 5 factories throughout the world. Suzuka (Japan), Sumaré (Brazil), Guangzhou (China), Ayutthaya (Thailand), and Karawang (Indonesia). Models produced in Japan are for Honda's home market, exported to Europe, some Asian markets, as well as Canada and the United States. The Brazilian factory supplies all of Latin America and the Caribbean. Chinese models are sold in mainland China and also exported to some left hand drive European markets, while Jazz models in Hong Kong are made in Japan,
The Fit is marketed in different ways and has different characteristics throughout the world, depending on which region it is sold in.
Two engines (1.3 i-DSI and 1.5 VTEC) were initially offered, each with a number of trim lines ranging from the basic "Y" to the sporty "S". The 1.3L i-DSI was available with only the regular CVT automatic. 1.5L VTEC models are available with either the 5-speed manual, or the CVT-7, but manual is available only FWD models. Unique to the Japanese market, the Fit is also available in 4WD. Starting at a price of about JPY1,123,000 is the basic 1.3Y model. At the top of the range is the 1.5W four wheel drive version for JPY1,743,000. A bewildering range of options and accessories are available at most levels, including Honda's HDD GPS Navigation System with its 6.5-inch (170mm) color screen. This system incorporates TV and FM radio.
Japanese sales of the Fit exceeded the original sales target of 8,000 units on debut. By December 2001, it had outsold the Toyota Corolla, and it ranked first in sales for nine out of twelve months in 2002. The new generation Honda Fit will debut in the 2007 Tokyo Motor Show in October 2007.
The second generation has been the top selling car in Japan since its official launch in November 2007.
Like Japan, the European market also has two engines available. The European-only 1.2 i-DSI is offered as the base model in many countries, and can only be purchased with a 5-speed manual transmission. The 1.4 i-DSI is identical to the 1339cc 1.3 i-DSI sold in Japan, but marketed as a 1.4L to differentiate it from the smaller 1.2L engine (ironically, at 1244cc, it is closer to 1.3L than the bigger one is to 1.4L). 1.4L models start out well-equipped with the 5-speed manual standard and the CVT-7 available as an option.
All European models have ABS with disc brakes on the front wheels and drum brakes or disc brakes on the rear ones. Side airbags are standard on some high end models.
The car has a good reputation in Europe with the UK's biggest automotive survey, performed by the motoring show Top Gear, revealing that the Honda Jazz was the second best vehicle on UK roads (after the Honda S2000), as voted by UK car owners in 2006. The enormous popularity of the Jazz has made it Honda's best-selling model in the region, comprising 30% of all European Honda sales. Top Gear also went so far as to state that Honda Jazz (along with the Toyota Yaris) is the closest to reality car that money can buy, meaning that a Honda Jazz can cover the majority of the automotive needs that man has today.
The Fit (Hatchback) went on sale in China in September 22, 2004. The City (sedan) went on sale roughly a year earlier, in September 28, 2003. The trims are similar to that in Japan: with the combination of 1.3 i-DSL, 1.5 VTEC, 5-speed manual, and CVT, there are 4 models in total.
United States and Canada
The Fit went on sale in the United States and Canada in April 2006 as a 2007 model year vehicle. It replaced the Civic hatchback for North America. Honda hopes to sell 33,000 Fits in 2006 and 50,000 per year afterwards to combat rival Toyota Motor Corporation's Scion marque. The Fit takes over for the Civic as Honda's chief entry-level subcompact; the Civic continues to grow in size and price and it was reclassified as a compact (larger than a subcompact) in 2001.
In keeping with Honda's safety initiative, the Fit is offered in North America with power windows, standard side airbags, side-curtain airbags, and ABS, in addition to the mandatory front airbags. Due to differing safety regulations, North American Fits have larger bumpers, and a longer front clip, than the rest of the world, resulting in a slight increase in overall length. For the 2008 Model, US models come with a government mandated Tire Pressure Monitoring System (TPMS) to alert the driver of low pressure in any of the 4 stock wheels. Unlike some systems, the system in the 2008 Fit notifies the driver that a tire is low, but not which one. The added safety equipment increases the weight of the Fit, so it narrowly missed qualifying for the Canadian government's $1000 rebate, which is only offered for cars that meet the new federal fuel efficiency rating. Honda Canada Inc. decided to reimburse consumers the rebate for 2007, and a revision to the federal ratings allowed the 2008 Fit to qualify for the $1000 rebate.
The Fit is offered in two variants in the United States (Base and Sport), and three in Canada (DX, LX and Sport). Differences are primarily limited to cosmetics and standard equipment. All models share the same 1.5L 109hp (81kW) engine and standard 5-speed manual transmission. A conventional 5-speed automatic transmission is optional, instead of the CVT found throughout the rest of the world. The Fit Sport receives paddle shifters mounted behind the steering wheel when ordered with the automatic. In the United States, the base model is priced at US$13,850, with the automatic transmission adding $800 and the Sport package adding $1,320. In Canada, it starts at CAD$14,980 for a DX with manual transmission, and goes to $20,880 for a Sport with automatic transmission.
For 2006, 27,934 Fits were sold in the United States. 45,953 units were sold between January 2007 and October 2007. A total of 73,887 Fits have been sold in the U.S. since its introduction in April 2006 through October 2007. Due to high demand, Fits are in short supply and it has been reported that many dealers have been selling above MSRP.
The 2008 Fit is largely unchanged from the 2007 with the exception of the TPMS and new windshield wipers that abandon the large rubber blade design to a more traditional rigid plastic with thin rubber blade design. MSRP has also increased roughly US$100.
Honda has advertised the Fit as "Small is the New Big". Consumer Guide said in its review "While prices seem steep for a subcompact [compared to the Toyota Yaris and Nissan Versa), this is one in name and exterior size only; it's really a small wagon that challenges some compact SUVs for room while getting significantly better fuel economy". The Fit placed first in a Car and Driver comparison of seven economy cars.
In Brazil, the Fit has the same two engines from the Japanese models (All Brazilian Honda cars have engines imported from Japan) and there are three trim levels available. Base model LX features the 1.3 i-DSI engine (which is marketed as 1.4 in Brazil). The second model in the range, the LXL, features the same engine from the LX, but has extra equipment. The top model is the EX, which has essentially the same equipment from the LXL, but comes with the 1.5 VTEC engine. All models are available with the 5-speed manual or the regular CVT automatic. There are neither side airbags nor side curtains available for the Brazilian version. Also, the radio antenna is positioned differently, as it is near the front of the roof. Honda started selling the 2007 model in February 2006 with new bumpers and some cosmetic changes. The reference price is R$54,025 (around US$34,193) for Fit 1.5 EX MT on the 21st July 2008.
Alcohol (Ethanol) and gasoline hybrid Fit: Honda Brazil will start the sales in mid December/ 2006 only for 1.3 i-DSI. 80hp (60kW) at 100% gasoline and 83hp (62kW) at 100% alcohol. It also works with any intermediary mix rate. There is an additional gasoline fuel tank on the right side under the triangle window for "low temperature starts". This ensures a good start on cold days if the main tank has ben filled with alcohol.
The Fit was voted by "Quatro Rodas" magazine as Best Buy in 2005 and 2006, and as the car with happiest buyers in 2004, 2005, 2006 and 2007.
All Honda Fit sold in Chile are built in Brazil, except for a few early 2004 models. Until 2007, all three Brazilian trim levels were available LX, LXL and EX, with 5-speed manual or CVT automatic transmissions, but for 2008 models, the 1.5 liter 16-valve VTEC engine is no longer available, while the Brazilian LXL, with 1.3 liter 8-valve i-DSI engine, is sold as EX.
Retail prices for 2008 basic LX models are US$13,980, with 5-speed mechanic transmission, and US$15,520, with CVT transmission. Standard LX equipment includes air-conditioning, a CD player with six speakers, one front airbag, trip computer, remote central locking, immobilizer, LED tail lamps, power steering, power windows, power side mirrors with turning lights mounted on them.
Retail prices for 2008 EX vehicles are US$15,825 for the mechanic and $17,405 for the automatic. Standard EX equipment includes all the LX equipment plus light alloy wheels, ABS + EBD breaks, two front airbags and sunroof.
No alcohol powered engines are available in Chile.
The Jazz/ Fit offering in Australia follows, to a degree, the Japanese versions (excluding the 4WD models), and was released in Australia in October 2002.
Currently starting at a retail price of AU$15,990, the base model GLi is powered by a 1.34 litre i-DSI engine, and includes air-conditioning, a CD player, two front airbags, ABS brakes, EBD, a trip computer, remote central locking, a transponder coded immobilizer, LED tail lamps, power steering, windows and mirrors. Standard is a 5-speed manual gearbox, with the CVT auto being a AU$2,000 optional extra.
At AU$18,170 the VTi adds the 1.5 litre VTEC engine, "sports" trim, and side mirror-mounted turning indicators. Optional is the 7-speed version of the CVT auto with Formula 1 inspired gear shift paddles on the steering wheel; the VTi-S has a "sports" body kit, fog lamps, and 15-inch (380mm) alloy wheels.
A "dot" on the "J" in Jazz indicates whether it is powered by a VTEC or non-VTEC engine. The VTEC version has a blue dot and i-DSI version has a red dot. The body kit for the VTi-S has changed since its introduction in 2003. The picture to the right illustrates the differences. The white Jazz VTi-S in the middle is a December 2003 model, while the left silver Jazz is a 2004 VTi with optional bodykit, the right silver Jazz is a 2004 model VTi-S.
Since its introduction to Australia, the Jazz has been imported from Japan. However in late 2005, Honda Australia began importing the Jazz from Thailand. The cheaper production costs allowed Honda to make significant price cuts across the Jazz range, although the color range has been reduced to six (compared to 12 in Japan).
Fit/ Jazz in Malaysia is available in two variants, the 1.5 i-DSI and 1.5 VTEC. Both of them are equipped with CVT-7 and having 2WD driving the front wheels. No Manual Transmission is offered. Unlike the Australian Market which had different trims for the Jazz e.g. (GLi (Base Model with 1.3 motor), VTi (1.5 VTEC motor without Bodykit) and VTi-S (Sports Model with Bodykit)), the Malaysian Jazzes were either the 1.3 iDSi or the 1.5 VTEC. Choices now are 1.5 iDSi and 1.5 VTEC. The VTEC model is equipped with Honda Modulo Bodykit.
Standard equipment on both models include Air-conditioning, Driver and front passenger air-bags, CD/ Radio headunit, ABS Brakes, EBD, Trip computer, Central Locking, Power Assisted Windows, Power assisted Side Mirrors, Power Assisted Steering, Reflector Halogen Headlamps and Ultra/ Magic Folding seats. Optional extras can be purchased from Honda Dealers/ Service Centers all around Malaysia at retail price. A 3 year Warranty is standard for all Jazzes purchased from Authorized Honda Dealers in Malaysia.
Initially the Jazz was sold as a CBU model (fully imported from Japan). The variants included the 1.3 iDSi and the 1.5 VTEC model. Subsequently Malaysia received units that were built in Thailand. The main and most noticeable difference were rear disc brakes. Japan models incorporated rear drum brakes.
Early 2006 saw the facelift of the Jazz (which was introduced earlier in Japan). The facelifted version included new front fascia and bumpers, new rear bumper, new side skirts, side mirror mounted indicators/ turn signals, rear LED brake light, rear LED third brake light, body colored housing headlamps and minor interior changes. The motor remains unchanged.
Sold as the Jazz in Singapore by the authorised dealer and Fit by Parallel Importers. Only one variant is offered 1.4 i-DSI as the Jazz version. FF layout with CVT or 5 manual transmission offered. Priced at US$38,125 (inclusive of COE). The 2008 Fit comes in 1.3L and 1.5L variants.
The new Honda Jazz 2009 comes in 1.3L and 1.5L versions from the authorised dealer.
Jazz's Engine available in Singapore
- L4 8 valves i-DSI: Max Power 65kW (87hp) at 5,500 rpm , Max Torque 131N·m (97lb·ft) at 2,700 rpm
Sold as the Jazz in South Africa, it is available with the 1.3 i-DSI (badged as a 1.4) or 1.5 VTEC engines both offered with either manual or CVT (automatic) transmission.
Sold as the Jazz in Thailand. It is available in two variants, the 1.5 i-DSI and 1.5 VTEC. Both of them are FF layout with CVT-7 or 5 manual transmission offered.
Jazz's Engine available in Thailand
- L4 8 valves i-DSI: Max Power 65kW (87hp) at 5,500 rpm , Max Torque 131N·m (97lb·ft) at 2,700 rpm
- L4 16 valves VTEC: Max Power 81kW (109hp) at 5,800 rpm , Max Torque 143N·m (105lb·ft) at 4,800 rpm
Sold as the Jazz in the Philippines from 2004 up to 2007 (1st generation). It is available with 3 trim lines:
- 1.3 L - 5 speed manual, power steering, without air bag
- 1.3 S - 5 speed manual/ 7 speed CVT, all-power, ABS, dual SRS air bag
- 1.5 S - 5 speed manual/ 7 speed CVT(2005), all-power, ABS, dual SRS air bag
and 2 engine configurations:
- L13A i-DSI 1,339 cc SOHC 8 valve
- L15A VTEC 1,496 cc SOHC 16 valve
2004 models were imported from Thailand while 2005-2007 models were built in Honda's plant in Laguna
On 17 July 2007, Honda CEO, Takeo Fukui, announced during a press event that the next-generation Honda Fit/ Jazz would make its debut in the fall of 2008 in Japan. Events leading up to the introduction of the second-generation Honda Fit slowly unveiled more information about the vehicle. On 28 August, 2007, manufacturer brochures were leaked and indicated that the second generation Honda Fit may feature three trim levels; G, L and RS. It is speculated the G and L trim levels will feature a new 1.3L (≈79cuin) i-VTEC engine that makes 98hp (73kW), while the 1.5L (≈92cuin) i-VTEC will be reserved for the Fit RS and will feature 118hp (88kW). On 20 September, 2007, images that appeared to be official promotion photography were leaked onto the internet of the 2009 Honda Fit. Again, the new model has a pronounced one-box shape. The photos also showed a panoramic glass roof.
On 20 August, 2007, Honda released official pictures and specifications of the new Fit. The vehicle was wider, longer, and with a longer wheelbase. Height was unchanged due to mechanical parking in Japan. ULTR magic seats were retained in the second generation, rear headrests were redesigned for better convenience when folding down the seats which now only takes two steps to fold down the whole back row. Growth in dimensions brought more space to the cabin, boot capacity increased from 12.7 to 14.2cubic feet (0.40m3). There is also a hidden box under the floor. Although there is no increase in the height of the body, the interior height gained another .3in, being benefited by the new layout of the platform.
Two engines will be offered in the new Fit. A 1.3L (≈79cuin) i-VTEC will produce 98hp (73kW) at 6000rpm and 98lb·ft (133N·m) at 4500rpm. This engine will be offered in both European and Asian markets. A 1.5L (≈92cuin) i-VTEC engine will also be offered and have a maximum output of 118hp (88kW) at 6000rpm and 107lb·ft (145N·m) at 4800rpm. This will be the only engine available in the American market. A 5-speed manual, 5-speed automatic (4WD only) and CVT transmission are available.
The chassis was thoroughly reengineered and improvements have improved structural rigidity by 164 percent.
"We are very aware that the predecessor was a little firm, so we spent a lot of time fixing that. But we believe we've got it just right now."—Hitomi
The Fit now negotiates the bumps far better than before, while the ride still remains firm. Media publications who tested the vehicle have commented on there being less understeer than before and how the car feels more like a small sedan than a small minivan. The new suspension improves straight-line stability. While being tested on Honda's high-speed proving ground, media outlets stated the Fit felt as stable at 110mph (177km/ h) as it did at 50mph (80km/ h) and that the brakes also offer a high amount of stopping power while the pedal felt firm with little brake fade.
The second-generation Fit was officially unveiled as a 2008 model year vehicle on 17 October 2007 at the Tokyo Motor Show.
Despite early denials of a hybrid variant, Honda announced in May 2008 that it would, in fact, release a hybrid Fit. In his 2008 midyear CEO forecast, Fukui told reporters that, in light of increasing fuel prices, "a Fit hybrid is now starting to make sense". The hybrid variant is expected in early 2010.
Japanese market sales have begun in October 2007 for the 2008 model year.Mugen Fit
Second-party aftermarket tuner, Mugen, introduced on 22 October, 2007 a new line of accessories for the Japanese market 2008 Honda Fit. Two body kits (RS kit and L/ S Aero kit) will be made available that include new front and rear bumpers, side skirts, a roof spoiler and chrome exhaust tip. Other accessories like alloy wheels, aluminum pedals, different gauges, a sports exhaust, stiffer suspension and the like will also be available.Mugen Fit F154SC
On 17 January, 2008, Mugen Motorsports introduced the Mugen Fit F154SC at the 2008 Tokyo Auto Salon. The F154SC has a supercharger installed onto the stock L15A engine that raises base horsepower of the 1.5L (≈92cuin) I4 to 150hp (112kW) and 136ft·lbf (184N·m). Other upgrades include full coilover suspension, exhaust, intake, and brakes. Body modifications include a widen track to feed more air into the engine bay.
Honda Australia launched the 2nd generation vehicle across the country on 15 August 2008 .
The second generation of the Honda Fit is set to go on sale in Jamaica in November 2008.
Although the second generation Honda Fit was introduced in the Japanese market for the 2008 model year, the first generation Fit was still sold in the North American market for the 2008 model year. The second generation Fit for the North American market was unveiled on 19 March 2008, at the 2008 New York International Auto Show for the 2009 model year. The North American Fit's front overhang is several inches longer to improve NHTSA crash test ratings. The engine is an updated version of the current first generation Fit's 1.5L (≈92cuin) i-VTEC 4-cylinder mated to a 5-speed manual transmission or a 5-speed automatic transmission. The Fit Sport trim includes a ground appearance package, 16in (406.4mm) wheels, and paddle shifters.
The second generation Honda Fit went on sale in North America around August 26, 2008 for the 2009 model year. The base model MSRP is around $15,000 and the Sport around $17,000. To have the Sport equipped with an in-dash navigation system and vehicle stability control, the MSRP is around $19,000.
National Highway Traffic Safety Administration (NHTSA) Crash Test Ratings:
Frontal Driver and Passenger:
Side Driver Impact:
Side Rear Passenger Impact:
The Fit is available in Thailand as the Jazz. The second generation model has been unveiled on March 23, 2008. 3 trim levels will be offered with the top of the range being the SV followed by the V and the S. Cars with the S trim level will have manual and automatic transmission while the SV and V trims with only automatic transmissions.
The Jazz that is built in Thailand will be shipped to serve customers in Malaysia, Philippines and Australia. (original info: Singapore is included. However Kah Motors, the authorised dealer for Honda in Singapore, made it clear in their communications with the public and media, that the Jazz 2009 is made in Japan.)
On July 28, 2008 Honda UK announced that the second generation Fit (sold as the Honda Jazz) would be on sale from October 17, 2008. The new model will be sold with two new engine variants; a 90 PS 1.2-litre i-VTEC petrol capable of 55.4mpg (combined) and with low CO2 emissions of 120g/ km; and a 100 PS 1.4-litre i-VTEC petrol engine capable of 53.3mpg (combined) and with similarly low CO2 emissions of 123g/ km. Honda also announced the introduction of an optional new "i-shift" semi-automatic gearbox replacing the traditional automatic CVT gearbox that had been available on the previous model.
On 17 July 2007, Honda announced that more than 2 million Fit/ Jazz units had been sold worldwide since its introduction. Japan accounts for the largest percentage of sales, with 962,000 units sold in the home market. Europe is next with 417,000 units. The U.S. accounts for 77,000 cars since introduction in 2006. Honda expected to sell 33,000 vehicles in the U.S. for the 2007 model year, but exceeded these expectations and sold 40,000. Honda plans to put 70,000 Fits on the U.S. roads for the 2008 model year.
In 2006-04, Honda Australia started promoting the Honda Jazz with Village Green, an animated television commercial, in 30 second and 60 second versions. The 60 second ad was inspired by Thomas the Tank Engine. The campaign was developed by Foote Cone Belding Melbourne, by creative director/ art director Scott Lambert, copywriter Mark Ringer and agency producer Mandi Wright. The animated ad was directed by Michael Cusack at Anifex, with director of photography/ producer Richard Chataway.
In 2006-04-20, American Honda and its ad agency RPA launched the all-new small car, the Honda Fit, with six 5-second and two 30-second TV ads, with the slogan 'The Fit Is Go'.
In 2008-09-24, RPA (Rubin Postaer and Associates) announced it had started a national advertising campaign for Honda Fit, beginning Sept. 29. The list of ads include "Mecha-Mosquitoes," (broke 9/ 21) "Defense Mechanism" (breaks 10/ 2) and "Bats" (breaks 9/ 28), produced by Digital Domain. As part of the campaign, the vehicle also appeared in Gossip Girl, 90210, America’s Next Top Model, Smallville and Everybody Hates Chris. Print ads "Gas Hogs" and "Cavernous" will be featured in popular magazines. A dedicated marketing site, http://fit.honda.com/ , was built to communicate top product features through games and interactive experiences. The campaign continued the 'The Fit Is Go' slogan. The TV ads editor was Michael Heldman at Spot Welders, Santa Monica, with producer Lisa English; sound was designed by Eddie Kim at 740 Sound Design, Santa Monica; audio post production was mixed by Loren Silber at Lime Studios, Santa Monica; music was composed by Jonathan Elias and David Wittman at Elias Arts, Santa Monica with producer Ann Haugen.
- Japan Car of the Year for the year 2001-2002 and 2007-2008
- Car and Driver's Best Small Car in its 2007 2008 and 2009 10Best lists.
- Top Gear Survey 2006: Best Small Car
- Top Gear Survey 2006: Second Best of all cars in the survey (After the Honda S2000)
- Greenercars.org's One of the Greenest Vehicles of 2007 and 2008
- MotorWeek Drivers' Choice Awards 2007: Best Small Car
- MotorWeek Drivers' Choice Awards 2007: Best of the Year
- Best Economy Car for 2008, U.S. News & World Report
- Top 10 Urban Vehicles for 2008 - Cars.com
- 2009 Car of the Year Finalist, Motor Trend
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