1. automotive and vehicles
2. vehicle brands
3. honda

Embargo Until 3/12/2015 8:00am Eastern
For more information:
Matt Sloustcher, Honda North America,
[email protected],
310-357-5711
Chris Martin, Honda North America,
[email protected],
310-783-3164
New Honda Advertising Campaign Urges Owners to Take Immediate Action
to Check for Open Recalls to Replace Takata Airbag Inflators
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Multi-million dollar print, digital and radio advertising campaign urges Honda and Acura
owners to check for open recalls and complete airbag inflator repairs
Ad campaign expands existing Honda actions to notify owners affected by Takata airbag
inflator recalls
Campaign will prioritize regions deemed the greatest risk
TORRANCE, CA., March 12, 2015 – Honda has initiated a new, voluntary consumer information
advertising campaign urging Honda and Acura owners to immediately check for open recalls
and safety improvement campaigns, and to take affected vehicles to an authorized dealer for
free repair as soon as possible. This new effort builds on the comprehensive approach Honda
has taken to identify, locate and contact registered owners with vehicles included in one or more
recalls to replace Takata airbag inflators.
“The goals of this campaign are to save lives and prevent injuries,” said John Mendel,
Executive Vice President of the Automobile Division of American Honda Motor Co., Inc. “Honda
hopes that this new consumer information campaign will bolster our existing and continuing
efforts to reach our customers and maximize the vehicle repair completion rates associated with
recalls to replace Takata airbag inflators. These ads are a strong call to action from our
company designed to break through the clutter, grab the attention of customers driving affected
vehicles, and urge that they get required repairs as soon as possible,” said Mendel.
The consumer information campaign includes a multi-million dollar advertising push that
will begin on Monday, March 16. Full-page, color advertisements will appear in more than 120
newspapers, while 30-second radio announcements will air in more than 110 markets. In
addition, sponsored, customized Facebook posts that mention the specific vehicle owned by
each identified user will appear on owners’ timelines, in an additional effort to capture attention
and encourage owners to take action. The newspaper and radio advertisements will appear in
American Honda Motor Co., Inc. · 1919 Torrance Blvd. · Torrance, California 90501-2746 · Phone (310) 783-3170 · Fax (310) 783-3622
Media Web Site: www.hondanews.com Consumer Web Site: www.honda.com
Spanish or English to match the primary language of each targeted media outlet. Examples are
available for download at hondanews.com.
The advertising campaign will prioritize the 11 states and U.S. territoriesi that have been
identified by Honda as representing the greatest risk to affected owners. These geographic
areas expand on the four states and territories (Florida, Hawaii, the U.S. Virgin Islands and
Puerto Rico) that the National Highway Transportation Safety Administration (NHTSA) and
Takata initially targeted based on the consistent high absolute humidity levels present in those
regions. It is believed that high absolute humidity contributes to a greater risk of inflator rupture
in certain older-model Takata front airbags. Honda voluntarily expanded the scope of the safety
improvement campaign to include vehicles in Alabama, Georgia, Louisiana, Mississippi, South
Carolina, Texas and California, a total of 11 states and territories, in an effort to include other
potential areas that experience consistently humid conditions over extended periods of time.
Honda strives for 100 percent vehicle repair completion in every recall and every safety
improvement campaign it undertakes. Since initiating the first Takata airbag inflator recall in
2008, Honda has distributed millions of mailed notifications to registered owners in English and
Spanish, but many vehicles included in these recalls remain unrepaired. Unfortunately, it is
estimated that one-third of all recalled vehicles in the U.S. are never repaired. The problem is
more prevalent among older model vehicles.
To help improve owner response rates, Honda has implemented various means of
consumer outreach for recall notification and re-notification, including automated phone calls,
mailing notices by registered mail and overnight delivery services, enlisting the support of
authorized dealers and other measures. In cases where mailed notifications have been returned
to Honda as undeliverable, Honda has engaged firms with specialized search skills and access
to unique databases to locate registered owners.
Taking Care of our Customers
Honda and Acura owners with any pending recalls should schedule an appointment with
their local authorized Honda or Acura dealership. The dealership will replace the part at no
charge to the customer. Honda has taken significant actions to accelerate the pace of airbag
inflator repairs, including securing agreements with two additional inflator suppliers. As a result,
Honda expects replacement part capacity to fully meet demand by later this Spring. However,
the current availability of replacement parts, as well as the time required to complete repairs,
could lead to delays for individual customers. If a customer affected by the Takata airbag inflator
recalls requests alternative transportation until their vehicle can be repaired, including use of a
loaner vehicle or rental vehicle, Honda will accommodate their needs at no charge.
Summary of Affected Models (certain specific vehicles only):
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2001-2007 Honda Accord
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2001-2005 Honda Civic
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2002-2006 Honda CR-V
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2003-2011 Honda Element
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2002-2004 Honda Odyssey
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2003-2007 Honda Pilot
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2006 Honda Ridgeline
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2003-2006 Acura MDX
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2002-2003 Acura TL
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2003 Acura CL
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2005 Acura RL
***Note to News Media: Please consider including the information below when reporting
this story. Honda appreciates your help in reaching as many affected owners as possible
with this important message. Thank you very much!***
Honda continues to urge owners of Honda and Acura vehicles affected by the Takata airbag
inflator recalls to get their vehicles repaired at an authorized dealer as soon as possible. Honda
owners can check their vehicles’ recall status at www.recalls.honda.com or by calling 1-800999-1009, option 4. Acura owners can check their vehicles’ recall status at
www.recalls.acura.com or by calling 1-800-382-2238, option 4.
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Alabama, California, Florida, Georgia, Hawaii, Louisiana, Mississippi, South Carolina, Texas, Puerto Rico and the
U.S. Virgin Islands; bordering states may be included