Honda has long had a penchant for motorsports, and it has translated into an iconic nameplate for the brand's road cars: Type R. Except, the United States has mostly been left out of the Type R party. That changes this year and Honda is sounding the news off loud and clear in the 2017 Civic Type R's first advertisement.
The ad spot, titled "Racing at Heart," features various Honda racing machines morphing into their road-going counterparts. We see a Ridgeline Baja truck, the Civic Global Rallycross racer, and the manufacturer's latest IndyCar. F1 is not represented for various (read: failed) reasons.
It's the IndyCar that gives way to the all-new Honda Civic Type R, which continues to celebrate the idea of small, fun-to-drive performance cars. The performance compact/hatchback segment is alive and well. Honda is just a tad late to the party when it comes to the Civic Type R. Volkswagen and Ford have enjoyed a nearly cornered market for years.
The ad spot arrives as the Civic Type R prepares to launch ahead of the summer driving season, though we're still waiting to hear how much the hot Type R will cost. We do know it'll be fairly frugal; the Civic Type R will arrive with an EPA-estimated 25 mpg combined rating. And the Type R won't be the only Civic with sporting intentions. Let's not forget about the Civic Si, which went on sale last week with a tempting $24,775 price tag.
In the meantime, check out the spot up above and rejoice knowing the Civic Type R is no longer a pipedream in the United States.