ASA Adjudication on Honda UK Ltd

Ad

A national press ad for the Honda CR-V stated "Some of us just need bigger cars. Room to fit all the kids, the two dogs, and the seven bags of shopping. But all this space needn't cost more money, that's because the CR-V is fuel efficient. After all, none of us really likes to compromise”. Small print at the bottom of the ad stated "Fuel consumption figures for CR-V 2.2 i-CTDi ES manual in mpg (1/100km): urban 34.9 (8.1), Extra Urban 49.6 (5.7), Combined 43.5 (6.5), CO2 173g/km".

Issue

We Are Futureproof challenged whether the claim that the CR-V was "fuel efficient" was misleading and could be substantiated.

CAP Code (Edition 11)

Response

Honda UK (Honda) said that fuel efficiency was based on a number of factors including the engine, the weight of the car and its aerodynamics. They explained that the CR-V 2.2 i-CTDi ES Manual model featured in the ad benefited from technical changes in each of these areas resulting in fuel efficiency.

They explained that the fuel mixture in the combustion chamber was ignited in a very efficient way and that the amount of redundant fuel and gasses normally wasted during this process was reduced.  They said the overall weight of the engine had been reduced by incorporating a cylinder block made from aluminium and the combustion cylinder in the engine was at an off-set angle, which resulted in a lower friction during the combustion stroke subsequently improving fuel efficiency.   They added that the car benefited from an 'intelligent' four-wheel drive system which only used the four wheels when conditions required it and that under normal driving conditions it would only use two of the wheels.  Finally, they explained that the aerodynamic design of the car meant that it had a lower rolling resistance and the six speed manual gearbox allowed for lower revs at higher cruising speeds, resulting in a more fuel efficient drive.

They provided a list of cars of a similar weight and class with details of how each performed in horse-power, fuel consumption and CO2 emission levels. Of the 52 similar cars listed, the CR-V was shown to have the sixth lowest combination fuel consumption.

Assessment

Not upheld

The ASA noted the ad claimed that the car was "fuel efficient" and made that claim in the context of references to "bigger cars" and the relative cost of space. We considered, therefore, that consumers were likely to interpret the statement "But overall this space neednt cost more money, that's because the CR-V is fuel efficient" to be a claim  that related to the relative amount of fuel consumed when compared with cars of a similar class.

We noted Honda had supplied evidence that demonstrated the CR-V was fuel efficient for its size and weight in comparison with other cars of a similar class and concluded that the claim in the ad was unlikely to mislead.

We investigated the ad under CAP Code clauses 3.1 (Substantiation), 7.1, 7.2 (Truthfulness) and 19.1(Other comparisons) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)