Honda Civic teases with anime Evangelion

“Anime Power” is one of the fastest growing branding trends, as reported in the latest quarters by our Halo Licensing Survey.

But it’s a bit of a surprise that, beyond categories like sneakers, apparel, and FMCG, well accustomed to the collaboration model, also automotive is surrendering to the power of adding an iconic twist in a limited edition launch.

Honda Japanese website has in fact started teasing a collaboration with Neon Genesis Evangelion, through some short YouTube videos featuring Evangelion saga protagonists Asuka Langley, Shinji Ikari, and Rey Ayanami in association with Honda Civic Hatchback model.

Although this collaboration will be limited to the Japanese market, where both players are the leaders in their ecosystem, it is interesting to see how Honda is playing by the same rules of “drop culture”, teasing via the social networks while leaving fans to speculate about details, creating buzz and visibility until the launch is officially disclosed.

To be noted also, especially for anime newcomers, that this collaboration has launched some months before the mostly anticipated Japanese release of Evangelion 3.0 +1.0 (Shin Evangelion) movie on 27th June.