Patrick Grieve
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Robots Build “Mean” 2017 Civic Hatchback in New Honda Commercial

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2017 Honda Civic Hatchback Civic commercial "Made Mean" features robots working the assembly line

There’s been a lot of talk in our politics lately about the decline in American manufacturing.

But how many of those jobs have actually disappeared due to bad trade deals, and how many have simply been lost to angry robots working in a subterranean plant located directly below their human counterparts?

I only ask because there’s a new Honda commercial for the 2017 Civic hatchback that portrays the latter scenario with terrifying, computer-animated precision.

Take a look:


Civic News: 2017 Honda Civic Hatchback earns 5-star safety rating from NHTSA


The ad, entitled “Made Mean,” depicts an imaginary factory in which the all-new Civic hatchback is manufactured. The 30-second spot begins with your typical Civic production, before the camera pans down to reveal an underground robot-run assembly line that looks kind of like that droid factory scene from Attack of the Clones.

Down in the depths, tough robots with flamethrower arms and buzzsaw fists add on the hatch’s more badass elements, including its 174-horsepower 1.5-liter turbocharged engine, athletic rear spoiler, 18-inch alloy wheels, and dual exhaust system.

At the end, a hulking Hondabot actually lights up the front fascia with flames and applies the “H” logo with a branding iron (!!!) The whole thing works well as an endorsement of the new Civic, but is terrible at assuaging fears of an apocalyptic robotic uprising.

Anyway, if these are the scary robots Honda is using to build the Civic hatchback, imagine what monsters they have working on the Type R


Beyond Robots: A look into the future of Honda safety


  • Patrick GrieveEditor

    Patrick Grieve was born in Southwestern Ohio and has lived there all of his life, with the exception of a few years spent getting a Creative Writing degree in Southeastern Ohio. He loves to take road trips, sometimes to places as distant as Northeastern or even Northwestern Ohio. Patrick also enjoys old movies, shopping at thrift stores, going to ballgames, writing about those things, and watching Law & Order reruns. He just watches the original series, though, none of the spin-offs. And also only the ones they made before Jerry Orbach died. Season five was really the peak, in his opinion. See more articles by Patrick.