Honda's Campaign Reinforces Long-Term Value by Linking Up with Edmunds.com

Adweek: 

"Honda is trying a new tactic with its latest batch of TV spots. Rather than direct users to sites it controls to push its long-term value message, the automaker is telling them to visit auto review site Edmunds.com.
 
Honda hopes the tactic will lend credibility to its "Honda Values" campaign claims that its cars have a lower cost of ownership when factors like insurance, fuel and maintenance costs are taken into account. The TV spots, which began running today, are an attempt by the automaker to fend off discount offers by competitors."

Smart move on Honda's part to emphasize that value doesn't just mean lower prices today--it also means saving money over a long-term period.  Much like when you buy a house, you have to calculate maintenance fees (gas, electric, etc.).  That's the true value.  Then, they two-punched by hooking up with Edmunds.com to give the customer unbiased reviews.