The ZX is touted as "a vehicle that's right for the times", aimed at the 25 to 35 demograhic. Honda is positioning the ZX as a sub-compact with "big sedan" functionality in an 80 million baht (US$1.9 million) drive to raise awareness of the ZX's sporty looks, low running cost and practicality.
The Chuo Senko-produced 'Progressive Mind' TVC features a man holding a set of keys while dreaming about what it would be like to drive the ZX. The shot cuts to his eyes which turn from black to blue, hinting that if, just by thinking about the car, his eye colour can change, what would the true experience of driving the ZX be? Print support details ZX's functionality. It also backed fashion shows to create interest and dealer activity in 10 provinces.