28 July 2016

Honda In The USA : Model Sales 2014-15

The Accord is a safe bet for buyers

Honda is very popular in Asia/Oceania and North America. Elsewhere it gets a mixed reception. Why does it do well in those areas mentioned above? I think it is to do with safeness. Honda cars are a safe choice. Older people like safe too. That sums up Honda cars to me. In North America, safeness has a sizable following.

In the USA, Honda sells Accords in huge numbers, then the CR-V and the Civic. Sales as a percentage of the US market peaked in 2010, 10%. It currently sits in the low eights, at a stable level. It's been the 4th most successful nameplate since 2004 to 2015. Nissan looks like it may take that in 2016, but that's due to Nissan being on a roll rather than a Honda going downwards.

Honda US Sales – Model
15 16 Model 2015 % +/-
2014 % +/-
1 1 Accord 355,557 25.2% -8%
388,374 28.3% 6%
2 2 CR-V 345,647 24.5% 3%
335,019 24.4% 10%
3 3 Civic 335,384 23.8% 3%
325,981 23.7% -3%
5 4 Pilot 136,212 9.7% 25%
108,857 7.9% -14%
4 5 Odyssey 127,736 9.1% 4%
122,738 8.9% -5%
6 6 Fit 52,724 3.7% -11%
59,340 4.3% 11%
- 7 HR-V 41,969 3.0%




8 8 Crosstour 9,104 0.6% -23%
11,802 0.9% -30%
10 9 CR-Z 3,073 0.2% -14%
3,562 0.3% -22%
9 10 Insight 1,458 0.1% -63%
3,965 0.3% -17%
7 11 Ridgeline 520 0.0% -96%
13,389 1.0% -24%
11 12 FCX 2 0.0% 0%
2 0.0% -80%


Total 1,409,386
3%
1,373,029
1%

Honda's premium marque is a in a different situation. It hit the ground in 1986 as Japan's first upmarket make. In a few years over 140,000 were sold, with just the Integra and Legend models. it was miles ahead of any other premium competitor. Despite more models being introduced, volumes fell in the 1990's. Acura came back in the 2000's but was by then behind the more popular opposition.

Acura US Sales – Model
15 16 Model 2015 % +/-
2014 % +/-
1 1 MDX 58,208 32.9% -11%
65,603 39.1% 24%
2 2 RDX 51,026 28.8% 14%
44,865 26.7% 0%
3 3 TL/TLX 47,168 26.6% 59%
29,743 17.7% 22%
4 4 ILX 18,531 10.5% 4%
17,854 10.6% -13%
6 5 RL/RLX 2,195 1.2% -36%
3,413 2.0% -32%
5 6 TSX 35 0.0% -99%
6,287 3.7% -64%
7 7 ZDX 2 0.0% -97%
78 0.0% -78%


Total 177,165
6%
167,843
1%

Summary: The Honda brand is holding up well in the US, providing cars that the locals want. Acura is now trailing its main competitors and watching those below it. Overall Honda will be satisfied where it is in the US, but would want to do better.

The MDX is Acura's best seller

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