23 February 2020

Honda Euro Sales (By Model) : 2000-2019


Honda hasn't been having a great time in Europe of late, despite it having success in other regions of the world. So what caused Honda to recently decide to end vehicle production in Europe and basically give up on trying to conquer that region.

Firstly, we'll break it down into five year increments by model pan-Europe.

2000-04: Things were picking up nicely, with sales up from 190,000 to 262,000. The Civic was ever more popular and the innovative Jazz lifted things up nicely from the dull Logo.


Model / Year 2004 2003 2002 2001 2000

Civic 92,192 71,296 73,845 78,934 69,475

Jazz/Logo 74,995 52,279 43,024 4,091 10,564

Accord 48,346 29,790 17,086 27,426 44,551

CR-V 33,029 31,458 30,854 23,373 29,129

HR-V 7,442 6,830 10,291 16,322 25,758

S2000 1,945 1,987 2,552 2,208 3,966

FR-V 1,889




Stream 1,609 2,453 5,656 7,264

Shuttle


299 2,748

Others 366 143 703 838 3,782

Total 261,813 196,236 184,011 160,755 189,973

2005-09: The growth continued until 2007, when in excess of 300,000 sales was achieved. The Civic reached 120,000 units and the CR-V passed 75,000 sales. European sales then began to fall, as did Honda too, although slightly faster. 


Model / Year 2009 2008 2007 2006 2005

Civic 80,140 111,206 120,600 99,852 74,163

Jazz 73,262 59,216 67,717 79,627 82,783

CR-V 40,928 55,107 76,426 43,258 48,422

Accord 27,010 26,840 28,564 33,081 36,118

Insight 15,412




City 1,579 2,176 2,897 3,244

FR-V 4,864 8,344 13,081 16,695 15,411

S2000 598 566 936 1,321 1,613

HR-V


779 3,707

Others 445 554 1,198 1,322 622

Total 244,238 264,009 311,419 279,179 262,839

2010-14: Total European sales continued to be stable but weak while Honda was now falling steadily. No doubt tight market conditions were putting pressure on margins and Honda pulling back on chasing volume. By 2014, not one model was able to reach 50,000 sales. 


Model / Year 2014 2013 2012 2011 2010

CR-V 49,030 47,848 36,927 34,235 36,748

Civic 42,024 42,748 40,695 39,032 55,355

Jazz 37,583 42,294 48,851 54,890 57,223

Accord 3,413 4,283 7,764 11,644 15,674

Insight 525 1,246 3,270 5,577 11,731

CR-Z 297 694 2,052 4,335 5,704

City


235 1,461

FR-V



630

Others 24 21 53 108 228

Total 132,896 139,134 139,612 150,056 184,754

2015-19: Total European sales did improve slightly and Honda was now stable. However, the 121,000 registrations of 2019 were half that of ten years before. Only one model managed to exceed 35,000 sales. Honda was now a minor player in Europe, hence the decision to end production there. 


Model / Year 2019 2018 2017 2016 2015

Civic 36,939 42,832 40,370 44,994 42,817

Jazz 31,126 38,262 34,870 37,128 30,613

CR-V 31,708 27,832 33,981 44,280 47,157

HR-V 21,697 25,998 29,032 33,855 7,765

Accord



1,865

Others 136 157 227 147 110

Total 121,606 135,081 138,480 160,404 130,327

Markets: Looking at the four main markets in Europe paints an interesting picture. 2007 was a record year for Honda in Europe at 14th place. The UK was up at 8th while the other three were well behind that. Honda relied on the UK while the other three big players were not that interested. 

By 2019, that pattern remained but at much lower levels. UK Honda still had a reasonable 1.9% share but the others were paltry. Surely if the other markets had embraced Honda with the same enthusiasm as the UK, then Honda would be still be serious about Europe. 


Country 2019 2007

France 8,196 0.4% 25th 15,631 0.8% 19th

Germany 15,676 0.4% 27th 41,729 1.3% 16th

Italy 8,663 0.5% 27th 26,351 1.1% 21st

UK 43,913 1.9% 19th 106,018 4.4% 8th

Europe 122,080 0.8% 25th 313,484 2.0% 14th

The fact is Honda wasn't accepted well in Europe as a whole. I have read that the UK car companies make more money there than in Europe so perhaps discount pressures aren't as great. Honda doesn't subscribe to the philosophy of heavy discounting to maintain share so that has clearly been an issue. Do Honda cars lack some zing, that put off driver focused Europeans? Feel free to comment on what you think.

PS. Please note that total sales and model sales are from a different source and the numbers vary slightly.

For others in the series, please click on the brand name below.

Alfa Romeo - DR Motors - Fiat Part 1 - Hyundai Part 1 - Infiniti - Jaguar -
Kia - Lancia - Land Rover - Mazda - Mitsubishi - Nissan - Opel/Vauxhall -
Peugeot Part 1 - Renault Part 1 - Saab - SEAT - ┼ákoda - Subaru - Volvo

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