Jan. 2007 Sales: American Honda

[Variance]

Jan. 2007 Sales: American Honda

TORRANCE, Calif 02/01/2007 -- American Honda Motor Co., Inc., posted a new January record for total vehicle sales of 100,790, eclipsing the 2006 record of 98,394, the company announced today. With one additional selling day in 2007, sales declined 1.7 percent based on the daily selling rate*. American Honda January light truck sales hit a record high of 47,378, up 11.0 percent compared to 2006.

Honda Division posted record January sales of 87,773, up from last year's record of 84,413, and was supported by record light truck sales of 41,427. Light truck models that broke January records included the CR-V, up 48.1 percent to 14,390; and the Odyssey, up 4.5 percent to 11,165. Sales for Accord, the company's volume leader, increased 12.0 percent for the month to 25,714.

"A strong light truck lineup contributed to the company's record January sales," said Dick Colliver, executive vice president of American Honda. "The crossover segment continues to grow and key products like the Honda CR-V are increasingly important."

The all-new Acura MDX, up 3.8 percent to 4,153, led the Acura Division's sales volume of 13,017. Sales for the MDX and RDX sport luxury SUVs resulted in record Acura light truck sales of the month totaling 5,951. Compared to record January 2006 Acura sales of 13,981, total division sales decreased 10.6 percent based on the daily selling rate.

*The daily selling rate is calculated with 25 days for January, 2007, versus 24 for 2006.

American Honda Vehicle Sales For January 2007
								  Month-to-Date			Year-to-Date
							 January January  DSR**	January January  DSR**
							  2007	2006	% Chg.	2007	2006	% Chg.
	American Honda Total	100,790  98,394   -1.7%   100,790  98,394   -1.7%
	   Total Car Sales	   53,412  57,429  -10.7%	53,412  57,429  -10.7%
	   Total Truck Sales	 47,378  40,965   11.0%	47,378  40,965   11.0%
		  Honda Total Car
		   Sales			 46,346  47,289   -5.9%	46,346  47,289   -5.9%
		  Honda Total Truck
		   Sales			 41,427  37,124	7.1%	41,427  37,124	7.1%
		  Acura Total Car
		   Sales			  7,066  10,140  -33.1%	 7,066  10,140  -33.1%
		  Acura Total Truck
		   Sales			  5,951   3,841   48.7%	 5,951   3,841   48.7%
	Domestic Car Sales*	  40,394  48,146  -19.5%	40,394  48,146  -19.5%
	   Honda Division		36,516  43,278  -19.0%	36,516  43,278  -19.0%
	   Acura Division		 3,878   4,868  -23.5%	 3,878   4,868  -23.5%
	Domestic Truck Sales*	32,988  31,640	0.1%	32,988  31,640	0.1%
	   Honda Division		27,037  27,799   -6.6%	27,037  27,799   -6.6%
	   Acura Division		 5,951   3,841   48.7%	 5,951   3,841   48.7%
	Import Car Sales		 13,018   9,283   34.6%	13,018   9,283   34.6%
	   Honda Division		 9,830   4,011  135.3%	 9,830   4,011  135.3%
	   Acura Division		 3,188   5,272  -41.9%	 3,188   5,272  -41.9%
	Import Truck Sales	   14,390   9,325   48.1%	14,390   9,325   48.1%
	   Honda Division		14,390   9,325   48.1%	14,390   9,325   48.1%
	MODEL BREAKOUTS BY
	 DIVISION
	Honda Division Total	 87,773  84,413   -0.2%	87,773  84,413   -0.2%
		Fit				   2,036					 2,036
	   Accord*			   25,714  22,046   12.0%	25,714  22,046   12.0%
		 Memo:  Accord
		  Hybrid				248	 351  -32.2%	   248	 351  -32.2%
	   Civic*				18,378  24,788  -28.8%	18,378  24,788  -28.8%
		 Memo:  Civic Hybrid  1,783   3,165  -45.9%	 1,783   3,165  -45.9%
	   S2000					218	 396  -47.2%	   218	 396  -47.2%
	   Insight					0	  59				 0	  59
	   FCX						0	   0				 0	   0
	   Odyssey*			  11,165  10,257	4.5%	11,165  10,257	4.5%
	   Pilot*				 9,375   9,999  -10.0%	 9,375   9,999  -10.0%
	   CR-V				  14,390   9,325   48.1%	14,390   9,325   48.1%
	   Element*			   3,065   3,729  -21.1%	 3,065   3,729  -21.1%
	   Ridgeline			  3,432   3,814  -13.6%	 3,432   3,814  -13.6%
	Acura Division Total	 13,017  13,981  -10.6%	13,017  13,981  -10.6%
	   RSX					  127   1,288  -90.5%	   127   1,288  -90.5%
	   TL*					3,878   4,868  -23.5%	 3,878   4,868  -23.5%
	   TSX					2,628   3,204  -21.3%	 2,628   3,204  -21.3%
	   RL					   433	 773  -46.2%	   433	 773  -46.2%
	   NSX						0	   7				 0	   7
	   MDX*				   4,153   3,841	3.8%	 4,153   3,841	3.8%
	   RDX*				   1,798	   0			 1,798	   0
	Selling Days				 25	  24				25	  24

	   * Honda and Acura vehicles are made of domestic and global sourced
		 parts.
	  ** Daily Selling Rate

[source: American Honda]

[Northstar]

The Civic sure is losing steam fast, but to what? The new Sentra?

Aside from the RDX, MDX, CR-V, and Accord, it wasn't a very good month for Honda. I fail to see how 14k people would buy a CR-V, but it does have an H on it.

[regfootball]

for being such an AWESOME car, the fit sure doesn't sell much.

Ridgeline and Element DOWN Pilot DOWN

TL RL TSX DOWN

Honda seems to only riding the success of the Accord right now.

[Matt276]

From what I heard, u can buy an Accord for up to 5K$ under sticker.

Edited February 1, 2007 by Matt276

[Satty]

As far as I Can tell, there are no factory rebates on Accords. I find it hard to believe that you can get a new Accord for $5k under sticker when used ones seem to sell for 80% of the original sticker after a year or two. Hell, I looked at an '01 Accord in 2005 that was going for almost $16k. Dealer got just under $16 for it.

[balthazar]

Does the alarming car sales drop (down nearly 11%) have anything to do with the shift towards more imported hondas??? Keeping the numbers up at home; that sort of thing? Interesting possible indication that the 'American' face of honda is a convience & marketing tool, rather than a true community mindset as so often portrayed.

[Sixty8panther]

I fail to see how 14k people would buy a CR-V, but it does have an H on it.

So does a Hyundai....

I'd rahter push a two-ton Fleetwod Brougham up a slippery hil than drive either!

[Chicagoland]

Civic buyers maybe got CR-V's since gas prices are down.

The Accord does have 'spiffs' this year to sell, since it is getting "totally re-done"* for 2008.

* Not my words, but the hype

[GXT]

Civic buyers maybe got CR-V's since gas prices are down.

The Accord does have 'spiffs' this year to sell, since it is getting "totally re-done"* for 2008.

* Not my words, but the hype

Looks pretty "re-done" to me...

http://www.hondanews.com/CatID2003?view=p&...w=AccordConcept

[Flybrian]

Looks pretty "re-done" to me...

http://www.hondanews.com/CatID2003?view=p&...w=AccordConcept

You're hypothesizing about a production sedan with a concept coupe.

[regfootball]

From what I heard, u can buy an Accord for up to 5K$ under sticker.

so much for resale!!!!!!!!

can you say TOILET?

[toyoguy]

those Civic sales will be picking up anytime now.

[balthazar]

Domestic Car Sales : -19.5%

Domestic Truck Sales : 0.1%

Import Car Sales : +34.6%

Import Truck Sales : +48.1%

Anyone know what's going on??? Are American honda plants getting off-time/slowdowns?

[turbo200]

Civic is losing pressure because the price is turning buyers off. Corolla in its final year of production [or are we still two years away now that Toyota got scared of the Civic, toyoguy?] is selling with terrific incentives and a much lower base price. We're talking about comparing a Corolla that can be had for $14k versus a base Civic going no lower than 17k, and that's already $800 back of invoice, a killer deal. I guess Honda's bargain to move upscale so far has proved halfway successful--Cr-v at almost two grand pricier sticker is doing gangbusters, just the result of a quality product with good room as an alternative to midsize SUVs, a still burgeoning class, the kind that don't guzzle gas, ahem Explorer. Civic is still doing well, obviously, and I don't think we've heard the last of it as far as increases go, but buyers just aren't seeing the value in it. I do, it's an amazing car, drives better than most under $30k cars, but you know, it's a Civic, why is it so much money, it used to be $13k, or so the line goes from the dazed consumer. Accord--they are going pretty far back on the car, but no factory incentives aside from dealer cash [which can be passed on obviously] and leases.

EDIT: about the consumer mentality and Honda's brave move forward into more passionate driving land---buyers are still looking at Civic as basic economical transport---the reality is trimmings, handling/ride quality, efficiency/performance are up there with lower end luxury sedans in terms of the overall package. Corolla is just that--economical reliable everyday transport, those who choose the Civic do so because they understand it is a premium package. Drove the Camry CE back to back to Civic EX, Civic trumps it in every category except for room and trunk space, but Civic is really all a small family needs anyway, and they get the benefit of better gas mileage.

Edited February 2, 2007 by turbo200

[turbo200]

for being such an AWESOME car, the fit sure doesn't sell much.

Ridgeline and Element DOWN Pilot DOWN

TL RL TSX DOWN

Honda seems to only riding the success of the Accord right now.

fit is constrained by capacity, dealers are selling everyone they can get.

[regfootball]

Civic is losing pressure because the price is turning buyers off. Corolla in its final year of production [or are we still two years away now that Toyota got scared of the Civic, toyoguy?] is selling with terrific incentives and a much lower base price. We're talking about comparing a Corolla that can be had for $14k versus a base Civic going no lower than 17k, and that's already $800 back of invoice, a killer deal. I guess Honda's bargain to move upscale so far has proved halfway successful--Cr-v at almost two grand pricier sticker is doing gangbusters, just the result of a quality product with good room as an alternative to midsize SUVs, a still burgeoning class, the kind that don't guzzle gas, ahem Explorer. Civic is still doing well, obviously, and I don't think we've heard the last of it as far as increases go, but buyers just aren't seeing the value in it. I do, it's an amazing car, drives better than most under $30k cars, but you know, it's a Civic, why is it so much money, it used to be $13k, or so the line goes from the dazed consumer. Accord--they are going pretty far back on the car, but no factory incentives aside from dealer cash [which can be passed on obviously] and leases.

EDIT: about the consumer mentality and Honda's brave move forward into more passionate driving land---buyers are still looking at Civic as basic economical transport---the reality is trimmings, handling/ride quality, efficiency/performance are up there with lower end luxury sedans in terms of the overall package. Corolla is just that--economical reliable everyday transport, those who choose the Civic do so because they understand it is a premium package. Drove the Camry CE back to back to Civic EX, Civic trumps it in every category except for room and trunk space, but Civic is really all a small family needs anyway, and they get the benefit of better gas mileage.

compacts are not for families. stroller fills the trunk, if it fits. no room for groceries. compacts are not as good in safety as mid size and larger. my guess is accords are cheaper for many than civics. just like Mazda makes a living selling 6's by upselling from the expensive 3's. the m6 is not much more $$$ than the m3.

[siegen]

As far as Civic sales go. The best reason I found is explained here.

Fit sales are and have been capped by supply, that's nothing new. You'll be very lucky to find a Honda dealer with more than 2 on the lot. Just for comparison, using Auto Trader, I did a 300mi search around Seattle, and only found 21 new Fit's for sale. The same search for new Yaris' turns up 77, and for the Aveo... 494. Btw, if you want to do your own search, you can't go off of the number of listings, as a dealer with 13 cars on the lot is counted as one listing just as a dealer with 2 cars on the lot. You have to count the number of cars for each listing.

Edited February 5, 2007 by siegen

[VenSeattle]

As far as Civic sales go. The best reason I found is explained here.

Fit sales are and have been capped by supply, that's nothing new. You'll be very lucky to find a Honda dealer with more than 2 on the lot. Just for comparison, using Auto Trader, I did a 300mi search around Seattle, and only found 21 new Fit's for sale. The same search for new Yaris' turns up 77, and for the Aveo... 494. Btw, if you want to do your own search, you can't go off of the number of listings, as a dealer with 13 cars on the lot is counted as one listing just as a dealer with 2 cars on the lot. You have to count the number of cars for each listing.

You can't necessarily go off the listings for GM... GM controls the new-inventory feeds for their dealerships. The car shows up in the dealer's inventory once the VIN is allocated to that dealer... regardless if it's at the plant, in transit, or on the lot.

[A Horse With No Name]

Again, I think that the economy will come into play. I would be very interested at seeing how the Fit does. I would guess that it would take off in sales when the weather breaks.

Chris

[siegen]

I would be very interested at seeing how the Fit does. I would guess that it would take off in sales when the weather breaks.

The Fit will take off in sales when there are more Fits available to sell.