Honda and Acura Skid on Rough April Sales Results
For the past several months, Honda’s sales reports have told the same familiar story of continued gains for the Honda Division and continued losses for the Acura Division. In April, though, both Honda and its luxury brand suffered sales declines, totally 138,386 units sold, a 7% decrease in year-over-year results.
The Honda Division accounted for 124,254 of those units, representing a 6.3% decrease in comparison to April 2016 sales, while the Acura Division’s sales of 14,132 vehicles accounted for a twice as bad 12.8% drop.
One bright spot for Honda was its trucks lineup, which had a best-ever April on sales of 61,114 units, driven by the CR-V and HR-V. And despite the overall market shift towards SUVs, several of the Japanese automaker’s most popular cars continued to perform well, with the Civic again topping the 31,000 mark and the Accord not far behind with 26,938 units.
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“While there seems no end in sight to consumers’ love affair with trucks and SUVs, we continue to keep a focus on passenger cars to maintain a balanced sales mix in the retail marketplace,” said Jeff Conrad, senior vice president of the American Honda Automobile Division. “Our efforts to build more Honda light trucks at our plants in North America are paying dividends with sales records for both CR-V and HR-V.”
The Acura brand, which is more accustomed to dismal sales months, highlighted the success of its TLX, which posted its best month since October of 2015 on sales of 5,258 units.
“We’re seeing our new marketing efforts resonate with buyers with TLX posting strong sales in a tough segment,” said Jon Ikeda, vice president and general manager of Acura. “With the new 2018 TLX launching next month, including the all-new A-Spec model, we look forward to broadening our appeal with performance-focused buyers.”
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