Honda CEO expects sales in the U.S. to increase by almost 25% this year

Article by Christian Andrei, on January 10, 2012

In 2011, Honda faced one setback after another, prompting CEO Takanobu Ito to remove the bad luck by visiting the Nikko Shrine in Tochigi, on New Year’s Day to have all his "bad omens taken away." This shrine is located near Honda's R&D center. Honda’s production wasn’t consistent last year because of the disruption related to the disaster in Japan and the floods in Thailand. Honda’s supplier network, particularly Tier 2 and 3 suppliers, were in disarray.

After making the visit, Ito said that he is more confident about the recovery in 2012. He estimates that this year, Honda sales in the U.S. will increase by almost 25% with sales of 13.5 million units. Honda brand sales will increase to 1.25 million units from 1.024 million in 2011. Honda is relying on the launch of the redesigned CR-V and Accord for this sales improvement.

American Honda CEO Tetsuo Iwamura said that due to a redesigned RDX and a new ILX sedan, the Acura brand’s sales are expected to go up from 123,000 to 180,000. This would stand for a 24.7% sales increase in a year. American Honda sales in 2011 dropped by 7%.

Iwamura said that many industry observers thought that the shortage in Honda units because of the natural disasters meant that Honda had lost its edge. But he announced that 2012 for Honda will be a year when it will be competitive in the market. He cited that the manufacturing in North America has had a full recovery. He also said that since Oct. 29, production has been “100% or more.” 

The new 2012 Honda Civic is the ninth generation of the Japanese carmaker’s most recognized and famous product around the world. The Civic has a reputation as a fun to drive compact car that is stylish, durable, athletic and fuel saving. It has also become one of the most loved and most reliable cars from Honda, having attracted 8.8 million buyers since it was launched in the early 1970s.

Every generation of the Honda Civic is an improvement over its predecessor and follows a development theme. The 2012 Civic takes on the distinctive and futuristic theme and this push has introduced several features that address current needs as well as future demands. This also elevates the driving experience that you get from a Honda Civic.

Major improvements and refinements are seen all throughout, with better fuel efficiency and the inclusion of interactive personalization and convenience technologies. The performance, interior package and ride characteristics have also been improved.

Honda Civic caters to a wide range of customers. These are young people who are just starting out in life, young families, soccer parents, doctors, baby boomers, or Generation Y, and they are spread across the United States, and throughout the world. But even with the difference in demographics and needs, these customers are all young at heart and that is what attracts them to Honda Civic precisely because it is very fun to drive.

Model lineup for 2012

With the fast evolution of the automotive landscape in the past 10 years, there is now an increased focus on fuel efficiency, affordability and low emissions. The good news is that the Honda Civic excels in all three. The 2012 Civic lineup has six models that range from high performance to highly efficient. Each one of these models is tuned to meet individual preferences and needs.

Check out the very affordable and very efficient Honda Civic HF. The Civic HF can go for 41 miles on every gallon of fuel for highway driving, which is an improvement of two miles per gallon compared to the regular Civic Sedan. This is also the best fuel economy rating for any car in its class.

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