Honda posted a 24-percent increase in sales for the first 11 months of 2012 in the United States, getting a boost from its best November sales in the country ever. However, Honda’s results are somewhat slanted due to the natural disasters in 2011 that severely affect Honda and Acura’s inventories. Combined, the Honda and Acura brands should post around 1.4 million in vehicle sales in the US for the full year 2012.
Honda, however, has grander plans in the near future. According to Honda Motor chief executive Takanobu Ito, he aims to increase Honda’s sales in North America to 2 million in the near term from the current 1.7 million units. Dick Colliver, former American Honda sales chief, had a similar goal for the carmaker’s US unit in the early 2000s.
However, he fell short as sales peaked at 1.55 million units in 2007 before the recession dropped industry sales drastically. The Honda brand spent around $513.5 million on US measured media in 2011, representing a 2.9 percent year-on-year increase, while Acura spent $193 million for a 1.9-percent hike, according to the Ad Age Data Center.