Honda president expects to sell 200,000 Fits in next 4 years in North America

Article by Anita Panait, on November 6, 2012

Takanobu Ito, the President of Honda Motor Co., is expecting the subcompact Fit hatchback to be the carmaker’s fastest-growing model in North America over the next four years. Ito is expecting to sell 200,000 units of Fit hatchback and new variants in the next four years in North America, from 64,177 units in 2011.

Following Ito’s target, the Fit is expected to boost Honda’s sales in North America by 18% to 2 million vehicles in the fiscal year ending March 31, 2017 – more than the carmaker's current high-volume Accord, Civic, Odyssey or CR-V. Honda is expecting to sell 1.7 million vehicles in North America in 2012. Ito is expecting Fit's sales in the U.S. to rise after a redesign scheduled for 2013.

Honda will commence production of the Fit at a new plant in Mexico in 2014, providing dealers more Fits to sell without their profits affect by the dollar-yen exchange rate. The arrival of additional body-style variants of the Fit is also expected to help. Ito told Automotive News last week that they have set the target of selling 2 million vehicles in 2016.

He remarked that the 200,000 Fit units produced in Mexico will be the minimum contribution that the series makes. Under Ito’s plans, the Fit family would account for around 10% of Honda sales in North America.

In 2011, Honda’s Fit sales grew 9% in the US to 59,235 units, accounting for just 5% of the carmaker’s total sales in the country. Adding figures from Canada and Mexico, the Fit accounted for 4% of Honda's volume in North America.

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