Honda to stop Accord sales in Europe over falling volume

Article by Christian A., on January 26, 2015

Honda plans to stop selling the Accord midsize sedan in Europe as the carmaker continues to suffer sales in a segment where premium ones from German groups are preferred. Leon Brannan, Honda’s UK car division’s boss, told Automotive News Europe that the midsize segment is dominated by corporate sales to German premium brands, which makes the cost to compete is “eye-watering.”

Honda started selling the Accord in Europe in 1977 and commenced production at its Swindon site in the UK in 1992. Back then, the Accord’s main selling points are its reliability and affordable technology.

When Honda shifted the production of the vehicle from the UK to Japan in 2000, Honda was unable to offer similar discounts provided by its European rivals, especially when the Japanese yen gained strength against local currencies.

In 2014, the Accord saw its sales in the region drop 19 percent to 3,453 units, last according to JATO Dynamics market researchers. Honda, meanwhile, logged a 5-percent fall in sales in the EU and EFTA markets to 133,268, giving it a market share of just 1 percent, according to data from industry body ACEA.

Honda is more optimistic for this year in Europe, especially as it prepares to offer new and refreshed models like the HR-V subcompact crossover and the CR-V compact SUV.

If you liked the article, share on:

Comments

Recommended

Is there anything more exciting than a spoiler? Well, for those who didn't know, there are those who have already seen the Mercedes-AMG Project One (in the flesh) way before...
by - April 25, 2017
Does the Honda Passport ring a bell to you? This was the first ever SUV that was sold by the Japanese automaker, but it was not that successful compared with...
by - April 25, 2017
Wagon buyers who prefer their vehicle to be luxurious, you will have an entirely brand new selection at the latter part of this year. Porsche will start rolling out 4...
by - April 25, 2017
McLaren rejects the idea of creating anything other than a sports car. That means that vehicles that would be ideal for families such as an SUV or a crossover are...
by - April 25, 2017
The new and improved Opel Grandland X is out, and this large SUV is something the European market did not know they would need. Now measuring at 14.7 feet (4.48...
by - April 25, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries