Honda to stop Accord sales in Europe over falling volume

Article by Christian Andrei, 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

Login or Create new account to add a comment!

Recommended

Nearly all details have been set with regards to the upcoming market introduction of the new Jaguar I-Pace. Its production version was recently previewed at the 2016 Los Angeles Auto...
by - December 8, 2016
WM Motor, a new China-based automaker, recently revealed its forthcoming lineup consisting of affordable electric vehicles. While there is a company is the U.S. that has the same name, they...
by - December 8, 2016
Even when Aston Martin has been mum about the upcoming AM-RB 001 hypercar, Marek Reichman at least has something new to say. In a recent interview with Australia’s Motoring, the...
by - December 8, 2016
The people at Mercedes-Benz are rejoicing. This is simply because for the first time since 1979, Mercedes-Benz has assembled 20,000 – and still counting – examples of the Mercedes-Benz G-Class....
by - December 8, 2016
When Donkervoort Automobielen BV unveiled its Donkervoort D8 GTO-RS limited edition in May 2016, customer interest has been so overwhelming that the Lelystad, Netherlands-based carmaker sold out this one-of-a-kind vehicle...
by - December 8, 2016
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