At a time when Honda should have gained some market share, its November sales in the US are only up by 4% while the whole market is up 11%. Toyota is struggling due to the massive recalls the past year while the Detroit 3 has yet to fully recover from the economic downturn.
However, Honda’s retail share has been down this year. In an interview with autonews, Lincoln Merrihew, managing director of Compete Automotive, said that Honda “is not riding the wave."
Factors that are contributing to its poor performance are the Civic and CR-V (which are in the final year of their product cycle) and the Accord, which is 18 months from a redesign.
But the models that were recently introduced aren’t doing much better. Sales of the Insight hybrid are falling below most conservative sales estimates. In fact, it is 40,000 units short of what was forecast. Honda’s model is outsold 8 to 1 by the Toyota Prius.
The Japanese company aimed to sell 60,000 to 80,000 units but it only managed to shift 19,325 units through November. This is the same with the Crosstour, of which Honda has sold 20,000 fewer than its biggest rival, the Toyota Venza.
Honda's new CR-Z hybrid coupe is new to the market but its sales also aren’t anything to be excited about. Honda had made a conservative estimate to sell around 15,000 of the two-seat hybrids annually.